Mar 2022 – Nov 2023 · 1 yr 8 mos

• I led Luminary's business expansion and subscription growth in International markets.
• Collaborating with global content, product and marketing team to expand the presence of the native app from 11 to 60 markets.
• Successfully launched Barefoot Boys with Konkona Sen and How I Masaba with Masaba Gupta, the first two originals developed for India.
• Leading catalog business, driving engagement and retention goals.
• Subscription/revenue growth partnerships with DSPs, subscription bundles and strategic media partnerships

Jun 2019 – Feb 2022 · 2 yrs 8 mos

• In this role, I was the head of global creator and consumer marketing
• Key Achievements
• Leading a team of 16 high performance marketeers across content, subscription, product, brand, social media and growth marketing.
• Set up JioSaavn for Creators, a program which empowers musicians and podcasters through skill development, creator panels/master classes and best practices in leveraging JioSaavn resulting in 2x adoption of JioSaavn's creator products.
• Designed a bootstrapped/organic first marketing strategy for the Pandemic era. This pioneered online first experiences like Superfan sessions, digital concerts through ‘Live Anywhere’, Industry round tables and JioSaavn Podcast Week.

Jun 2017 – May 2019 · 1 yr 11 mos

• In this role, I was responsible for Global consumer marketing.
• Key Achievements
• Co-conceptualised Saavn's music community led brand marketing approach, creating programs like #HiphopMovement and #ElectronicMovement. This creator and content led brand identify played a key role in the acquisition of the company by Jio in a deal valued over US $1 Bn.
• Led localisation and regional marketing efforts with the rebrand of Saavn to JioSaavn in 2018, resulting in growing MAUs from 18 Million to 100 Million + within 12 months from integration.

Jun 2016 – May 2017 · 11 mos

• In this role I transitioned from India to global focus on brand and growth marketing. I was responsible for managing strategic telco partnerships, subscription marketing and new market entry.
• Key Achievements
• Led content driven subscription growth strategy, working with telco partners like Vodafone (India), Singtel (Singapore), Mobilink (Pakistan), Emtel (Mauritius).
• Drove organic marketing in key overseas markets, leading Saavn to becoming #1 in 'Top Grossing Apps' on Apple and Android stores in 6 markets.
• Partnered with Brand Solutions team to create 'World Music Week' as Saavn's first network property for brands, bringing on Vivo as it's first brand sponsor. This pilot helped launch network IPs as a revenue stream outside of traditional digital advertising on the platform.
• Led brand and marketing strategy for #NoFilterNeha, the first Indian podcast to hit 1 Million + listeners on a single DSP.

Jul 2014 – Jun 2016 · 1 yr 11 mos

• In this role I was responsible for content marketing and community building for Saavn, the leading music streaming service for South Asians.
• Key Achievements
• Led the content partnerships vertical, managing label relations on behalf of the marketing team with key partners like Sony Music, T-series, Tips, Universal Music etc. Identified, negotiated and executed 50+ content exclusive and co-promotion partnerships across Hindi, Tamil, Punjabi and English music
• Set up the live events and community partnerships vertical, partnering with 70+ events across colleges and music festivals like NH7 Weekender, Enchanted Valley Carnival, IIT Mumbai's Mood I etc.
• Conceptualised 'Live@Saavn', India's first digital concert IP which would go on to spotlight artists like Divine, Badshah, RajaKumari, Lauv, Kshmr, Armaan and Amaal Malik ahead of their mainstream success.

May 2012 – Aug 2013 · 1 yr 3 mos · Mumbai

• Indigo Music is a sister company of International English radio channel Radio Indigo.
• Key achievements
• Working closely with C-suit and senior team members in marketing and live production to develop brand identity for the company's live IPs.
• Developing marketing communication across On ground, OOH, paid digital, social media, website etc.
• Leading visual communication for Snoop Dogg's 2013 India Tour.

Apr 2011 – May 2011 · 1 mo · Mumbai Area, India

• As a part of the digital division of Concept PR.
• Key Responsibilities
• Copywriting
• Graphic design
• Content management

Aug 2010 – Jun 2014 · 3 yrs 10 mos · Mumbai

• As an independent consultant, BC Webwise and White Rivers Media were my always on agency partners. I focused on Music, Fashion, FMCG and FnB verticals.
• Key Achievements
• Responsible for social media strategy and content management across social and digital platforms.
• Led social media marketing for Sunsilk and Hindustan Unilever corporate account for 2 years. Responsible for localising global campaigns for the India market.
• Involved in agency pitch and new business development for clients in the entertainment vertical

Apr 2010 – Jun 2010 · 2 mos

• I was assigned to Gillette and Quaker Oats accounts.
• Key Responsibilities
• Copywriting
• Consumer research
• Creative strategy

Feb 2009 – Sep 2010 · 1 yr 7 mos

• TFS was the first music podcast from India catering to the metal and rock music communities. The podcast's spinoff E-Zine was one amongst the first music publications in India. We were also the first community publication in to monetise its operations. In this role, I was responsible for marketing communication and editorial content.