Headline

Head of Marketing @ Poetrique | Ex-Hiver | Cannes Lion Winner | Building Cult Brands Through Consumer Insights & Disruptive GTM Strategy

About

I build brands and I grow them, whether the page is blank or the business is already running. Eighteen years across premium consumer, B2B SaaS, and some of India's most-awarded agency work has put me on both sides of that line: launching Poetrique's (D2C) brand and marketing function from scratch, scaling Hiver's (B2B) brand and pipeline inside an established SaaS business, and steering large, established brands like Whisper through agency-side work at GroupM. The constant isn't the starting point. It's brand built on purpose and run with commercial discipline. At Poetrique, a premium brand built around women, I built the entire marketing function from scratch and own the full ₹2Cr marketing budget across brand, website, film, content, events, performance, influencer, tech, and agencies. In the first 3 months: a 5X launch-day traffic spike, 67.2M social reach in 30 days, a premium ₹10,000+ AOV, and 20+ influencer partnerships reaching close to 700K, while defining what the brand stands for from the ground up. At Hiver, I led a 20+ person team, built a global brand identity, and drove multi-product positioning and thought leadership behind $1M of ARR growth in a year. Proof that B2B can move people as much as B2C. At GroupM, I worked on Whisper Touch The Pickle, India's first Glass Lion Grand Prix at Cannes: 2.9M women pledged, share of voice from 21% to 91%, $6.1M in earned media. What I care about: brand and business at the same table. Not creativity for its own sake, not growth without soul. I'm exploring VP Marketing and VP Brand roles at companies building something worth believing in. Dog mom to two rescued beagles, happiest finding ideas somewhere I've never been.

Location

Bengaluru

AI stack

anthropic apis

claude code

claude

lovable

obsidian

Adobe Firefly

Work experience

Head of Marketing at POETRIQUE, Apr 2025 - Jul 2026 · 1 yr 4 mos, Bengaluru, Defined the consumer persona through primary and AI-led research, and formulated Poetrique's brand why from scratch, shaping positioning and GTM. Built the marketing function from scratch: brand, GTM, website, brand film, influencer, automation, SEO, paid, pop-ups. Ran 15+ influencer collaborations driving close to 700K combined reach and a clear lift in brand perception. Conceived and ran Verses of Her, Poetrique's first brand event, owned end to end. Drove a 5X launch-day traffic spike, 21K+ visitors in a day vs a 4 to 5K average, and 3.26L+ website visits since launch.

Brand Marketing Consultant at Origin Fresh, Lattice Lane, Yellow Thread, Stree, Carbon Life, Jun 2024 - Mar 2025 · 10 mos, Brand voice, digital strategy, and content frameworks across brands at different growth stages.

Head of Marketing (Consulting) at Evivve - The Leadership Game, Sep 2023 - Sep 2024 · 1 yr 1 mo, Bengaluru, Karnataka, India, At Evivve – The Leadership Game, I focused on driving growth and elevating the brand. I led a website revamp to improve user experience and created email campaigns that boosted engagement. Through content marketing and LinkedIn outreach, I enhanced brand visibility and lead generation. I introduced IPs like the Masterclass, while also developing a clear GTM strategy to expand reach. My work in community building fostered engagement, and I contributed to product development and pricing strategies that aligned with business goals. As a team leader, I ensured smooth execution across initiatives, with a sharp focus on results.

Director, Brand and Content Marketing at Hiver, May 2022 - Jun 2023 · 1 yr 2 mos, Greater Bengaluru Area, I've been responsible for defining the brand for a global audience and managing a content and creative team of over 20 including content writers, video production and creative team. Here to build the brand, disrupt the notion that B2B marketing is boring, handle PR, Thought leadership and launch Hiver's multi-product brand positioning amongst others.

Director Brand Solutions & Client Servicing at Chtrbox, Feb 2021 - Mar 2022 · 1 y 1 mo, Remote, At Chtrbox, I mastered the art of people-powered marketing—where influence meets insight. My job? Turning brand briefs into campaigns that don’t just deliver but dazzle. From strategy to execution, I connected brands with the right voices, ensuring relevance, quality, and results. I’ve handled 100+ briefs, but one stands out: HP Laptops. We created Creators Garage, a brand IP that brought influencers and innovation together in a way that clicked (literally and figuratively). Along the way, I fueled marketing goals, opened new doors, and kept the ideas flowing as fast as the campaigns.

Head of Content Marketing at Licious - Born to meat, Jul 2019 - Aug 2020 · 1 y 1 mo, Bangalore, At Licious, the fastest-growing food e-commerce company, I served up a feast of content and brand strategy that left a lasting impression. From crafting a brand personality that sizzles to launching campaigns that stick, I made sure the brand wasn’t just consumed—it was devoured. I dug deep into consumer research, sharpened the tone of voice, and polished the visual identity until it gleamed. Campaigns? Tasty. Retention and acquisition? Cooked to perfection. Whether launching new products or spicing up the blog and social media, I made every touchpoint a mouth-watering experience. Even UI/UX and tech got a flavor boost. Licious was a dish worth serving—and I delivered.

Business Group Head and National Influencer Marketing at Wavemaker, Dec 2014 - Jul 2019 · 4 y 7 mo, Bangalore, At Wavemaker (GroupM), I was in the thick of it—crafting 360-degree campaigns that spoke to consumers like a whisper in their ear (sometimes literally, like Touch The Pickle). My role? Business development, strategy, creative wizardry, and making sure every campaign left both the client and their audience delighted. From building online hits like Whisper’s Touch The Pickle and Enamor’s Size Does Matter to seamlessly integrating online and offline for Tata Tea Kanan Devan’s Photography Escapade, I didn’t just deliver campaigns—I delivered experiences. So successful, in fact, that the Escapade became an annual affair, evolving into a reality show format for Tata Global Beverages’ entire portfolio of six brands. As Influencer Marketing Head, I turned connections into conversions, executing 20+ influencer-led campaigns for heavyweights like Lee Jeans, Enamor, Elle, and Titan Eye Plus. Strategy, influencer selection, execution—it all came together to drive purchases and build brand love. And with top influencers on speed dial, I made sure every brand got the right voice for their story.

Manager Social Strategy at GroupM, May 2012 - Nov 2014 · 2 y 6 mo, Mumbai, Responsibilities - Social Media Marketing, Client Servicing & Account Management This included writing content, planning, execution, website development, campaign management, banner ads, brand analysis using tools like Unmetric & writing award entries. Clients - Whisper, Google Diwali Mela, Bajaj Auto, Adani, ICICI Pru MF, AXN - among others Whisper | P&G https://www.facebook.com/YouGoGirlIndia I’ve handled social media for Whisper right from its inception in October 2012 & helped it become one of the most popular & loved brands in the category. I helped the brand execute its first movement against period taboos that garnered more than a million women to take pledge. The movement has won a Gold at Cannes Lion and several other awards like the Empowerment award 2014 organized by DEF.

Senior Associate Maven, Client Servicing at Windchimes Communications, Apr 2010 - May 2012 · 2 y 1 mo, Mumbai, Responsibilities - Social Media Marketing and Online Reputation Management I started out as an associate maven where my role was to handle social media for various brands. This included creating strategy, planning, execution, ORM, analysis & monthly reports. In a year’s time I was promoted to senior associate maven, where I handled a team of three with multiple brands to manage. Clients: Lavasa City, HDFC Bank, Future Genrali, Aegon Religare, HSBC – among others HDFC Bank I’ve helped HDFC Bank to build thought leadership, planned & implemented its social media strategy - creating awareness, handled ORM & helped develop a strong relationship between the brand and community.

Team Business Development at The Alchemists Ark, May 2009 - Mar 2010 · 10 mo, Pune, This is where my affair with social media started. It being a website, I leveraged social media to promote it & soon realized the need to explain the concept before selling to prospects. Hence first started my personal blog followed by the company blog (Stock Shastra). I also contributed to creating content for weekly newsletters & an E-book series. I ultimately did fall in love with social media marketing!

Financial Analyst at The Alchemists Ark, Jun 2008 - Apr 2009 · 10 mo, Pune, Responsibilities - Equity Analysis & Business Development, MoneyWorks4me.com Starting off as an Equity Analyst, my role was to analyze industries & companies to generate detailed reports. One of my great finds includes Havells Industries. The stock price skyrocketed & made lots of money for a number of customers 😊 One of them tracked me down later on to thank me!

Education

MA Economics, Economics, Gokhale Institute of Politics and Economics

Bachelor of Arts (B.A.), Economics, I.T. College

Public links

new.express.adobe.com: https://new.express.adobe.com/webpage/XnkEDBRGxS1Yv?