Mar 2023 – Dec 2025 · 2 yrs 9 mos

Mar 2022 – Jun 2023 · 1 yr 3 mos

May 2021 – Mar 2022 · 10 mos · Gurugram, Haryana, India

• Brand Lead for Xpert (Dishwash Brand) & Pro-Ease (Feminine Hygiene Brand). Collectively managing a brand portfolio of Rs. 700cr+.
• Responsible for handling business & brand strategy, marketing communications (ATL/BTL/Digital) & Media Strategy, Trade & Channel Strategy, Consumer research & insights, Product Optimization, & New Product Development for the respective brands.
• Co-creating with internal teams like CMI, R&D, SI, Ops, & Procurement. Responsible for managing external vendors & creative agencies.

Dec 2020 – May 2021 · 5 mos · Gurugram, Haryana, India

Apr 2018 – Dec 2020 · 2 yrs 8 mos · Bengaluru, Karnataka

• Worked across categories like FMCG, FMCD, Alco-Bev, Gaming, & Automobiles.
• Managed & executed brand & business strategy projects with businesses including Tanishq, TTK Prestige, ITC, Puma, McDowell's N1, Signature Whiskey, Captain Morgan, Mercedes Benz, Khukri Rum & several others.
• Strategized & Managed development of brand campaigns (ATL/BTL/Digital) for respective businesses and brands.

Sep 2017 – Sep 2017 · 0 mo · Raigad, Maharashtra

• Conducted an ethnographic research and understood the socio-culture dynamics, psyche and perceptions of Raigad farmers
• Conducted primary and secondary research and understood the logistical and mental bottlenecks of Raigad farmers towards high-value vegetable cultivation
• Designed a 360-degree communication strategy that addressed and solved the mental as well logistical bottlenecks which helped encourage vegetable cultivation

May 2017 – Jun 2017 · 1 mo · Bengaluru Area, India

• 1. Judge by TTK Prestige (Brand Launch)
• Co-Conceptualized a Brand Conviction Springboard Workshop for a new brand being launched by TTK Prestige to develop a well-defined brand proposition and positioning.
• Designed a Discussion Guide to conduct in-depth interviews with housewives in Tier 2 and Tier 3 cities
• Visited Meerut and Delhi to conduct in-depth interviews with around 12 respondents that fit the TG
• Conducted Retail Audits of stores and markets to garner an understanding of the category
• Conducted Shopper Shadowing to better understand the consumers’ purchasing pattern and decision making
• Researched and conducted a Competition Analysis
• Conducted a communication analysis of the competing brands
• Traced the insights to make consumer and category discoveries
• Established a Path To Purchase model for the target group consumers
• Worked on developing Consumer Archetypes
• Participated in a day-long Brand Conviction Springboard Workshop which was conducted with TTK Prestige
• 2. Captain Morgan Rum
• Transformed the Captain Morgan brand strategy and brand codes to suit Indian palate for
• the India launch by developing a brand-persona framework for selecting Indian
• Ambassadors
• Conceptualized a strategic framework for Captain Morgan to democratize
• the Indian sports arena for brand promotion
• Strategized and developed non-conventional brand promotion routes such as capitalizing on political discourse
• 3. Puma Retail Audit
• Conducted an extensive retail audit, derived insights and made recommendations for
• improving the retail shopping experience for the brand
• 4. Royal Challenge on-ground campaign
• Conceptualized on-ground campaigns for Royal Challenge's new product launch.
• 5. Research Project - Gen Z and their tryst with Entertainment
• Conducted primary research with over 150 respondents, discovered 8 fresh insights
• pertaining to the Indian. Gen Z and conceptualized new brand strategy framework to be
• utilized by DDB for brands looking to market to Gen Z