•Lead a team of talented researchers in APAC to deliver Consumer, Creator & Advertiser Insights that shape the YouTube Narrative for the Asia Pacific Region .•Work with Google's clients i.e. leading advertisers and agency partners (media & creative) in the space of measurement and consumer insights with a particular focus on Marketing Effectiveness. •Partner closely with Google B2B Ads Marketing team to share learnings on consumer behaviour gleaned from a variety of research techniques to shape the market strategy of Google clients. •Drive work with the cross functional team in the area of measurement and helps them identify specific ways to improve the impact of their Google investments using cutting edge analytical approaches with a deep focus on YouTube. These approaches include Big Data Analytics, Incrementality Tests, Attribution Studies, Marketing Mix Modelling and other Privacy Centric Measurement Techniques like Ads Data Hub (ADH) to help advertisers on how to invest across platforms for maximum impact across their branding and sales goals.•Created the Marketing Effectiveness Consulting Practice at Google APAC via the MixLab/YouTube ROI Unboxed Program. During these ROI Consulting engagements specific actionable insights to improve Media Return on Investment are provided to clients based on a deep analytical exercise that combines learnings from various researches to guide investment decisions. These insights are backed with an experimentation plan so that clients can see the results of implementing the findings for their brands The program has led to strong client engagement as measured by Client Satisfaction Scores and has led to close to 200 MN US$ of revenue impact on the business till date.•Awarded over 50 Internal Awards at Google in recognition of cutting-edge work in space of marketing effectiveness and consumer insights.

•Key member of a global team that was responsible for a $US 2 billion Consumer Brands franchise within a $US 12 billion global dairy nutrition business, based out of Singapore.•Responsible for insights and strategic planning across a range of brands- that covered a wide age spectrum- from gestation till old age.

•Core partner of a global team that was responsible for a $US 5.5 billion Gum & Candy franchise within a $US 35 billion global snacking business, based out of Singapore.•Responsible for insights with a specific focus on innovation for the world’s largest selling gum and candy brands like Halls, Trident, Stride and Clorets.

•Key member of a small global team that delivered insights for a $US 3 billion global business and a $US 400 million Asia Pacific franchise for the Acuvue Brand of Contact Lenses.•Responsible for Consumer & Retailer Insights in 10 markets in Asia Pacific Region namely China, South Korea, Hong Kong, Taiwan, Australia, Singapore, Malaysia, Thailand, Indonesia and India.

•Led the Quantitative Research team at Insight Asia- Indonesia/Malaysia Offices, working with a team of 5 Executives and 2 Managers on client needs across South East Asia, based out of Jakarta & Kuala Lumpur.

•Key member of the quantitative research team based out of Mumbai.•Serviced a wide array of local/regional and international clients.