Nov 2023 – Dec 2023 · 1 mo · Abu Dhabi, Abu Dhabi Emirate, United Arab Emirates · On-site

• Abu Dhabi T10 2023 – Senior PR and Communications Lead, Abu Dhabi
• Led PR and marketing communications for the 2023 edition of the Abu Dhabi T10 tournament.
• Managed the press office and developed editorial content in collaboration with Abu Dhabi Cricket & Sports Hub and T10 Global.
• Coordinated post-match media engagements with players, team franchises, and broadcasters.
• Secured and managed media partnerships with ESPNcricinfo and Gulf News for enhanced tournament coverage.
• Planned and executed communications for the closing ceremony, sponsored by the Department of Culture and Tourism – Abu Dhabi, including media management for the UAE Minister of Tolerance and Coexistence, who attended in his capacity as Chair of the Emirates Cricket Board.

Sep 2023 – Aug 2024 · 11 mos · Dubai, United Arab Emirates · On-site

• Led a team of Senior Account Managers and Account Executives to deliver integrated corporate communications and crisis management strategies across sectors including Retail, Defence, and Arts & Culture.
• Managed end-to-end project execution, client servicing, and people management, while also contributing to new business development and regional growth initiatives.
• Developed and implemented communication plans tailored to complex stakeholder environments and diverse media landscapes across MENA.
• Key clients included:
• Majid Al Futtaim – Retail (Carrefour) – Regional Hub (MENA), Corporate, and UAE markets
• OMNIYAT – Luxury real estate and lifestyle
• Department of Culture and Tourism – Abu Dhabi (DCT)

Dec 2022 – Feb 2023 · 2 mos · Dubai, United Arab Emirates · Hybrid

• Consultant – Zee Network, Sports Business (DP World ILT20, 2023)
• Advised Zee Network on strategic communications for its re-entry into cricket broadcasting after decades, with the inaugural season of the DP World ILT20.
• Led PR and marketing communications delivery for the league from the broadcaster’s perspective, ensuring alignment with the Emirates Cricket Board (ECB) and other key stakeholders.
• Oversaw end-to-end comms planning, media relations, and editorial content throughout the tournament, held from January 13 to February 12, 2023.
• Played a key role in shaping Zee’s positioning in the sports broadcast space as it returned to high-stakes cricket coverage.

Jul 2022 – Dec 2022 · 5 mos · Dubai, United Arab Emirates and New Zealand · Hybrid

• Senior Fractional Comms Lead – Prime Video India, Sports Business (India Tour of New Zealand, 2022)
• Advised Prime Video India on strategic PR and marketing communications for its debut cricket series, following the platform’s acquisition of New Zealand Cricket rights.
• Led PR and comms delivery for the India men’s white-ball tour of New Zealand (Nov 18–30, 2022), acting as the in-house sports marketing and PR expert.
• Advised the C-suite on the Indian sports media landscape and worked closely with the production team in New Zealand to ensure cohesive execution.
• Conceptualised and managed media FAM (familiarisation) trips to showcase Prime Video’s delivery and on-ground production capabilities.
• Moderated press briefings and facilitated high-impact media interactions to shape narrative and drive credibility across cricket and entertainment audiences.
• Negotiated branded media partnerships and thought leadership columns with Sunil Gavaskar to amplify campaign messaging and create influential editorial moments.

Jun 2020 – Jun 2022 · 2 yrs · Dubai, United Arab Emirates · On-site

• Led the global media and communications function at the ICC, driving strategic storytelling to grow cricket’s global footprint and deepen engagement in established and emerging markets.
• Acted as a key communications strategist, shaping high-impact narratives across tournaments, campaigns, and stakeholder ecosystems.
• Key Highlights:
• Directed communications planning during the COVID-19 pandemic, including the postponement of marquee ICC events in 2020, and managed stakeholder messaging through a period of global disruption.
• Managed global media and publicity for major tournaments including the ICC Men’s T20 World Cup 2021 (UAE and Oman) and the inaugural ICC World Test Championship Final (UK).
• Led issues planning and communications around bio-safety protocols for ICC events staged during and post-pandemic.
• Launched the ICC’s first-ever NFT programme in partnership with FanCraze, establishing the organization’s presence in the digital collectibles space.
• Oversaw PR for ICC special projects including:
• ICC Hall of Fame, ICC Player of the Month, ICC Annual Awards
• ICC Trophy Tours with Nissan
• The launch of the ICC Global Growth Strategy
• Comms for all commercial partner announcements and initiatives
• Passion Project:
• Conceptualised and led the ICC 100% Cricket Future Leaders Programme, a global mentorship initiative addressing the gender leadership gap in cricket.
• The pilot year supported 40 women from 29 ICC Member countries, pairing them with senior mentors across various aspects of the sport.

May 2017 – Jun 2020 · 3 yrs 1 mo · Mumbai, Maharashtra, India · On-site

• Led PR and marketing communications for the Star Sports Network, driving the brand’s mission to promote a multi-sport culture across India.
• Spearheaded strategic comms for marquee properties including Vivo IPL, Vivo Pro Kabaddi, India Cricket (domestic and international), Khelo India, Indian Football, the Premier League, Grand Slam Tennis, and other flagship campaigns.
• Worked across stakeholder ecosystems—sports bodies, broadcasters, talent, and media—to shape narrative, drive viewership, and elevate fan engagement for India’s leading sports network.

May 2014 – Apr 2017 · 2 yrs 11 mos · Mumbai Area, India · On-site

• Led international new business development with a special focus on European and Japanese multinationals expanding into India.
• Successfully acquired strategic and high-value accounts including Godrej Industries, Johnson & Johnson, Roche Products, Covestro (formerly Bayer MaterialScience), Tata Sky, Singapore Tourism Board, Cochlear, Cisco, and Metro Cash & Carry.
• Contributed to 20% year-on-year agency growth, strengthening the firm’s corporate and multinational portfolio.
• Worked closely with cross-functional teams to develop customised PR strategies, driving long-term client retention and brand impact.
• Played a pivotal role in positioning the agency as a trusted partner for MNCs entering or scaling in the Indian market.

Feb 2013 – Mar 2014 · 1 yr 1 mo · Mumbai · On-site

• Led the Corporate Practice in Mumbai, overseeing client strategy, team growth, and business delivery across key sectors.
• Managed marquee accounts including Mondelez International (Cadbury), Clariant, The World Gold Council, KOBO, UTZ Certified, and World Vision India.
• Drove new business development, successfully pitching and onboarding new clients to expand the corporate portfolio.
• Mentored and managed a cross-functional team, fostering a high-performance culture and strengthening Edelman’s corporate communications capabilities in the region.
• Delivered integrated campaigns focused on corporate reputation, purpose-driven communications, and stakeholder engagement

Jan 2011 – Feb 2013 · 2 yrs 1 mo · New Delhi, Berlin, Pan India · On-site

• Appointed by the German Federal Foreign Office
• Led a cross-cultural Indo-German communications team for the Year of Germany in India initiative, representing a consortium of partners including the German Federal Foreign Office, Goethe-Institut, Asia-Pacific Committee of German Business (APA), and the German Federal Ministry of Education and Research.
• Directed end-to-end communications strategy and execution across PR, advertising (print, radio, outdoor, online), social media, and all ATL/BTL activations and outreach.
• Oversaw integrated campaign delivery across multiple Indian cities, ensuring narrative consistency while adapting to regional nuances and media landscapes.
• Managed stakeholder reporting and performance reviews, providing regular updates and campaign outcomes to partner organisations in Berlin and India.
• Played a key role in nation branding, driving cultural, economic, and academic engagement between Germany and India through immersive storytelling and on-ground experiences.

Jan 2010 – Dec 2010 · 11 mos · Tübingen, Baden-Württemberg, Germany · On-site

• Conceptualised strategic PR frameworks for companies seeking to enter the Indian market, including HCL Technologies, with a focus on culturally relevant storytelling and reputation building.
• Conducted in-depth research and provided intercultural advisory on the Indian business landscape to support market entry strategies and communications planning.
• Led the conceptualisation and pitch for the Year of Germany in India 2011–2012 nation branding campaign—shortlisted as a finalist in a competitive multi-agency bid spanning Berlin and India.

Apr 2009 – May 2009 · 1 mo · Stuttgart, Baden-Württemberg, Germany · On-site

• Assisted the Lecturer of Business English at the University’s Language Centre, supporting advanced-level (C1 & C2) instruction for international students.
• Participated in lesson planning, developing materials and adapting content to suit diverse learner needs and business communication contexts.
• Contributed to co-teaching sessions and engaged in discussions around pedagogical approaches and best practices in multilingual classrooms.

Jan 2008 – Dec 2008 · 11 mos · Mumbai, Maharashtra, India

• Served as client lead for key accounts including ICICI Bank, Thomas Cook India, and Battery Ventures, overseeing strategy, execution, and client servicing.
• Managed a team of account executives, delegating tasks, guiding media engagement, and ensuring timely delivery of high-quality work.
• Led ongoing media relations and crisis communications for ICICI Bank, maintaining the brand’s credibility during sensitive periods.
• Directed BTL promotional activities and media relations for Thomas Cook India, enhancing brand presence in consumer and trade media.
• Orchestrated the India launch of Battery Ventures, a US-based venture capital firm, successfully positioning it within India’s business and tech ecosystem through targeted media outreach and messaging.

Jan 2007 – Jan 2008 · 1 yr · London Area, United Kingdom · On-site

• Led PR and outreach strategy for UK government campaigns targeting ethnic and minority communities, with key clients including:
• British Heart Foundation (BHF) – ‘Dial 999’ emergency awareness campaign
• DCSF – Campaign to increase childcare uptake among Bangladeshi and Pakistani communities
• BERR – National Minimum Wage campaign for Eastern European workers in the UK
• HMRC – Child and Working Tax Credit campaign for South Asian communities
• Liaised with local authorities across UK councils to ensure campaigns were locally relevant and community-backed.
• Developed and executed community-led activations including phone-in shows with thought leaders on ethnic media, blogs, discussion forums, melas, and grassroots events to encourage awareness and engagement.
• Handled ongoing PR for Mediareach Advertising, positioning the agency as a leader in multicultural and behaviour change campaigns.

Jan 2006 – Sep 2006 · 8 mos · Mumbai, Maharashtra, India

• o Client: SBI Life Insurance, India.
•  Worked with the 360 team (Integrated Marketing Communication) at Ogilvy on the brand, to strategize communication plans.
•  Handled internal communications through writing regular articles for SBI Life Insurance’s newsletter ‘Bandhan’.
•  Liaised with the Media for spokesperson opportunities in the insurance space.
•  Drafted media responses and spokesperson speeches on behalf of SBI Life Insurance.

Jan 2004 – Dec 2005 · 1 yr 11 mos · Mumbai, Maharashtra, India

• o Clients: Baxter, Audi India, KPMG India, Samsung India, Emirates group and IFC – International Finance Corporation.
•  Execution of product launches, press relations, press conference, event management.