I help B2B and B2C brands:- discover and shape their voice- tell their story effectively on different platforms- create brand communication playbooksI ideate, research, write, and edit, based on the need of the hour. Sometimes, I stay on to mentor the in-house creative team, helping them establish best practices, become creative on demand, and balance the call of creativity with the needs of the business.

I write on brands, marketing, and design for Moneycontrol Business.

I write deep-dive case studies on branding, design, and marketing in India based on original research and interviews. THC is an independent, ad-free, free-to-read publication and none of these stories is sponsored or commissioned.

I led a team of fantastic writers, designers, and social media enthusiasts to tell compelling stories about the brand and its products.

Since 2015, I've worked on Urban Ladder's hugely popular and successful email newsletters, transforming them into a strong brand voice–one that's witty, charming, and intelligent–while ensuring that the channel remains a major revenue driver. I also worked closely with the performance marketing and creative design teams to plan and design communication about the brand and products across multiple channels, including the web and app storefronts, retail (in-store) communication, Facebook & Google paid marketing, blog, and SEO.

Working with Kanishka Gupta of Writer's Side, I evaluated fiction & non-fiction manuscripts for their intrinsic value and marketability. I wrote detailed critiques and rework notes for those with potential and helped the authors create pitches and book proposals. I also took up select copy editing projects.

As the head of CrackVerbal's content strategy, I worked on the following key projects:(i) Review & rework the current website pages & marketing collateral (blog, newsletter, product descriptions, email sequences etc.) to reflect the new brand image(ii) Ideate & create the navigation and content for the new CrackVerbal website(iii) Design the messaging & write the content to market specific events/campaigns

Apart from being the general dogsbody for anything related to Content (marketing & academic), I was also independently handling the Admissions Consulting service.I worked with over 100 clients on their MBA and MS application essays, which include introspective & retrospective questions. I would talk to clients to understand their profiles & goals, and brainstorm ideas for the essays.I helped them develop these stories from mere ideas into outlines and finally the complete form, without losing the passion and essence of their thoughts. My clients have made it to some of the world's best colleges, including Kellogg, UCLA, Tepper, INSEAD, Oxford, Cambridge, ISB, IIMs and more.

I was the first (and at the time, the only) member of CrackVerbal's Academics team. In this role, I helped redesign the company's academic content, created high quality practice questions for the GMAT, and managed student support through online and in-person sessions.I also played the role of Marketing Content Editor. My projects included conceptualizing, writing & reviewing the company's marketing collateral, from blogs and e-books to email sequences, web pages and newsletters.I was instrumental in setting up the Admissions Consulting vertical at CrackVerbal - from the conceptualization and design of the services, to their marketing and delivery. This vertical saw a growth of 220% in terms of numbers and 110% in terms of revenues from 2012 to 2013.

I worked in the Research On-demand department of EmPower, and was mainly involved in secondary and social media research projects for Fortune 1000 clients across verticals such as pharma/healthcare, software, FMCG, hospitality, sports and entertainment.I used tools such as Radian 6 and Factiva to collate social media & web information about products and organizations, and derived social insights from them. I have worked on the following assignments:(i) Market landscaping(ii) Competitor Analysis(iii) Consumer Profiling