Shaping brands that breathe.

Co-Founder & Creative Director

Brand Strategy | Content & Communication | Creative

Creative Director with 14+ years of experience across agencies, brands, startups and entrepreneurship. Works at the intersection of creative, strategy, storytelling and AI-assisted workflows to build brands, narratives and communication systems that feel clear, alive and effective.

Core Competencies

Brand Strategy & Positioning
Content & Narrative Strategy
Creative Direction
Communication Systems
Campaign Ideation

Creative Leadership
Scriptwriting & Film Narratives
Founder & Cross-Functional Collaboration
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

Jan 2021 – Present

Co-founded a boutique branding and marketing agency working with startups, SMEs and high-growth businesses across sectors including cybersecurity, finance, food, beauty, fitness, and activewear.

Led brand, content, and communication strategy across identity, positioning, messaging, websites, social media, and campaign systems

Built brands from the ground up, covering naming, brand architecture, verbal identity, tone of voice, brand bibles and rollout across digital and offline touchpoints

Ran research-led discovery processes spanning founder interviews, customer conversations, retailer visits, and stakeholder workshops to sharpen positioning and narrative direction

Created organic content systems that drove measurable brand growth, including 13,500+ organic followers in 6 months for Zafer, 20K+ organic followers for Startup Movers, and 100% follower growth for Eh-Maaya

Directed end-to-end creative output across websites, launch campaigns, Amazon brand stores, editorial storytelling, newsletters, video content and social media

Partnered closely with founders and leadership teams while guiding a lean cross-functional team across strategy, writing and creative development

Used AI-assisted workflows to improve ideation, speed, clarity, and efficiency across strategy and content development

2 Front Teeth Communications

Goa / Mumbai, India

Head of Content

Mar 2018 – Jan 2021

Led content and communications for one of India’s largest coworking brands during a period of rapid expansion.

Owned content and brand 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, built a 15,000+ member community, and supported a phase of growth that saw ARR rise from ₹48 crore to ₹201 crore
Supported the business through 3 funding rounds during a key phase of national expansion
Helped shape communication during 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

Helped launch Barclays Rise in India via its partnership with 91springboard, anchored by a Mumbai hub built to support fintech founders and startups
Led communication across member journeys, referral programmes, newsletters, events, films and product-facing touchpoints, helping drive a 4x increase in referral leads and a 40% lift in conversion in the first 6 months; also supported a community app that scaled to 25K downloads, 2K daily active users, and 75% member penetration within 3 months

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 systems across social media, campaigns and member communication
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.

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, including work that contributed to 114K+ followers for Zoiro and 600K+ followers for Bajaj Avenger
Led copy development for Godrej HIT’s award-winning “Track The Bite” campaign, which won Bronze at the APAC Effies and Asia Tambuli Awards

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

Helped adapt brand messaging for platform-specific content and audience engagement across formats

MSL India (Publicis Groupe)

Mumbai, India

Content Writer

Aug 2011 – Mar 2013

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

Developed multi-format content for digital platforms across brands including Maruti Suzuki, Thomas Cook, Club Mahindra, Samsonite, Lavie and Fujifilm India