Jul 2023 – Present · 2 yrs 10 mos

Feb 2022 – Jan 2023 · 11 mos

• Leading and scaling business for Wabi2B, an eb2b platform, fully funded by Coca Cola company

Aug 2019 – Nov 2021 · 2 yrs 3 mos · Greater Kuala Lumpur

• Brand Marketing
• Jun 2021 – Oct 2021
• Ziploc and disinfection NPD Innovation
• Leading NPD innovation for disinfectant brand extension across ASEAN – through the understanding of consumer insights/competitive trends and analysis of complex data, compute country wise 5-year net sales projection, cascading into annual forecasts, develop relevant product-price assortment, develop and execute GTM strategy
• Spearhead all NPDs launch through coordination with stakeholders across functions – procurement, packaging, regulatory etc.
• Own P&L for iconic brand Ziploc and its digital campaigns (Programmatic/Facebook/Instagram/Influencer/) across 4 countries
• Trade Marketing
• April 2020 – May 2021
• Home Cleaning & Disinfection
• Spearheaded BTL campaigns through channel specific strategies, impactful POSM development and execution working with MT and GT sales teams across Malaysia, Brunei and Singapore
• Led the launch for a disinfectant amidst the pandemic contributing to its growth and overdelivering KPIS in Malaysia
• Brand Marketing
• Aug 2019 – Mar 2020
• Air Care
• Owned P&L and market share growth to achieve highest ever market share in Thailand (Dec’2019)
• Launched a new format of air fresheners in Thailand, growth of +350 bps within a month of launch, through influencer marketing, executing TVC and digital campaigns, events and roadshows by working with global and local agencies

Sep 2015 – Apr 2018 · 2 yrs 7 mos

• A friend noticed an Instagram page I started - 'ThatDramaticWriter' (I know). He noticed my love for writing, and felt I could be a good partner for this brand he was starting. The brand is a well-funded start-up now known as Dressfolk.
• We did a lot of fun work together. It gave me my first experience of establishing brand language and tone, product shoots. Social media was just starting to take off, and we were just starting to understand it. I worked a lot on UI/UX or customer journey improvement on the website.
• It started as my post 9-5 'hustle', my foot in the door towards understanding marketing, but it gave me an achievement that I am immensely proud of.
• I wrote the tagline for the brand, that still stands strong,
• "Dressfolk, not only made in India, but made of India."

Jun 2011 – Sep 2017 · 6 yrs 3 mos

• Did my articleship at PwC in Audit. Didn't enjoy it. But went onto became a CA and moved to Tax, again with PwC. Didn't enjoy it again. Patterns.
• I felt from the get go that this life wasn't for me, but was scared of taking a leap of faith. Till I started disliking the life I was living so much, that the leap of faith, was my only option.
• Anyway, I don't give myself enough credit. I was scared, but I did it anyway. Left a stable career/job to move into Marketing. Thankfully succeeded.

Jul 2010 – Feb 2011 · 7 mos

• Reporter for a student newspaper in Delhi University - Continued love for writing, but wrote for external validation. Was fun nevertheless.

Jun 2009 – Jun 2009 · 0 mo

• I was studying for CA, knew what my life would look like, but decided to intern with a newspaper because deep down the only love I ever felt was for writing. This was to try that out.
• Had lots of fun, earned some bylines, wrote and realised, I really do love this.