Apr 2025 – Nov 2025 · 7 mos

• Brand Identity: Led MPL’s brand identity project, from brand's repositioning to a new visual design system.
• OTT Media Strategy: ROI-driven OTT media planning, optimizing creative mix, frequency, and inventory selection to maximize ROAS.
• Led the end-to-end launch of Team India’s T20 jersey (#HarFanKiJersey), achieving unprecedented fan engagement and strong D2C sales impact.
• Creative Development: Translated consumer insights into propositions, communication strategies, and creative assets
• Integrated Marketing: Designed and executed 360° campaigns across ATL (TV, print, outdoor) and BTL (social, partnerships, performance marketing).
• Creative Analysis & Optimization: Applied A/B testing and concept validation to evaluate and refine campaign effectiveness.
• Consumer Research: Worked with research agencies to track and enhance brand equity through deep consumer insights and competitive analysis.
• ROI Measurement: Established robust frameworks to measure campaign success, ROAS, and long-term brand impact.

Jul 2021 – Jun 2025 · 3 yrs 11 mos

Oct 2020 – Jun 2021 · 8 mos

Jun 2016 – Sep 2020 · 4 yrs 3 mos · Mumbai Area, India

• Developed and implemented integrated marketing communication for the brand focusing on the target markets
• Driving off-air and on-air communication through ATL and BTL activities
• Research show offerings and competition to develop effective brand strategies
• Planned and implemented brand strategies across TV, print, Outdoor, Digital, Trade and social media
• Optimize utilization of budget allocated towards launch, sustenance of brand campaigns
• Liaison with creative agency, Social media agency, media agency, commercial, finance, programming & sales
• Conceptualized and executed 360° marketing campaigns for wide spectrum of genres including Youth, Music and Hindi GEC (Zee TV, Zing, ZETC)
• Led several show and sustenance campaigns, Integrated marketing communication-
• Innovative mediums for campaign messaging: TikTok #DanceKaJungistaan challenge (1bn hashtag views in 3 days), instagram influencer campaign, Google Assistant voting on SAREGAMPA
• Achievements: Tik Tok #DancekaJungistaan Challenge (1 Bn hashtag views in 3 days), DID Reach jump of 112% as compared to previous non- fiction show and 75% jump on the slot

Apr 2015 – Jun 2015 · 2 mos · Mumbai Area, India

• Integral member of the Bisleri Urzza power offer campaign
• Part of the research to understand the way th consumers segment the cold drinks market, with a focus on the energy /power segment.
• Part of the H & R Johnson’s #RedRampProject, a project to help the physically challenged get more access to the public places

May 2011 – May 2013 · 2 yrs · Chennai Area, India

• Trained in VB Dotnet and then moved on to become part of the technical support system of Merck Pharmaceuticals account where handled Trackwise, QMS software which enabled our clients to define, track, manage, and report on the core activities vital to their success. Trackwise supports centralized and consolidated tracking, workflow management, and regulatory reporting for all critical business processes affecting pharmaceutical manufacturing operations across the globe.