Sep 2022 – Feb 2025 · 2 yrs 5 mos · Mumbai, Maharashtra, India · On-site

• Implementing tech, creativity and experiential marketing solutions for the clients through design and digital.

Jul 2021 – Jul 2022 · 1 yr · Ho Chi Minh City, Vietnam

• Primarily lead the entire creative for the Budweiser Integrated FIFA 2022 Qatar marketing campaign. Right from Strategy development to ideation to storytelling to scripting to Post Production.
• Launch Style by PNJ creative marketing campaign with a modern storytelling for its Fashion film with renowned Vietnamese KOL Chau Bui and launch its social media strategy for its launch
• Cohesive working with cross-functional creative and planning teams on local business for the Vietnam Market
• To pitch for new businesses by adopting a culture-first strategy for the local and international businesses in the counterpart.
• Strategically drive brand messaging with the right content and appropriate visual aids
• Work in tandem with the client and the strategy team towards new product launch and marketing campaigns
• Growth partner and Creative lead for Budweiser, Beck's Ice, Style by PNJ, Bitis shoes, Technocom bank.

Oct 2020 – Jul 2021 · 9 mos · Mumbai, Maharashtra, India

• Primarily set up and run the entire robust design team consisting of 45+ team members in design system and design sprints with Q.A.
• Supervise a cross-functional team of graphic designers, copywriters, social media experts, and photographers/videographers.
• Spearhead and manage content strategy for both small-scale and large-scale projects by researching trends in beauty through focus group studies.
• Set up a design plus a content system for conversational AI for contact center automation and voice-led social commerce activations, but in a natural progression across the website.
• Understanding the use cases to be automated through the bot and understanding the user journeys for the different actions the BOT is supposed to do.
• Also run a holistic approach for UX micro-copy, PLP, and PDP as well as the tone of voice for the Nykaa blog, editorial pieces, virtual stores, etc.
• Use of the right mix of UI design and microcopy, reducing cart abandonment at the checkout stage.
• Repeated customer purchase journey fortnightly of regular customers and understanding the buying behavior of the newly added customer base from the business heads to understand the push/pull strategy
• Multi-lingual support throughout the Nykaa website for a seamless shopping experience. Automation for transliterations for content using a proofreader and empowering multilingual chatbots to enable language interface through voice and conversational AI.
• Improving user journeys, user flows, and wireframes as per the content planning.
• Understanding the 'Diary studies' of the customers, the pain points and working towards it
• Using 'heat maps' fortnightly on the recurring flagship properties to assess the customer behavior, help better conversion rates, and reduce churn rates by creating crisp actionable content.
• Working with the content team and category heads on competitive testing, user stories, social media monitoring, forum post analysis, search log analysis, and analytics

Apr 2017 – Oct 2020 · 3 yrs 6 mos · Mumbai, Maharashtra

• Work in tandem with the Saatchi London office on key strategic accounts like HSBC Global on the marketing campaigns for HSBC premier customers.
• Work on a year to year basis strengthening key client relations by proactively coming up with creative marketing solutions for the brand
• Handling key clients like Casio G-shock entire watch portfolio, Lotus cosmetics (Beauty+Organics), Pepperfry, Sterling Holidays, P.C Chandra, Godrej Interio, Exide lIfe Insurance, Reliance petro business.
• Successfully converted creative business pitches to conversion with a 60% success rate in the FY 2017 and FY 2019.
• Mentored and supervised the launch of 'Bauli Moonfills' croissant in India with the Bauli Italy client with customer research methods, F.G, MR,etc.
• Build, lead, and review the work of the creative team in the production of all web, print, and digital marketing collateral
• Analyze brand tracking, market trends, consumer need, and the competitive landscape
• Conduct brainstorming sessions with the creative team, maintaining strategic and creative thinking to develop innovative and actionable creative initiatives in a fiscally responsible manner
• Present, or oversee the presentation of final concepts, and obtain approvals for deliverables
• Produce fresh, innovative work that translates complex ideas into compelling print materials and digital experiences for visually sophisticated audiences
• Develop an exceptional and well-crafted copy that meets clients’ requirements
• Shoulder the responsibility for the quality and completion of all work projects assigned to members of the creative team
• Ensure designs and content reflect consistently and positively the brand image
• Serve as a liaison between the marketing and creative team and between the creative team and individual clients
• Anticipate problems that may impede a project from completing on time and implement solutions
• Collaborating with account executives to obtain knowledge of the clients’ requirements

Mar 2015 – Feb 2017 · 1 yr 11 mos · Mumbai Area, India

• Spearheaded all the 4 verticals: Global desi, AND by Anita Dongre, and the flagship brand A.D and Grassroot.
• Conceptualised, scripted and directed 3 fashion films for SS and AW 2017 for AND and Global Desi.
• Head the entire design and communications department leading a team of 20+ consisting of designers, art directors, social media, studio retouchers, visual merchandising, and photographers.
• Research with the stylists+ sourcing+merchandisers for pre-launch collection study during SS15-SS17 and accordingly come up with a communications plan with a strategy with the marketing department.
• Create mood boards and inspiration decks for the art direction across the 4 brands for various campaigns across the year.
• Liaison with the set designers for location recce, photographers for look-book, visual merchandisers, and retail folks for implementing the campaign on-ground with the right collaterals.
• Create a list of brand guidelines for the 3brands across all the touch-points
• Work with the best in the industry fashion photographers for campaigns and fashion look-books
• Help Launch of the first 1500 sq. ft Grassroot New York store with the launch campaign and content films with design storytelling
• Plan, storyboard, Pre-production, post-production,Art direct the films for Grassroot, AND, Global Desi, and A.D with the DOP and the stylists.
• Identify, hire, train, and mentor designers and the content team
• Create fortnightly content for all the 4 brands as per the calendar events and social strategy.
• Create a bank of resource material for design and content inspiration for the teams.
• Sourcing and Budgeting for the monthly campaign shoot with the Producer
• Maintain art direction and campaign message consistency across on-ground for Retail mock-ups and VM for window displays.
• Monthly store visits with the marketing team to ensure proper flow of communication to the end customers.

Feb 2015 – Mar 2015 · 1 mo · Mumbai, Maharashtra, India · On-site

• Worked as a creative lead on Unilever Magnum ice-creams, AXE deodorants and Snapdeal for a very brief period during my short stint here.

Mar 2013 – Feb 2015 · 1 yr 11 mos · Mumbai, Maharashtra, India

• Primarily work on LAKME Skin, being one of the HUL's key businesses with a turnover of 210crore in FY 2014-15.
• Cannes Press for Vicks cough drops
• Ideate, Strategise and Develop/work on the LFW Lakme Fashion Week 2014 campaign
• Strategise and execute marketing and advertising campaigns for the Relaunch of Lakme Peach Milk Moisturiser for the West region which garnered a market share of 23% increase in FY 2014 than the previous year. The brand film has more than 8.1 million views to date on its digital presence.
• Social media strategy and ideation to the client on Peach Milk, SunExpert, Perfect Radiance Serum, Insta-Light.
• Successfully launched the LAKME Gloss range in FY 2015 Q1 with its marketing and campaign.
• Creatively formulated the launch of Insta-Light and Sun-Expert.

Nov 2011 – Mar 2013 · 1 yr 4 mos · Mumbai Area, India

• Work on the launch and revival of Volkswagen Polo and Vento
• Launch of the campaign for Volkswagen variant of Vento Style in FY 2013 Q2.
• Ideated and conceptualized the VW Polo 'GOD-Bluetooth' TVC which was marked as the CNBC Overdrive Autocar Commercial of the year 2013.
• Successfully launched the 'Lucky 13' marketing initiative and on-ground activation for Volkswagen which stood a chance for Gold in Marketing Effectiveness in Effies.
• Bronze at the ASIA-PAC ADFEST awards for Volkswagen press
• 3 Bronze at the ABBYS Goa-fest for Electrolux AC Outdoor installation
• 2 Bronze at the ABBYS Goa-fest for Volkswagen press
• Kyoorius D&AD Blue elephant TVC promo 30seconds for Big Bazaar
• Bronze Effie for Set max Khel kabaddi league in Smalltown and RURAL Marketing
• AD Club and AAAI Campaign of the Year 2013 for Volkswagen integrated Post-It campaign on Polo and Vento

Feb 2010 – Nov 2011 · 1 yr 9 mos · Mumbai Area, India

• Primarily work on the Launch of MTV-STAY RAW Rebranding Identity project for the Indian market.
• Work on clients like Fiat (Linea and Punto), TVS Bikes, MTV, Virgin Mobile, and Tang.
• Work with the Bates Singapore office on a quarterly new business pitch basis on global accounts.

Mar 2009 – Feb 2010 · 11 mos · Mumbai

• Ideate and execute the Launch of the TATA Nano Integrated brand campaign in the Indian Market
• Key and dedicated Art Director for brand Colgate and TAJ Hospitality handling the entire portfolio from TVC, Shoot PRE-Production, and post, Campaign art direction, design collaterals, and IBC communication plan.
• 3 ABBYS at GOA-FEST for AAI Call for Entries Campaign.

Apr 2006 – Mar 2009 · 2 yrs 11 mos · Mumbai

• Ideated and executed the launch of the GO-VISA Global Campaign Launch
• Designed the 150years commemorative stamp for Standard Chartered Bank innagurated by the President of India in 2008.
• Ideated and executed the launch of the NISSAN C-class Sedan - NISSAN Sunny integrated creative marketing campaign
• Brand Designer and Art Director for the launch of Palladium Mall with its refreshed brand identity.
• Ideated and executed the Stan-Chart Mumbai Marathon Press campaign 2008
• Handled the portfolio of High Street Phoenix, Angel Broking, Planet-M, Set Max, and Playstation.

Sep 2004 – Apr 2006 · 1 yr 7 mos · Mumbai Area, India

• Executed and art directed a few worthy campaigns for TOI and JW Mariott’s U magazine. Creative lead on HDFC and Reliance accounts. Art director for most design pitches.