Feb 2021 – Oct 2023 · 2 yrs 8 mos · South Asia · Hybrid

• Led integrated marketing for SVOD platform discovery+ & 18 channels including Discovery, TLC, Cartoon Network.. Orchestrated structural transformation post-merger, developed monetization strategies for music assets, and introduced genre-specific creative analytics. Drove campaigns achieving 150–200% on brand and acquisition metrics. Developed India’s first Crisis Management Playbook and won 35+ industry awards, and created Discovery+ India's true blue viral moment with "Sajna Say Yes To The Dress"

May 2019 – Jan 2021 · 1 yr 8 mos · Mumbai Metropolitan Region

• Masala Chai is a content marketing and production specialist company currently involved in :
• Concept development for a web series commissioned by a top OTT service. To go on floors early next year. It has India’s leading comedy star and a series of critically acclaimed actors.
• Launched Jjust Music Label – Fastest growing indie music label
• o Launch strategy, marketing, partnerships with streaming services, social media alliances, TV & radio promotions.
• o Leading the digital initiatives including YouTube, streaming services and Influencer marketing
• Launch Strategy Partner – Brand and Sales strategy for an FTA TV channel launch
• Set up Puja Entertainment Marketing & Digital Arm.Transformation from production house to entertainment studio
• o Marketing, positioning, branding and leading digital initiatives for the biggest films of Puja group including Coolie No.1, Jawani Jaaneman, , Ghost etc.
• o Responsible for leading marketing, positioning and PR for the entire Puja group comprising of Films, Music and Digital services.
• o Lead Budgetting , Setting Up The team, Lead Strategic Marketing vision across mediums Digital, PR , Brand
• o Channelized Structure in films marketing , tie ups & in film brand placements
• o Leading the digital initiatives including YouTube, streaming services and Influencer marketing
• Producing and marketing premium music content for leading music labels
• Managing marketing for some of the leading music artists in the country
• Acquired a leading regional label from south and marketed across digital platforms in the country

Apr 2014 – Jan 2019 · 4 yrs 9 mos

• Core member of the channel leadership team.
• Role included : Brand Strategy I Driving Channel Share I Marketing Planning I Brand Building I Driving key channel partners I Marketing Innovations I Budget Planning & Optimization
• Drive the channel vision with the channel partners (media & creative agencies, internal stakeholders)
• Formulating the business plan along with brand and marketing targets
• Leading digital marketing and innovations
• Leading consumer expansion, growth and engagement. Responsible for audience reach and retention
• Lead a team culture that encourages excellence in ‘’ideation to execution”
• Annual Marketing plan & Budget planning - formulate marketing strategy in alignment with business objectives.
• Lead brand, PR & research budgets upwards of triple digit figures
• Build Marketable Insights drawn through data, research & social listening
• Key Achievements :
• (1) Leading Zee TV to leadership position multiple times. Positive growth on brand perception parameters – Top of mind recall, spontaneity, consideration
• (2) Spearheaded #AajLikhengeKal Brand refresh, resulting in it becoming the must successful brand campaign
• (3) Revamped the iconic brand Sa Re Ga Ma leading to a 100% increase in ratings
• (4) Awards & Innovation
• Most trusted TV brand by The Brand Trust Report, India Study 2016, 2017 & 2018
• Blue Elephant award at Kyoorius Creative Awards 2018, Effie’s Silver for Best Corporate Campaign
• Three gold awards at PromaxBDA 2018 for the ‘Best Image Campaign,’ ‘Best Integrated Marketing Campaign’ and ‘Outstanding Marketing Initiative.’
• IDMA 2018 Hall of Fame for the Best social media and digital advertiser
• Top 15 amongst BrandZTM Top 75 Indian Brands
• ACEF Awards 2016 and 2015 for Mobile innovation & DID Supermoms
• Gold for the first of its kind Google Voting innovation for Dance India Dance 5
• Silver in mobile marketing effectiveness for Janbaaz Sindbad
• Dainik Bhaskar Ink Award for print innovation #TurnBackTime in HT

Mar 2013 – Aug 2014 · 1 yr 5 mos

• Zee Anmol is ZEEL’s foray into the FTA space and was launched with a specific focus on the rural audiences.
• Zee Anmol went on to :
• Become the No# 1 channel (reach) within 3 months of launch
• Challenge a monopolistic leader of 8 years in 4 weeks
• Achieved financial breakeven within 18 months
• Marketing approach modeled on rural immersion learning & cross industry learning from FMCG & telecom
• Role includes managing the following : Channel Launch Plan | Pre launch research and analysis | Channel Positioning | Post launch Sustenance | Business Planning I Marketing, Sales & PR strategy I Team Management I Rural Insighting & Marketing Planning I Ground Connect Led Marketing Promotions I

Oct 2005 – Nov 2008 · 3 yrs 1 mo · Mumbai Metropolitan Region

• Formulation of marketing plans for films premieres & building appointment viewership for slots like Shanivaar Ki Raat Amitabh ke Saath (SKRAKS), The Showman Show.
• SKRAKS went on to become an the consistent slot leader in a time slot reserved for big ticket premieres

Oct 2005 – Mar 2014 · 8 yrs 5 mos · Mumbai

• Launched brands that propelled Zee TV to a strong challenger brand.
• Genre redefining brands - DID I DID Supermoms I F ear Files I Qubool Hai,
• Prime Time Consistent leadership - Pavitra Rishta I Kumkum Bhagya
• Creation or revival of slots - Choti Bahu I Punar Vivaah
• Driving critical projects - Zee Cine Awards I Zee TV Brand Refresh I Creative Agency Pitch
• Significant Industry Firsts - Licensing deals I App with over a million downloads I Guinness Record I DID Currency I Channelizing focus on digital & social media I Front liner in adopting new media I Ground connect proponent I
• Role includes managing the following : Show wise Budget Planning I Drive Media Agency & Creative agency I Media plan analyzing and implementation I Vendor management I Fronting Ideation & Digital adoption I Analyzing research reports from a marketing perspective I Exploring New Barters & Alliances opportunities I

Jun 2004 – Oct 2005 · 1 yr 4 mos · Mumbai Metropolitan Region

• Part of FCB Ulka’s Star One Management Trainee program.Managed the key brands including Amul , Bajaj Consumer Care, Zodiac