Dec 2024 – Present · 1 yr 3 mos · India

Mar 2023 – Jun 2025 · 2 yrs 3 mos · Mumbai, Maharashtra, India · On-site

• Led ShemarooMe’s OTT business, driving growth, profitability, and digital transformation.
• Increased monthly active users (MAUs) by ~30 % through data-driven customer acquisition strategies.
• Optimized monetization models (SVoD & AVoD), resulting in ~35% increase in revenue and better ROI.
• Implemented AI-powered content personalization, boosting customer engagement and retention.
• Drove high-value strategic partnerships, enhancing content distribution and platform reach.
• Designed and executed performance marketing strategies, improving ad conversions and reducing CPA.

Apr 2021 – Mar 2023 · 1 yr 11 mos

• Launched & scaled MX Gold (SVoD), increasing paid subscribers by 100%.
• Maximized revenue streams, integrating programmatic ad solutions and AI-driven ad targeting.
• Led international content syndication, expanding MX Player’s content portfolio across key markets.
• Developed retention strategies, reducing churn and increasing engagement by X%.
• Built strategic alliances with global tech partners, telecom providers, and media agencies.

Oct 2018 – Apr 2021 · 2 yrs 6 mos

• As a core member of the founding Leadership team, responsible and head all facets of Marketing( Brand, Content marketing, Performance marketing, PR, OAP & Social) and Business Partnerships (distribution & revenue, mobile and non-mobile), sales strategy innovations( to drive advertising sales), analytics(empowering the teams with better data-driven decision making) & growth(new projects, avenues for growth of the platform) and to build scale for the largest entertainment Super-app for the world's fastest growing OTT Market(India).
• Worked with multiple stakeholders & partners and set up the team from ground up, spanning the domain of digital customer acquisition & retention, brand & communication, CRM, research & insights and partnerships with OEMs and publishers.
• Building further scale for India's largest OTT/Entertainment Super-app platform on reach, consumption & monetization with Growth & engagement responsibilities.
• Leading marketing function(brand & digital performance) for new business launches (MX Takatak)
• Evangelized digital video & MX Player within the trade ecosystem
• Led marketing for MX TakaTak’s launch, scaling it to 100 million+ users within months.
• Managed multi-million-dollar ad campaigns, optimizing CAC & maximizing LTV.
• Formed high-impact partnerships, leading to 50% growth in advertising revenues.
• Designed growth hacking strategies, propelling user acquisition and engagement.

Apr 2018 – Oct 2018 · 6 mos

• Increased subscription revenue by 60%, driving SonyLIV’s SVoD penetration.
• Negotiated content licensing deals, expanding international reach & viewership.
• Optimized OTT customer journey, improving UX & conversion rates.

Apr 2017 – Apr 2018 · 1 yr

• I have been given an additional mandate to lead the global monetization and syndication/distribution of SPN's content across digital platforms in addition to heading Marketing & Analytics for the Digital Business.

Jun 2015 – Apr 2017 · 1 yr 10 mos

• As a member of the Digital Business Leadership team, responsible for shaping overall business strategy with core focus being on Marketing & Communications(online & offline)
• Created measurable, scalable and innovative marketing campaigns – both offline and online – to meet goals around new customer acquisition and engagement
• Provide local input to defining the customer experience and customer satisfaction and represent that as well as the digital video team; work with the content team and business development to create tactical marketing plans for tent pole properties/titles and partnerships
• Identify new approaches for improving marketing & merchandising and category awareness to better manage the customer experience and the team over the long run with consumer understanding & Insights
• Operating successfully in a lean organization; have been able to articulate and advocate initiatives working with other teams across Sony Pictures that will move the business forward and be able to create a vision and organization that can scale rapidly with growing volume
• Conceptualizing, ideating and implementing national brand and product marketing plans for existing brands/ products as well as launches
• Handle and lead the entire Public relations for the brand as well as the press & media relationships
• I lead a diverse team of inspired members to head the Marketing & Analytics function with an added responsibility of strategic partnerships/alliances and Special Projects facing advertising, branding, digital,content and marketing functions
• Initiated and led the restructuring of the marketing team, recruiting members for identified positions, mentoring incoming recruits, formulating roles and responsibilities for all team members
• External customer management - Multi agencies partner screening, evaluation and management including commercial negotiations
• Manage and direct the Creative, Media, Digital and Social teams to achieve seamless 360’ marketing synergy

Jun 2011 – Jul 2012 · 1 yr 1 mo · Mumbai Area, India

• Have handled and been a part of the best and the most talked about campaigns and format brands in the country like Indian Idol 6, IPL, Kaun Banega Crorepati 5(KBC), X factor and also the top performing fiction shows.
• I. Expertise in market and brand development supported by excellent inter-personal communication skills built on sound exposure and experience.
• II. Have seen brands succeed in terms of Profitability, Market share & Share of Mind.
• III. Successfully conducted national brand launches through innovative promotional schemes.
• IV. Strong business acumen with an ability in data analysis & using research (qualitative / quantitative) to construct a meaningful action plan.
• V. Experience in national & international consumer promotions, events, development & implementation of promotional strategies.
• Some of my key strengths and interests lie in the key areas of:
• Brand rollout & management
• Creative Project Delivery
• New Business Development
• Event Planning
• Licensing and Syndication
• Market Segmentation & Research
• Setting up of Distribution lines
• Client Satisfaction
• Liaising & Coordination
• Media Planning & Buying

Oct 2007 – May 2011 · 3 yrs 7 mos · Mumbai Area, India

• Responsible for formulating and executing the programming strategy, On-Air Communication strategy, Market prioritization, Audience Segmentation, Distribution & Ad Sales Support.

Jul 2012 – Jun 2015 · 2 yrs 11 mos · Mumbai Area, India

• At Zenga, my core focus and responsibility is on the needs of our two basic constituencies - Viewers and the Advertiser. Wherein on one hand the "Viewer" is constantly entertained,engaged, sustained and grown and on the other the "Advertiser" has enough and ample opportunities to exploit the platform to get the biggest bang for the Ad dollar spent and as the head of the business I have the complete P&L responsibility.
• I lead the blueprint for all strategic business plans
• Specialties:
• >Key expertise in working on revenue models on start-ups and new launches.
• >Demonstrated success in delivering robust business growth and market presence, especially in new or emerging technologies and platforms that require broad market education, information, awareness and consultative sales.
• >Strategic Business Planning and implementation.
• >Revenue forecasting and budget planning.
• >Analytical and strategic thinker, creative problem solver, resourceful, able to initiate change and motivate innovation and creativity, employing strong time management abilities and project management skills.

Jun 2007 – Oct 2007 · 4 mos · Mumbai Area, India

• I was responsible for formulating the business strategy for this new foray by Reliance into films and was also responsible for creating the blueprint for the various business models across the world and to arrive at the optimal plan for revenue generation through the syndication model.

Mar 2005 – Jun 2007 · 2 yrs 3 mos · Mumbai Area, India

• Responsible for formulating and executing the programming strategy, On-Air Communication strategy, Market prioritization, Audience Segmentation, Distribution & Sales Support, and Program Budgeting.

Apr 2004 – Feb 2005 · 10 mos · Mumbai Area, India

• Annual West Volume & Market Share Targets

Nov 2002 – Mar 2004 · 1 yr 4 mos

May 2001 – Oct 2002 · 1 yr 5 mos