Jun 2022 – Feb 2024 · 1 yr 8 mos · Dubai, United Arab Emirates · On-site

• DAMAC Properties is a prominent luxury real estate developer in Dubai and the Middle East, established in 2002. They are known for their residential, commercial, and leisure projects, with a focus on luxury and innovative designs. DAMAC Properties has a strong presence in Dubai, with flagship projects like DAMAC Lagoons and DAMAC Hills, DAMAC Islands and others.
• Highlights-
• Spearheaded strategic marketing leadership for DAMAC’s global brand, managing a
• $100M digital media P&L and driving record-breaking revenue of $5B.
• Defined and implemented integrated go-to-market plans and campaign strategies
• across new and existing property launches, guided by customer insights, competitive
• research and market data.
• Championed cross-functional coordination between development, sales, and CRM
• teams to ensure seamless product launches and unified customer engagement.
• Directed the setup of regional digital marketing hubs across GCC, UK, Russia, and
• ROW, enabling localized campaign execution at scale.
• Led a global eCommerce transformation initiative in partnership with a Big4 firm,
• mapping the full consumer lifecycle and CRM journey to optimize retention.
• Drove brand storytelling, product positioning, and differentiation across digital,
• print, outdoor, experiential, and event platforms, achieving a 30% reduction in cost
• of sale (sub-2%).
• Oversaw campaign planning and execution across Meta, Google, programmatic
• DSPs, and OOH; streamlined the annual marketing calendar with timely and high-
• impact GTM rollouts.
• Led collaboration with global agency partners, defining KPIs and delivery
• frameworks while ensuring quality, ROI optimization, and cost control.
• Established performance measurement frameworks for all campaigns, leveraging
• KPI dashboards to monitor channel ROI, lead conversion, and funnel performance.

Jun 2020 – Jun 2022 · 2 yrs · Mumbai, Maharashtra, India · On-site

• Lenskart is the world's largest omnichannel eyewear company founded in 2010. Lenskart's goal is to disrupt the eyewear industry by offering affordable, high-quality glasses and other eyewear products directly to consumers.
• Highlights-
• Lead ARR of USD 200M, a strong 45% jump YOY and 70% jump from Pandemic levels.
• Successfully built GCC’s NSO (New store opening) launch campaigns using OOH, OTT, Digital and TV.
• Achieved with >25% reach and >30% SOV and >11% visibility adjusted contact within the TG.
• Achieved >50% MOM store footfalls and 1M+ App installs.
• Implemented data-driven strategies combining pass by traffic, capture rate, and interaction time metrics, resulting in a 20% uplift in conversion rates across GCC stores. Optimized customer service metrics (e.g., On-Time Greeting Rate, Interaction Time), contributing to a 10% increase in overall Net Sales.
• Managed large-scale content and influencer collaborations, contributing to exponential growth and brand loyalty.
• Drove a 30% YoY increase in intent to buy with advanced digital touchpoints such as tablet try-on experiences.

Mar 2015 – May 2020 · 5 yrs 2 mos · Mumbai Area, India

• Develop and measure key metrics around the business including user acquisition, conversion rates, engagement rates, satisfaction and renewal rates.
• Facilitate growth, sales, and marketing strategies at an organization.
• Increase revenue generation.
• Reduce costs.
• Prepare overall marketing strategy and develop programs with quantifiable objectives to measure results.
• Implement and manage marketing budget.
• Leverage data and analytics to drive insights.
• Oversee and direct the efforts of the marketing team.
• Develop segmentation, competitive analysis/market intelligence, prospecting, lead generation, product and market development, pricing, promotions, communications and budgets, sales force effectiveness, strategic planning, services units and revenue retention and growth.

Sep 2013 – Mar 2015 · 1 yr 6 mos · Mumbai Area, India

• As the Digital Lead with world's 4th largest( http://bit.ly/holmesreport-MSLjumpsto4th ) PR firm, I pivot the practices with their Digital PR efforts. I am the single point of contact for clients who seek integrated marketing approach to their brand building. I handle a team of 22 Digital Specialists who assist me in developing MSL's Digital portfolio through strategy and new business acquisition. My scope of work contains (not limited to)
• Content Management for Digital+PR tent-pole properties across all practices( Healthcare,Automobile,Entertainment,Technology and Financial).
• Initiation and execution of 360 Degree Digital campaigns that drive awareness and promotion to identify the ROI. This is done by setting up unique tracking mechanism per campaign and identifying its respective metrics.
• Media buying (PPC Network,Google SEM & Display, Facebook Ads and Leading online Publishers)
• New Media Advertising (Google - InMobi Network etc.)
• Website optimization (SEO,UX enhancement,Mobile Compatible Redevelopment using HTML5)
• Influencer Outreach (Bloggers Activation, KOL Mapping and Engagement etc.)
• Online Research (Listening and Monitoring on Keyword based search tools -Brandwatch)

Feb 2012 – Sep 2013 · 1 yr 7 mos

• Social Engagement: I successfully maintain organization’s Facebook page with a current base of more than a million fans. The fans are engaged with fresh content every day. Current engagement (TAU) levels are closer to 10% of the total fan base.
• Facebook Ads: I manage the entire Facebook ads portfolio for different lines of businesses in my organisation. Portfolio includes all kinds of campaigns including but not limited to page posts, right side ads, app install ads and mobile phone ads.
• Online Videos: I handle all online branding related activities. The responsibility includes briefing and coordinating with various agencies and assisting them with ground level implementation. Created fun and interactive YouTube campaigns that showcased our product offering in viral videos that attracted about 200,000+ hits.
• Microblogging: Integrated CRM and complaint forum on company’s twitter page. Fresh articles were posted regularly with popular #tag. Engaged with top influencers on LinkedIn page. Created LinkedIn article approval guidelines.
• Social bookmarking: Inserted our company website in relevant category in Stumbleupon and Del.icio.us. Joined communities where we could find majority of our target audience. Covered all the possible keywords, tags that could bring the traffic to our company website.
• ORM using Klout and Radian6: Compiled data from engagement reach,share of voice etc. to infer the right sentiment levels. Ensured that the customers issues are resolved in less than 12 hrs turn around time.

Jan 2011 – Dec 2011 · 11 mos · San Francisco Bay Area

• Redefined brand positioning to Women- Pioneers of Change to achieve customer-as-promoter synergy. Created a strategy to acquire customers with larger sphere of influence through online content management. The content was customized for women in different stages of their lives i.e. Student, Professional and Achievers. Fostered numerous partnerships with Non-Profits, online shopping portals, fashion bloggers and social media influencers to generate exciting content everyday. The new strategy helped increase retail sales by 32% in a period of 3 months.
• UI Design Strategy: Worked on the Levis Curve ID brand. Redesigned their website user interface to enable 3I (innovative, interactive and impulsive) shopping experience. The new designed enabled increase in online purchasing by 300% in a period of 3 months.
• Grand Launch: Conceptualized the mega launch in partnership with Guinness World Records to achieve maximum brand awareness. The buzz attracted 1 million hits to targeted website, thereby resulting in massive increment of the online purchase.

Jan 2005 – Aug 2009 · 4 yrs 7 mos · Dubai

• Brand Activations: Handling all ATL & BTL activities for all India operations for the brand ‘Spark’. The responsibility includes briefing and coordinating with various agencies like Advertising, Events, Public Relations, Marketing research, Outdoor, Brand promotions, etc for corporate, project level and internal communication. Played a key part in media buying.I have executed various online campaigns using one or more of the following tools:-
• CRM using LinkedIn /Twitter: Increased follower base through from 2300 to 11300 in 5 months through integration of CRM and complaint forum on company’s twitter page. Fresh articles were posted regularly with same #tag. Engaged with top influencers on LinkedIn page. Created LinkedIn article approval guidelines.
• Social Engagement using Facebook: Successfully created and maintained organization’s Facebook page that added 6000 members every month. The fans were engaged with fresh content every day.
• Social Voting using Reddit, DIGG: Periodically posted important links and checked user responses. Created submission guidelines for the organization (based on user rating patterns and up votes).
• Social bookmarking and SEO using Stumbleupon, Del.icio.us: Inserted our company website in relevant category. Joined communities where we could find majority of our target audience. Personalized the submission through an avatar, befriended people with similar interests. Covered all the possible keywords, tags that could bring the traffic to our company website.
• Designed Video campaign using YouTube: Created fun and interactive campaigns that showcased our product offering and invited people to be creative and tell us how they can use our products (such as projector-phones, battle-phones etc.) differently. The videos attracted about 371,000 hits.
• Performed social media monitoring using Klout , Seesmic and Wildfire social media monitor.Measured website reach using Google analytics.