Feb 2025 – Jun 2025 · 4 mos · Hybrid

• Partnering with early-stage VC-funded B2B startups to help them sharpen their strategy and scale with clarity and conviction. For over 15 years, I’ve tackled complex problems, from financial research to brand marketing. I'm now channeling this multi-hyphenate experience to build brand marketing engines from scratch: Crafting strategy, storytelling, and systems that scale without adding to payroll.

May 2023 – Feb 2025 · 1 yr 9 mos · Bengaluru, Karnataka, India · On-site

• In the last 15 years, I have built and managed marketing capabilities for leading engineering and industrial companies. I'm working as an Associate Director of Marketing at Zetwerk Manufacturing, a six-year-old $2.8 billion contract manufacturing company (3000+ employees and presence in 20 countries, 9 industries and 4500 customers) based in Bengaluru.
• In my current role, I have established and cultivated strategic partnerships by collaborating with over four agencies and an oversight of a 8-member team, 3 acquired companies and 4 core business units across a range of complex industrial sectors, including Aerospace & Defense, Consumer Electronics (including EV Auto), Renewables, Infrastructure, and Precision Manufacturing. I report directly to the CMO spearheading all the brand and marketing functions except Government advocacy, PR & Media relations.
• Few key highlights from my 18-month journey with Zetwerk::
• 1. Brand Leadership: Directed brand perception studies and competitive benchmarking, elevating Zetwerk to the #2 Best Engineering Company in India.
• 2. Event Leadership: Executed marquee events like the Smart Manufacturing Summit 2.0, strengthening Zetwerk’s position across industries.
• 3. Brand Integration & Strategic Positioning: Led end-to-end integration for two acquisitions and led brand spin-off, delivering cohesive brand narratives, distinct market positioning, and seamless communication strategies across sectors.
• 4. Thought Leadership: Founded Zetwerk's Insights Platform and created a 3D immersive living museum, earning industry recognition as a thought leader.
• 5. Marketing ROI: Designed ABM campaigns generating ₹2.5M in opportunities and reduced marketing costs by 50% via optimized resource management.
• 6. Owning the Marketing AOP: Delivered comprehensive marketing strategies, leveraging market research with 185+ customer interviews, 950+ quantitative questionnaires and ABM campaigns.

Apr 2021 – May 2023 · 2 yrs 1 mo · India

• As a #NudgeCatalyst, I’m supporting leaders with tools, techniques, strategies, and frameworks. Advising on building digital identity for leaders, catalysing new growth ideas, mentoring B2B marketing startups, working as a sustainability consultant, mentoring adolescents for leading non-profits are few of the "multi-hyphenate" hats I have juggled in the last decade.
• I translate the above by creating powerful persuasion hooks across institutions, individuals, and agencies with a broad spectrum of brand assets including websites & landing pages, sales decks, marketing emails, social media adverts & drip campaigns, PR, and everything in & around communication touch-points & marketing funnel.
• At a tactical level, I do three things at nudge catalyst:
• 1. 🔍 Find gaps and ways to improve your design
• 2. 💬 Rally users with the right vocabulary and content that drives action
• 3. 🧠 Suggest solutions backed by psychology principles (behavioural science frameworks - what to apply and when)
• I have executed the above stack with four of my power user groups:
• ↗️ IPO-bound B2B businesses (MSMEs)
• ↗️ Venture funds and their investment portfolio
• ↗️ International non-profits, multi/bilateral agencies, & corporates with CSR portfolio
• ↗️ CXO Leaders, professors, doctors, athletes, & coaches
• You can engage with me on a:
• ✅ Simple 100-minute live roasting and review call
• ✅ Monthly retainer of brand asset audit reports
• ✅ Full Stack Strategy, design, development & deployment of all your communication assets

Mar 2021 – Feb 2023 · 1 yr 11 mos · India · Hybrid

• A B2B outbound Account-based Marketing company - We specialise in creating highly targeted customer-centric content with personalised outreach and engagement with your high-value accounts (present and potential) with the power of LinkedIn, Email and WhatsApp.

Jan 2020 – Dec 2021 · 1 yr 11 mos · India · Hybrid

• I'm working with mission-driven social enterprises and changemakers to catalyse new growth ideas and solve complex problems and make our world a better place by doing things that matter while increasing revenues simultaneously.

Aug 2019 – Jun 2021 · 1 yr 10 mos · Bengaluru Area, India

• SoGoodForYou is a super-probiotic startup, producing and distributing natural probiotic-based health beverages across Bangalore.
• CREATING A PROBIOTIC REVOLUTION // THROUGH A RANGE OF NATURAL ARTISANAL PRODUCTS FOR HOLISTIC WELLNESS IN THE NEW AGE
• Fermented food is intrinsically part of Indian culture and is widely eaten in the form of Idli-Dosa, Rice Kanji, Yoghurt, etc. However, with higher consumption of processed food, stressful lifestyles and changing food habits takes a toll on the overall well-being. Hence, consuming probiotics aids digestion, improves gut flora, strengthens immunity and immensely contributes to overall wellness
• Our flagship product is an all-natural Kefir-based fermented drink widely consumed in Russia & Turkey across ages as an ancient antidote to all our modern ailments. Kefir is a natural powerhouse of probiotics and is often called as a Champagne of Dairy, with a refreshing, tarty, carbonated taste and a creamy texture with a long list of proven health benefits and has over 40 different types of beneficial bacteria strains.
• We are in the process of scaling this venture into a natural probiotic wellness revolution in India and actively seeking partners to join us on our journey.

Oct 2018 – Feb 2022 · 3 yrs 4 mos · Bengaluru Area, India · Hybrid

• Helped in designing better communication narratives with coherent UX strategies to make the user journey seamless and digital identity distinct.
• Marquee Projects include: RuralCollaboration.in | ElekronVentures.com | InsulrefGroup.com | SoGoodforYou.in | RethinkHIV.in | innovations4sanitation.com | TCReng.com | FreightCo.in | Elekron.com | PadmajaaIyer.com | NirmalaRao.com | KhushiFertility.com

Jun 2017 – Mar 2023 · 5 yrs 9 mos · Bengaluru, Karnataka, India · Hybrid

• CHANGING NARRATIVE: Working with the executive leadership to catalyze new growth ideas & solve complex problems by extracting and developing authentic creative expressions and compelling narratives with our design advisory universe
• BRAND STRATEGY & EXECUTION: Designing marketing touchpoints to scale a brand‘s growth story with an end-to-end communication strategy focused on storytelling.

Jun 2017 – Mar 2022 · 4 yrs 9 mos · Bengaluru, Karnataka, India · Hybrid

• Founded in 1968, IRC, a Hague HQ'ed non-profit organisation, considered as an international think-and-do tank that works with governments, NGOs, entrepreneurs and people around the world to find long-term solutions to the global crisis in water, sanitation and hygiene services. I'm working with IRC to support their India team as a communication and innovation consultant.

Apr 2017 – Mar 2022 · 4 yrs 11 mos · Bangalore Urban, Karnataka, India · Hybrid

• Led several projects as a design and brand consultant. Here is an overview of few marquee programs:

Jun 2015 – Dec 2017 · 2 yrs 6 mos · Bangalore

• Ennovent is a global innovation company for low-income markets. Since 2008, Ennovent has accelerated over 250 innovations in 15 countries through around 60 solutions.
• Ennovent STARTUP helps clients launch innovations for sustainability in low-income markets by providing much needed technical assistance for social innovations, thus helping them become investment-ready.
• Having worked with the executive leadership of mission-driven organizations and conscious brands, I bring diverse national and international cross border innovation experience for scaling meaningful initiatives. I have catalyzed new growth ideas and solved complex problems for changemakers who are continuously making our world a better place by doing things that matter while increasing revenues simultaneously.

Jan 2014 – Jun 2014 · 5 mos · Bengaluru Area, India

• Center for Corporate Spiritual Responsibility (C-CSpR)
• Spearheading the set-up of not-for-profit venture for world's one of its kind socio-spiritual initiative out of ILANTUS Technologies incubation center in Bangalore. The Center envisions a future in which corporate entities will undergo an orbital shift to being ‘Enlightened Enterprises’ – driven by Spirit and fired by the Realization, Vision and reality of the existence of a larger Spirituo System, and thus creating not just wealth, but all round multi-dimensional abundance and fulfillment, in consonance with the Spiritual principles - that govern material existence - wealth included.
• Through the activities of this Center, S-VYASA, the Research and Training unit of CSpR, has chosen to highlight the spiritual dimensions of the business management by initiating research work pertaining to spiritual index of the individuals as well as the corporation. The primary activities include:
• To conceptualize, propose, design and develop parameters, tools and techniques to assess the degree of Spiritual awakening and alignment in individuals, and link level of spiritual awakening to the level of responsibility and position in the corporate hierarchy.
• To develop tools to link spiritual calibre to assess the suitability for higher positions and promotions right from recruitment to training and promotions till retirement – “Chaperoning the Manager Spiritually” - throughout his/her professional pilgrimage.
• To develop mechanisms to periodically check the spiritual alignment of employees and keep them spiritually fit and aligned by way of timely interventions and inputs to upgrade them leading to the spiritual flowering of the organization, its employees, the society and the Spirituo System as a whole.
• To innovate practices to demonstrate to the world the right protocol to live life i.e. “Let Spirit Lead the Matter” - in consonance with the core truths of existence.
• Website: http://ccspr.org

Aug 2013 – Dec 2015 · 2 yrs 4 mos · NYC

• To assist Engagement Director and Client Initiative leaders with account management and business development (both existing and prospective clients) by leveraging firm expertise in profit enhancement science.
• To execute Re-engineering initiatives within organization and drive implementation of near-term profit enhancement
• Shubho’s market expertise revolves around Financial Services with a focus on profit enhancement and expense optimization. He has developed deep domain expertise in specific SGA expense category, strategic sourcing and transformational outsourcing of complex expenses.

Aug 2012 – Jun 2013 · 10 mos · Gurgaon, India

• Spend Ninja: To execute Reengineering intiatives within organization and drive implementation of near-term profit enhancement
• Shubho is responsible for managing expenses, identifying opportunities to optimize spend and rapidly improve performance for Fortune 500 companies. He has assisted in developing several expense management policies by sharing quick-hits and tactical implementable workaround solutions, besides building granular analytical models and visibility tools to uncover hidden profit opportunities. Shubho helped clients capturing profits in 16-60 weeks with minimal disruption in their operations.
• Projects delivered include driving the identification and articulation of challenges in order to optimize financial performance; identifying opportunities for improving financial performance and operational excellence; assisting in budget development, activities and delivery; spend analysis including procurement, sourcing and supplier optimization; sourcing category expertise (RFPs, benchmarks, processes, etc); premium and sustainable capability building for spend re-engineering initiatives (to enable them to sustain the savings achieved and manage entire ecosystem going forward by building organizational capabilities, and implementing tracking and monitoring systems among others)

Aug 2011 – Aug 2012 · 1 yr · Gurgaon, India

• Essex is a global, profit enhancement and advisory services firm that combines sophisticated modelling, strategic consulting and analytics techniques with industry-specific executive experience to achieve near term profit improvements - especially in the financial services/debt collection industry. Company resources are multinational - clustered in NY, Shanghai, Delhi, St. Petersburg and London.
• As part of Market Intelligence Group (MIG), client acquisition and business development efforts are my primary responsibility. Staffed and engaged on number of projects which involved creating pitch decks, and networking to find prospective clients. Involved in research and development with multiple client engagement teams and worked on multiple Letter of Proposal and Qualification decks
• Key Business Development efforts:
• Responsible for initiating, conducting, and analyzing strategic insights, market and opportunity attractiveness & assessments by regions, industry, products and other dimensions
• Synthesized analyses sourced from primary research, syndicated research, financial analysis, competitive analysis, analyst firms’ data, etc. to provide 360 degree view of the market/industry, which led to timely, relevant, data-based and actionable recommendations
• In-depth, hypothesis driven approach to identify opportunity areas for Essex
• Played instrumental role in securing several strategy and analytical projects from clients across industries (BFSI, Pharmaceutical, Managed Healthcare, Casino and Gaming) and regions (Americas, UK, China etc)
• Core Areas: Client Acquisition and Development, Opportunity Assessment, Emerging Trend Analysis, Capability Mapping and Designing, Competitor Benchmarking, Business Segment Analysis, Financial KPI Analysis, Vendor Negotiation and Interviews etc.

Jun 2009 – Aug 2011 · 2 yrs 2 mos

• Research Analyst within Global Financial Institutional Centre of McKinsey & Co.
• Expertise in Transactions Service Line- M&A's, JVs / alliances, divestitures and private equity due diligence with spike in:
• o Target Screening- Identification and evaluation
• o Post-merger Synergy- Identification and estimation
• o Commercial Due-diligence
• Dedicated Support: Responsible for providing domain specific advice to client. Developed tailor-made analysis based on research findings, addressing the challenges of clients, specific to the requirements of engagements and conducting in-depth research using secondary databases to engagement queries
• Served as one of the core members of "Reshaping Opportunities­ Database". This project involved scanning and profiling targets in the European financial services industry to enable discussions with CEOs/CFOs on potential M&A moves in the crisis
• As part of the benchmarking initiative, conducted client interviews in order to perform diagnostics and analysis and created custom case studies for highly targeted M&A and alliance scenarios
• Co-developed "Synergies Estimation Tool" to estimate the potential synergies from a banking M&A
• Co-authored and published 10 McKinsey client documents primarily on M&A perspectives, Potential themes and Opportunities
• Specialties: Client Acquisition and Development, Opportunity Assessment, Emerging Trend Analysis, Capability Mapping and Designing, Competitor Benchmarking, Business Segment Analysis, Financial KPI Analysis, Vendor Negotiation and Interviews