Mar 2019 – Present · 7 yrs 2 mos · Mumbai Area, India · On-site

• Building for the next decade of commerce - where trust becomes the primary driver of purchase decisions.
• Built and scaled a curated marketplace for sustainable and ethical products, addressing trust and discovery gaps in conscious consumption
• Created a platform that simplifies sustainable buying for consumers while unlocking growth for responsible brands
• Onboarded and supported a growing network of 800+ verified brands across categories including home, lifestyle, personal care, and gifting
• Positioned Brown Living as a trust-first commerce platform in India’s emerging sustainable consumption ecosystem
• Developed strong brand differentiation around transparency, curation, and credibility in a highly fragmented market
• Enabled 1000+ ethical brands to access 5Mn+ new-age consumers actively seeking better alternatives
• Focused on building repeat behavior through trust-led discovery and seamless shopping experience, served 80k+ customers with a 30% repeat customer rate.
• Driving growth across customer acquisition, brand partnerships, and category expansion
• Forged partnerships with listed enterprises for sustainable gifting & procurement (J.P. Morgan, Bayer, Maersk, Netflix, Spotify, Fractal Analytics).
• Achieved measurable climate impact: 3,000+ tonnes plastic waste prevented, 45,000 trees planted, 2,000+ artisans (70% women) empowered.

Aug 2018 – Mar 2019 · 7 mos · Mumbai, Maharashtra, India

• Future Group is changing the way India shops in their neighbourhood stores, one pin code at a time. The neighbourhood stores have a turnover of approximately Rs 2000 crores ( $300 million).
• I was responsible for leading the data architecture and mining for the most ambitious Retail 3.0 vision of the group and its founder. As a Brand custodian and Digital Marketer, I lead the neighbourhood store business comprising of three brands Easyday, Nilgiri's and Food World (recent acquisitions by the group), ensuring high levels of member acquisition user engagement through digital, optimized media spends through performance & programmatic marketing, SEO, SEM, content curation and strategy, collaborations with relevant brands and influencers for all brand activities.
• The role also involved leading the digital transformation and aggressive on-ground expansion of the small format neighbourhood food and grocery business across the country from 1000 physical stores to over 10,000 omnichannel, multi-modal, micro-local stores in the next five years. The network of stores is built on a platform of members, member-curated assortments and a connected digital and physical ecosystem.
• Driven by Data, Technology and People, these stores will be high on Tech and Touch, focussed single-mindedly on members, communities, neighbourhoods and their needs 24/7.
• Key Highlights:
• Created a model for lead generation and a sales funnel for acquisition for a higher level subscriptions through digital, reduce dependency on offline efforts.
• Reduced CPL by 220%
• Improved conversions of leads by 33% through the integration of a conversational chatbot in the user journey.
• Improved discoverability of the brand and the store by integration of internal systems & POS with GMB.
• Improved the contribution of digital acquisitions by 18%
• #tech #touch #automation #bigdata #subscriptions #digital #marketing #membership #acquisition #foodretail #retail #india #futuregroup #tathastu

Apr 2017 – Jul 2018 · 1 yr 3 mos

• Crafted individual product portfolios for varied channels of business both offline and online, in the Backpack & Travel Accessories category for 3 consecutive collections.
• Led a team of 6 merchandisers and network of suppliers in China to source, create and produce products for the Indian consumer.
• Built the product category with the objective to make the brand offering “younger”.
• Spearheaded campaigns for product placement through dealer-led engagements, BTL & Radio Campaigns to improve conversions by 200%.
• Integrated Omni-channel shopping through EBO’s stores, EMI’s in luggage segment.
• Led the Brand Revamp & Repositioning, recreated the Brand Print & Visual Brand Language for all products & communications - launched the brand's first ever 360-degree Campaign.
• The Brand's digital presence setup and amplified within the first 3 months, absolutely organically.
• Spearheaded new media integration for both offline and Digital revenue channels, expanding growth by 12% YoY.
• Key Highlights:
• Automated Customer Complaints and Responses to reduce complaints by 18% and reduce TAT by 3 days.
• Gained substantial growth (400%) and significant market share (12%)in the short haul travel category over 3 years.
• 108 SKUs developed for 2018 BP collection in the span of 6 months – 76% growth from existing SKU base which led to a 400% growth in revenue over 3 years
• 51% YoY growth over 3 years in the Short Haul category
• 38% YoY improvement in margins
• Automated Customer Service and integration with SAP, Improved NPS by 23% YoY by improving TAT post system integration.

Jun 2015 – Apr 2017 · 1 yr 10 mos

• Contributed to the brand revamp and repositioning project, along with a website overhaul.
• Developed the short haul travel products portfolio for brand Safari, tactical campaigns and consumer engagements through social media, Omni-channel through EBO’s.
• Spearheaded new media integration and created the website for the brand and the Corporate Group.
• Ensured a seamless integration for brand M&A efforts into the company's systems.
• Negotiated costs with country offices, mills and factories.
• Created all marketing material including catalogues, advertising, packaging, promotional material, and showroom VM.
• Created and mined extensive documents for a competitive comparison and cost control measures.

Jan 2014 – Jun 2015 · 1 yr 5 mos · Mumbai Area, India

• Ideated, conceptualized & executed 360° campaigns, BTL strategies and activations for brands, with a focus on customer engagement and TOM, improving brand recall, digitise lead generation in the experiential space, incorporating Artifical Intelligence for activation, and create robust content for the clients.
• Key Projects:
• Concept and pitch decks for
• Asian Paints Dealer Engagements & launches
• Brand launch for Nilaya by Asian Paints
• Colour Next ID India Design 7 City Show
• Renault KWID launch
• WNS ICC Collaboration Australia
• Sanofi Key Strategists Meet
• Monsanto Partner’s Meet
• Arvind Trade Partner’s Meet
• Volkswagen Plant Events & Rebranding
• A Musical IP for Shaan - Live Love Laugh Shaan Se

Feb 2013 – Jul 2013 · 5 mos · Bengaluru Area, India

• At Tommy Hilfiger’s India HQ, I was responsible for leading the launch of the Tommy Hilfiger Spring Summer 2013 Collection - Conceptualizing, Curation & Production for the SS13 fashion show in Bangalore, developing Innovative Brand Campaign material for the Indian audiences, customer outreach efforts for the brand loyalists, PR, Store soft launches with localised content.
• I was also responsible to manage the retail store at Palladium Mumbai and led the store team of 10 to do its highest topline in a single day during SS13 sale.

Jun 2012 – Nov 2012 · 5 mos · Mumbai Area, India

• Commissioned a study on Consumer Motivation Theory for Indian Music Festivals - a case study on Sunburn Music Festival
• Key Projects:
• Concept and pitch decks for
• Launch Events: Mercedes B-Class & Shangri-la Hotels
• Brand Activation: forTata Photon+ India, Sony Cybershot
• MICE Events: HSBC Bank, Mercedes, Aviva, Volkswagen, Bridgestone, HUL

Apr 2010 – Aug 2011 · 1 yr 4 mos · Ahmedabad Area, India

• Psynox is a family business initiative: a fashion and lifestyle brand that advocates self-expressionism for the youth. I was responsible for Formulating & Implementing Communication Strategies & PR, Brand Building, Product Design & Concept Development, Merchandising & Sourcing for Autumn & Summer Collection.