After struggling through degrees in Physics and Marketing, Alok began his career as a trainee with Lintas (now Lowe) in Mumbai with their research wing, Pathfinders. Apart from managing the marketing research needs of multiple MNC clients, Alok spent his time at Pathfinders developing & reverse engineering research products that were then unavailable in the Indian market, especially in the areas of advertising research & fragrance evaluation. Alok then moved to the Gallup Organization where, he managed to transform its smallest revenue client into its biggest and also developed processes that helped improve margins on projects significantly. He also operationalized Aakers brand equity framework by working on the now ancient & extinct DOS based structural equation modeling software. Hungry for a more rounded exposure, Alok then moved to Ogilvy as a planner. At Ogilvy, he worked on developing & integrating the communication planning function for the agency while working on brands like IBM, Unilever & Vodafone. He also managed to earn a part in Ogilvy Theatre Company’s production of Woody Allen’s ‘God’.Guided by an instinct that the future of communication was in media agencies, Alok joined Carat, where he spent four years in communication planning, tool & process training roles. While at Carat he ran the P&G business in Manila & led the office from a two brand mandate to a mandate spanning almost all of P&G’s brands in the Philippines. Alok joined the Mindshare regional team at Singapore in 2007. After working on business development & client leadership roles on Pepsico & CPW, he moved back to India in 2009. In his last role, he led the strategy function for Mindshare where his focus was on strengthening MindShare’s planning product and the strong integration of digital thinking on businesses. When not in office, Alok can be found running marathons at picturesque locations & getting bullied by his daughters.