I provide Fractional CMO and advisory support to growth startups. Key services include: · Marketing Foundations: Build the right capabilities & org structure · Unlock Growth: How to scale digital marketing channels & invest in enablers· Pivot to value & profitability: Optimize spend aligned to CAC / ROAS goalsEngagement options:*Fractional: A fully embedded approach as acting CMO with team management responsibility, typically 1-3 days a week. *Advisory: A lightweight approach with 3-4 hours a week for strategy alignment, execution review, Q&A/opportunities discussion*On-demand: 1:1 (30 / 45 min) consultations for quick input or guidance.

Epic Angels is the largest female-only angel investor network in Asia Pacific.

Loyal is a global semi-liquid venture fund that partners with founders from INSEAD & Founder Institute, marking 300+ investments in 60+ countries.

Every two weeks, I demystify the art and science of great marketing and curate insightful updates across growth, tech, innovation, and Asia.

SBC is one of the first European acceleration platforms, and now operates across 4 continents with over 80 startup accelerators.

Tigerhall is a knowledge-sharing platform that helps professionals learn directly from experienced business leaders and practitioners.

Pavilion is a private, invitation-only community of senior sales and marketing executives at growth-focused companies. We are a global organization with chapters across the US, Western Europe, and now growing in Asia Pacific.

Wizly is a powerful Growth Platform that combines the resources your business needs to build, grow, and scale effectively.

Career Guidance, Interview Prep, Workplace Coaching

1. Led a team of Performance marketing specialists at Google APAC, responsible for paid digital campaigns across multiple business units with $700M+ annual topline impact. 2. Collaborated with cross-functional stakeholders across product marketing, strategy and finance to ensure ROI and alignment to business goals.3. Educated and advised APAC marketing leadership on the future of digital & performance marketing, including AI, social commerce and privacy-related implications. 4. Managed our media agency and supervised strategy, campaign & service deliverables.

• Lead global digital campaigns across SEM, display, referrals and social media to acquire and onboard new hotel inventory across the Expedia Group marketplace. These initiatives result in $40 mn+ annual revenue and improve cost efficiency by 75% vs. the offline sales channel. • Supervise E2E business performance of the online acquisition channel including product / geo mix, funnel progression and gaps to forecast on a quarterly basis.• Manage website strategy and supervise operations aligned to scalable business outcomes. Key responsibilities include SEO, conversion rate optimization (CRO), channel and user insights in collaboration with engineering, content, product and analytics teams.

• Led the end-to-end digital marketing strategy for the Enterprise business. • Tested and scaled investment in online lead generation campaigns such as content syndication & webinars that acquired new commercial customers, delivered 60% lower CPL (Cost per Lead), accelerated deal pipeline and generated 5x the ROI of offline vehicles. • Developed a content & social media strategy to drive brand thought leadership, including a pilot social selling and employee advocacy program. Advised senior leadership on building their social media presence, resulting in incremental engagement from CIOs & media opportunities.

Online Demand generation• Supervised online demand generation for the Asia-Pac Consumer business across vehicles such as paid search, display, mobile & affiliates. • Liaised with global stakeholders, regional media planning and country digital marketing leads to ensure optimum spends and monitored online conversion, revenue and ROI attainment. • Facilitated sharing of best-practices and innovations aligned to revenue enhancement and cost efficiency goalsSocial Media Strategy & Management• Engaged with global social media & country leads to drive fan acquisition, engagement, explore new platforms & social commerce opportunities. • Liaised with the global content team to ensure brand consistency and regional relevance for social creative assets • Ensured country leads are trained in Dell’s social media policy and governance

Demand generation management • Led transactional marketing communication activities for the Consumer direct business • Responsible for the end-to-end demand generation process, including quarterly forecasts, media planning and cost per lead optimization aligned to revenue and margin goals. Strategic brand communications • Led brand-building initiatives for the Alienware and XPS sub-brands, including brand strategy, new product launches and trans-creation of global creative assets for the Indian market.

Jointly developed brand strategy for a new automotive brand launch. The process included client workshops & consumer research to understand business ambitions, category insights and identify opportunities for differentiation. The client was presented with a new way of looking at consumer segments, an innovative product portfolio and a brand identity toolkit.

Marketing & Communications Management• Led integrated brand-building initiatives such as advertising, promotions, events, visual merchandising and public relations for Crossword bookstores• Managed store launches and promotions effectively, resulting in an increase in customer footfalls by 20% and sales by 25-30%.Project Management• Led a multi-disciplinary project team to evaluate and benchmark product range carried by Crossword bookstores vis-à-vis competitors. The findings were used to correct gaps in the range and improve the supply-chain process.• Managed the conceptualisation and execution of the Vodafone Crossword Book Award (an award to honour Indian literature) in 2006 and 2007. The award enhanced the brand's equity through consistent growth in entries, event attendance and media coverage, valued at over $ 1 million in 2007.

Client Relationship Management & Analytical Skills • Liaised with Cadbury India to manage several TV, press and retail merchandising campaigns for its flagship chocolate brands Cadbury Dairy Milk and Gems.• Collaborated with Ogilvy Discovery (an internal planning division) on a project to understand motivations of Indian children and gauge their impact on brand communication.Crisis Management Experience• Developed an integrated marketing communication strategy with other disciplines to manage the Cadbury worm infestation crisis.• Initiated visits to key accounts to understand impact on point-of-sale visibility and shelf space for key stock keeping units. The findings were used by Cadbury management to optimise retail communication.