GROUP HEAD SOCIAL MEDIA - The Times Group (ENIL - Mirchi & Gaana) - Delhi
(2026-04)
- Increased Mirchi Plus & Gaana Social interactions by 571% & 676% respectively, through data-driven content strategy, platform optimization and performance analysis.
- Drove 100% growth in Facebook programmatic revenue through performance-led content optimization, audience retention strategies and monetization-focused publishing.
- Developed and executed end-to-end social media strategy, scripts for social-first videos, branded content, performance-oriented campaigns, optimizing hooks, pacing, viewer retention, content calendars, publishing frameworks and platform-specific campaigns across Mirchi+ and Gaana.
- Repositioned the content strategy to significantly improve Gen-Z reach, increasing the 13-17 age segment from 1.8% to 12% and the 18-24 age segment from 21.4% to 50% across Social.
- Established comprehensive content guidelines, brand guidelines, SOPs, quality control (QC) frameworks and scalable publishing systems to standardize content quality and execution across teams.
- Partnered with Product, Technology, CRM, Performance Marketing, Programming, Content, Creative, Editorial and C-Suite Leadership to align social media strategy with business objectives.
- Designed and evaluated A/B tests on creative hooks, thumbnails, copy, and content formats to improve engagement, CTR and audience retention through data-driven iteration for actionable business insights to leadership.
- Leveraged AI tools for ideation, scripting, research, workflow optimization and content production to improve creative efficiency and accelerate execution.
- Oversaw end-to-end content production, reviewed edits, managed creative quality, and provided editorial feedback using Adobe Premiere Pro, Photoshop, After Effects, CapCut, Insta Edits and DaVinci Resolve workflows for vertical video and social-first storytelling.
CREATIVE HEAD - Nick Tales Media - Delhi
(2023-07 - 2026-04)
- Founded and led a digital-first studio, scaling multi-platform video ecosystems through native storytelling and brand-aligned SEO content strategies.
- Built and mentored a high-performing creative team, overseeing end-to-end production workflows for high-volume, quality video output.
- Pioneered Snapchat Shows and vertical video formats, driving massive reach through platform-optimized Shorts, Reels and episodic content.
- Launched paid campaigns across Google and Facebook, generating 25% higher CTR than industry averages through data-driven targeting and creative optimization.
CREATIVE LEAD - Sportskeeda - Bangalore
(2022-01 - 2023-06)
- Led YouTube and social strategy for high-traffic sports verticals, drove 50% subscriber growth and engagement to generate over $2M in revenue while strengthening brand positioning.
- Led cross-functional teams to execute high-impact digital marketing campaigns and daily content pipelines across YouTube, Meta, and Snapchat.
- Conceptualized large-scale digital IPs and directed premium branded content featuring international athletes to drive digital thought leadership and multi-platform integration.
- Enhanced watch time, reach, and retention using YouTube Studio, Google Analytics, Meta Business Suite and VidIQ to deliver data-driven content performance and ROI improvement.
CREATIVE STRATEGIST - Glance Digital - Mumbai
(2021-05 - 2023-06)
- Spearheaded high-frequency live content strategies using audience psychology and SEO algorithms to scale multilingual engagement and maintain a consistent, brand-safe digital voice.
- Leveraged content analytics and AI-driven tools to execute integrated digital campaigns, optimizing watch time and viewer retention to drive measurable ROI and brand positioning.
MULTIMEDIA PRODUCER - Asiaville - Noida
(2021-02 - 2021-08)
- Led production and editing teams to deliver high-volume, brand-aligned video campaigns and advertiser solutions, directly improving ROI, brand positioning and creative output quality.
- Managed the full content lifecycle and multi-platform publishing, leveraging advanced analytics and SEO to scale short-form content and optimize watch time, reach and audience retention.
CREATIVE DIRECTOR - Cut2Amigos Productions - Mumbai
(2016-07 - 2020-12)
- Directed end-to-end pre- and post-production for high-volume content pipelines, managing cross-functional teams to ensure consistent brand voice and superior creative output quality for global brands like Pogo and Big Basket.
- Orchestrated collaboration between media agencies and brands to align platform-native storytelling with organizational goals, utilizing audience psychology and innovation to drive engagement across digital touchpoints.
CREATIVE STRATEGIST - Fame Digital - Mumbai
(2015-06 - 2016-05)
- Scaled viewership through daily live broadcasts and high-profile celebrity interviews (e.g., Akshay Kumar), integrating brand-safe entertainment with live digital marketing strategies.
- Leveraged audience psychology and real-time storytelling to deliver high-retention live streams, driving consistent viewer engagement and platform loyalty.
CREATIVE HEAD - U'th Time Media - Delhi
(2014-04 - 2015-03)
- Spearheaded the ideation and launch of YTV Network, scaling subscriber base and viewership through high-impact viral content strategies and platform-native storytelling.
- Directed multi-format video production (sketches, social commentary) while managing cross-platform social media ecosystems to strengthen brand positioning and audience retention.
WEB JOCKEY - MTV India
(2014-02 - 2015-01)
- Designed and scripted high-engagement webshows and "explainer" formats for MTV, driving brand authority through platform-native storytelling and audience-centric design.
- Spearheaded multi-format content initiatives by integrating brand-safe messaging with emerging digital trends to maximize reach and engagement.
DIGITAL VIDEO STRATEGIST
(2012-06 - 2014-01)
- Scaled a personal digital brand to 15M+ views, leveraging YouTube/social algorithms and SEO to drive high-retention organic growth.
- Directed end-to-end production and performance marketing for global brands like Happn, aligning creative storytelling with ROI-driven marketing objectives.
