Feb 2023 – Mar 2025 · 2 yrs 1 mo · Delhi, India · Hybrid

• Founder and Partner of Mavens 360, a boutique consulting firm, aimed at helping leaders, professionals and brands build their digital and social presence and own their narrative. We strategize, weave, curate and market for Audiences, Cultures, and Communities. We are out to change the paradigm because your brand’s voice needs to be heard.
• Since our started in April 2023, we've collaborated with a multitude of clients, guiding them through impactful social strategies, brand book development, and fostering deeper connections with their customers, ultimately curating vibrant communities.
• Notably, achieving profitability within three months attests to our diverse expertise and unwavering commitment to continuous growth. Our success is rooted in the varied expertise we bring to the table, and we are only growing stronger.
• Our team is dedicated to helping you build a robust social presence, define your brand voice, and craft a winning content strategy. We will work with you to develop a tailored approach that showcases your brands unique strengths and drives results.
• For inquiries and collaboration opportunities, please don't hesitate to reach out to us at team@mavens360.com.
• Let's embark on a journey to showcase your unique strengths and drive impactful results together. #Mavens360 #DigitalStrategy #BrandLeadership

Dec 2021 – Dec 2022 · 1 yr

• Develop, drive, and manage business marketing strategies across the APAC region including the Greater China market, South East Asia, Australia, New Zealand and India. Leading a team of experienced marketers with the intention of driving adoption of our platforms, ad products and educating large businesses and agencies to grow with Twitter. Responsible for handling of Twitter Marketing handles across the region - Australia, India, Singapore, Indonesia.
• Building digital communities through insight-led marketing initiatives be it the China Brand Index in partnership with The Economist, recognizing brand campaigns through #BestofTweets – across 5 markets in SEA, Special Shopping Days campaign in SEA (Indonesia, Thailand, Philippines, SG and Malaysia), all focused on building the brand’s reputation and consideration in the market amongst advertisers and consumers.

Sep 2019 – Dec 2022 · 3 yrs 3 mos

• Lead the marketing function for Twitter in India. A dynamic leadership role straddling both Business marketing as well as consumer and audience growth marketing. Part of the leadership council in India that determines the growth strategy for the country and crafts the way forward. As the marketing team in India our primary goal is to build stories and narratives to enable the revenue team in market to showcase the value of Twitter to marketers, agencies, and clients in India and at the same time to elevate and amplify the best of Twitter
• Developed thought leadership programs like Leaders for Good in partnership with Campaign Asia and #BestofTweets in partnership with CNBC-TV18. These innovative and experiential tentpole campaigns won both the hearts and minds of our audiences - CMOs, brand managers, agency partners, and the creative community
• [Audience] Drive more audience adoption of Twitter and increase the user base by amplifying key conversations on Twitter like #CricketTwitter and developing consumer campaigns that can showcase the best of the service in India
• Successfully grew the Twitter Marketing India handle from 50K to 300K followers within just 15 months, cultivating a vibrant marketing community through consistent engaging and relevant content.

May 2018 – Aug 2019 · 1 yr 3 mos · Noida Area, India

• Head of Marketing at one of India’s leading media houses, for a multitude of publishing brands including India Today, Business Today, Robb Report, Reader’s Digest, TIME etc., covering the entire spectrum of News, Current Affairs, Business, Luxury & Lifestyle. The KPI’s included the expansion of the digital footprint of these brands, driving circulation, developing content across various platforms and monetization of the same.
• A leadership role leading a team of 10 diverse high performing individuals across publications and verticals.
• KPI’s included –
• Business Acceleration through Innovation (Product, Process & Innovative Consumer Engagement)
• Future forward strategy exploring opportunities beyond traditional print through a Native Content strategy, creating and expanding Brand IPs like the India Today Conclave, Innovative consumer engagement using social media, podcasts, email marketing and other personalized consumer experiences.
• Devising & rolling out audacious strategies towards leapfrogging business growth
• Leapfrogging the business into the next frontier by developing a new DIGITAL MEDIA SUBSCRIPTION MODEL. This involves an end-to-end strategy form creating the product to creating a subscription model for these Digital Subscribers and owning the P&L for the same
• Subscription revenue – developed new pricing models & leveraging the trend of content consumption on digital led to a steady increase in subscriptions number by 20% and revenue by 15%. Multiple retention strategies implemented to reduce churn and CPA by 15%.

Mar 2016 – Jun 2017 · 1 yr 3 mos · Gurgaon

• Head of Marketing Communication based out of the head office in India handling Asia Pacific-Middle East-Africa markets for the entire product portfolio multiple categories, apart from the Corporate Brand “Apollo”
• Led an 8-member cross-cultural team spread across regional locations (India, Thailand, MENA, South Africa); responsible for mentoring and building capabilities and talent in the organization.
• KPI’s included:
• Develop a 360-degree communication plan for each category (B2B as well as B2C campaigns) - ATL and BTL including TV, Print, OOH, Digital, on ground events, conferences, trade support programs - the complete gamut leading to increase of brand TOM score and brand preference to No. 2.
• Launched multiple new products across categories and developed 4 TV commercials for the various categories. These with the heightened media visibility and BTL activations at POS led to an increase in market share across APMENA markets
• Effective media planning and optimized campaigns led to the SOV for Apollo to move to No. 2 from No 4. Apart from category promotions, also created the Corporate TVC and a Brand “Apollo” TVC featuring Manchester United.
• Key member of the team that developed the Brand Retail strategy and customer journey at Point Of Sale, a project in collaboration with FITCH, Singapore. This included revamping the brand design and re-defining the customer experience in stores.

Jul 2008 – Mar 2016 · 7 yrs 8 mos · Mumbai / New Delhi

• Kids Marketing Specialist, specializing in marketing to kids not just in India, but across South Asia - Headed marketing for the Kids Portfolio – Cartoon Network and POGO, South Asia (India, Pakistan, Bangladesh & Sri Lanka)
• A rich marketing role requiring comprehensive knowledge & insight base of a challenging & fairly under researched and under understood consumer segment – KIDS.
• Developed the entire 360-degree Communication mix for the channels as well the REBRANDING of 2 TV channels
• Digital Expertise - Re launched both channel websites, driving up numbers on CN India by 20% & POGO.TV by 150%; They were amongst the highest traffic websites in India with 1.2 mn unique visitors + & 11 mn page views+, each month!
• Generating revenue beyond television, through licensing & merchandising, branded solutions/properties, delivering revenues of USD 4mn Y-O-Y.

Apr 2004 – Jul 2008 · 4 yrs 3 mos

• Worked in the 2 most competitive & highest turnover markets of India - Mumbai & Delhi; Successfully conceptualized & implemented marketing strategies to maintain leadership.
• Key responsibilities:
• Delivering the key goal of listenership & market share targets, in close working with the programming team, by developing the right music mix & getting in right audiences with special focus on Youth Engagement
• Developing and executing the Marketing Calendar for the Radio Stations for 4 years –involved developing Brand campaigns for key show launches, each launch involving the entire gamut of Advertising/ATL and BTL activities.
• Developing content: handling Bollywood & television tie-ups nationally that enabled Radio Mirchi to get exclusive content to play on Radio. Eg: Don, Namastey London, Chak De, Hum Tum, etc.
• Worked in close conjunction with the Revenue team to bring in First Time Category advertisers on Radio, by providing them customized solutions for their brands.

Jun 2002 – Mar 2004 · 1 yr 9 mos · Karnataka

• Handled implementation of all marketing plans for for Post Paid & Prepaid Products / VAS & the Airtel Brand (from September 2003) for the state of Karnataka (in 46 towns).
• Key responsibilities include building brand saliency, devising & launching region specific product mix, outdoor & media visibility & trade marketing, to improve brand salience in the region.
• Meeting Sales (Net Sales) & Revenue Targets & handling the A&P budgeted spends for the region.
• Development of plans for adapting of VAS services like SMS based solutions & handling all new product launches for the Region as well.
• Also implemented the E-CRM Segmentation implementation and Customer Profiling – “Project Pehchaan” across Karnataka and Andhra Pradesh aiding the onset of "Free Incoming" calls