Aug 2021 – Sep 2024 · 3 yrs 1 mo · New Delhi, Delhi, India · On-site

• Managed marketing for Bombay Shaving Company in its 1 - 10 phase; built structure to sustainably support high growth, enabling the company to turn profitable with 4X revenue growth. Built a cadence around brand health research, initiated a new brand identity refresh across packaging, online creatives and other touchpoints. BSC’s top of mind in shaving grew 6X in 1.5 years and the company became a clear No. 2 in shaving products in India. Ran full funnel marketing services from brand campaigns, product marketing on ecom & DTC, CRM, social, influencer, packaging and listings, performance ads etc. to achieve growth targets

Aug 2019 – Jul 2021 · 1 yr 11 mos · Delhi NCR · On-site

• Led a team of marketing strategists and content creators during the pandemic to build a sizable customized branded content marketing solutions business on Gaana. Built branded podcast IPs such as Cadbury 5 Star’s Jokevani & HDFC Life’s Ummeed With Zakir Khan. Also managed the partner marketing function & ad tech innovations such as voice response ads that solved the attribution problem in audio ads
• Was also consultant to COO, Indiatimes Lifestyle Network. Built the marketing communications strategy for the launch of MensXP’s content to commerce business (MensXP store)

Aug 2018 – Aug 2019 · 1 yr · Gurgaon, India · On-site

• As head of social & digital planning at Cheil, led brand strategy, social & influencer marketing teams to develop and execute integrated marketing communication plans & Go To Market for Samsung mobiles & consumer durables.
• Collaborated with account management, media and creative departments to build and optimize top & bottom funnel ad campaigns to drive business KPIs.
• Played a key role in the GTM strategy & business planning for launch of Samsung’s first foldable phone & the Samsung Opera House (the world’s largest mobile retail experiential space)

Jun 2016 – Aug 2018 · 2 yrs 2 mos

• Led the editorial, marketing, brand solutions, business strategy & operations functions for Whatshot.
• Whatshot is a digital lifestyle and entertainment company from the Times Group built on social media that provides millennials actionable local content to discover and make the most of their city. Driven by our in-house editorial team of writers, designers & filmmakers + our large network of influencers, we aim to inform and inspire Gen Y & Z to do more with their free time than just eat out or grab a movie. We are currently in 5 cities - NCR, Mumbai, Pune, Bangalore and Kolkata, available on web + app and adding new users everyday. For advertisers, we are a one stop shop for localised custom content, social media marketing and activation solutions to engage millennials in the mega cities of India.

Jun 2014 – Aug 2018 · 4 yrs 2 mos

• Led a team of kickass brand strategists, film-makers, graphic artists, writers and data scientists who collaboratively help brands tell their story in formats that are engaging, share worthy and ROI driven. We are the in-house creative shop of India's largest lifestyle network built for the social generation. Between our brands - Indiatimes, MensXp, iDiva and Whatshot we reach over 45 mil users in a month.

May 2010 – Jun 2014 · 4 yrs 1 mo · Mumbai Area, India · On-site

• Set up and ran the full stack digital marketing function for the studios business (UTV Motion Pictures, Marvel, Disney Pixar and Walt Disney Studios) & 2 TV brands (Bindass, UTV Stars).
• Marketed the release of the first Avengers movie in India and helped make it the biggest Hollywood blockbuster of its time.
• Under my leadership, Bindass with 4.5 million Facebook fans had an organic PTAT (People Talking About This) engagement ratio between 27% and 33% (among the highest for any brand in the world; 5X the industry average)
• For the Ranbir Kapoor-Priyanka Chopra starrer, Barfi, conceptualized a YouTube gadget – recognized by the YouTube India team as one of the finest content marketing innovations on the platform to come out of India. The app got major traction with a million organic views within 2 days and was widely praised in the press, generating free media worth an estimated 35 million Rupees. The gadget won a bronze for video innovation at the Yahoo Big Chair Awards 2012.
• Designed and implemented India’s first initiative to crowdsource the release plan for a movie, enabled by a Facebook app that let consumers decide which cities the indie film, Ship Of Theseus should release in. Resulted in the film releasing in 37 cities instead of the originally planned 9, with 72% theatre occupancy and 8X box office revenue compared to the average for a film of its size and genre. The web enabled demand measurement model and the resulting efficiencies generated by a platform release has now become an industry case study for releasing niche films.
• Worked closely with superstar Aamir Khan on the marketing of 4 films – Delhi Belly, Peepli Live, Dhobi Ghat and Ship Of Theseus

Jan 2008 – Mar 2009 · 1 yr 2 mos · Mumbai Area, India · On-site

• Led a team in conceiving & producing “Business With Pleasure” & “Must Do” which drove up baseline weekend TRP by 3X. “Must Do” ranked as top weekend show across English news channels within 3 weeks of launch
• Collaborated with marketing consultant Rama Bijapurkar and led a 25 member production to serialize her book, “We are like that only: Understanding the logic of consumer India” into a seminal mini tv series.

Jun 2005 – Jan 2008 · 2 yrs 7 mos · Mumbai Area, India

• One of the founders of weekend programming content at Times Now. Led a team in the channel launch effort
• Conceived & executed the highly rated advertising & marketing show “Brand Equity”. Built relationships with the who’s who of Indian A&M
• One of only 3 Indian correspondents to cover Cannes Lions Advertising Fest, 2006
• Won an Indian News Television Award for a series I directed called "High Life". It won in the "Best Lifestyle & Fashion News Show - English" category.
• Engaged with Reuters reporters in New York & London to co-create content
• Collaborated with the marketing team to design on air promotions for the new channel

Jun 2002 – May 2005 · 2 yrs 11 mos · Mumbai Area, India · On-site

• As an Associate Producer with Channel [v], led a team in designing & executing creative programming solutions for leading advertisers
• Was a freelance researcher for “Hidden Genders” – an international documentary film about eunuchs in India & Thailand commissioned by and aired on the National Geographic Channel
• As Correspondent with the Delhi bureau of CNBC-TV18, covered the Indian General Elections 2004; deconstructed electoral results and evaluated impact on the Indian economy and business