Experience

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  Beyond advertising

  Jul 2009 - Mar 2010

  Account executive
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  Postscript advertising

  Apr 2010 - Oct 2010

  Account executive

  Brands: Fresh Valley [FMCG, Air Freshener], Opulence [Diamond Jewellery]

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  Mccann erickson

  Oct 2010 - Aug 2011

  Project manager

  Brands: Onida [Consumer/white goods], Radio Mirchi [FM Radio], Legrand [Electrical infrastructure]

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  Soho square [o&m]

  Aug 2011 - Feb 2014

  Brands: H & R Johnson [Tiles, Modular Kitchens and Bathrooms], Hockey India League [Sports league] Brands: Nutrela [Soya food, cooking oil and table spread], Luminous [Power backup systems], Hockey India League [Sports league], H & R Johnson [Tiles, Modular Kitchens and Bathrooms]

  • Account Supervisor

    Jul 2013 - Feb 2014

  • Sr. Account Executive

    Aug 2011 - Jun 2013
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  Famous innovations

  May 2014 - Feb 2019

  Brands: Baggit [Bags, Fashion Retail], VIP [Innerwear], Nestlé India [Corporate], Raymond [Fine Fabrics and The Raymond Shop], Nanhi Kali [Charity] Raymond [Fine Fabrics and The Raymond Shop], Tata Housing [Realty], Nanhi Kali [Charity] Brands: Raymond [Fine Fabrics and The Raymond Shop], Titan Xylys [Swiss Watches], Wildcraft [Outdoor Gear]

  • Associate Account Director

    May 2016 - Feb 2019

  • Group Head

    May 2015 - Apr 2016

  • Sr. Account Supervisor cum Planner

    May 2014 - Apr 2015
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  Futurebrands consulting

  Apr 2019 - Mar 2021

  Brand strategy and management
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  Go desi

  May 2021 - Mar 2022

  Head - brand marketing

  During my tenure at Go Desi, I gained a unique perspective compared to my previous roles in agencies and consulting. The dynamics of relationships shifted significantly as brand-building became just one of many responsibilities, each with varying levels of priority.In my dual role as both the agency and client for this ambitious brand, I discovered that seldom was there one person or department solely responsible for shaping the brand. Every individual on the client side contributed to the brand puzzle, spanning from procurement and production to marketing and customer care. In this intricate environment, my responsibility was to provide a clear vision, effective communication, and a consistent narrative that fostered a holistic mindset across the organization. This involved managing diverse perspectives and decisions, all contributing to the collective vision and long-term ambition of the brand.A significant portion of my work involved one-on-one sessions with founders and senior executives, where I acted as a conversational sparring partner. The goal was to stress-test and enhance the rigor and quality of their ongoing thinking regarding the evolving challenges faced by the brand and business.My role focused on conducting analyses and creating frameworks to help everyone comprehend the brand's current state, identify areas for improvement, and chart a course of action. These efforts culminated in a successful repositioning and brand refresh exercise, marking a significant milestone for the brand. Despite challenges such as limited in-house creative talent and budget constraints that could hinder outsourcing to external partners, my task was to get the job done. This involved managing not only morale and finances but, more importantly, infusing the workplace with a brand-centric mindset.Working closely with open-minded founders who had a robust appetite for growth allowed for responsible autonomy in executing these initiatives. Show less

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  Tata consumer products

  Apr 2022 - now

  Consultant – brand equity - marketing & innovation, packaged foods

  Experienced in brand crafting and development; inclusive of generating insights and ideas for brand communication, packaging design, brand architecture, new product development for the following brands:Salt Portfolio: Tata Salt, Tata Salt - Immuno, Tata Salt - Lite, Tata Salt - Himalayan Rock Salt, Tata Salt - Black Salt, Shuddh by Tata Salt, I-ShaktiTata Sampann Portfolio: Staples, Spices, Dry Fruits, RTC, RTE, NPDRaasa: RTE portfolio for overseas market