Jan 2020 – Feb 2021 · 1 yr 1 mo

• As part of the global marketing team, I drove platform growth and user acquisition by embedding TikTok into entertainment, creator, and cultural ecosystems across india and MENAT to accelerate platform and
• feature adoption, engagement, and daily usage. Built strategic partnerships with film
• studios, OTT platforms, TV networks, music labels, sports, and creators to design launch
• integrations, live programming, and scalable IPs.
• Identified partnership opportunities to drive business values on TikTok through integrations, brand associations and new innovations. Audience insights, data analysis, strategy and creation of new IPs are at the core of this process.
• Some of the projects I've worked on include:
• 1. TikTok Live - Strategic adoption of TikTok's latest live feature across our leading entertainment partners like Universal Music India (Vyrl), MissMalini, MTV and more, under the #GharBaithoIndia initiative when India went into a lockdown.
• 2. Association with film studios like Zee Studios, Eros International, Sony Pictures, Sanjay Leela Bhansali Films, Pen India, Reliance, LUV Films etc for their latest releases - TikTok and Helo
• 3. Onboarding leading Bollywood celebrities and studios as part of larger campaigns, and expanding on the marketing partner ecosystem
• 4. Strategic alliances with television shows in the HSM and South markets, as well as OTT players like Amazon Prime (Gulabo Sitabo) and Eros Now - TikTok and Helo
• 5. #MatKarForward - A PSA by TikTok to curb the spread of misinformation
• 6. Creation of new IPs for both TikTok and Helo
• 7. Develop and manage partnership programmes

Jan 2020 – Jan 2021 · 1 yr

• As part of the global marketing team, I drove platform growth and user acquisition by embedding TikTok into entertainment, creator, and cultural ecosystems across india and MENAT to accelerate platform and
• feature adoption, engagement, and daily usage. Built strategic partnerships with film
• studios, OTT platforms, TV networks, music labels, sports, and creators to design launch
• integrations, live programming, and scalable IPs.
• Identified partnership opportunities to drive business values on TikTok through integrations, brand associations and new innovations. Audience insights, data analysis, strategy and creation of new IPs are at the core of this process.
• Some of the projects I've worked on include:
• 1. TikTok Live - Strategic adoption of TikTok's latest live feature across our leading entertainment partners like Universal Music India (Vyrl), MissMalini, MTV and more, under the #GharBaithoIndia initiative when India went into a lockdown.
• 2. Association with film studios like Zee Studios, Eros International, Sony Pictures, Sanjay Leela Bhansali Films, Pen India, Reliance, LUV Films etc for their latest releases - TikTok and Helo
• 3. Onboarding leading Bollywood celebrities and studios as part of larger campaigns, and expanding on the marketing partner ecosystem
• 4. Strategic alliances with television shows in the HSM and South markets, as well as OTT players like Amazon Prime (Gulabo Sitabo) and Eros Now - TikTok and Helo
• 5. #MatKarForward - A PSA by TikTok to curb the spread of misinformation
• 6. Creation of new IPs for both TikTok and Helo
• 7. Develop and manage partnership programmes

Sep 2018 – Jan 2020 · 1 yr 4 mos · Mumbai, India

• Led social and digital marketing for Eros’ theatrical slate and played a key role in building and scaling Eros Now as an OTT platform. Managed and mentored a 12-member team, owning strategy and execution across feature films, short-form content, original series, and music. Drove platform discovery, new user acquisition via content, and repeat engagement through data-informed content strategies and platform-native storytelling.
• Built and launched original content IPs across current and emerging platforms, led influencer marketing and partnerships, and steered internal and external creative forums to translate brand ambition into scalable campaigns. Closely tracked global content & platform trends while using performance analytics to amplify reach and engagement. Contributed to brand development across the Eros ecosystem and partnered with cross-functional teams on early-stage planning for upcoming originals and films.

Jan 2018 – Apr 2018 · 3 mos · Mumbai Area, India

Jan 2017 – Jan 2018 · 1 yr · Mumbai Area, India

Dec 2016 – Sep 2018 · 1 yr 9 mos · Mumbai Area, India

• Built and led a high-performing creative team to deliver culture-first content and film partnerships deeply resonant with India’s youth and entertainment audiences. Owned content strategy and management across multiple social platforms, developing growth-focused approaches to scale reach and engagement. Led celebrity, PR, and digital influencer relationships, and fronted flagship platform IPs including hosting celebrity interviews and a weekly Facebook Live property (Fridays at Facebook). Drove film partnerships for marquee theatrical releases, delivering internet-first campaigns that shaped cultural conversation and audience engagement.

Jan 2017 – Jan 2018 · 1 yr · Mumbai

May 2016 – Dec 2016 · 7 mos · London, United Kingdom

• Part of the early growth team at Adzuna, a global job-search startup, helping build brand awareness and trust across markets. Led PR, content, and social media efforts to establish Adzuna as a credible, data-led consumer utility, driving consistent, high-quality earned media coverage across UK national, regional, broadcast, and trade publications.
• Acted as a brand ambassador and spokesperson with journalists, bloggers, and digital influencers, while building link-building and content strategies to support organic growth. Also served as the early Country Manager for India, researching market opportunities, building early partnerships, and localising brand communication through social channels to support market entry and adoption.

Apr 2016 – Apr 2016 · 0 mo · London, United Kingdom

• My responsibilities included effectively managing the flow of press samples, organising product images, accurate monitoring and filing of press coverage and liaising daily with press for image and price requests. Also involved in the organisation and execution of press/VIP events, gaining hands-on exposure to the workings of a global, multi-brand organisation.

May 2015 – Jun 2015 · 1 mo · London, United Kingdom

• Freelance writer covering fashion, beauty and lifestyle

Sep 2014 – Oct 2016 · 2 yrs 1 mo · London, United Kingdom

• Created and managed editorial content across digital and social platforms, spanning news, film and theatre reviews, celebrity interviews, and culture, fashion, and lifestyle coverage. Supported film promotion and talent-facing content, contributing to audience engagement across owned platforms.
• Worked closely with the editorial and PR teams during the London Asian Film Festival, including conducting on-camera interviews with directors, producers, and festival organisers. Assisted senior journalists with high-profile shoots and interviews involving public figures and policymakers including then PM David Cameron, gaining early exposure to broadcast media standards, storytelling, and cultural journalism.

Jul 2014 – Feb 2016 · 1 yr 7 mos · London, United Kingdom

• Freelance entertainment and lifestyle writer

Jun 2014 – Jul 2014 · 1 mo

• My internship with NDTV 24X7 gave me an opportunity as a newscaster for specific segments and also the opportunity to work with the editors in researching content and in editing. Along with that, I:
• conducted interviews for cover stories, assisted with packaging of news stories, transcribed interviews under strict deadlines, composed TV scripts and transmitted live shows from Outside Broadcasting vans.

Feb 2013 – Apr 2013 · 2 mos · India

• Conducted interviews, drafted scripts, organised songs and researched news for the shows, alongside creating content for on-air commercials for Samsung, Titan and GiftBig. I had the opportunity to work on packaging of segments and events such as Music Healers and on-air film promotions for films such as Ek Thi Daayan and Shootout at Wadala.

Jun 2012 – Aug 2012 · 2 mos · Mumbai

• Worked as a production assistant on the TV shows - Comedy Circus, Crime Patrol and Saas Bina Sasuraal. I created digital content for companies which include TATA Steel, Streax Hair Colour, Shoppers Stop, Airtel Sports, Reliance and Fastrack.

Mar 2012 – Apr 2012 · 1 mo

• Worked as a talent wrangler and production assistant

Jan 2012 – May 2012 · 4 mos

Dec 2011 – Mar 2012 · 3 mos

Oct 2011 – Nov 2011 · 1 mo

Aug 2011 – Sep 2011 · 1 mo · Toronto, Canada Area

• Production assistant for the award show

Mar 2011 – Apr 2011 · 1 mo

• Liaised with producers and assisted the editor in post production on a mix of travel and food shows.