May 2020 – Apr 2025 · 4 yrs 11 mos · Bengaluru, Karnataka, India

• Creating brand marketing strategy for startups and legacy brands, helping them drive revenue.
• 1. Marketing Head for WinnerBrands (bootstrapped startup):
• Bridging the talent and skill gap in the Indian marketing ecosystem through careers, courses, and community play.
• Helped double the annual revenue of WinnerBrands through unpaid acquisition channels - primarily using content marketing to create a lead generation engine.
• Building WinnerBrands Academy - Developing and teaching marketing workshops aimed at upskilling young marketing professionals in India. Venture already profitable.
• Building FreeFlowing - a rapidly growing weekly newsletter that covers Indian startups and marketing.
• 2. Brand Strategy Development:
• Brand marketing strategy developed for a $7 mn (revenue) hospital to drive up annualized revenue by 40%
• Brand positioning & comms strategy creation for a $150 mn+ growth stage social media platform
• Brand and Comms strategy development for a $1.9 bn (valuation) fintech startup
• Brand Strategy development for a 150Cr (revenue) startup in the personal care space
• Brand Strategy development for a new to the world brand in the $35mn online dating space in India
• 3. Teaching:
• Created course content for Marketing Management and Business strategy for the joint MBA programme run by Deakin University and Upgrad, India's largest online higher education company.
• Taught guest lectures on marketing at IIM Lucknow and IIM Nagpur
• LinkedIn Creator Accelerator Program 2022 - One of 200 selected from 1000s of applicants across India for the inaugural cohort.

Apr 2019 – May 2020 · 1 yr 1 mo · Bengaluru

• Creating, launching & growing a national portfolio of online restaurant brands for Swiggy.
• Drove new user acquisition up by 41% & dormant user reactivation up by 11% for 2 brands worth $38 Mn GMV;
• Conceptualized and ran 130+ growth experiments across awareness, acquisition, dormant user reactivation, packaging, in app features, and BTL activation with limited resources, helping overall GMV grow by 67%;
• Recruited and led a senior marketing team of 5 to handle marketing for 5 private brands with a total GMV of $50 Mn;
• Created brand positioning, brand identity and marketing collateral for 4 new to the world food brands;
• Qualified 2 new brand concepts to launch by identifying existing consumer need gaps in Indian food space;
• Conceptualized and established operating systems and processes for marketing division in the organization.

Oct 2017 – Mar 2019 · 1 yr 5 mos · Mumbai Area, India

• International Portfolio Management for Himalayan Natural Mineral Water & Brand Management for Tetley India (100+ Cr business)
• Brand custodian and operational execution leader for $1.9 Mn Himalayan pilot launch in USA; pilot launched in Chicago (Feb ’18)
• Identified & qualified three new flavours for India flavoured water portfolio ($1.3 Mn sales) to maintain competitive superiority
• Led key sustainability projects for Himalayan, including making it the 1st Indian water brand to be carbon neutral certified for USA
• Executed a nationwide distribution expansion project for Tetley, helping close the gap to competition and aiding the brand achieve its market share and profit targets for the fiscal
• Elevated the digital marketing strategy for Tetley India and developed key influencer relationships, helping the brand achieve and exceed all KPIs on digital strategy.
• First ever in India - Planned and executed the first ever sampling collaboration between a tea brand and a food tech company in India (Tetley and Swiggy)

Oct 2015 – Sep 2017 · 1 yr 11 mos · United Kingdom

• Key responsibility - Mid to long term consumer focused innovations for the global Dettol portfolio
• Identified and qualified a new growth platform for Dettol hygiene business, worth £50 Mn and gross margin accretive to brand
• Developed strategy to arrest decline and start long term growth of iconic Dettol antiseptic liquid for developing markets
• Qualified initiatives worth a combined £66 Mn for Dettol globally, aimed at revitalizing the hand hygiene business
• Qualified 13 new product launch ideas globally, including the strongest ever concept on Dettol hands hygiene for Europe
• Qualified new product idea worth an incremental £17 Mn for Dettol core portfolio ; first such major innovation in 15 years

Aug 2011 – Sep 2015 · 4 yrs 1 mo · Singapore

• Key Responsibilities - Brand Management | Consumer focused innovation | Communication Strategy
• June 2012- Present
• Designing and Executing Brand Strategy for World's No. 1 Shampoo Brand - Head & Shoulders - owning Brand Equity, creating Campaign Master plan and drafting Brand Growth strategy for the next three years globally
• Partnering with Creative Agency (Creative, Planning & Account Directors) to develop strong insight led Big Ideas and bring them to life: from leading consumer research, writing creative briefs, commenting on storyboards and pre/post-production edits to launching new TV advertisements
• Leading a multi functional team including product supply, packaging, design, media, trade, distribution and advertising teams on Head & Shoulders business for Australia, New Zealand, Indonesia, Malaysia, Philippines, Thailand, Vietnam & Korea
• Aug 2011 - June 2012
• Designed and Executed a Whitespace Subline launch in Asia for Head & Shoulders, delivering USD 16 Million in Sales , helping propel the Brand to historically highest market share in Asia
• Owned a USD 52 Million business and grew it by 115% over previous year to achieve highest market share in past 19 months by making strategic choices driven by rigorous analysis of key business drivers
• Designed and successfully executed projects worth a combined USD 36 MM over one year for P&G, helping sustain the #1 position of the brand in Developing markets (ASEAN and India)
• Analyzed media choices of over 10 Brands across different categories to design a new media strategy for the business, growing key brand equity by 130% over previous year while generating media savings of $260,000

Apr 2010 – Jun 2010 · 2 mos · South India

• Responsible for developing a marketing strategy for the brand revival of a flagship insecticide product for a major agro business company in India
• The project was selected by RMAI (Rural Marketing Association of India) as one amongst the National Level Top Ten summer internship projects in Rural Marketing (2010)

May 2008 – May 2009 · 1 yr · Pune Area, India

• 1. Achieved savings of INR 360,000 in the Weld Shop by creating a backup for the Production Scheduling System
• 2. Trained workers in best practices for optimization of data capturing of engine parameters in the Engine shop - Improved performance of the installed system to increase data captured from 55% to 89% in 2 months
• 3. Independently developed periodic preventive maintenance schedule for the engine data capturing system
• 4. Member, Core Organizing Committee for Srujan 2009, Tata Motors Tech Fest attracting 1000 footfalls over 2 days

Nov 2006 – Dec 2006 · 1 mo · Thiruvananthapuram Area, India

• Designed an accelerometer used in inertial missile guidance systems for Flight Control division of ISRO