Headline

Head of Content @ SolarSquare | Prev. Licious & Urban Ladder

About

I’m a creative strategist and content leader with 15 years of experience building brands through words, ideas, and insight-driven storytelling. I began my career in advertising as a copywriter, learning how to build emotion and clarity through words. Over time, I’ve grown into a content strategist and brand manager who understands how creativity drives business outcomes. At Licious, I’ve spent the last six years building brand love for India’s favourite meat and seafood brand. From scaling the content marketing engine to driving performance through creative experimentation across channels, I’ve enjoyed shaping stories that connect emotionally and convert. Being a brand manager has given me a 360° perspective on how storytelling ties into consumer behavior, brand positioning, and business growth. It’s made me a stronger content strategist too — one who can think beyond channels and craft ideas that work across the entire marketing funnel. I’m passionate about building content ecosystems that marry storytelling, strategy, and performance; and mentoring teams to think bigger, write better, and execute smarter. Outside of work, I write Cookreja, a blog and Something's Cooking, a newsletter about meal prep for the Indian kitchen. What started as a creative outlet to simplify everyday cooking has grown into a community of readers and subscribers who share a love for systems, stories, and good food.

Location

Bengaluru

AI stack

claude

gemini

notebooklm

notion

openai

ChatGPT

Work experience

Head - Content at SolarSquare, Jan 2026 - Present · 9 mos, Bangalore Urban, Karnataka, India

Founder & Writer | Cookreja.com & 'Something's Cooking' Newsletter at Cookreja, Aug 2019 - Present · 7 yrs 2 mos, Bengaluru, Karnataka, India, • Created and manage Cookreja, a food blog exploring meal prep for the Indian kitchen — making everyday cooking easier, faster, and more joyful. • Built a consistent organic audience through SEO-led content and storytelling; currently generating 50K monthly impressions and ~500 clicks (via Google Search Console). • Write and publish the “Something’s Cooking” newsletter on Substack, sharing practical tips, systems, and recipes for home cooks — now reaching a community of 100+ subscribers. • Oversee content strategy, writing, photography, and distribution, applying principles of audience growth, engagement, and content marketing. • Experimented with content formats and discoverability to understand how narrative, frequency, and SEO impact sustained readership.

Senior Brand Manager at Licious, Apr 2025 - Dec 2025 · 9 mos, Bengaluru, Karnataka, India, • Translate consumer insights into brand storytelling and creative direction across digital, CRM, app, and performance channels. • Oversee creative output to ensure consistency in voice, visual identity, and campaign effectiveness. • Strengthen brand messaging and positioning, driving higher acquisition, engagement, and recall.

Brand Manager at Licious, Feb 2023 - May 2025 · 2 yrs 4 mos, Bangalore Urban, Karnataka, India, • Led 10+ integrated brand and equity campaigns, including Sera Sunday, which unlocked the Kolkata market and grew the mutton category 3x. • Owned communication strategy for Licious’ offline retail launch across India. • Optimised marketing spends while maintaining storytelling consistency across channels. • Partnered with cross-functional teams (Category, Growth, CRM, Creative, Product) to blend brand building with performance outcomes.

Manager - Creative Strategy at Licious, Apr 2022 - Jan 2023 · 10 mos, Bengaluru, Karnataka, India, • Built and scaled the content marketing engine, tripling email open rates (6% → 18%) and publishing 50+ SEO-led blogs/month. • Scripted, conceptualised, and hosted YouTube IPs (Meaty Masterclass, Licious Answers) to establish category authority. • Drove organic visibility and retention through insight-driven storytelling and SEO integration.

Senior Associate - Content Writer at Urban Ladder, Nov 2017 - Mar 2019 · 1 yr 5 mos, Bengaluru, Karnataka, India, • Developed integrated campaign and content assets across ATL, BTL, CRM, and app, translating brand strategy into cohesive storytelling across touch points. • Led the content strategy for Urban Ladder’s retail store launch, creating campaign narratives and in-store communication that brought the brand’s online ethos into physical spaces. • Drove social media content and engagement strategy, strengthening brand love and community through consistent voice, design, and storytelling. • Collaborated with design, product, and performance marketing teams to ensure every piece of content reflected both brand emotion and business intent. • Created clutter-breaking content for product launches, festive campaigns, and CRM programs, positioning Urban Ladder as a warm, aspirational, and design-forward home brand.

Copy Supervisor at Origami Creative Concepts, Apr 2016 - Oct 2017 · 1 yr 7 mos, Bengaluru, Karnataka, India, • Conceptualised and led integrated 360° campaigns across digital, print, outdoor, and radio — blending insight-led storytelling with creative execution. • Developed Sterling Ascentia’s “Get a Life!” campaign, shortlisted for Creative Campaign of the Year at the Big Bang Awards 2017. • Spearheaded the rebranding of Polar Bear, which won Bronze for Corporate Identity at the Big Bang Awards 2017. • Co-created launch assets for The Flying Squirrel Coffee, including packaging that won Silver for POP Material at the Big Bang Awards 2017. • Collaborated with art, strategy, and client teams to deliver high-performing campaigns that built strong brand narratives and visual consistency.

Copywriter at Origami Creative Concepts, Aug 2013 - Mar 2016 · 2 yrs 8 mos, Greater Bengaluru Area, • Conceptualised and wrote advertising campaigns across mainline and digital media, blending creative storytelling with brand objectives. • Clients included: Karle, Nando's, Mindtree, Flying Squirrel Coffee, BlueStone, Chai Point, JW Marriott, and more.

Education

PGDEMPR, Event Management and Public Relations, EMDI Institute of Media and Communication

Bachelor of Business Management, Human Resources, Mount Carmel College, Bangalore