Jan 2024 – Present · 2 yrs 5 mos · United Arab Emirates · On-site

• We live in an era of unprecedented uncertainty. Our businesses need to survive and thrive in this unpredictable atmosphere. I help you develop a marketing backbone with the agility and endurance required to contend with today's rapidly evolving market landscape.
• I help early stage founders develop their brand's core, get investor ready, and setup a robust MarTech and AI stack to strengthen the marketing backbone.

Jan 2024 – Dec 2024 · 11 mos · United Arab Emirates · Hybrid

• Consulted as the business unit head for brands, owning end-to-end performance across offline, online, product, and marketing.
• Led branding and category expansion across Epik Foods’ multi-brand portfolio.
• Launched multiple offline locations for Poke & Co and Healthy & Co, driving brand visibility and consumer engagement.
• Achieved profitability for the brand P&L by optimizing food costs, marketing efficiency, and pricing strategy—resulting in an AED 10M+ bottom-line impact.
• Conceptualized and launched seasonal brand collections for Ramadan, Eid, and Christmas, aligning product innovation with key cultural moments.
• Spearheaded the launch of new brands in strategic cuisine categories: Asian, Indian, and Arabic, strengthening the group’s category leadership.

Oct 2022 – Dec 2023 · 1 yr 2 mos

• Growing the world's largest chain of Internet Restaurants three countries at a time. Managing pnl, building own portfolio of brands (Behrouz, Mandarin Oak, Faasos, Oven Story etc) and driving the company's growth and success in international markets - Dubai, Indonesia, and Saudi Arabia, through effective marketing strategies and initiatives.
• Some of my key responsibilities at Rebel Foods would include:
• Brand management: Deliberating on customer first touchpoint like product, pricing and menu optimisations along with developing brand guidelines, overseeing the creation of marketing collateral, and managing the company's online presence.
• Building and managing the marketing team: Responsible for building and managing a high-performing marketing team that can execute on the company's marketing strategies.
• Aggregator Relationships: Collaborating with third-party delivery platforms, such as Carrem, Noon, Talabat, Gojek, Grab, Zomato, and Uber Eats, to ensure that orders are received and processed correctly.
• Work closely with the operations and logistics teams to optimize the delivery process and ensure that food is delivered to customers in an efficient manner. Optimising offers and promotions for best ROI and balanced channel share.
• Customer acquisition and retention: Responsible for driving customer acquisition and retention through various marketing, such as social media, email marketing, SEO, and paid advertising. Analyzing customer data to identify opportunities for growth of D2C channel and optimizing marketing campaigns to maximize ROI.
• Analytics and Actioning: Responsible for measuring the effectiveness of marketing campaigns and providing regular reports to the executive team. This would involve analyzing data from various sources, such as web analytics, customer feedback, and sales data, to identify trends and opportunities for improvement.

Apr 2021 – Oct 2022 · 1 yr 6 mos

• Part of Core Team @Rebel responsible for PnL, Marketing and Advertising, PR, Creative Content, Communication Design, Social Media Strategy globally.

Sep 2019 – Apr 2021 · 1 yr 7 mos

• As a true Rebel, what we do here is change the game everyday. Although my title is just a placeholder for relevance and organisational structure, I am part of the core team at Rebel, responsible for growing our in-house brands like Faasos, Behrouz, Ovenstory, Mandarin Oak and the rest across the emerging markets globally as well as scaling licensed brands like Wendy's, Slay in India.
• Plan the go-to-market strategy with the business teams across India, UK, Dubai and Indonesia
• Lias with creative agencies to craft emotionally impactful and ROI effective campaigns
• I supervise branding efforts through great design and content while also growing our social media community.
• As head of UX/UI, I lead product design for our D2C initiatives.
• As the PR lead of the organisation, I ensure constant conversations on our growth in all markets.

Jul 2018 – Sep 2019 · 1 yr 2 mos

• Joined "Faasos" while it was becoming the biggest Internet Restaurant Company in Asia.
• Managed the branding ecosystem of Faasos, Behrouz Biryani, OvenStory, Firangi Bake, Mandarin Oak, Sweet Truth and other upcoming brands in the organisation.
• Owned the internal Advertising Agency of the organization - brand core, product launches, event planning, social media, digital and production
• Drove revenue through brand building across India and Dubai. 112 YoY rev growth.
• Double hatted as the Creative Director of all initiatives for brands and organization, from product photography to ad films.
• Planned at Pan India level and delivered on communication strategies through various media vehicles - Content, BTL and ATL and launched brands like OvenStory Pizza, LunchBox and Mandarin Oak, taking them to a whole new level.
• Launched new restaurant brands in the organisation to expand footprint and growth levers.
• Was responsible for new initiatives and user experience for the homegrown ordering app and website.
• Worked with the PR agency to constantly share relevant company updates and maintain strong industry and thought leadership.
• Planned and executed campaigns to drive more traction towards all brands through digital and conventional funnels giving a 2.6x blended ROI over 4 months.
• Social media strategy - Twitter, Facebook, Youtube and Instagram. Generation of healthy sales leads, community engagement and brand recall. Grew the community by 1.5 Million across all brands in one year.
• Identified key consumer growth opportunities for different food categories.
• Worked with multiple agencies to deliver a uniform brand voice.

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

• Joined a bunch of uber-smart tech enthusiasts and created India's most premium AI-Powered video creation platform.
• Formulated algorithms for converting NLP filtered text into a Visual Framework. Was introduced to the concept of Natural Language Processing and was able to use IBM Watson to create an intelligent media integration system with text as the only input.
• Oversaw the creative team to build a strong library of Images, Icons, Font faces, Videos, Animations etc.
• Spearheaded the User Experience improvement process along with complete User Interface Design of the front facing tool. Happily took the responsibility of rebranding the company right from logo design to complete brand guidelines, website and social media presence.
• Built strong associations with brands like Republic TV, ScoopWhoop, Times Of India, CNBC, MoneyControl, Sony Music etc
• Worked on several IP's with leading production houses and brands.

Aug 2016 – Jul 2017 · 11 mos · Mumbai Area, India

• Dekkho is now acqui-hired by TVF
• My role was to own up the brand and support the entire life creative cycle of Content - Strategy, Production, Design, Marketing and Innovative Media.
• I also supervised the communication strategy and created great marketing and branding plans for dekkho.
• Responsibilities:
• Onboarding and Building relationships with content providers
• Strategize campaigns to create brand and product awareness
• Designing User Interface modules for improving the platform
• Coordinating with content providers to ensure better reach of their content to the consumers
• Co-producing and collaborating with digital properties for an exclusive/non-exclusive run time on the Platform
• Create synergies with production houses and content providers to offer better monetization
• Design marketing campaigns around the content including trailers, songs, webisodes, movies and so on.
• Plan on ground and digital events for promoting the platform to the masses.

Jun 2015 – Aug 2016 · 1 yr 2 mos · Mumbai Area, India

• Created, deployed, and monetized digital branded content, planning and pushing the most popular TV shows online, while growing the channel's overall presence in the Indian web space and mobile.
• Responsibilities held:
• Project management, idea generation & amplification, digital property sales, social media management - marketing, optimization, monetisation and strategy, website design and content management, promotional media design, consumer research, technical, creative and artiste co-ordination & external alliance management.
• Types of projects lead:
• 360 degree campaigns, web shows, UGC campaigns, on-ground activations & events, online game campaigns, photo/video content production, mobile apps, mobile games, responsive websites.
• Projects Lead:
• Get A Job, Roadies, Roadies Battleground, Chase the Monsoon, Splitsvilla, Pepsi MTV Indies Gamification
• Clients for whom I deployed integrated digital properties:
• Renault, LinkedIn, Nescafe, Pepsi, Marico, HCL, Godrej, Flipkart, Amazon, Uber, Reliance, Adidas, HCL etc

Jun 2013 – May 2014 · 11 mos · Mumbai Area, India

• Asia's 1st digital experiential marketing company!
• Built the creative team from scratch.

Feb 2013 – Jun 2013 · 4 mos · Mumbai Area, India

• Was called on to take care of concepts and exectuation of:
• Web Banners
• Youtube Adverts
• Website Design
• Emailers
• Facebook Posts
• Have worked on brands like Vodafone, IPL, Hockey Premiere League, 5 Star, ICICI Bank and many more hands on projects

Nov 2012 – Jun 2015 · 2 yrs 7 mos · Mumbai Area, India

• Now acquired.
• OMG was a design-driven branding agency. An integrated collective of directors, producers, digital artists, graphic designers, illustrators and animators, who believe in the power of collaboration—the special alchemy that only happens when working together toward a common purpose.
• We offered services across the digital marketing spectrum with strategic thinking, expertise in marketing/advertising & complete understanding of technology and design.
• With a passion for design and being an entrepreneur, I set up OhMyGhosh. At it's helm, OMG was adhering to 110 clients across the country and making content more beautiful with 25 lakhs MRR.
• My role in this organization was to :
• Establish creative strategy, budgets & schedules for key design projects.
• Mentor and supervise creative team while challenging and introducing new and innovative methods of creative execution.
• Motivate and influence creative team to constantly strive for excellence in performance.
• Develop and design concepts and execute creative material as required.
• Convey and develop overall interactive team design vision by defining group direction and goals.
• Assign creative leads and develop accounts and project team.
• Direct, manage and lead dedicated designers group across multiple disciplines and categories.
• Select particular business segment and provide tactical and strategic direction.
• Direct and motivate group of designers.
• Head and direct team providing key concepts, strategies and brand positioning.
• Convey design concepts to various internal and external audiences.
• Provide influencing ideas to enhance department productivity.
• Lead and direct work intake and overall design project assignment process.

Apr 2012 – Oct 2012 · 6 mos · Mumbai Area, India

• RK Swamy Interactive is a division of R K SWAMY BBDO part of R K SWAMY HANSA Group, India’s 4th largest Advertising & Marketing Services organisation.
• Our interactive solutions provide the intelligence and support required to help clients achieve their marketing objectives by harnessing the digital medium in its entirety.
• Responsibilities held:
• Social Media Marketing for clients like Mercedes, Raymond, Central Bank etc.
• Facebook Apps
• Mobile and Online Web Design and Developement
• User Experience
• Viral Animations
• Branding
• Ad Campaigns
• 2D-3D Hybrid Designs

May 2011 – Apr 2012 · 11 mos · Mumbai Area, India

• Was a part of the fusion team in the Viacom18 digital department with our main aim in improving the social image of all the Viacom18 properties.
• Social Media Marketing for all MTV properties
• Worked on design and content for projects like LG Mtv Mycam, Mts Mtv Bootycall, Mtv Unplugged and many other digital properties.
• Part of the team design the web user experience for Roadies 9 (2012) and Spiltsvilla 5 (2012)
• Assisted in various promo shoots for packaging of several MTV products like Mtv Lovereels etc
• Main contribution was making an animated promo for Diwali which was aired on the channel for the auspicious day.
• Animated one of the ad Promo for Mentos Zuban Pe Lagam where i did the animation, Character Design and Storyboarding

Jul 2010 – Jun 2011 · 11 mos · Mumbai Area, India

• Branding
• Strategical Analysis for Design Problem Solving
• Brand Management
• E learning Animation
• Animation Videos
• Websites
• Photoshoot
• Clients: Birla Sunlife Insurance, Mitsubishi, Godrej, Spice one and many more.

May 2010 – Jul 2010 · 2 mos · Hyderabad Area, India

• Was a part of the storyboarding team and did the storyboarding and character design for the Chota Bheem series, episode Jaggu Daggu Bhai Bhai