Jan 2024 – Dec 2024 · 11 mos

• Took a planned career break to focus on family while staying updated on industry trends. Now excited to return to corporate communications, PR, and digital strategy.

Nov 2021 – Dec 2023 · 2 yrs 1 mo

• Led Vedanta’s digital transformation, creating a unified and impactful digital presence across platforms. Built and executed data-driven digital branding strategies, ensuring consistency in messaging and engagement across the group’s diverse business units.
• Managed Vedanta’s corporate website and digital presence, ensuring seamless UX, updated content, and a strong online brand identity.
• Scaled social media reach by 300%, driving a consistent and engaging brand narrative across LinkedIn, Twitter, Instagram, and YouTube.
• Aligned digital communication across business units, establishing a cohesive brand tone and ensuring consistency in messaging.
• Led high-impact national and regional digital campaigns, increasing audience engagement by 4X and amplifying brand storytelling at scale.
• Developed a robust influencer collaboration strategy, partnering with key voices in sustainability, business, and industry leadership to expand digital reach.
• Executed digital-first employer branding initiatives, increasing talent engagement by 250% and strengthening corporate reputation.
• Integrated analytics and AI-driven insights, optimizing content strategy, audience engagement, and campaign performance.
• Key Skills: Digital PR, Brand Strategy, Influencer Collaborations, Leadership Profiling, Employee Engagement, Social Media Campaigns, AI Leverage, CSR Communication

Jan 2020 – Apr 2022 · 2 yrs 3 mos

• Led Corporate Communications function at ESL Steel Ltd, managing Media Relations, Crisis Management, and Advocacy Communication.
• Developed and executed integrated communications strategy aligning with Vedanta Group's objectives.
• Managed B2B, B2C, and B2SME communication, enhancing brand reputation and market presence.
• Key Skills: Corporate Communications, PR, Digital Outreach, Stakeholder Engagement, Crisis Management, Employer Branding, CSR Communication, Sustainability Communication, Media Advocacy

Jan 2016 – Jan 2020 · 4 yrs · Gurgaon, India

• Led digital-first communication strategies, strengthening Roposo’s brand presence and engagement across India’s fast-growing social media landscape. Focused on digital branding, influencer collaborations, regional outreach, and user-driven storytelling to scale platform growth.
• Led national and regional digital campaigns, expanding brand awareness and driving a 5X increase in user engagement.
• Managed end-to-end influencer collaborations, partnering with top creators and celebrities to amplify Roposo’s visibility and user acquisition.
• Developed a strong vernacular content strategy, enhancing market penetration and increasing engagement by 300% across Tier 2 and 3 cities.
• Positioned Roposo as India’s leading short-video platform, driving organic growth and expanding user-generated content.
• Executed high-impact employer branding campaigns, strengthening Roposo’s talent positioning and attracting top-tier hires.
• Built a compelling brand narrative, leveraging digital storytelling and media partnerships to increase app downloads and engagement.
• Key Skills: Brand Awareness, Digital Branding, Influencer Partnerships, Regional/Vernacular Outreach, UGC Content, Community Engagement, Celebrity Endorsements, National PR

Aug 2015 – Jan 2016 · 5 mos

• Managed brand communications, digital strategy, and global PR efforts for Obi Mobiles’ multi-continent expansion. Developed and executed localized messaging, media outreach, and influencer collaborations across diverse markets, ensuring a strong and consistent brand presence.
• Launched Obi Mobiles across four countries in just nine days, securing 200+ top-tier media coverages and driving ₹200Cr+ in sales.
• Designed and implemented regional brand communication strategies, adapting to cultural and market-specific nuances across Asia, Africa, the Middle East, Europe, and Latin America.
• Executed digital campaigns and influencer partnerships, driving consumer engagement and brand awareness in competitive smartphone markets.
• Established and enforced brand communication guidelines, ensuring consistency across all digital, social, and PR touchpoints.
• Crafted high-impact product launch narratives, leveraging digital storytelling, media collaborations, and industry partnerships to differentiate Obi in a crowded mobile market.
• Skills: Global Branding, Digital Communication, Large-scale PR Campaigns, Social Media Campaigns, Product Launch, Market Penetration, Brand Adoption

Mar 2013 – Aug 2015 · 2 yrs 5 mos · Gurgaon, Haryana

• Built and executed brand storytelling, digital marketing, and content-driven campaigns, positioning FabFurnish as India’s first digital-first furniture retailer. Focused on consumer trust-building, category awareness, and large-scale digital engagement to drive e-commerce adoption in the home décor and furniture sector.
• Pioneered India’s first digital-first furniture retail strategy, driving consumer trust in online furniture shopping.
• Executed large-scale brand and performance marketing campaigns, resulting in a 4X increase in customer acquisition.
• Developed data-backed content storytelling strategies, simplifying the shift from showroom to digital shopping.
• Managed integrated communication strategies, including website content, social media, influencer collaborations, and customer engagement.
• Strengthened FabFurnish’s positioning through digital PR and targeted campaigns, enhancing brand credibility and market share.
• Oversaw 360° brand marketing, including TVCs, billboard campaigns, and media outreach, reinforcing FabFurnish’s identity as a leading online home furnishing brand.
• Skills: Digital Brand Growth, Content-led Marketing, Customer Engagement, Category Creation, Brand Building, Reshaping Consumer, E-Commerce Marketing

Jun 2011 – Mar 2013 · 1 yr 9 mos

• Led editorial strategy for India editions of Diabetic Living (US) & Parents India (Germany), ensuring high-quality content and brand alignment.
• Ideated and edited editorial content, maintaining global standards and regional relevance.
• Directed the digital expansion of both magazines, aligning print and online strategies.
• Advised the marketing team on innovative content-driven initiatives to support business objectives.
• Strengthened editorial excellence, digital integration, and content strategy, enhancing readership engagement and brand positioning.

Nov 2006 – Mar 2011 · 4 yrs 4 mos

• Wrote and edited feature articles for multiple lifestyle magazines.
• Oversaw editorial planning and content strategy, ensuring high-quality storytelling across regional editions.
• Collaborated with the marketing team to create special editions and sponsored features, driving revenue growth.
• Elevated content strategy, audience engagement, and publication impact, delivering compelling and market-driven editorial narratives.

Dec 2005 – Oct 2006 · 10 mos

• Covered business, education, healthcare news and developments, combining investigative depth with compelling storytelling.
• Authored in-depth features on business, education policies, healthcare trends, and human-interest stories, bringing critical issues into public discourse.
• Conducted exclusive interviews with policymakers, industry leaders, and changemakers, translating insights into engaging narratives.
• Crafted engaging general interest features, blending research, interviews, and storytelling techniques to create immersive reader experiences.
• Refined editorial content, ensuring clarity, coherence, and impact while maintaining journalistic integrity.
• Collaborated on page design and layout, enhancing readability and visual storytelling for a more engaging presentation.
• Strengthened journalistic storytelling, editorial precision, and content presentation, delivering well-researched, thought-provoking narratives that resonated with a wide audience.

Feb 2005 – Nov 2005 · 9 mos

• Wrote and edited engaging content across lifestyle, relationships, travel, career, films, and women-centric topics, shaping narratives that resonated with diverse audiences.
• Authored compelling feature articles, blending research, interviews, and storytelling to create engaging lifestyle content.
• Edited and refined editorial pieces, ensuring clarity, consistency, and high reader engagement.
• Covered diverse topics, including fashion trends, career growth, parenting, and entertainment, tailoring content to audience interests.
• Enhanced content quality, storytelling depth, and editorial impact, delivering well-crafted narratives that informed and inspired readers.

Aug 2003 – Jan 2005 · 1 yr 5 mos

• Covered health, education, and public policy, translating complex developments into impactful news stories that informed and engaged readers.
• Reported on healthcare advancements, highlighting medical breakthroughs, public health policies, and community health concerns.
• Covered developments in education, including policy changes, institutional reforms, and student-centric initiatives.
• Analyzed public policy matters, simplifying legislative and regulatory updates for broader audience understanding.
• Delivered fact-based, well-researched journalism, ensuring clarity, depth, and public engagement on critical issues.