Behrouz Biryani: (2019-2022)Responsible for 5Ps of the brand: Product, Price, Promotion, Place & P&LProduct: - Improving ratings of product portfolio through inputs from Operations, Culinary & Training teams- New Product Development via customer research and competitor analysisPrice: - Bi-annual study of RPI/SPI for price benchmarking & revisionPlace: - Coordinating with all platforms for intelligence on ranking parameters, promotions & campaigns- Tracking & improving inputs of algorithm parameters such as ratings, load times, conversion, etc through cross functional projectsPromotion: - Executed 360 degree campaigns (TV, Radio, Print, OOH, Digital, Other BTL) for the Behrouz brand including IPL campaign in 2021- Pushed incidence of new launches & cash cow products through product specific campaigns like Hyderabad-E-Khaas, Kebabs & Dum Gosht Biryani- Led initiatives to drive brand’s core proposition through content, social media & celebrity influencer campaignsP&L:- Responsible for topline and bottomline growth of the brand - Leading the AOP Planning & Budgeting process for the whole year- Helped grow the brand turnover by >2.5X within 3 years - Led non-CX dilutive initiatives to grow gross margins of the brandEatSure: (2022-Present)Leading the team responsible for:- Driving funnel improvements for both online and offline customers- Campaign management and peak days project planning for the platform- Increasing market share of platform via differentiated platform offerings through exclusive products- Improving P&L shape via upsell and cross-sell logics driven by data science- Working with product/tech team to plug gaps in the CRM system for better understanding of the customer journeys

Co-founded Oh! Fudge, a dessert chain of 7 stores in Mumbai specializing in fudge and milkshakes• Business Development - Successfully signed up 5 franchisee partners - Onboarded & scaled the brand on key online alliances like Swiggy, Zomato, Smytten & Qtrove• Brand, Design & Marketing - Defined positioning of the brand by determining core product attributes, key customer segments, unique proposition & reason to exist. - Led & managed all creative concept work including brand assets & attributes - Elevated overall consumer journey by closing out pain-points & information gaps with design solutions - Built & executed all-round online marketing campaigns to drive website sales and store walk-ins - Created one of the most loved brands on Zomato (with a 4.9/5 rating for more than a year) - Planned & executed BTL activities such as exhibitions, PR outreach, sampling, freebies & contests• Operations: - Sourcing & managing vendors across the supply chain for an efficient mix of pricing & credit period- Set up a central manufacturing facility to streamline production- Hired, managed and trained a team of 14 employees across various roles - Researched packaging techniques to successfully increase shelf life of product from 9 days to 3 months• Finance: - Responsible for managing P&L to achieve cost efficiencies - Created monthly budgets to manage cash-flow and allocate funds to various functions - Implemented the GST transition from MVAT in the organisation

- Responsible to execute the 360-degree online sales & marketing portfolio- Initiate contact and on-boarding the company product portfolio on online marketplaces i.e. Flipkart, Amazon & Snapdeal. Included follow-ups, sales analysis, sponsored promotions & setting sales targets. - Updating online properties of the brand with new launches, offers and announcements.- Direct and set the tone of the social media strategy to convey the brand persona - humorous but responsible- Promote brand awareness through efficient Facebook, Instagram and Google Ads. - Create funny and informative promotional mailers for targeting the customer database

· Planned and implemented strategic public relations and marketing activities for clients· Set up one-on-one bridge building meetings between client and key media for editorial collaborations· Proactive outreach and follow-up with the media on trends, features, quotes and interviews· Planned and implemented online strategies for clients which targeted social networks, community blogs and online press

Responsible for launch of Mahindra Universe (www.mahindrauniverse.com); responsibilities included: - Blog Interface and Design- Co-ordinating deliverables between senior management, corporate communications, legal & design team- Creating and implementing an internal marketing strategy to popularise the blog- Developing a module for guiding Mahindra employees on blogging so as to generate interest and provide content

Groundwork for Mahindra’s Corporate Blog initiative: - Created a report on the ecosystem of corporate blogging - Studying and recommending various strategies for making a corporate blog functional and effective