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Work Background
Vectura Fertin PharmaLead Digital Marketing - Ryze Malaysia
Oct. 2024 - Mar. 2025India, GurugramIn this role, I help streamline the digital media performance for both off-platform (Google, Meta, Apps, CPAS) as well as Ecomm on-platform marketing (Shopee & Lazada EMP) to drive full-funnel awareness to sales and growth in Malaysia as a market-leading in month on month incremental sales through digital channels.
I worked closely with creative and media agencies as well as helped audit and report ecomm set up to ensure we induced new customer adoption month on month.
I played a crucial role in defining the KPIs for all platforms and ad types to gauge the ROAS for awareness, recall, sales and repurchase as well as I also helped identify working issues and gapes in ways of working and plugged them with ways of working as Ryze is a NRT category brand and highly regulated in the market to run ads.
Royal EnfieldDigital Brand Strategy - Strategy, AI & Conversational Tech
May. 2024IndiaIn my current role, I am an individual contributor who collaborates with all digital functions to help support the brand and various motorcycles, as well as helps support and coordinate with all international markets with digital support and governance.
I also help review and create Gen AI x Martech interventions and am currently building the Agentic chatbot for B2C engagement with the brand.
Vectura Fertin PharmaLead Digital Marketing - Neuro Gum India
Apr. 2024 - Mar. 2025India, GurugramNeuro Gum is a US-based Neotropic company that planned to enter the Indian market with an initial single product offering: Energy and focus gums and mints.
My role was to help the APAC expansion head set up the brand's digital ecosystem and presence and orchestrate the brand and product launch in India.
I helped close everything from partner selection (D2C & Performance), marketing channel mix, market planning and optimisation of paid and owned media performance, and set up the right KPI and then monitor the agency's performance based on these setup benchmark objectives to drive penetration and growth.
This helped the company understand the wellness category's potential for Neuro Gum and other potential wellness brands in India.
Tata Consumer ProductsAssociate Director Digital Marketing
Apr. 2023 - Apr. 2024India, Gurugram1. Annual digital JBP negotiations and implementation and driving optimal usage values ads on spends and savings.
2. Finding right agencies for brands and bringing them onboard.
3. Advising on best in class tech and digital innovation implementation.
4. Handholding brand teams in execution of media plans based on their marketing objectives and market priorities.
5. Ensuring brands hit their brand track objectives and deliver optimal TOM and SPONT
6. Designing and executing top and mid funnel campaigns and juicing every opportunity for FPD/1P collection.
7. Driving digital deliverables closer and implementations in content partnerships and brand sponsorship.
8. Stakeholder management, team management and agency management to deliver OTIF campaigns.
9. Facilitating media audits and driving contract closures for all kinds of digital media platforms and companies.
Tata Consumer ProductsSenior Manager - Digital Marketing & Media
Jul. 2022 - Apr. 2023India, GurugramI manage all things digital as part of Tata Consumer Products Limited’s media team, nationally.
Beverages | Foods | Soulfull | NourishCo.
My role includes:
1. Digital media Planning & agency management.
2. Social media & campaign planning & creative agency management
3. Listening & ORM set up and Digital Command Center management and owned platforms strategy
4. Digital brand strategy to support new D2C brand interventions and FPD data usage and collection.
5. Stakeholder management across all 4 BU’s as well as other departments such as IT, Finance, Legal & Compliance.
Royal EnfieldGlobal Digital Brand Strategist
Feb. 2020 - Jun. 2022India, GurugramIn this role, I was responsible for translating the Brand and Business strategy into a Consumer Strategy and communicating the same through rich, immersive platform ideas for overall brand, motorcycle launches, digital business solutions, bike customs, apparel, GMA.
I also handled global content dissemination planning across brand social in line with campaign and platform objectives, my strength being able to bring out of box innovation and ideas alive that excite the prospective customers targeted for each business and motorcycle.
I also lead Digital Brand and Social Media Content Strategy for India and APAC markets.
I drove digital innovation for India, always ensuring best-in-class digital implementations, collaborations and marketing tech POCs for web and social platforms from both user engagement and reporting perspectives. (From vendor selection to negotiation to deployment.) Chatbot and social AR being some of the techs I overlooked for the brand overall.
Dealer digital training engagement and content enablement for India and APAC were another one of my key projects.
I also overlooked the digital content creation and strategy for Meteor 350, Classic350, Scram 411 and more, supporting the brand teams in their efforts to maintain product SOV, demand and share of search planned around key moments for impact creation.
22feet Tribal WorldwideBusiness Lead - Royal Enfield
Oct. 2017 - Jan. 2022India, GurugramIn this position, I managed Royal Enfield's relationship for social, content, tech and website mandate across 19 markets including the social strategy for the brand at a platform, always-on, ride, campaign and new bike launch level.
The campaign I’ve been part of so far:
1. Pegasus Launch in India (sold out online via flash sale in 156 sec)
2. Classic 500 Signals launch (a tribute to BSF and Airforce)
3. Rider Mania 2018 (helping deliver ticket sales of 6500+ tickets from web alone)
4. Royal Enfield 650 Twins (Interceptor and GT Continental) launch in US and India
5. Bullet Trials Works Replica launch across markets (a facelift to the legacy bike after a decade)
6. One Ride 2019 (a day of riding dedicated to the spirit of motorcycling celebrated by riding out starting at 6 am across countries consecutively.)
Was also leading efforts for website migration to Adobe Experience Manager. #AEAM #AdobeExperienceManager overlooking everything from UI/UX planning, product management, project management, inter-agency coordination, client interactions as well as new team induction and training.
Other brands I worked on during my stint: H&M, Grofers, Delhi Airport (DIAL)
ISOBARDirector Client Servicing - North
Feb. 2017 - Sep. 2017India, GurugramMerit of working with clients such as:
Adidas, Reebok, JKTyres, UNICEF, NatGeo, FoxLife / FoxWild, Aircel, Hachette, Philips, Toshiba, MakeMyTrip, GoIbibo, Apple India, MyGov.in, Hero, Micromax, Panasonic
Helped deliver successful campaign planning in line with the AOP across all brands to over-deliver on channel delivery foract.
Handled and successfully delivered on revenue targets of over 2.5Cr on monthly basis.
Proposed, planned and led the development of a completely revamped social, website and media assets for multiple brands such as:
http://www.istoreindia.com/ (Apple India), http://holidaybucketlist.makemytrip.com/ (MMT), http://missionblue.in (Nat Geo) (to name a few)
MINDSHAREDirector Digital Marketing
May. 2016 - Feb. 2017India, GurugramAccount lead for Lenovo Motorola for India market managing both digital media and social content, leading a team of 7 social media specialists and 1 media planner.
Programmatic content engine lead for GSK - nutrition portfolio as an individual contributor.
Indulge BeveragesMarketing Manager - Digital and Ecommerce
May. 2015 - May. 2016India, New DelhiRendered services as part of the core team that managed the entire marketing function; conceptualised & executed the brand launch Pan India that successfully launched the single serve capsule and brewer concept in India
Participated in over 100 events, alliances and collaborations across India to drive trials & brand recall
Coached a highly motivated sales force in Pan India to drive trials & demos from offline events & online digital marketing efforts.
Increased overall online sales on average by 500% within 12 months by implementing quality content marketing, social media inflicted marketing, search engine marketing and helping them list across eCommerce channels such as Flipkart, Amazon, Snapdeal, ShopClues and Bigbasket.
Defined lean digital marketing strategies for achieving digital marketing and content creation targets on restrictive budgets.
Omnicom Media GroupMedia manager - Digital and Mobility Services
Jun. 2013 - May. 2015India, GurugramThankful for the seniors who saw potential in me from the very start and assigned me a small team to supervise and put their trust in me to lead a large FMCG account at a very early stage in my career.
I hence ended up administering the end-to-end digital duties on all GSK Horlicks brands (across life stages) simultaneously with the help of only one media planner and one intern on entire GSK Nutrition portfolio during their product restage. (All India packaging change)
Previously also worked on the following businesses as media planner;
a. HP Printers (B2B, B2C)
b. McDonalds
c. Spice mobiles
Times InternetProduct Manager for www.TimesOfIndia.com
Apr. 2011 - May. 2013India, GurugramThis job was really dear to me, as it was my first serious job in media, and I was fortunate to receive lessons in proactivity and always questioning everything from my senior.
As the youngest member of Times of India Product Management team, my major role involved the following activities:
a. Understanding online consumption patterns and creating online content and product concepts / ideas for TOI.com brand and media campaigns.
b. Conceptualising new ideas for the online news site and product enhancements.
c. Preparing page layouts, making mockups, wireframes and writing PRD’s.
d. Conducting online research via surveys and ideation for look & feel for various newsletters.
e. Creating ‘Specials’ pages based on SEO recommendations
f. Preparing the annual calendar for events with Marketing, Edit teams, and SEO
g. Content syndication and tie-ups
h. Editing and uploading news content on the site – UGC
i. Identifying new news and content sources and bloggers, working on UGC platforms (TOI NRI & TOI Blogs)
2. Additional work done -
a. Writing for India-times as a columnist.
b. Writing for the Life & Style section of www.timesofindia.com as a specials columnist.
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