- Owned start-to-finish marketing planning, strategies, and tactics to drive channel growth and audience engagement across Instagram (IG), Facebook (FB), X (formerly Twitter) and YouTube (YT), to meet business objectives and goals for Amazon Music India
- Grew YT subscribers by 10K organically within 10 months from Nov 2022 to Sep 2023 with a robust content publishing and distribution strategy
- Achieved 27% YoY growth in audience on IG and grew the Engagement Rate (%) by +50bps above the KPI with a key focus on regional music content across Tamil, Telugu and Punjabi
- Became the first music streaming service to hit 1mn+ (Organic) video views for an artist interview (first of many)
- Won The MOMMYs award (M-O-M India) for Best Brand - Media and Entertainment (Gold) and Best Use of X (Silver) for work during 2023
- Over 20,000 new app users directed from X
- 930% in Impressions and page reach compared to the previous year
- Organically built audiences and online communities, all through social listening
- Owned and executed paid + organic marketing programs including Influencer Marketing campaigns for Prime Day and Best Of The Year (in Music) campaigns with 150%+ improvement in campaign metrics YoY reaching over 50Mn audiences across social media, with full ownership of the India budgets
- Functioned as a brand custodian ensuring apt and true localization of global brand mandates while keeping up with local cultural nuances and pop culture trends
- Was an active and cued-in stakeholder for Label & Artist relations, Editorial & Programming and Business Development functions within the India, US and Canada Org (LA, Seattle & Toronto), to develop and execute social content programs to meet mutual goals
- Managed all project aspects including internal briefings, vendor briefings, creative content development, coordination, budget planning and deployment, media plans, program timelines, feedback and approvals, and campaign performance tracking & measurement
- Supported internal stakeholders' marketing needs by ensuring the availability of marketing resources, brand playbook/guidelines, best-in-class standards and mandates in easy-to-consume formats of videos, presentations and process documents
- Managed alone the work of three empanelled advertising agencies while ensuring efficiency in delivering always-on and seasonal campaigns
- Took on the task of influencing and informing senior leaders in India (& abroad) in an ongoing manner of the impact of Marketing programs and working with them to secure necessary investments for brand activations on social media and beyond

- Lead for all Influencer Marketing Campaigns in India for Bacardi across 5 brands - Bacardi Rum, Bombay Sapphire, Breezer, Dewars and William Lawson's with keen eye on ensuring great digital press coverage in publications like ScoopWhoop, Conde Nast and more collaboration with Fetch India, for the cultural nuances within the content creation for the varied spirits
- Launched Nucleya's first track of 2021 for Bacardi Sessions 4
- 0 - Kanaa on digital platforms in the second COVID lock-down and led all Influencer Marketing promotions for Breezer Vivid Shuffle 2021; India's Biggest Hip Hop League
- Led the planning and execution of award-winning Season 3 of Dewar's lifestyle YouTube cooking show with Gobble - You Got Chef'd with Ranveer Singh

- Lead conceptualizer for Arts & Culture driven IP sales pitches
- Won the pitch for Aadyam Arts to the Birla Foundation and Mr
- Aditya Birla gaining a sanction for the development of a comprehensive Arts Program and Festival
- Responsibilities - Sales Pitch Development, Qualitative Research, Competitive Analysis, Brand Creative Positioning, End to End Sponsor Integration, 360- Degree Marketing Strategy and 3/5 YOY Growth Vision development
- Supervisor for all digital and social media marketing activities for ongoing and new projects like the Mahindra Blues Festival 2019, Mahindra Open Drive and NCPA ADD ART Festival
- Delivered a 20%+ engagement growth on all social media campaigns in the FY 2019-2020
- Second lead on marketing planning for offline and online media for NCPA Add Art Festival
- A footfall of over 20k witnessed with digital impact of 1mn+ views on live social media content with 20 Lakhs+ earned media value from press coverage for the festival from publishing houses like Rolling Stone India, Times Of India, Vogue India and more

- Spearheaded a content and branding refresh with the founder, Malini Agarwal
- Led the editorial and sponsored content strategy across - television, video, social media, and blog
- Managed a team of 6 managers overseeing 30(+) individuals in the content organisation
- Designed the content organisation structure and mapped out new workflows and processes which allowed for a healthy, creative and efficient working environment
- Achieved TAT reduction by 50-60% across the board for editorial and branded content
- Owned and executed a 1Cr digital marketing portfolio for editorial and branded content
- Led the recruitment of mid-level and senior core team managers for content operations and strategy
- Co-created the video content strategy with the creative head of video which led to a 10x increase in the video performance metrics within 3 months of the strategy being implemented
- Set up the Client Services department and handled end-to-end project management for key accounts - account planning, media planning, campaign operations, up-selling, relationship management, and reporting
- Managed all key sponsor accounts for content IPs on Web, Audio (Podcast) and Television for 30+ FMCG, Lifestyle and Smartphone clients
- Contributed to an advertising revenue growth of 2x in FY 2016-2017