Associate Vice President, Content and Influencer Marketing at Mindshare (WPP Media) (2023-04 – Present)
- Lead content and social strategy for HUL brands across Beauty, Fabric Care, and Home Care, owning the content framework from planning through post-campaign reporting.
- Built Din Din Diwali, a creator-led branded IP featuring Yashraj Mukhate for Moti Soap, repositioning the brand for Gen Z audiences and establishing a recurring annual content franchise.
- Launched the Vim Pro Clean campaign as a four-episode influencer-led micro-drama featuring Dharna Durga, generating 9 million views on the first episode alone.
- Conceptualized a media innovation and brand partnership for Comfort Perfume Deluxe with The Hindu (print strips) and AJIO (scented garment tags), driving a 500 bps increase in Top-of-Mind Awareness and a 2X increase in Google Search interest month-on-month.
- Drove brand relevance through pop culture and entertainment, securing strategic partnerships with Disney+ Hotstar's Life Hill Gayi (Brooke Bond Red Label), Prime Video's The Tribe (Lakme), and Pushpa (Comfort, with Rashmika Mandanna), pairing in-content integration with creator amplification.
- Led an AI-powered personalization campaign for HUL's Shikhar App featuring Arshad Warsi, generating 100,000+ personalized retailer videos, reaching 5M+ households, and driving a 10% increase in monthly active users (MAU) — recognized with 8 industry awards including Gold at FOMA and 2 Silver awards at EMVIES.
- Built and managed a network of 2,000+ influencers/creators and negotiated year-long commercial models across 17+ influencer agencies, sourcing and executing 25+ brand integrations across Bollywood, regional cinema, and OTT.
- Developed data-backed annual content and entertainment marketing plans for senior HUL stakeholders, scaling culture-led marketing across the portfolio.
- Played a key role in setting up the IP and Micro-drama wing at Mindshare, initiating conversations with HUL brands on the opportunity and making stakeholders aware of the value of branded IPs and Micro-dramas as a content format.
Assistant Manager, Influencer Marketing at Conde Nast India (Vogue, GQ, AD, Conde Nast Traveller) (2021-07 – 2023-04)
- Led content and creator strategy from client brief through deployment and commercial closure, identifying, onboarding, and managing influencers against defined KPIs for branded content campaigns.
- Delivered 25+ integrated content and influencer campaigns for premium brands across fashion, automotive, technology, jewellery, travel, and hospitality, including Volkswagen, BMW, MINI India, Samsung, OnePlus, Dubai Tourism, and Hilton.
- Developed "You Are Gold", a branded content series for the World Gold Council featuring women from diverse backgrounds sharing personal stories of achievement and self-expression.
- Executed an international content campaign for Dubai Tourism, onboarding Sobhita Dhulipala for the brand's digital film, featured in Vogue India and used as a key digital asset across platforms.
- Conceptualized Crocs' "City Jibbitz" campaign, partnering with five creators across cities to showcase local culture through the brand's city-inspired collection.
- Collaborated with editorial teams to execute 5+ flagship Conde Nast events, including GQ Men of the Year, integrating influencer and branded content opportunities.
- Built strategic relationships with talent agencies, PR consultants, creators, and celebrity managers, driving creative ideation and campaign development.
Assistant Manager, Influencer Marketing at World Wide Media, India (Femina, Filmfare, Grazia, Lonely Planet) (2020-01 – 2021-06)
- Led content and creator strategy from client brief through campaign deployment and commercial closure, driving upsell and cross-sell of influencer marketing solutions.
- Developed virality and brand activation strategies across influencer-led IPs, behind-the-scenes content, and event promotions, structuring barter partnerships for internal brands.
- Executed Dove's "Stop the Beauty Test" campaign, onboarding six creators who shared personal stories through poetry and storytelling, sparking conversation around beauty standards on social media.
- Developed a year-long content model for Femina, collaborating with 80+ influencers on editorially integrated content across Femina's digital and social platforms.
- Built a creator network of 3,000+ influencers and activated partnerships with 10+ agencies to support branded and editorial campaigns.
- Closed and executed a ₹1.5 crore integrated partnership for Flipkart Beauty & Home, one of the business's highest-value commercial deals.
- Contributed to flagship editorial properties including the Grazia Cool List 2021 and Femina Beauty Awards, supporting influencer partnerships and branded content.
Senior Account Executive at FoxyMoron Media Solutions (2016-03 – 2019-12)
- Established and led the agency's influencer marketing vertical as a one-person team, reporting directly to the Directors and managing the department's P&L.
- Managed integrated content and influencer campaigns for 20+ leading brands across FMCG, beauty, travel, and entertainment, including Nestle, Netflix, Maybelline New York, Gillette Venus, and IndiGo Airlines.
- Conceptualized a 60-creator live activation for Gillette Venus, coordinating a simultaneous creator go-live within a single day.
- Delivered an in-flight content campaign for IndiGo Airlines built around its Ramadan Iftar experience, driving authentic travel-led storytelling.
- Secured Foster's branded entertainment partnership with Humorously Yours, integrating the brand into original digital content.
- Built an ecosystem of 10 publishing partners and 25+ influencer agencies, strengthening campaign execution and creator partnerships.
- Contributed to award-winning content: Castrol POWER1 - Cruising Legends (Lighthouse Insights, Best Branded Content Series), #ColorMeMatte (ICMA, Best Content Marketing Launch), and Maybelline Fit Me (CIDCA, Best E-commerce Omnichannel Strategy).
Account Executive at Perception Managers (2012 – 2013)
- Executed public relations campaigns for Hindi and regional film releases, supporting end-to-end publicity planning and media outreach.
- Developed and distributed press materials, including releases, media notes, and promotional content, to entertainment and regional media.
- Planned and coordinated press conferences, media interactions, and promotional events to maximize film visibility ahead of theatrical releases.
- Managed press screenings and coordinated with entertainment journalists, critics, and media networks to secure review coverage.
- Monitored, collated, and analyzed media coverage to evaluate campaign reach, media sentiment, and overall publicity performance.
