Shaping brands that breathe.

Creative Director, writer and strategist with 15+ years of experience across agencies, brands, startups and entrepreneurship. Brings together strategy, storytelling, AI-assisted workflows and full-funnel marketing experience to build brands, narratives and communication systems that feel clear, alive and effective.

Core Competencies

Brand Strategy & Positioning
Content & Narrative Strategy
Creative Direction
Verbal Identity & Brand Voice
Campaign Ideation

Scriptwriting & Film Narratives
Creative Leadership
Founder & Leadership Advisory
AI-Assisted Workflows

Brand Strategy & Positioning
Content & Narrative Strategy
Creative Direction
Communication Systems
Campaign Ideation
Creative Leadership
Scriptwriting & Film Narratives
Founder & Cross-Functional Collaboration
AI-Assisted Workflows

Professional Experience

Co-Founder & Creative Director

Jan 2021 – Present

Co-founded a boutique branding and creative agency serving 35+ clients across cybersecurity, finance, food, beauty, fitness and activewear.

Lead brand strategy and creative direction across identity, positioning, naming, brand architecture, messaging, websites, launch campaigns and content systems

Helped drive ~30% YoY growth for three consecutive years

Supported a new-business pipeline of 500+ leads with an ~8% conversion rate

Build brands end to end, turning research-led discovery into clear verbal, visual and communication systems across digital and offline touchpoints, informed by founder interviews, customer conversations, retailer visits and stakeholder workshops
Direct creative across brand identities, websites, campaigns, Amazon brand stores, editorial storytelling, newsletters, video and social content, while partnering directly with founders and leading a lean cross-functional team across strategy, content and creative development

Led the rebrand and repositioning of Startup Movers during a period that saw 2x ARR growth to ₹100 crore+, 2x team growth to 100+ and 200+ new companies onboarded every month
Build brand and content systems that drive organic growth, with Startup Movers reaching 20K+ organic followers, 90% of leads coming through referrals and strong organic inbound with zero ad spend, alongside 13,500+ organic followers in 6 months for Zafer and 2x follower growth for Eh-Maaya
Use AI-assisted workflows across research, ideation, strategy and content development to improve speed, clarity and creative efficiency

2 Front Teeth Communications

Goa / Mumbai, India

Head of Content

Mar 2018 – Jan 2021

Led content and communications across the full marketing funnel, helping drive customer acquisition across paid and organic channels while strengthening retention and customer lifetime value, with a direct impact on revenue growth and profitability.

Owned content, brand narrative and communication across the website, campaigns, community touchpoints and internal channels
Shaped brand narrative and communication systems as the business scaled from 3 to 30 hubs across 9 cities, grew to a 15,000+ member community and saw ARR rise from ₹48 crore to ₹201 crore
Led communication support across 3 funding rounds and helped shape the messaging around the build-out of the enterprise offering from the ground up
Built GTM communication for key ecosystem partnerships including Google for Startups and Barclays Rise
Helped run the Google for Startups programme across 3 seasons, engaging 300+ founders per season through a ₹3 crore partnership

Led communication for the launch of Barclays Rise in India, anchored by a Mumbai hub built to support fintech founders and startups
Led communication across member journeys and referral programmes, helping drive a 4x increase in referral leads and a 40% lift in conversion within the first 6 months
Supported the community app across launch and adoption, helping it scale to 25K downloads, 2K daily active users and 75% member penetration within 3 months
Worked cross-functionally with product, community, hub and leadership teams to align communication with business goals

91Springboard

Goa, India

Content Strategist

Feb 2016 – Mar 2018

Helped build the brand’s strategic and communication foundations during a key phase of growth.

Contributed to brand identity development through consumer research, workshops and narrative building
Built early content and communication systems across social media, campaigns and member touchpoints
Shaped website content and customer journey thinking, using analytics, heatmaps and user behaviour to improve the experience

Built a scalable newsletter system for 91springboard’s member community, growing it to a 50K+ subscriber base with a 37% average open rate and 6% average click rate
Supported hub launches and brand-building initiatives as the company expanded into new markets
Contributed to ecosystem-facing communication across events, partnerships and growth-led initiatives

91Springboard

New Delhi, India

Creative

Sep 2014 – Feb 2016

Built integrated campaigns across mainline, digital and PR for some of the country’s best-known brands.

Led copy development for Godrej HIT’s “Track The Bite” campaign, which won Bronze at the APAC Effies and Asia Tambuli Awards
Contributed to campaign ideation, copy, and digital storytelling across brands including Godrej HIT, Bajaj Avenger, Liril, Zoiro, LuvIt, Surf Excel and UNICEF

Helped relaunch Liril after a five-year hiatus, and led digital copy efforts for the launch of the new Bajaj Avenger and LuvIt Chocolates
Helped build campaigns that extended beyond advertising into digital platforms, participation-led ideas and brand communities, contributing to 114K+ followers for Zoiro and 600K+ followers for Bajaj Avenger

MullenLowe Lintas Group

Mumbai, India

Copywriter – Digital

Apr 2013 – Mar 2014

Built digital-first content and campaign communication for brands across retail, real estate and public-interest categories.

Created copy and digital content across social media, campaigns, and brand communication assets
Worked on brands including eBay India, Big Bazaar, RNA Corp, Taiwan Excellence and SBUT

Adapted brand messaging for different digital platforms, formats and audience contexts

MSL India (Publicis Groupe)

Mumbai, India

Content Writer

Aug 2011 – Mar 2013

Built early digital content experience across travel, auto, lifestyle and consumer brands.

Developed multi-format content for brands including Maruti Suzuki, Thomas Cook, Club Mahindra, Samsonite, Lavie and Fujifilm India
Worked across campaign content, brand communication and platform-specific digital assets

Contributed to the “Be Brave” social media campaign for the Godfrey Phillips Bravery Awards, which won Gold at the exchange4media Indian Digital Media Awards 2012 for Best Use of Social Networks – Social Cause