Jul 2024 – Aug 2025 · 1 yr 1 mo

• Led GTM strategy for Bangalore & Pune markets, launching 8 outlets within 6 months, (28 outlets in 3 years in 3 cities). Conducted on-ground consumer & competitor research to inform positioning, location strategy & menu localisation.
• Conceptualised the brand’s first premium café format (pivoting from QSR) with immersive spatial branding. Rolled out a high-impact 360° launch campaign (50+ influencer collabs, performance marketing, WhatsApp outreach), delivering 2.5M+ reach & 5.3x ROAS. Drove ₹1.3M+ in sales in the first month post-launch.
• Revamped the brand’s visual identity, introducing a more premium brand language. Oversaw end-to-end asset transformation across digital, offline, packaging, in-store branding & listings.
• Launched the Harvest Salad Spree, a trial-driven initiative aimed at reactivating the dormant customer base in Mumbai by driving menu discovery through new product launch that generated ₹1.5M+ in sales over 8 weeks & reached 500K+ through creator-led storytelling.
• Rolled out personalised feedback inserts across all orders, featuring a direct email to the co-founder. This personal touch increased customer satisfaction & improved overall ratings while gaining organic visibility on X (Twitter), Instagram & LinkedIn, strengthening brand credibility.
• Managed annual marketing budgets across cities, balancing budgets across brand awareness, performance marketing, and offline growth channels.
• Owned PnL responsibility, driving cost efficiencies while maintaining growth across marketing, sales, and brand functions.
• Reduced aggregator dependency by developing alternate revenue streams like corporate orders, gym & fitness partnerships, takeaway focus, and presence at marquee offline events (AjioLuxe, Zomaland, SpokenFest, Lil Flea).
• Built & led an in-house design and marketing team. Brought creative, content & influencer marketing operations in-house, reducing content costs by 50% and improving turnaround & creative cohesion.

Jan 2024 – Jul 2024 · 6 mos

• Led the launch of the brand’s content IP, Shake That Salad—a strategic influencer-led campaign designed to address consumer feedback around dry salads. Orchestrated partnerships with 50+ creators across formats, resulting in 8M+ views, strong engagement, and a positive shift in product perception.
• Conceptualised and executed a high-impact OOH bus branding campaign in partnership with CityFlo across two key corporate travel routes in Mumbai. This hyper-localised activation led to a measurable increase in customer acquisition and helped build a loyal community of 300+ CityFlo commuters who converted into regular Harvest customers.
• Drove product innovation through insight-led new product development, analysing customer feedback and sales data to introduce menu extensions that contributed up to 15% of sales in key categories. This also led to an increase in average order value and repeat purchase rate.
• Spearheaded brand presence at marquee events like Lollapalooza, ICW, IIJS, Nykaaland, N&H Music Festival, VH1 Supersonic, and 50 Cent’s Final Lap Tour. These partnerships helped amplify brand awareness, enabled high-volume sampling, and positioned the brand as a lifestyle-forward food choice in premium, culturally relevant spaces.
• Built and automated workflows to track key revenue and marketing metrics, improving campaign visibility and enabling data-backed decision-making. Developed SOPs for packaging, product design, and rollout plans to ensure consistency across touchpoints while evolving with the brand’s messaging and identity.
• Optimized full-funnel performance on Swiggy & Zomato, leading menu re-structuring, pricing, ad management, and discounting to improve discoverability and conversion. Achieved 15% increase in menu sessions and 7x average ROAS.
• Drove marketing for 8 new outlet launches in Mumbai, with targeted social and influencer-led activations tailored to each locality, boosting menu sessions, visibility, and digital traction.

Apr 2023 – Jan 2024 · 9 mos

• Led marketing strategy for expanding Maiz and Harvest to 5+ new locations across Mumbai, leveraging hyper-localised influencer marketing, social media campaigns, and delivery aggregator visibility.
• Increased cloud kitchen traffic by 20% through performance marketing and pricing optimizations via A/B testing on aggregator platforms.
• Spearheaded the brand revamp of Maiz Mexican Kitchen, leading its transition from a cloud kitchen to a premium dine-in format. Revamped the logo, redefined brand tone, redesigned digital and print collaterals, and collaborated on interior concepts for a more immersive customer experience.
• Led the marketing launch of Maiz’s first high-street outlet, using market and competitor insights to shape positioning and store-level strategy. Generated 5M+ views through creator-led campaigns and full-funnel digital activations.
• Drove brand entry into Phoenix Palladium, one of India’s most premium malls, leveraging location and audience insights to support this strategic move. Executed OOH banner campaigns in & around the mall, designed store-level branding, and crafted launch content aligned with the café’s elevated identity.
• Initiated focused group discussions with loyal and first-time customers to gather structured feedback on menu, design, and brand tone, driving key product and positioning changes.
• Built internal customer data tracking systems to strengthen lead generation and conversion funnels for catering events. Developed demand estimation tracker to minimise food wastage and optimise inventory at large-scale activations.
• Collaborated with external agencies, freelance designers, and vendors to execute launch campaigns and create branded collaterals across digital and offline formats.
• Led the content, design, and launch strategy for both Maiz Mexican Kitchen and Harvest Salad Co's websites, partnering with a development agency to ensure seamless UX, performance marketing alignment, and consistent brand storytelling.

Jun 2022 – Mar 2023 · 9 mos

• Worked closely with the founder to conceptualise and launch Harvest Salad Co., identifying key market gaps through aggregator consumption data, category benchmarking, and global case studies (Cava, Sweetgreen). Positioned the brand as India’s first taste-first, healthy QSR, tapping into a white space in the healthy eating segment, leading to 2x faster growth than comparable brands in the first year.
• Co-developed the brand’s core identity, building the brand intro deck, defining key customer personas, crafting the brand manifesto, and outlining core values and ethos. Drove decisions on brand language, tone of voice, and visual guidelines, including but not limited to logo, typography, and colour systems.
• Conducted detailed market and competitor research to guide early product and launch decisions—helping identify high-potential menu categories, pricing, and locations based on customer demand and category gaps.
• Supported GTM strategy and brand rollout, helping the team identify product-market fit and scale to 5 new locations in 10 months. Played a key role in menu positioning, hyperlocal promotions, digital strategy, and content creation during the early growth phase.
• Streamlined the backend across Swiggy, Zomato, and Google, ensuring accurate and consistent product descriptions, pricing, visuals, location pins, contact details, and timings—boosting discoverability, improving conversion, and reducing customer confusion.
• Led early-stage PR and media outreach, securing brand features in premium lifestyle and industry publications such as GQ, LiveMint, Outlook Traveller, Hospibuzz, and Travel Asia, building credibility, organic traction, and inbound interest in the brand.

Nov 2021 – Jun 2022 · 7 mos

• Managed the digital presence for 3 F&B brands, owning content calendars, engagement, and platform strategy. Achieved 15% follower growth and 25% boost in reach over 6 months through trend-led storytelling and consistent brand voice across platforms.
• Expanded the corporate catering segment by 40%, driving outreach campaigns and strategic collaborations with coworking spaces, startups, and HNI-driven communities, bridging digital marketing with offline sales efforts.
• Co-led brand photo and video shoots, building moodboards, supporting direction, and styling, helping shape the visual identity of 3 brands across digital and offline assets.
• Closely monitored customer reviews & ratings across Google, delivery and social media platforms. Compiled insights into weekly actionable, feedback reports to help improve product consistency and customer experience.
• Introduced personalised handwritten post-it notes with all orders, adding a human touch to delivery. This initiative received overwhelmingly positive customer responses, leading to a noticeable improvement in reviews and repeat orders.
• Created platform-specific content for Instagram and facebook - including reels, carousels, static posts, and story series. Focused on narrative-led content that built engagement and local brand recall.
• Handled influencer sampling and micro-collaborations, supporting creator identification and outreach for barter and paid campaigns to promote new launches.
• Optimised brand presence on aggregator platforms, ensuring updated menus, visuals, and campaign alignment—helping drive higher menu engagement and improved order conversion.
• Used analytics tools to report on content performance, audience behaviour, and campaign outcomes, suggesting real-time changes that improved content CTR and social media engagement.

Jan 2021 – Nov 2021 · 10 mos

• Spearheaded the development and execution of data-driven social media strategies for 10+ clients globally to optimize brand presence across social media platforms like LinkedIn, Instagram, Pinterest, and Facebook; formulating a cohesive and compelling digital brand identity for each brand
• Developed and executed content calendars, leading to a 30% increase in engagement and positioning clients as key players in their industries.
• Strategically led Digital PR campaigns, securing key media placements in top-tier design blogs, magazines, and event directories, enhancing brand authority and driving a 20% increase in B2B inquiries.
• Utilized analytics tools like Google Analytics and Meta Business Suite to track performance, and saw 50% growth in impressions.
• Produced reports on a weekly and monthly basis, focusing on tracking essential marketing KPIs and assessing campaign performance.
• Managed multiple projects, ensuring smooth execution of campaigns and consistent brand messaging, while mentoring junior team members in social media management and content strategy.

Oct 2020 – Nov 2021 · 1 yr 1 mo

• Designed multiple high-quality assets, including website banners, marketing materials, and social media graphics and videos.
• Partnered with marketing and strategy teams to develop designs that improved campaign outcomes.
• Conceptualized and executed visuals for digital and offline campaigns and events.
• Introduced innovative design concepts that streamlined processes and elevated the overall aesthetic appeal of projects.
• Advanced expertise in Adobe Creative Suite (Photoshop, Illustrator, InDesign) and motion graphics tools, enhancing project delivery speed and quality.

Sep 2020 – Jan 2021 · 4 mos

• Created engaging visuals for social media campaigns with a focus on empowerment, inclusivity, and community engagement.
• Designed posters, flyers, and digital invites for workshops and webinars to enhance event experiences.
• Collaborated with content creators and marketing teams to develop creative concepts and achieve measurable increases in social media engagement.

Sep 2020 – Nov 2020 · 2 mos

Aug 2020 – Nov 2020 · 3 mos

Jun 2020 – Jul 2020 · 1 mo

Aug 2017 – Mar 2020 · 2 yrs 7 mos · Mumbai, Maharashtra, India

• Facilitated academic operations for over 200+ students, managing schedules, distributing learning materials, and resolving concerns, ensuring 100% adherence to deadlines and a seamless learning experience.
• Developed new course material aligned with the National Education Policy (NEP) guidelines, ensuring the curriculum met modern educational standards and enhanced learning outcomes.
• Assisted in teaching sessions by preparing notes, presentations, and practice materials, improving mock test performance for 75% of students, while providing one-on-one academic support to 50+ students weekly, leading to a 20% improvement in test scores.
• Coordinated and monitored 10+ workshops and mock exams, achieving a 90% participation rate, and developed a system to track 500+ student records, reducing administrative errors by 30%.