Feb 2021 – Sep 2025 · 4 yrs 7 mos · Mumbai · On-site

• Built the end-to-end analytics and insights backbone for a full-stack influencer marketing agency, delivering unified campaign frameworks across 100+ brands covering strategy, execution, and measurement.
• Designed full-funnel performance evaluation models for campaign planning, paid media evaluation, creator selection, and ROI optimization — enabling data-driven decision-making for brands and internal teams.
• Developed proprietary attribution, forecasting, and influencer incentive models, helping brands identify high-performing creators, predict campaign outcomes, and optimize spend across platforms.
• Automated key reporting and insight-generation workflows, reducing manual processes by ~80% and enabling faster, more accurate delivery of campaign intelligence at scale.

Feb 2021 – Sep 2025 · 4 yrs 7 mos · Mumbai · On-site

• Built and scaled Hypothesis, India’s first end-to-end influencer marketing SaaS platform, taking the product from concept to market and establishing a differentiated position in the creator-tech ecosystem.
• Owned product strategy, GTM, and market positioning, driving $100K+ ARR within 8 months and building a $400K pipeline across India, SEA, and the US.
• Led product marketing and growth strategy, defining messaging, pricing, and value propositions aligned to brand, agency, and enterprise customer needs.
• Built proprietary AI-led models for campaign ROI forecasting, influencer effectiveness, and brand safety, strengthening product-market fit and accelerating sales adoption.
• Partnered with enterprise customers on pilots and POCs, achieving a 90% closure rate and long-term recurring contracts.
• Established tight feedback loops between sales, marketing, and product to continuously refine positioning, roadmap, and GTM execution.
• Built and scaled a 15-member cross-functional team across product, analytics, engineering, and marketing, driving faster release cycles and an experimentation-led culture.

Sep 2018 – Aug 2020 · 1 yr 11 mos · Mumbai

• Led content, audience, and growth strategy for Culture Machine’s flagship digital brands (Being Indian, Blush, Put Chutney), applying product-style thinking to media and content ecosystems.
• Used audience insights, platform analytics, and experimentation frameworks to guide what content to build, who it was for, and how it should scale across platforms.
• Designed multi-platform growth playbooks that resulted in 1.5x–2x growth in subscribers and watch time across brands.
• Partnered with 50+ brands on influencer and branded content campaigns, aligning creative strategy with audience behavior and platform dynamics.
• Worked with CXOs on monetization and partnership strategies, expanding affiliate and IP-led revenue streams.

Mar 2018 – May 2018 · 2 mos · Mumbai, Maharashtra, India

• Owned the technical launch of vice.com in India, from technical viability and usability to Ad Ops and post launch monitoring and analytics

Jun 2017 – Oct 2017 · 4 mos

• Responsible for delivery for 90%+ of the $500K annual revenue from Intelligence Machine our digital media analytics tool. This included everything from data backed video creation ideas to brand’s entire digital media strategy. Our clients included major brands like Mattel, Unilever, Mindshare, etc across North America, SEA & India.
• Spearheaded the data backed decision making at the firm by establishing target based performance evaluations for content teams. Automated dashboards for performance tracking for Culture Machine's digital brands, allowing CXOs, content & strategy teams to access data 10x times faster.

Jul 2015 – Jun 2017 · 1 yr 11 mos

• Built the analytics practice for Culture Machine to a team 8 business/ data analysts.
• Team developed a performance tracking tool for CM's digital media brands utilising machine learning and NLP based models to understand digital content trends and aid the creation process. This tool further served as an MVP for inclusion of features and models into CM's digital intelligence product Intelligence Machine.
• These models included:
• a. Topics Extraction: NER based model to extract topics (events, celebrities, etc) from content metadata to identify trending content
• b. Trends Classification: NB classifier based model to classify trends into categories for easy identification of relevant social media trends for your brand
• c. Video Classification: NB classifier based model to classify videos into formats and topics for identification of video trends
• d. Webseries Identification: NLP based model to identify series of videos/content within channel/ page to group content for performance analysis
• Developed and managed Intelligence Machine's social media trends dashboards used by clients to determine top trends in their content categories.

Apr 2015 – Jul 2015 · 3 mos

• Single-handedly designed the analytical recommendation engine to suggest top movies and content by genre for India’s top telecom’s OTT platform launched in Aug 2015.

Jun 2013 – Sep 2014 · 1 yr 3 mos · Mumbai Area, India

• Recognised subject matter expert for Airlines Industry, Predictive Analytics (HR Analytics) and Conjoint Analysis based Market Research.
• Conducted extensive study for major Airlines in USA (Revenue - $17 billion) to optimise their demand curves and improve their demand forecasting for non-stop flight paths by over 20%.
• Led Employee Attrition Risk modelling projects for 2 major US defence contractors identifying key employees at risk of attrition.
• Established the team’s Survey Analytics offering, related projects generating revenue in excess of $2.5 million for the firm
• Identified the major causes for merchant attrition at a major US Financial Solutions Firm (Revenue - $2.4 billion) through attrition risk and functional value models, established the client’s most profitable merchant segments and recommended strategy to identify valuable channels / ISOs estimating a 10% lift in annual revenue post implementation

Jun 2011 – Jun 2013 · 2 yrs · Mumbai Area, India

• Led a team of two to optimize a major US electronics retail chain's (Revenue - $50 billion) inventory replenishment algorithms leading to 59% reduction in lost sales, 8 times lesser stock outs, and 16% reduction in excess inventory
• Led the end to end execution of analytics for PwC’s Experience Radar project including survey design, rollout and analysis for the first 2 years. The study was conducted across 11 industries aimed at understanding consumer preferences through adaptive conjoint survey studies. Clients use this solution to determine the most competitive pricing for their product features. Industries included - Airlines, Insurance, Retail Banking, Retail, Healthcare, etc. Project generated revenue of $1 million in that time.
• Led 15 member team to manage on-campus recruitment activities for 2.5 years; the India analytics team grew from 25 to 55+. Conceptualized campus branding activities through social media marketing and annual case study competitions; increased participation in competitions by over 45% year on year. Conceptualized and conducted yearly workshops across all major IITs aimed at helping students prepare for placements through improved resume writing, interview skills, etc.

Nov 2010 – Jun 2011 · 7 mos · Mumbai Area, India

• Conducted statistical significance tests to determine the differences in consumer behaviour in the event of disruptive activities (like claims, account blocking, disputes, etc) for a major financial payments firm. Established that consumers with disruptions are more likely to transact due to consumer-friendly policies of the payments firm, though this is leading to merchant churn. Suggested changes to merchant policies to reduce churn.

Apr 2010 – Nov 2010 · 7 mos · Mumbai Area, India

• Demonstrated a 20% improvement in invoicing efficiency at a major global food manufacturer (Revenue - $18 billion) through analysis of inefficiencies in supply chain processes and implementation of a central data management system.

Aug 2009 – Mar 2010 · 7 mos

• Worked on projects in the Retail Vertical ranging from advisory, due diligence to strategy and implementation. My work entailed primary and secondary research, consolidation of data, reporting and final presentation of data collected.

Jul 2008 – Jan 2009 · 6 mos

• Worked as an Analyst in Global Markets Centre, Deutsche Bank Group, Mumbai. My job description entailed structuring exotic derivatives and pricing with commodities as the primary underlying. I was also actively involved in business development through product presentations for the clients which gave a comprehensive overview of the products and indices Deutsche Bank offers in Commodities.