Jan 2021 – Aug 2022 · 1 yr 7 mos · Mumbai, Maharashtra, India

• Built the brand and the marketing ecosystem from the ground up, which included,
• o Setting up of the Brand, Marketing, Media Planning, Social Media, and Digital verticals, including the recruitment of agencies and team members to manage these functions.
• o Design of the website and app.
• o Extension of the brand identity to 50+ sub-brands and services.
• o Development of a unique Tone of Voice for social, digital, PR, in-flight and IVR.
• o Overall creative and media launch plan for the start of operations.
• o Creative development and execution of branding at all customer touchpoints, including the airport and aircraft.

Aug 2019 – Sep 2021 · 2 yrs 1 mo · Mumbai Area, India

• Led a team of global marketing team comprising many nationalities,
• responsible for research, campaigns, and media.
• Refreshed and relaunched the "Visa at Home" service during the pandemic,
• turning it from a side offering into our main revenue stream when centers closed.
• Created a first-of-its-kind Twitter booking channel for Visa at Home using marketing automation,
• proving social media can do more than just handle complaints.
• Exponentially increased positive brand sentiment by working with Operations & CX teams,
• which helped win government contracts worth millions.
• Developed a global content strategy that somehow made sense in multiple languages,
• without resorting to corporate stock photos of people high-fiving.
• Somehow got promoted quickly,
• Inspite of saying No frequently.

Apr 2016 – Aug 2019 · 3 yrs 4 mos · Mumbai Area, India

• Got promoted and could finally fly Business Class.
• Took my wife and parents on as many trips as possible.
• Led a 7-member marketing team through the ups and downs of airline turbulence,
• learning how to navigate office politics the hard way.
• Managed a 40 Cr marketing budget that always felt too small,
• for goals that always felt too big.
• Created videos people actually watched voluntarily,
• unlike the safety demonstrations on most flights.
• Convinced 100k SMEs to sign up for our business platform in 4 months,
• By making them not feel like the little guy.
• Revived a forgotten student travel program that brought in 40+ Crores,
• turns out students pack more stuff than Bollywood wives.
• Doubled usage of our in-flight streaming service with almost no budget,
• Setting a bad example for all marketers worldwide.
• Somehow grabbed the 2nd highest market share on EU-India routes,
• despite competitors with better planes and fuller wallets.
• Created a sound identity for the airline that wasn't just generic elevator music,
• small victories in a world of bland corporate jingles.
• Accomplished all this while the company was slowly sinking,
• a masterclass in building sandcastles during high tide.

Jun 2012 – Apr 2016 · 3 yrs 10 mos · Mumbai · On-site

• Got thrown at big-bigger-biggest problems. (3 roles in 4 years)
• Carried the entire weight of a 1500+ Crore refrigerator business,
• with nobody to blame but myself when things went south.
• Launched a premium brand that made people believe,
• that a legacy brands could be cool too.
• Spent days watching real people shop for refrigerators,
• discovering that nobody reads those fancy brochures we spent months creating.
• Somehow tripled our market share in the premium segment,
• surprising even myself.
• Created an AR training app for 1200+ salespeople before AR was cool,
• mostly because 20% of my KPI was "innovation"

Apr 2011 – Jun 2011 · 2 mos · Mumbai Area, India

• Wore out two pairs of shoes walking hundreds of kilometers across rural India.
• Visited more retailers and distributors than I can count,
• breathing in dust and chai fumes in equal measure.
• Learn about the real masters of marketing,
• The shopkeepers who can sell anything with just the right head wobble and a smile.
• Saw and learnt more things that a fancy MBA or a Phillips Kotler could ever teach me.