Mar 2024 – Present · 2 yrs 3 mos · India · Hybrid

Feb 2023 – Mar 2024 · 1 yr 1 mo

Feb 2021 – Feb 2023 · 2 yrs

• Zero to one to scale strategy & execution capability building for Spotify India's content marketing efforts on music, podcasts and brand campaigns. Developing artist and film music launch marketing campaigns. Leading the podcast marketing charter for Spotify India. Establishing content marketing strategy via metrics, processes, creative standards and media planning.

Oct 2020 – Jan 2021 · 3 mos · Mumbai Metropolitan Region

• Teaching the 2nd year MBA course on Digital Marketing & Analytics.

Jun 2019 – Feb 2021 · 1 yr 8 mos · Mumbai Area, India

• I lead the content practice at Wavemaker Mumbai, working with a team of cross-media planners, culture-strategists, data-scientists and producers/creators. Managing revenue & P/L for Wavemaker Content in the largest region, West. My team and I help brands parse the culture of content to drive business results.
• Growing revenue & pipeline 3X over 2019.
• Developing content products & revenue strategy for Wavemaker's fastest growing practice, Content.
• Planning creative & content campaigns for key clients: Mondelez, L'Oreal, Vodafone-Idea, ZEEL, etc.
• Onboarding new clients like Airbnb, Match Group, Lido Learning, etc. for Wavemaker
• Deploying a 3S model to develop content consultancy capabilities in an agency environment.
• Developing Wavemaker's gaming strategy and evangelizing e-sports as a culture vehicle.
• Creating process frameworks for content projects: strategy, deployment, delivery, measurement.
• Build, develop, train the team in art & science of delivering growth from content marketing.

May 2018 – Apr 2019 · 11 mos · Mumbai, Maharashtra, India

• Teaching the course on the Business of Entertainment, and Celebrity Management.

Jul 2017 – Apr 2019 · 1 yr 9 mos · Mumbai Area, India

• Course on Digital Marketing for Entrepreneurs & Design Students

Jun 2017 – Apr 2019 · 1 yr 10 mos · Mumbai Area, India

• I conduct the Social Media & Digital Analytics course for 2nd Year MBA students.

Feb 2016 – May 2019 · 3 yrs 3 mos · Mumbai Area, India

• Centrally driving marketing teams across 4 exciting web entertainment channels - creating and maintaining differentiated positioning across ATL, BTL, digital media with 5X Y-O-Y growth in key metrics.
• Identifying, developing and delivering big ticket collaboration across OTT, media and talent networks to drive disproportionate ROI on content investments.
• Developing content marketing frameworks and evaluations for brand partnerships with a focus on content innovation. Drove views to 250 million/month. Multiple award wins for TVF Tripling, Airtel Connected Live etc.
• Developing, pitching & executing entertainment products & branded content opportunities for brand partners across categories.
• Managing relationships with agency, tech, news media. Spokesperson for The Viral Fever.
• ROI-driven media investments to grow TVFPlay's base. Over 7 million downloads. Planned & implemented targeted campaigns for over 20+ web-series and over 200 'viral' videos,
• Driving performance improvements through data-led insights across content creation, owned & paid media and the TVFPlay product ecosystem.
• Managing the brands, distribution network & partnerships for TVF videos on emerging and extant platforms.
• Cracking the science of content marketing through research, and partnerships.
• Start-up general.

Feb 2016 – Jun 2017 · 1 yr 4 mos · Mumbai Area, India

• Joined as one of the earliest members to lead the marketing function for India's leading online entertainment start-up, The Viral Fever. Focused on building TVF's network across marketing channels, and driving user growth for our video platform TVFPlay - through great content, memorable campaigns, and cutting edge media-tech.
• Last year, we grew TVF's network to over 10 million fans. Forging ahead with TVF's digital entertainment revolution, we delivered quality Indian entertainment to 6 million young, connected Indians on TVFPlay. In 2017, YourStory study ranked The Viral Fever '2nd', after Flipkart, among the most loved Indian start-up brands.
• Key responsibilities:
• Managing the marketing & promotions calendar for TVF's releases
• Devising high impact, culturally relevant communication strategies to unlock new audiences for TVF
• Driving TVFPlay adoption within key target audiences, focused on Indian urban youth - TVF's core target audience, and the newly data-rich tier 2 & 3 viewers
• Supporting TVF sales & solutions with strategy, insights and solutions for brand partners
• Focus Areas:
• Marketing Mix, Communications Strategy, Marketing Partnerships, Content & Content Marketing Solutions, Team Development, Social Media Strategy, App Marketing & User Lifecycle Management, Fan Management & User Insights.

Nov 2012 – Mar 2014 · 1 yr 4 mos · Mumbai Area, India

Mar 2012 – Jul 2012 · 4 mos · Mumbai

Apr 2011 – Apr 2012 · 1 yr · Gandhinagar

• Managed digital marketing and social media.
• Developed e-campaigns, oversaw the recent redevelopment and management of the Department of Information website, (www.gujaratinformation.net).
• Redeveloped the website for the Gujarat State Disaster Management Authority (www.gsdma.org).
• I am also engaged with the team that plans, designs and issues marketing & public service collateral for various government initiatives, schemes & agencies. Apart from this, I work as part of the editorial team for the magazine, 'The Gujarat', a quarterly targeted at opinion leaders among the Gujarati diaspora around the world.

Apr 2010 – Jun 2010 · 2 mos · Mumbai

• Worked on the launch of Komli Media’s ad-tracking platform, AdView
• Contributed to the revamping of the Komli Media website
• Managed the social media platforms for Komli Media and ViziSense, creating video reports, daily insights and making other recommendations for continuous interaction with various agencies using the product
• Worked on the brief for the re-design of the ViziSense logo

Nov 2007 – Dec 2007 · 1 mo · New Delhi

• Worked on the sports desk, packaging and producing news items for a duration of six weeks. Covered important sporting events including the Indo-Pak test series.