Award-winning marketing and communication professional with over 14 years of cultivated skill sets in strategising and driving branding, imagery, brand positioning, brand architecture, customer segmentation, communication and storytelling. A sharp creative thinker and ideator, I believe in striking the right balance between the yin and yang of Marketing.
I started my career with Journalism in national publications such as The Times of India, India Today group, Mirror and MiD Day writing on the business of fashion and lifestyle brands. Post this, I wanted to explore the other facets of communication and work with brands, which led me to join Myntra as their Fashion Editor. At Myntra, I was part of the Marketing team, heading content. I worked closely with categories and brands and helping market collections and brands through content. The Myntra makeovers, style chats with celebrities and runway trend reports were some of the projects I spearheaded at Myntra. Post Myntra, I joined Amazon to set up social media marketing for Amazon Fashion in India.
My next stint was as Creative Director and Branch Head of Sapient Razorfish (Publicis Groupe), where I drove the entire digital marketing mandate for Aditya Birla Fashion Brands such as Louis Philippe, Allen Solly, Peter England, People and Planet Fashion, heading their in-house digital media command center.
I am currently Senior Vice President, Marketing at Columbia Pacific Communities, India’s largest senior living community operators where my responsibilities include the following:
- Creating brand identity and brand architecture and building the brand in India from scratch
- Driving brand salience and top of mind in the category
- Generating leads through ATL, BTL and digital campaigns for the country’s first senior living community designed to international standards
- Market segmentation and targeting
- Creating an award winning corporate website for Columbia Pacific Communities
- Publishing an in-house monthly magazine called Tales – complete editorial responsibilities for the same
- Digital marketing across social media, search and display
- PR and advocacy through authored articles and opinion pieces in leading dailies /thought leadership articles
- Influencer Marketing
- B2B trade events
- Helming an in-house creative studio for all video/creative production
- Creating the brand’s first TVC that aired with Shah Rukh Khan’s TED Talks on Star World
- Overseeing the creation of internal collaterals for the residents of the 9 communities of Columbia Pacific Communities
- Planning PR launch of the brand as well as the project with veteran actor Zeenat Aman
- Planning and overseeing all project collaterals (including brochures, coffee table books etc) of the project
- Market research to understand the target audience and the need gap
- Attaining top of mind with clutter breaking narrative
Awards and Accolades:
- Social Samosa– Winner of Social Samosa 40 Under 40 Class of 2019-2020 – the award recognises the Most Influential people in the business of Media, Advertising and Marketing industry
- Content Marketing Summit Asia 2020 – Winner of APAC Content Moguls for 2020 in B2C Brand Category
- Indian Content leadership (ICL) Awards – Gold Award for Best Website Content in Real Estate
- Big Bang Awards – Silver Award in Events including Product Launches
- Big Bang Awards – Gold Award for Ayaz Peerbhoy Award for Integrated Digital Campaign of the Year including strategy
- Global Real Estate Congress – Gold Award for the Best Website of the Year
- CNN News 18 – India’s 100 Most Admired Brands 2020.
- Campaign India Media 360 Awards – Bronze Award – Innovation and Insights – Creative
- vIDEA 2020- Video Media Awards and Summit- Gold Award – Best Video Content in a Traditional Media Campaign by/for a Commercial Real Estate Enterprise – Columbia Pacific Communities for TVC
- vIDEA 2020- Video Media Awards and Summit-Gold Award – Best Video Content in a Digital Campaign by/for a Commercial Real Estate Enterprise – Columbia Pacific Communities for Love not Label
- vIDEA 2020- Video Media Awards and Summit– Gold Award Best Video Content in a Low-Budget Marketing Campaign (Digital) – Columbia Pacific Communities for Flash Mob
- vIDEA 2020- Video Media Awards and Summit– Gold Award Most Innovative/Creative Video Content in a Social Media Campaign – Columbia Pacific Communities for Love not Label
