Ashiklal Pyarilal

My professional journey began with Indywood Film Carnival, South Asia's largest film carnival.

Managing large-scale events and conferences introduced me to branding, marketing and the importance of creating memorable experiences.

I became fascinated by how businesses present their products and services, and how communication can influence people's perceptions and decisions.

It was this curiosity that encouraged me to explore marketing further.

My growing interest in marketing brought me to London, where I completed my MBA in International Marketing in September 2019 from Coventry university, London campus.

Studying consumer behaviour, branding and international marketing strategies helped me understand how businesses connect with different audiences.

It also encouraged me to think beyond individual marketing activities and consider the entire customer experience.

In February 2021, I began my digital career at Pensa Digital.

This was my introduction to the practical side of digital marketing, where I started exploring the tools, platforms and strategies businesses use to reach their audiences online.

Later that year, I also took on a Digital Marketing Executive role at Mumbli, broadening my experience across digital marketing activities.

My time at Elara Care played an important role in shaping my digital expertise.

With guidance and training from the amazing Jasveer Matharu, I developed a deeper understanding of SEO, content strategy, website management and analytics.

I worked across digital campaigns, search optimisation, social media, email marketing and website performance, while continuing to strengthen my knowledge through professional training.

This was where I began to recognise the connection between attracting visitors and creating meaningful experiences once they arrived.

A website could have excellent search visibility, but if visitors struggled to find information or understand what to do next, that opportunity could easily be lost.

Joining With Intelligence in June 2023 introduced me to an entirely new scale of website management.

I had the opportunity to work across a portfolio of more than 65 event websites, each serving different audiences and business objectives.Initially, the scale felt overwhelming.

But I decided to see it differently.If one website could teach me something new, imagine how much I could learn from 65. I became increasingly interested in information architecture, navigation, user journeys and the principles behind good user experience.

I completed the Google UX Design Professional Certificate and began applying those learnings across live websites, contributing to major redesigns, UX improvements and scalable design systems.

In October 2025, I progressed to Senior UX Designer at With Intelligence.
Following its acquisition by S&P Global, I continued in the senior role within the Market Intelligence division from November 2025 to August 2026.

My work involved UX strategy, SEO, behavioural analytics, user research and optimising journeys across a substantial portfolio of event websites and the main With Intelligence website.

Working closely with marketing, content, product, events and design teams helped me see how closely connected every part of a website really is.

It strengthened my belief that search visibility, usability, content and conversions should work together rather than be approached as separate challenges.

As my experience with UX research and behavioural analytics grew, I became increasingly interested in understanding the psychology behind people's actions.

In April 2026, I completed three Mastery certifications in Applied Behavioural Design, Emotional Behaviour Psychology and Digital Behaviour Change from the Behavioural Design Academy.

These specialisations gave me new ways to understand how emotions, expectations and decision-making influence digital experiences.They also helped bring together everything I had learned through marketing, SEO, UX and analytics.

After years of working across different areas of digital experience, I wanted to create something that brought them together.

That's how Digital Octopux began. A website optimisation company built around the belief that better digital experiences start with understanding people.

Today, I combine Behavioural UX, SEO, AI Search, analytics and conversion optimisation to help businesses create websites that are easier to find, navigate and understand.