Sep 2023 – Present · 2 yrs 6 mos · Mumbai, Maharashtra, India · On-site

• I lead product marketing at Protean, one of India’s core Digital Public Infrastructure organisations.
• My work focuses on a problem most public platforms struggle with: adoption is not a communication challenge, it’s a design and distribution challenge.
• At Protean, I established Product Marketing as a dedicated vertical within the marketing function, building the team and operating model from the ground up. I lead a product marketing organisation responsible for translating DPI-scale platforms across identity, data, and financial infrastructure into clear value propositions, adoption-ready narratives, and repeatable go-to-market motions.
• I have built a GTM playbook for new product launches, designed to work under regulatory and ecosystem constraints—prioritising activation, trust-by-design, intermediary-led distribution, and usage over awareness.

May 2023 – Present · 2 yrs 10 mos · Mumbai, Maharashtra, India

• Sanchaya Advisors is a boutique advisory firm that empowers media, telecom, e-commerce, and retail businesses to unlock optimised yet explosive growth. We've guided a regional Indian retail chain to digital dominance, drafted the GTM strategy of D2C brand, and helped a Big 4 firm craft a revolutionary SuperApp for a Southeast Asian Telco, doubling MAU's, unlocking millions of users and new revenue streams. We create compelling audio content with in house voice over and audio production with a team that has worked on many brands during their time with Radio Mirchi.
• Sanchaya Ventures fuels Indian consumer and tech startups at the pre-Series A stage. We don't just inject vital capital, we ignite their trajectory with expertise in PMF and unit economics, all while prioritizing a proven track record of positive cash flow.

Feb 2021 – Feb 2023 · 2 yrs · Hybrid

• Setup the Digital and the analytics practice within the marketing function
• Drive performance metrics, social engagement & content strategies for MRL across its different brands and formats
• Build and deploy mar-tech capabilities to build personalized engagement and recommendations across different touch points to reach a segment of ‘1’ along with helping to build own e-commerce capabilities from a CX side.
• Making analytics a way of life for the marketing team by building new models and segmentation frameworks to improve retention and win-backs and help prioritize marketing efforts
• Designed and rolled out an in-house NPS collection mechanism through digital channels

Oct 2019 – Dec 2020 · 1 yr 2 mos · Mumbai Metropolitan Region

• Assisted a B2B fashion manufacturer to setup their ecom presence and the strategy on marketplaces as well as helped them build their own shopfront using Shopify
• Set up the digital marketing practice for a retailer, built the performance marketing, content and engagement strategy
• Marketing and monitisation opportunities for a multi city school contact program culminating into a TV property
• Branding and marketing assistance for a 4 city AR Rehman India tour for the promoters of the tour
• Started as the cofounder before winding down my engagement to a consultant for a bootstrapped healthcare startup
• A hyperlocal healthcare platform designed from a healthcare providers viewpoint and not just the patient
• Did complete mapping of the healthcare ecosystem with different type of service providers and their pain points
• Monitisation and mapping of all consumer journeys with a secured healthcare record access for participants

Mar 2018 – Aug 2019 · 1 yr 5 mos

• Media and engagement lead for the countries largest loyalty and personalized engagement and commerce platform - Jio Prime Program (Under the umbrella of Jio Platforms) with JioMart (Grocery + Devices + Durables + Fashion), Prime Points, Jio Prime Superstore, Jio Prime Play, Jio Prime Fridays and Jio Prime Engage

Mar 2016 – Mar 2018 · 2 yrs

Aug 2015 – Mar 2018 · 2 yrs 7 mos

May 2011 – Jul 2015 · 4 yrs 2 mos · Mumbai Area, India

• Custodian of Brand Mirchi in the market and responsible for consumer insights, tie-ups with national television properties, production houses and music labels, listenership share and other music and city centric events and promotions
• Create and drive brand campaigns across traditional and digital mediums

May 2009 – May 2011 · 2 yrs

• Project manager for advanced analytics. We started the Analytic journey for Idea from Ideating needs, evaluating products available in the market, check their fitment in the Indian telecom environment and then implementing analytic ecosystem.
• Worked on developing micro segmentation parameters and creating various models for predicting subscriber behavior
• Was the marketing lead for MNP for Idea cellular, worked on the national retention and acquisition programs along with creating the acquisition segmentation framework from other operators along with its linkage to the Point of sale.

Jul 2007 – Apr 2009 · 1 yr 9 mos

• Drive sales through various marketing interventions
• Develop Product Strategy to gain Market Share & Net Adds Share.
• Improve the product competitiveness by constantly monitoring customer preferences and competition offers in the marketplace.
• Undertake analysis of product performance and subscriber behavior
• Created segmented product offerings to increase market share
• Launched the Handset Bundling Offers. Brand Alliance with Top Handset companies like Nokia & Spice.

Jun 2006 – Jul 2007 · 1 yr 1 mo

• The owner of complete postpaid subscriber lifecycle
• Ensure profitability of the product by creating product targeted at different segments.
• Create new channels for enhancing availability and acquisitions and introduce acquisition related promotions.
• Ensure visibility for the product at retail and OOH through various mediums

Sep 2004 – Aug 2006 · 1 yr 11 mos

• After the successful rollout of the model in Maharashtra the same was replicated for Gujarat Circle
• Started the Gujarat Direct sales channel and operations of the same
• Delivered on targets for lead generations, sales closure including cost efficiency.
• Ran the same setup as a profit centre for the complete period
• Asst. Manager, Business Development, Corporate marketing
• Undertook a pilot project to check the feasibility of a direct sales channel which was completed in a window of 3 months.
• The basic technological requirements were defined and work flow tool developed.
• Rolled out a 100 seater for the Maharashtra circle as a part of the same project

Jan 2002 – Jan 2003 · 1 yr

• As a Management Trainee spent the year the year in a cross functional training. I had stints in all the verticals thus getting a very holistic view of the business