Sep 2023 – Oct 2025 · 2 yrs 1 mo · Bengaluru, Karnataka, India · On-site

• Leading end-to-end creative development for 2 key categories: Food & Beverage + Essentials & Beauty, within Target’s in-house media network, Roundel.
• Delivering 100% of Managed Service media experiences for Essentials & Beauty ($534M) and Food & Beverages ($79M), achieving 95% on-time delivery across key retail & seasonal moments.
• 2025 Key Highlights:
• Scale & Delivery: Led execution of 2,094 campaigns, 5,652 versions & 100K+ creatives in H1, driving excellence at scale.
• Revenue Impact: Generated $3.3M incremental revenue & supported $377M+ in brand investments.
• AI Innovation: Powered 1,380 campaigns with GenAI tools, enhancing efficiency, speed & creative output.
• Quality Assurance: Audited 1,031 campaigns, resolving 20% pre-launch errors to strengthen consistency.
• Approval Efficiency: Achieved 73–84% campaign approvals in 1–2 rounds, with 150 first-round approvals reducing cycles.
• Operational Excellence: Delivered 15–20% faster turnaround times, improving workflows & scaling automation.
• Apart from the core category work, I also have the following responsibilities -
• Voice & Messaging Standards
• Defined Roundel’s tone-of-voice & messaging guidelines, now foundational to team-wide creative work
• Helped establish consistency, clarity & brand alignment across campaigns
• Seasonal & Retail Moments
• Leading creative strategy for all key seasonal campaigns (Summer, Back-to-School, Black Friday)
• Defining tone, messaging & storytelling direction tailored to seasonal & retail relevance
• Team Development, Coaching & Onboarding
• Leading, mentoring & coaching the creative team with a focus on growth & collaboration
• AI Integration in Creatives
• Driving efficient adoption of AI to support creative production
• Exploring scalable AI use cases to optimize team output
• Creative Strategy for New Products
• Led creative strategy & messaging development for Precision Plus by Roundel, our new media offering that helps brands choose objective-based buying.

Jan 2019 – Jan 2023 · 4 yrs

• Oversaw creative development for brand campaigns across the Food & Beverages, Beauty, Essentials & Electronics categories, ensuring alignment with both seasonal strategy and brand-specific objectives.
• Collaborated closely with the creative team to develop and deliver campaign assets across platforms for high-profile brand partnerships including:
• Coca-Cola, Pepsi, Nestlé, General Mills, Kellogg’s, Danone, Google, Bose, Disney, P&G, L'Oréal, Maybelline, Keurig, Starbucks, and Hershey’s.
• As the Creative Lead, led the development of all seasonal style guides from January through December, defining tone, messaging, and creative nuances for all Roundel business categories.
• Key retail & cultural moments included: Wellness, Valentine’s Day, Super Bowl, Summer, Back-to-School, Back-to-College, Fall, Halloween, Cyber Monday, Black Friday, and Holiday season - Target’s largest sales period.
• These style guides served as the creative foundation for teams across Roundel, guiding campaign development for brand partners throughout the year.

Jan 2016 – Jan 2019 · 3 yrs

• Responsible for end-to-end creative development across multiple categories, including Food & Beverage, Beauty & Toys, Entertainment, and Electronics.
• Created cohesive brand narratives through detailed brand pages, aligning with both Target’s internal guidelines and client communication objectives.
• Developed static and dynamic ad content for internal platforms and social channels, ensuring creative relevance across Instagram, Facebook, Snapchat, and more.
• Integrated market trends and insights to craft impactful, guest-relevant messaging that resonated across various consumer segments.
• Collaborated with cross-functional teams to deliver high-quality creative for notable brand partners such as:
• Starbucks, M&M’s, Yoplait, KIND, RXBAR, General Mills, P&G, Kinder, Kellogg's, Nestlé, Disney, Marvel, Google, Apple, Samsung, Sony, Jockey, Hanes etc.

Dec 2015 – Nov 2016 · 11 mos

• Worked across all product categories under Digital Vendor Marketing (now known as Roundel), crafting compelling, brand-aligned copy for a variety of formats including internal placements, external media, and social platforms.
• Ensured all messaging adhered to Target’s tone-of-voice and communication goals, effectively translating brand objectives into guest-relevant storytelling across digital platforms.

May 2015 – Dec 2015 · 7 mos · Bengaluru Area, India · On-site

• Contributed to 360° integrated campaigns across print, radio, TV, in-store & digital platforms for brands including Quikr and TVS.
• A notable highlight was a Quikr print ad that earned brand recognition & was featured on the front page of The Times of India, a key milestone for us during that time.

Nov 2012 – Feb 2015 · 2 yrs 3 mos · Bengaluru Area, India · On-site

• Worked as part of the creative team at Soho Square, the sister concern of Ogilvy Bangalore, contributing to campaigns across TV, radio, print, in-store & digital platforms.
• Collaborated on notable brands including Himalaya Herbals, Bangalore International Airport, GKB Opticals & Vikram Hospitals.
• A highlight was my television commercial for Himalaya Herbal's Beauty Care range, which was recognized as outstanding by both - The Financial Express and Brand Equity.

Nov 2011 – Aug 2012 · 9 mos · Delhi · On-site

• Joined JWT (Gurgaon) as a copy trainee, contributing to campaigns across TV, radio, print & in-store marketing.
• Worked on brands including Tropicana, Sony, Monster.com, and Pizza Hut, and later supported Airtel as part of the telecom team.
• The role offered exposure to writing in both Hindi & English, expanding versatility across regional and national campaigns.
• One of the most engaging aspects of the role was crafting 15-second radio scripts, capturing the essence of the brand in a concise format and bringing it to life in the recording studio.