HERKEY
Herkey (formerly JobsForHer) is India’s largest career engagement platform for women, helping professionals start, restart, and grow their careers with jobs, learning, and community.
Overview
Challenge
Product organization at ground zero: Herkey had strong founder vision, but lacked a fully-formed product org with clear roles, ownership, and processes. There was no established product leadership bench, and execution was largely driven through ad-hoc initiatives.
Need to embed AI into core journeys: The company saw AI as central to its differentiation better matching, coaching, and engagement but needed a coherent AI-first roadmap that translated into real improvements in customer experience and outcomes, not just "AI features."
Growth and retention pressures: In a crowded HRTech and career-platform market, Herkey needed to improve ARR, user retention, and NPS to stand out with both women professionals and enterprise partners.
Our Approach
Build the Product Organization (0 → 20+)
Designed the product org structure, including leadership roles, IC tracks, and interfaces with engineering, marketing, and sales.
Hired, onboarded, and shaped a 20+ person product organization, including product managers, designers, and closely aligned data/engineering collaborators.
Established product rituals: discovery and experimentation practices, roadmap and prioritization cadences, stakeholder reviews, and metrics-based decision-making.
Define and Operationalize an AI-First Roadmap
Crafted a multi-horizon roadmap that made AI a first-class citizen in the product strategy, rather than a feature bolted on.
Led the design and delivery of key AI-driven capabilities, including:
- Intelligent search tuned to women's career stages, breaks, and aspirations.
- A recommendation engine for job and applicant matching, improving relevance for both sides of the marketplace.
- A voice-based mock interviewer to help women practice interviews and build confidence.
- An AI-enabled career coach to guide choices on roles, skills, learning paths, and next steps.
Tied each initiative to clear metrics: Match quality, session depth, repeat usage, NPS, and conversion for both candidates and employers.
Own Outcomes and Execution
Took full operational responsibility for the roadmap from concept through launch, iteration, and optimization.
Worked as a de-facto head of product / CPO function, partnering closely with founders and business leaders.
Ensured that AI and product bets aligned directly with revenue, retention, and strategic positioning.
Value Delivered
Outcomes
Product org: 0 → 20+
A complete product organization was built from scratch, including leadership, talent, and operating mechanisms capable of sustaining innovation beyond the initial build.
3x ARR and user retention
The combination of an AI-first roadmap and a strong product org drove a 3x increase in ARR and user retention in just a year and a half, alongside a 40% improvement in customer experience and NPS.
External recognition
HerKey's AI initiatives earned the IIMB-ISPMA Innovation Award, validating the strategic and technical direction of the work.
This case illustrates Evoque Impact's ability to act as strategist, builder, and operator owning both product vision and execution to deliver measurable growth and experience outcomes.
Valued Feedback
Placeholder quote for Herkey case study.
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