May 2022 – Apr 2024 · 1 yr 11 mos · Gurugram, Haryana, India · On-site

Nov 2019 – Apr 2022 · 2 yrs 5 mos · Gurugram, Haryana, India

May 2016 – Nov 2019 · 3 yrs 6 mos · New Delhi Area, India

• Leading and shaping Jaypore.com's brand communication, content and social media efforts to effectively narrate its story and build customer loyalty. Successfully positioned Jaypore as India's most loved online platform for handmade products ensuring some of the best repeat order rates in the industry.
• Complete ownership of marketing communication content (both written and visual) to deliver business goals: website and app, blog, emails, ads, brand films, outdoor campaigns, promotional collaborations and offline pop-up events. Actively track insights and incorporate in communication while ensuring that content is engaging, relevant and reflects the brand story.
• Developed a flourishing social media universe that is content rich and a true reflection of Jaypore. This has ensured excellent recall and high engagement on Facebook, Instagram and Pinterest (Facebook has grown 4X while Instagram 15X organic).
• Built the communication plan for Jaypore Open House - offline pop-up exhibitions - to reflect the online universe and drive traffic.
• Devised the brand story and distinctive communication for four private label apparel brands (ANAN, Seher, Mirali and Frida) from scratch. This included consumer surveys to storyboarding to visual direction to content strategy and effective dissemination.
• Act as a brand custodian with 360-degree communication campaigns that are consistent with Jaypore's voice across both online and offline touch points. Collaborate with internal and external partners like marketing, design, technology and buying teams to achieve maximum impact.
• Oversee the company's PR efforts to achieve desired share of voice.
• Identify and collaborate with bloggers and influencers for both online and offline initiatives.

Feb 2015 – Apr 2016 · 1 yr 2 mos · Gurgaon, India

• Ideated and executed external communication content in line with the fashion-tech start-up’s brand language (written and visual). This included content for emails, ads, blogs, seller and customer communication and brand collaborations.
• Fleshed out the site’s social media universe.
• Worked closely with the design, marketing and technology teams to distribute the content effectively.
• Led the content and communication strategy for the brand's premium products section.

May 2014 – Nov 2014 · 6 mos · Paris Area, France

• MBA Field Project on digital content and omnichannel strategies covering La Mer, TOM FORD Beauty, Darphin and Jo Malone in Europe, Middle East and Africa (EMEA)

Mar 2012 – Jul 2013 · 1 yr 4 mos · Mumbai Area, India

• Responsible for driving and shaping the international magazine's style direction and planning the editorial calendar.
• Ideated and executed large scale creative projects including style and beauty editorial (feature stories and interviews) and fashion photo shoots. Oversaw the complete development of content for the style section.
• Led a team of four to eight people while also building relationships with partners like luxury brands (both beauty and fashion), photographers, designers and celebrities. Regularly worked with various luxury brands for editorial and other promotional events.
• Was editorial in-charge of two very important annual issues - People Best Dressed and People Most Beautiful.

Jun 2006 – Jan 2012 · 5 yrs 7 mos · Mumbai Area, India

• Ideated and wrote feature stories on culture, lifestyle and the luxury industry (fashion and beauty). Built relationships with various influencers (film, music, art and fashion) and retail brands - both international and home grown. Planned and styled photo shoots. Extensively covered the various fashion weeks in the country. I also witnessed and reported on the development of the luxury industry.
• In addition to working for the main magazine, was also editorial in-charge for India Today's city magazine, Simply Mumbai. Responsibilities included producing relevant content, being on top of lifestyle and cultural trends and styling and executing cover photo shoots.