Arjun is one of two people who run JAAX Labs. The other is Sid. Where Sid is the strategy-and-writing half of the team, Arjun is the data and growth half. Seven-plus years in performance marketing and GTM - he turns ad spend into revenue and guesswork into dashboards.
The work he cares about most: analytics that don't lie, attribution that survives a Shopify checkout, and the kind of growth strategy most agencies paper over with vanity metrics. Sentinel - JAAX's live Shopify analytics product - exists because Arjun kept watching store owners make expensive decisions on bad data.
His background is in data, analytics, and growth. He has worked across e-commerce attribution, paid acquisition, and GTM for growth-stage businesses. The thread is the same in all of it: instrument first, spend second.
What I work on.
Most of his week splits between Sentinel (the product) and the analytics and growth side of JAAX engagements - attribution audits, GA4 setup, server-side tracking, paid channel strategy. When a client asks "where is my revenue actually coming from?" - Arjun is the answer.
- Performance marketing
- Shopify analytics
- Server-side attribution
- CAPI / Enhanced Conversions
- GA4 / GTM
- Growth strategy
- Data analytics
- AI integration
Where to start.
If you're running a Shopify store: Sentinel is the most direct introduction to how Arjun thinks about the attribution problem. If you're considering a JAAX engagement that involves analytics, tracking, or growth - he's the one you'll work with.
For a longer-form taste of how JAAX thinks about data: read the Shopify analytics guide. Attribution that survives a checkout, server-side tracking, the metrics that actually matter - Arjun built the framework behind it.