Feb 2024 – Present · 2 yrs 3 mos · India · Remote

• At GOOD PEOPLE, I play fractional CMO/CCO for ambitious consumer brands that want more than just “content” and comms — they want brand strategy with soul, storytelling with bite, and marketing that actually moves people.
• Fill out this 5-min form to work with me: https://q9zv9b1t8xh.typeform.com/to/c4ZC328V

Jan 2023 – Feb 2024 · 1 yr 1 mo

• At Amazon, I ran editorial and content strategy for About Amazon across APAC — aka the official newsroom that publishes over 1,000 stories a year and somehow still makes people care about corporate updates.
• I led storytelling across India, Japan, Australia, and Singapore — from breaking news and product launches to employee spotlights, policy explainers, and “hey, we’re not evil” community narratives.
• Also:
• ⚡ Hired and mentored a small but mighty regional team
• ⚡ Brought sanity to editorial ops and globalised the content playbook
• ⚡ Rolled out global-first innovations in both editorial and distribution
• ⚡ Drove a 30% lift in organic traffic and 22% YoY SEO growth — without begging Google for scraps
• I also moonlighted as a content therapist for internal teams: advising on social, email, video, campaigns, and “why is no one reading this?” problems.

Oct 2021 – Dec 2022 · 1 yr 2 mos

• At Amazon India, I refreshed the owned content and social strategy from scratch — newsroom, social channels, strategy, everything — and turned it into a reputation-driving, reach-scaling machine.
• 📣 Relaunched AboutAmazon.in and Amazon News India to make the brand more relevant, more human, and a lot harder to ignore.
• 📅 Ran the full content machine: editorial calendar, channel strategy, data deep dives, stakeholder management, and agency orchestration (with reduced chaos).
• 📈 Made the numbers sing:
• → 40% jump in organic site traffic
• → 47% SEO traffic growth
• → 76% increase in social reach (312M)
• → 73M video views
• → 14.95% average engagement rate (because yes, people actually cared)
• → 63M total engagements — no random fluff
• Also worked closely with the global teams to co-create channel tenets and playbooks — aka the rulebook for how to not be boring at scale.

Jul 2019 – Sep 2021 · 2 yrs 2 mos · Mumbai Area, India

• Storyteller-in-chief for some of India’s most iconic F&B brands, including SOCIAL, antiSOCIAL, Smoke House Deli, Ishaara, and more under the Impresario Handmade Restaurants umbrella.
• Think brand building with edge, attitude, and actual outcomes — not just food porn and hashtags.
• 🧠 Led all things content and marketing comms across 57+ restaurants nationwide
• 🍸 Drove campaigns that made noise online and filled tables offline
• 📢 Owned PR, influencer, and integrated marketing from concept to chaos (and back)
• 📍Launched new outlets with hyperlocal buzz, not cookie-cutter templates
• Also:
• ⚡ Introduced women’s safety initiatives and inclusive policies that weren’t just PR fluff
• ⚡ Advocated for more women and gender-diverse talent across teams and touchpoints
• ⚡ Turned brand values into action. and made sure the work actually walked the talk
• My superpower?
• Bringing the right people, partners, agencies, and energy together to make s**t happen — and making it look effortless while doing it.

Dec 2016 – Mar 2018 · 1 yr 3 mos · Mumbai Metropolitan Region

• 🎮📱 Launched and led the India editions of AskMen, IGN, and Mashable — three of the world’s biggest names in men’s lifestyle, gaming, tech, and pop culture.
• Brought the global brands to an Indian audience without diluting the voice or dumbing it down.
• 🧩 Hired and led lean, impact-driven editorial teams across all three verticals
• 📈 Owned India strategy, content, and brand growth from scratch
• 🌏 Managed the relationship with Ziff Davis’ global teams
• 💡 Identified local content + revenue opportunities that were culturally relevant, not copy-paste

Jun 2015 – Oct 2018 · 3 yrs 4 mos · Mumbai Metropolitan Region

• Founded Hauterfly — a fashion, beauty, lifestyle, and pop culture platform made by and for millennial Indian women who were done being spoken down to. Think sharp, social-first, and unapologetically opinionated, long before that was cool.
• 📱 Built a video-first content machine with a 5M+ monthly reach across platforms
• 🎥 Ranked among India’s top 5 Facebook video publishers (Style/How-To, Vidooly 2018)
• 🧠 Hired and led a lean, all-killer-no-filler team across content, video, tech, and sales
• 💅🏽 Created a tone of voice that felt like your smarter, funnier best friend, and a visual aesthetic that brands wanted to be part of
• In 2018, sold Hauterfly to Fork Media — a leading digital content + adtech company. Had the time of my life but also burned out hard.

Sep 2013 – May 2015 · 1 yr 8 mos · Mumbai, India

• 👗 Early days of fashion x tech, but make it chic.
• At Stylista, I helped build India’s first collaborative fashion platform — dropping limited-edition capsule collections with iconic designers like Wendell Rodricks, Masaba Gupta, Shivan & Narresh, and more… all at high street prices.
• Before “creator collabs” became a buzzword, we were doing it — with sharp storytelling, tight drops, and real cultural heat.
• 🧠 Led content strategy that actually drove conversions — not just “engagement”
• 🛍️ Made the scroll-to-cart journey seamless, with content that inspired and sold
• 💬 Shaped brand comms to cut through the noise and win meaningful media mindshare
• It was fashion meets storytelling meets retail innovation — and we made it look good while doing it.

Jan 2013 – Aug 2013 · 7 mos · Mumbai Metropolitan Region

• Marketing | Communications | Brand Alliances
• https://www.facebook.com/ZKPRIndia

Jun 2011 – Jul 2012 · 1 yr 1 mo · Mumbai, India

• Had a wild ride at Bombay Times, the country’s most-read entertainment and lifestyle supplement — where I shaped the fashion and features pages with a mix of cultural curiosity, trend radar, and tabloid flair.
• 👗 Covered everything from beauty, art, and music to wellness and “who’s-wearing-what” on Page 3
• 🧠 Conceptualised, commissioned, and edited stories that blended pop culture heat with lifestyle depth
• 🖊️ Balanced newsroom chaos with real creative chops and learned how to make anything (and anyone) sound just a little more fabulous on deadline

Mar 2009 – May 2011 · 2 yrs 2 mos · Mumbai, India

• At HELLO!, India’s leading luxury and lifestyle magazine, I lived in the land of exclusives, emeralds, and editorial deadlines.
• 🖊️ Crafted cover stories and in-depth profiles of A-list personalities across fashion, film, business, art, sports, and high society
• 🎤 Interviewed everyone from movie stars and CEOs to royalty and rule-breakers — and made sure the copy sparkled as much as the diamonds did
• 💡 Conceptualised features that balanced access and aspiration, turning everyday reporting into glossy, unforgettable storytelling

Oct 2007 – Feb 2009 · 1 yr 4 mos · Mumbai Metropolitan Region

• I helped launch Gucci, Bottega Veneta, and Jimmy Choo in India as part of the core team at the Murjani Group, the pioneers of global luxury retail in the country.
• 💼 Worked in marketing across three of the most iconic fashion houses, plus the corporate brand
• 📣 Drove early awareness, local relevance, and retail buzz before “luxury in India” was considered viable
• 📰 Edited a monthly luxury industry newsletter — a sharp, strategic POV on a market still in its infancy
• This was brand storytelling at the highest price point and my first crash course in aspiration, aesthetics, and the power of precision.

Jul 2006 – Oct 2007 · 1 yr 3 mos · Mumbai, Maharashtra, India

• At Mumbai’s most beloved afternoon paper, I cut my editorial teeth on tight turnarounds, tighter headlines, and the wild chaos of a daily newsroom.
• ✍🏽 Copy-edited the lifestyle and entertainment section — where everything moved fast, and everything had to land
• 🧠 Brainstormed fresh story ideas daily (because the content beast never sleeps)
• 📅 Learned how to make deadlines, word counts, and celebrity gossip all work together in one coherent page
• The hustle was real and so was the training ground.

Jul 2005 – Jul 2006 · 1 yr · Mumbai, India

• Part of the OG launch team at Times Now — back when it was still a joint venture between the Times Group and Reuters.
• 🎬 Covered films, music, lifestyle, and the arts — across both news and feature formats
• 🧠 Balanced breaking news cycles with culture coverage (and somehow kept both interesting)
• 📺 Helped shape the tone, coverage, and content direction for a channel that would go on to redefine prime-time news in India
• It was baptism by fire — fast-paced, high-stakes, and the kind of newsroom that taught you to think, write, and react like your deadline was five minutes ago (because it probably was).

May 2002 – Nov 2004 · 2 yrs 6 mos · Pune, Maharashtra

• Started out at Pune Times — the city supplement of the Times of India — where I went from intern to desk writer, juggling everything from news breaks to nightlife in a single day.
• 📰 Covered the full spectrum: hard news, features, food, fashion, celeb interviews, even party coverage (yes, with a notepad in hand)
• 🖊️ Moved to the Features desk in year two, writing and editing across lifestyle, health, relationships, culture, and whatever else made the city tick
• ⚡ Learned how to chase a story, fact-check it, file it fast — and still make it sound like something you’d want to read with your morning chai
• This was newsroom bootcamp, and I loved every chaotic, bylined minute of it.