Over a career spanning over two and half decades, I have rich experience in driving marketing strategies in the activation & events space. I have been a trusted adviser to CMOs and marketing heads across automotive, CPG, Retail and e-commerce verticals. With a proven ability to identify market opportunities and convert them into active revenue center, I have set up multi-million dollar experiential business units with various agencies over the past decade. I am part of the core management group of Tribes Communication with focus on diversifying group’s interest in integrated marketing, OOH, digital and experiential businesses.In my current role as the COO at The Max, which is a JV between DDB Mudra and Tribes Communication, I have organically built a multi-million dollar business unit consisting of a team of 200 + employees. Since inception, The Max is a trusted agency partner of several large brands who have invested in experiential and activation led campaigns with us. Prior to The Max, I led the Percept Sports & Entertainment and was responsible for providing strategic direction, creating opportunities for integration and paving the roadmap for the overall business under Percept Sports & Entertainment vertical in Percept Ltd. In this role as CEO, Percept Sports & Entertainment, I spearheaded a team of over 250 people pan-India and was responsible for providing strategic direction, creating opportunities for integration, synergy and scaling up the businesses spanning Entertainment, Events, Sports Marketing, Talent, Activations and Art.I joined Percept as the Business Head for the Activations & Events Division in Delhi. With strategic planning, coupled with expertise in market penetration, account management and skills in business development, we gave birth to Percept Activ where I was serving the company in the capacity of COO. I was elevated to the position of CEO in 2011 and was given the additional responsibility of managing Percept Talent and Percept Entertainment in 2013 in a span of just two years.