Jun 2021 – Oct 2022 · 1 yr 4 mos · Global · Hybrid

• As Lead Creative Strategy on the brand Coke, I, along with a team of 6 other global creative strategists, defined the brand strategy of Coke across three key pillars:
• 1. Brand platform - Real Magic
• 2. Music platform - Coke Studio
• 3. Coca-Cola food charter
• I also relaunched Coke Zero in the local market in alignment with the global strategy.
• Conceptualized and delivered brand toolkits for the Coca-Cola food charter.
• Created a food experiential property - Coke is Cooking, that is being rolled out across the world.
• Developed & executed several integrated advertising campaigns that were rolled out globally.

Feb 2017 – Jun 2021 · 4 yrs 4 mos

• Led brand strategy and integrated Marketing, including media and PR for Nokia smartphones. Scaled the business to ~400 MN USD and profitably drove market share to 6.4% within three years of brand re-launch.
• Reinvigorated Nokia’s smartphone play, defining a competitive brand re-entry strategy and establishing a new brand expression through integrated marketing campaigns, large-scale media deployment, community outreach and digital marketing programs.
• Created brand momentum and drove business acceleration via strong partnerships, brand ambassadors, sports properties and e-commerce programs.
• Led a small team of marketing managers and a roaster of agencies across creative, media, research, and digital marketing to create brand leadership and consumer pull.

Apr 2015 – Oct 2016 · 1 yr 6 mos · Gurgaon, India

• Joined this fledging startup as Head of Marketing and helped scale the business to 100 Mn USD in 18 months.
• Set up the marketing function, hired top talent and recruited agency partners.
• Defined the brand CVP & GTM strategy, built eCommerce partnerships for brand launch & scale up.

Jan 2014 – Apr 2015 · 1 yr 3 mos · Bangalore

• Hired to transition the eCommerce platform from a male-dominated consumer electronics marketplace to a general retailer by recruiting more women consumers.
• Responsible for launching & scaling high-potential women-focused categories – beauty, fashion, lifestyle and home & kitchen.
• Worked on consumer insights, brand strategy, media deployment, campaign roll-out and measurement tracking for the above categories.
• Launched platform features for consumer acquisition & experience enhancement like Open box deliveries, video cataloguing & virtual try-ons that led to new consumer acquisition, category scale-up, increase in Average Order Value & reduction in cart abandonment.

Aug 2011 – Jan 2014 · 2 yrs 5 mos · Gurgaon, India

• Responsible for developing & executing Brand strategy for voice, VAS, Broadband, 4G & Device partnerships

Jun 2010 – Jul 2011 · 1 yr 1 mo · Gurgaon, India

• Developed & executed Brand, Media & Digital strategy for Airtel Digital TV
• Launched airtel money - airtel's m commerce business
• Part of the core team that re launched airtel

Jan 2008 – May 2010 · 2 yrs 4 mos · Gurgaon, India

• Accountable for Retail visibility & national BTL programs
• Handled rretail tracks, retailer loyalty & recommendation. Rolled out Trade Loyalty schemes, conceptualized & executed mystery shopper programs and worked with 23 circle teams to drive visibility at point of sale

Jun 2007 – Dec 2007 · 6 mos · Gurgaon, India

• Qualitative & Quantitative research for new product launches, communication testing etc.
• Designed & implemented the Brand Health Track