Oct 2024 – Dec 2024 · 2 mos · Gurugram, Haryana, India

• Pause, reflect, realign, & accelerate. With clarity & intention.

Jul 2024 – Oct 2024 · 3 mos · Noida, Uttar Pradesh, India · On-site

• BPTP is among the top 5 real estate majors in Delhi NCR. Our unwavering commitment to architectural innovation and sustainable practices ensures the delivery of best-in-class residential and commercial assets, employing cutting-edge technology and superior materials. We prioritize total customer satisfaction, achieved through steadfast adherence to professional codes, standards, and ethics, with absolute and total integrity.
• As the Chief Marketing Officer, I am responsible for developing, leading, and executing the Company's corporate and brand marketing strategy. With a strong emphasis on digitalization, market research, and data-driven decision-making, I aim to articulate the Company's vision of becoming a dominant regional player in the Real Estate industry. We strive to excel in all product segments and establish ourselves as the preferred brand for customers. My key result areas include:
• 1. Formulate and lead a marketing strategy to drive top-line growth and achieve enhanced brand preference.
• 2. Build a robust, high-caliber partner network, identifying and working with the best partners worldwide.
• 3. Restructure brand identity and architecture, creating brand guardrails governing all brand experiences.
• 4. Design and lead the comprehensive digital roadmap integrating the overall customer journey, driving enhanced engagement, referrals, and repeat purchases.
• 5. Lead the brand's digital marketing and customer acquisition strategy across all biddable platforms and through performance marketing, SEO, SEM, refreshed content, and a completely redesigned website.

Jul 2022 – May 2024 · 1 yr 10 mos · Gurugram (India) and Abu Dhabi (UAE) · On-site

• ART Fertility Clinics (previously IVI Middle East) is a global leader in reproductive health and fertility management, with more than ten clinics across the Middle East and India. I am the first CM&GO to lead multicultural teams in Abu Dhabi (global headquarters) and Gurugram.
• I head overall marketing strategy, strategic partnerships with KOLs and referring doctors, digital marketing (including SEO, SEM, and PPC campaigns), and brand storytelling to drive revenue and margin growth through revised pricing and new customer acquisition.
• With a strong focus on driving brand preference, market leadership, and profitability (EBITDA), I also head digital marketing, including SEO and PPC campaigns, video content, and
• Over the last two years, we have worked with several influencers, executed special video films-led and social communities-led campaigns on social media, hosted two international conferences, and launched a unique TV-led initiative in partnership with NDTV.

Dec 2019 – Jun 2022 · 2 yrs 6 mos · Gurugram, Haryana, India · On-site

• As the first-ever CMO at DLF, I led marketing and growth strategy, including digital marketing and customer experience for the residential portfolio, conceptualizing and executing 25 launches over 30 months, driving sales and revenue growth from under Rs. 2,500 Crores to over Rs. 7,500 Crores over 36 months overlapping with the pandemic. In addition, I headed the marketing and branding strategy for the corporate brand and DLF Foundation, DLF's CSR arm intervention.
• I was also responsible for leading luxury marketing and customer experience strategy for the iconic super-luxury brand "The Camellias" and the mega launch of The Camellias Clubhouse. Among several other launches, I also headed the launch of "One Midtown"' - the largest launch in Delhi over the past decade with an inventory value of more than Rs. 4,500 Crores, and "Parc Estate," the largest ever launch of a plotted development in the Chennai selling 1500+ units over merely three days!.
• In addition to the above, I led the growth marketing mandate, heading the performance marketing strategy for CPC-led paid advertising campaigns, content marketing, and SEO for organic SEM campaigns for the residential business.
• I worked directly with the Chairman and the board, anchoring strategic brand management projects to refresh DLF's brand identity, architecture, purpose, values, and positioning as part of a project celebrating 75 years.
• Anchored #DLFCares, an award-winning content-led social media campaign for DLF Homes, which has won several awards, including Gold for Best Low-budget Digital Marketing Campaign and Best Digital Strategy, and Bronze for Best Campaign Under 250,000 US$ at various events such as Drivers of Digital (DOD) Summit and Awards and DMA Asia Create Effect Awards. It also won Silver for Best Content Marketing Campaign at Buzzin Content Awards in 2020.

Apr 2018 – Dec 2019 · 1 yr 8 mos · On-site

• I was the first-ever Chief Marketing and Brand Officer at Fabindia, leading marketing strategy, visual merchandising, and customer experience (CX) for Fabindia's comprehensive product portfolio. I also led the digital, content, and performance marketing strategies for CPC-led paid advertising and SEO for organic SEM campaigns for the entire business.
• As part of the core team, I helped create and execute the path-breaking concept of the Fabindia Experience Center. This innovative intervention set new benchmarks in experiential retail.
• I conceptualized and launched Fabfamily, Fabindia's first-ever innovative customer loyalty and rewards program, offering unique members experiential 'money-can't-buy' rewards. The program contributed more than 40% of revenue within the first six months of launch itself.
• I created a system called the Customer Information and Insights Management System (CIIMS) that helped us focus on the needs of our customers. This system guided our product redesign and refresh strategy, which increased our revenue and margin. We even presented it as a case study at the international ESOMAR APAC conference.
• I anchored a comprehensive brand purpose, architecture, and re-positioning project while working under the direct guidance of promoters, PE investors, and other external strategic partners.
• Finally, I anchored several award-winning content-led social media campaigns for Fabindia, including #NotJustAnyIndigo, which won Gold in the Overall Campaign in the fashion apparel category, Silver in the Best User Generated Content, and another Silver in Best Use of Influencer category at SAMMIE in 2019. #IndigoGram won Gold in the effective user low-cost digital campaign at the DMAI Asia Echo Awards in 2018, and #MalharIsMe won Silver in the Best Use of Photography for Content at the Drivers of Digital (DOD) Summit and Awards in 2018.

Jan 2017 – Mar 2018 · 1 yr 2 mos · On-site

Sep 2015 – Jan 2017 · 1 yr 4 mos

• Head of brand marketing, communications, portfolio planning, technology-led marketing interventions at lifestyle retailing business of ITC supervising brands Wills Lifestyle and John Player
• Led marketing mandate for John Players leading to the brand being #4 (apparel category) in Brand Equity’s 100 Most Exciting Brands. The brand was featured on that list for 3 consecutive years (2013-15). Led marketing Wills Lifestyle which was announced as ‘Superbrand’ for 2015
• Anchored Wills Lifestyle India Fashion Week – Asia’s largest lifestyle event, managing incredibly complex design, logistics, and execution 4 seasons in partnership with FDCI
• Anchored several award-winning content-led social media campaigns for ITC Wills Lifestyle
• #WillsRockTheRamp: Silver, ‘Experiential Marketing in Digital Media' at Goa Fest, 2016
• #WillsRockTheRamp: Bronze, ‘Digital Content Creation' at Goa Fest, 2016
• #WillsRockTheRamp: Silver, ‘Experiential Marketing in Digital Media’ at Campaign India Digital Crest Awards, 2015
• #WillsRockTheRamp: Blue Elephant, ‘Innovative Use of Technology’ at Kyoorius Awards, 2015
• #WillsRockTheRamp: Blue Elephant, ‘Best Use of Social Media’ at Kyoorius Awards, 2015
• #WillsFashionTag: Gold, ‘Event-based PR’ for RFID-led digital marketing campaign at The Big Bang Awards, 2015

Nov 2013 – Sep 2015 · 1 yr 10 mos

• Head marketing function for the business. Charged with the responsibilities of: Brand strategy and architecture, brand marketing design and execution, consumer and trade research, multi-media brand communication and marketing plans, driving digital commerce platforms (owned and partner), consumer new product and communication testing, brand design and retail identity anchored in study of brand archetypes and semiotics, definition of portfolio architecture and sub-brand strategy, and, category-level profitability. Business brands: Wills Lifestyle and John Players

Apr 2013 – Nov 2013 · 7 mos

• Headed the (national) sales function: Responsible for driving business revenue and profitability targets, spearheading rapid expansion of sales operations and infrastructure footprint across markets. Devised and executed the first ever reward and incentive programs for trade partners across channel formats. Anchored launch and penetration of new product categories, including devising channel specific Go-To market strategies. Launched stationery products on digital commerce platforms. Piloted several new category – specific distribution models, driving margin expansion for the business. Business brands: Classmate, Colour Crew and Paperkraft

Jun 2009 – Apr 2013 · 3 yrs 10 mos

• Headed the (national) marketing function: Brand marketing, communication, consumer and trade research, portfolio management – design, extension and new category opportunities, and, category-level profitability. Business brands: Classmate (powered it to become India’s No. 1 notebooks brand), conceptualized and launched Classmate Colour Crew, and, complete re-launch of Paperkraft.

Apr 2008 – Jun 2009 · 1 yr 2 mos

• Hand-picked as amongst the youngest-ever branch heads of ITC’s trade marketing and commercial operations in Mumbai city, one of ITC’s most premier and challenging ITC FMCG trade marketing and sales offices, leading a team of 140 members. Anchored business revenue and share growth of FMCG business categories: Cigarettes, Packaged Foods, Education and Stationery products, Personal Care, and Matches and Agarbatti.

Apr 2007 – Mar 2008 · 11 mos

• Hand-picked to head of ITC’s TM&D branch operation for central and eastern Maharashtra, and, Chhattisgarh, leading a team of 75 members. Charged with Nagpur as a “turnaround” project, with a set time frame of 1 year – exceeded all objectives in 11 months. Anchored business and share growth across all FMCG business categories like Cigarettes, Packaged Foods, Education and Stationery products and Personal Care products, leading to overall branch business value increase by 128%.

Apr 2006 – Mar 2007 · 11 mos

• Headed the brand marketing function for ITC’s confectionery range of products under brands mint-O and Candyman, driving achievement of leadership positions for our brands across several segments including mint lozenges and hard-boiled sugar confectionery. Anchored marketing strategy (innovations + activations) targeted at driving business value, brand measures, differentiated product introductions for the portfolio – Consumer profiling, need-gap analysis, total offer design and testing, portfolio architecture design and augmentation, and responsibility of overall brand and category profitability.

Apr 2005 – Mar 2006 · 11 mos

• Spearheaded market prioritization and rapid business expansion for the exports function. Single-handedly anchored business expansion into new categories and markets, setting up distribution arrangements, supply chain, terms of trade protocols in new international market whilst working with local trade structures, negotiating margin, pricing and terms of trade, being responsible for market level P&L. Anchored design and launch of hybrid product portfolio Kitchens of India, Sunfeast and Aashirvaad) across markets new markets in Europe (Switzerland, Germany and France), Middle East (UAE, Qatar, Saudi Arabia and Bahrain), Russia and Australia and New Zealand, backed by formulation and execution of brand marketing plans for individual markets – Retail and digital media based promotions, Demo’s, Trade activations, design and execution of ATL inputs on TV, Radio and in Press.

Apr 2004 – Mar 2005 · 11 mos

• Joined ITC Foods’ flagship brands team, “Aashirvaad”, handling product categories of staples (flour, salt and spices), ready to eat foods and cooking pastes, helping in development of new region specific formulations. Also anchored design and development of new product portfolio – staples and ready to cook mixes. Responsible for effective implementation and achievement of brand marketing plans including design and execution of retail merchandise, consumer and retail activation and product promotions. Accomplished an increase of 80% in the brand’s business turnover; making Aashirvaad the No.1 wheat flour/ atta brand in India during my tenure.

Apr 2003 – Jun 2004 · 1 yr 2 mos

• Led one of ITC’s most “rich value”, high competitive intensity metro branch operations, charged with launch of several new categories like confectionary and safety matches in the CFP channel. Headed formulation and implementation of Out of Home marketing, channel development and distribution plans, anchoring branch budgets exceeding Rs. 60 Crores.

Apr 2002 – Jun 2003 · 1 yr 2 mos

• Led of one ITC’s most challenging TM&D branch operations, charged with the responsibility of FMCG trade marketing and sales in the CFP channel, across the territories of Jammu, Kashmir, Punjab, Himachal Pradesh and Chandigarh.

Jun 2001 – Apr 2002 · 10 mos

• Joined ITC in 2001. Posted in Ernakulam TM&D brand operation, ITC largest FMCG business revenue operations in the country.