Dec 2019 – Dec 2021 · 2 yrs · Mumbai

• Served as strategic brand custodian for Tata Play, evolving its brand purpose through a consumer-first, need-gap approach. Directed high-stakes campaigns, embedded digital-first talent in the marketing team, and applied behavioral insights to enhance ARPU and acquisition. Led cross-functional crisis responses, repositioned media assets, and drove premium B2B monetization initiatives.
• During this tenure, delivered double-digit growth in TOMA and consideration, doubled digital project delivery capacity, and mitigated churn through the COVID Action Plan. Positioned Tata Play’s own channel as a premium asset for marquee brands and guided Instagram India’s first cultural campaign during IPL 2020, doubling daily active users.

Dec 2016 – Dec 2019 · 3 yrs · Mumbai Metropolitan Region

• As a transformation driver, piloting emotional profiling to manage tariff disruption and ensure seamless migration for 18M+ subscribers. Restructured teams for digital-first delivery, amplified ARPU through product-led engagement, and anchored national B2C activations to strengthen platform stickiness and subscriber value.
• Over the course of this role, increased digital revenues by 100%, drove 3.3× growth in mobile app adoption, and enhanced cross-sell and upsell performance. Aligned Instagram’s tone of voice with emerging content culture, boosting resonance with Gen Z, and delivered 20+ agile campaign assets during COVID-era IPL with platform-native creativity.

May 2014 – Nov 2016 · 2 yrs 6 mos · Mumbai

• Led integrated marketing programs to strengthen Tata Sky’s positioning as India’s leading DTH brand, with a strong focus on acquisition-led campaigns and brand storytelling. Coordinated with global teams to deliver behavior-change initiatives, while implementing subscriber and channel marketing strategies for both B2C and B2B markets.
• Throughout this period, executed high-impact campaigns that elevated brand presence and acquisition, including the global launch of ‘Baliyo Nepal’ in partnership with BMGF, Ogilvy UK, and JWT Nepal. Drove consistent subscriber engagement and enhanced brand recall through targeted channel marketing.

Jul 2013 – Jan 2014 · 6 mos · Mumbai Metropolitan Region

• Directed strategic brand management and integrated activations for Tata Motors (Nano) and Abbott (Digene), blending on-ground, digital, and experiential platforms. Launched the “Awesomeness Live” platform, led festive activations, forged high-profile fashion week partnerships, and introduced the Masaba Gupta-designed Nano at WIFW. Partnered Abbott in the strategic repositioning and relaunch of Digene, strengthening category presence.

Apr 2012 – Jun 2013 · 1 yr 2 mos · Mumbai Metropolitan Region

• Steered multi-sector brand portfolios including General Mills, Novartis, Recron, and BPCL, delivering market entry strategies, repositioning initiatives, and high-impact activations. Drove the launch of Parampara in the ready-to-eat category, executed Haagen Dazs store launch campaigns, repositioned Otrivin for tablet market penetration, and co-authored Saatchi’s first Effie-winning case in three years for Springwell.

Jul 2008 – Nov 2010 · 2 yrs 4 mos

Feb 2007 – Mar 2012 · 5 yrs 1 mo

Jan 2006 – Jan 2009 · 3 yrs

Dec 2006 – Jan 2007 · 1 mo

Jan 2004 – Jan 2005 · 1 yr

Jan 2003 – Jan 2004 · 1 yr

Jan 2003 – Jan 2003 · 0 mo