Jul 2021 – Mar 2024 · 2 yrs 8 mos

• Led one of India’s largest youth-focused original content channels with 25M+ subscribers and 50M+ weekly reach across YouTube, Facebook, Instagram and Snapchat. We created data-driven, community-first snackable and relatable content audiences watched organically. I liked to call this my MBA because I led content, business, operations, monetisation and owned the P&L.
• Scaled YouTube (6.3M → 10M) and Instagram (2.8M → 4.3M) with 3B+ annual views and 87% growth in engagement
• Spearheaded a high-velocity, audience-first content strategy and programming, delivering 50+ weekly original video content pieces across platforms
• Owned P&L and monetization across branded content, ad share, and syndication; exceeded EBITDA targets by 8% in FY22–23
• Partnered closely with YouTube and Meta to unlock CMS, monetization, and platform growth levers
• Grew Facebook views 3x (350M → 1B+) and increased platform revenue by 80% through data-led repurposing strategies
• Hired and led a 22-member creative + operations team across production, social, monetization, and analytics
• Launched original IPs shaped by audience insights and advertiser needs; executed 100+ branded campaigns for Netflix, Nykaa, P&G, HUL, Mamaearth, Tanishq, Maruti, and more
• Creatively developed and produced 5+ FilterCopy web series (e.g., Arranged Patch Up – 30M+ views, Bro-Founders – 15M+ views), and 6 original short films for Disney+ Hotstar

Sep 2020 – Jul 2021 · 10 mos

• Moved into the Founder's Office and drove org-wide content growth and insight frameworks across all verticals: FilterCopy, Dice Media, Gobble, and Nutshell.
• Defined performance KPIs (views, engagement, subscribers, monetization) across platforms
• Built and led an Audience Insights Committee; conducted 150+ calls to generate 12+ detailed viewer personas
• Authored the company-wide Editorial Handbook for content and platform governance
• Launched two creator-focused courses on social/content strategy with 500+ signups in 60 days
• Evaluated 3 new verticals/channels for expansion via audience behavior, TAM, and monetization potential

Apr 2018 – Aug 2020 · 2 yrs 4 mos

• Built and led the branded content team from scratch - delivering end-to-end content campaigns across fictional and non-fiction short form and web series. Hard focus on building campaigns that met marketing goals + building a team that cares about brand ROI and content performance - keeping brand partners and internal creative teams content.
• Managed 250+ client campaigns, 23 web series, and 150+ food content integrations; averaged 25 active deals at a time
• Partnered with over 200+ brands including Tinder, Bacardi, Samsung, OnePlus, Unacademy, and Mondelez
• Maintained >70% client retention and avg. feedback score of 4.75/5; 63% of revenue came from repeat advertisers
• Key IPs: Little Things (now on Netflix), Epigamia Web Series (430M+ views), Pepperfry Shorts (245M+ views)
• Special projects: Facebook Originals Launch, Dice Media’s Firsts (co-writer, 11M+ views)

Aug 2017 – Mar 2018 · 7 mos

• Founding team member of the biz dev function; sold early digital IPs to brands in all phases of growth and categories.
• Pitched, locked and executed 50+ brand campaigns across channels, leading to 100M+ organic views
• Educated advertisers on content marketing; unlocked partnerships with new-age digital brands
• Realised I loved working with the creative folks on creative solutions more than sales, moved to set up the solutioning vertical

Apr 2016 – May 2017 · 1 yr 1 mo

• Content supervision (supervised day-to-day functioning of the associates in the team)
• Campaign/Brand strategy
• Live coverage (Twitter, Facebook, Snapchat & Instagram)
• Measure performance of campaigns
• Blogger/Influencer relationship management
• Media planning and optimising spends
• Identify trends and insights
• Key Accounts: Red Chillies Entertainment (Sustenance + Strategy for forthcoming releases - Dear Zindagi, Jab Harry Met Sejal), Zee Network (&TV), L’Oreal (Vichy, Kerastase), Redtro FM, Asian Paints Royale Play

Jun 2015 – Mar 2016 · 9 mos

• Worked on a diverse range of brands ranging from luxury (Kérastase, L'Oréal Group), skincare (Vichy, L'Oréal Group), entertainment (Zee Group and Red Chillies Entertainment), to IT (Tata Consultancy Services) covering the following aspects:
• Digital platform hygiene and maintenance
• Content strategy, creation & execution
• Client servicing
• Build & maintain relationships with relevant bloggers/influencers
• Video project management
• Live coverage across all platforms
• Campaign reporting
• Media buying and analytics

Nov 2014 – Dec 2014 · 1 mo · Mumbai

• Wrote feature/trend stories covering the entertainment industry
• Proofreading
• Foraged data online and worked on the internal imagery system
• Interviewed key celebrities from the industry, attended and reported key launches and press conferences
• Worked with the Art department for page layouts and imagery
• Transcription

Apr 2014 – Jun 2014 · 2 mos · Mumbai Area, India

• 9 published bylines
• Assisted with sub-editing and layouts
• Covered celebrities interviews, press conferences and key launches