Headline

MICA 17-19 | ex-Mindshare, GroupM | ex-InMobi

About

As a graduate from India's leading B-school in Marketing Communication, I study Consumer Culture, Media, Business Strategy, and Platform Strategy. My CliftonStrengths assessed Top 5 Talents (2021) are: Strategic, Deliberative, Relator, Analytical, Discipline

Location

Bengaluru

AI stack

aistudio

claude code

gemini

mcp

Work experience

Associate Director - Growth Marketing at Wakefit, Apr 2026 - Jul 2026 · 3 mo, Bangalore Urban, Karnataka, India, - ₹120 Cr Incremental Revenue on ₹68 Cr Media at an Incremental RoAS of 1.8x. - Took online LTV:CAC from 5.6x to 13.3x (30% new customers on 46% less spend) by diagnosing where paid scaling had stopped compounding. - API Driven AI Builder & Org Champion.

Media Manager at Wakefit, May 2023 - Aug 2025 · 2 yrs 4 mos, Bengaluru, Karnataka, India, Role involves: • Media Strategy: Translate brand objectives into media strategy and and go-to-market media plans by collaborating with media agencies, publishers, and measurement partners. • Media Analytics: Work with partners and stakeholders to drive a analytics first approach to media spends by building media models to isolate, attribute and evaluate effectiveness of media choices • Plan, execute, and measure experiments and conversion tests. Drive a mindset of building a pipeline of multiple experiments in digital marketing to drive growth. • Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate.

Director - Media & Growth Strategy at Mindshare, Mar 2022 - May 2023 · 1 yr 3 mos, Bengaluru, Karnataka, India, Owned Media Strategy for Meesho (a Value Brand addressing 800Mn Indians) with ~340Cr Media Budget across AY22&23, helping them move from 44% Spontaneous Awareness (Jan'22) to 67% (Feb'23), with Top of Mind Awareness matching Amazon and Flipkart. • Strategy involved establishing incremental role to be achieved across TV, Digital Brand, & Digital Performance Marketing Spends, by Markets. • Assessed & recommended media choices & operating levels via Correlation/Media Mix Modelling/Matched Market Experiments/Incrementality Analysis/Google Ads Data Hub Analysis • Media strategy enabled achieving ~2 Crore Transactors during Festive Sale 2022. Led Annual Operating Plans (2023) for Aditya Birla Fashion Retail (Premium Brands addressing Top 104Mn Indians) - Louis Phillipe, Van Heusen, Allen Solly, Peter England (~160 Cr Media Budget)

Central GTM Manager, Client Solutions, APAC at InMobi, Jul 2021 - Mar 2022 · 9 mos, Bengaluru, Karnataka, India, • Rs32Cr+ revenue enabled by owning Central GTM to drive high revenue impact Pitches across APAC (India, SEA, ANZ) in H2 '22 • Led Bespoke Product Narratives for Enterprise CPG Accounts on 1st Party Data Pitches: Device ID conversion, enrichment, targeting, & attribution. Led Product Narrative for InMobi DSP Platform & solutions • Led GTM Narrative for Telkomsel-InMobi Audiences partnership in Indonesia & Year-end Festivities in SEA, ANZ, & India, Ramadan 2022 in Indonesia • Developed a Gojek GTM Playbook in Program Management Frameworks to be replicated for other Launches.

Regional Manager, Client Solutions, APAC at InMobi, Dec 2020 - Jun 2021 · 7 mos, Bengaluru, Karnataka, India, • Worked directly with Indonesia, Malaysia, & Vietnam sales teams in APAC to impact $1M+ (Rs.7Cr+) revenue as a solutions specialist in 6 months, exceeding the target by 27% as a new joiner • Drove revenue through Go-To-Market (GTM) Data-Driven Narratives with the InMobi-Gojek Audience Partnership, Strategic Analysis on Unilever's Joint Business Project, and Pitch Responses across Huawei, Nestle, Disney+, Dyson • Lead/Co-Lead Agency Workshops for Ramadan 2021 & Gojek Partnerships across agencies like Mindshare, Mediacom, Dentsu, Publicis in Indonesia & Malaysia • Actively collaborated with 50+ colleagues across Sales Teams, Account Management Team, Platform Team, Partnerships Team, Senior Leadership (SEA market) • Internal Speaker at InMobi's APAC Speaker Series 2021. Topic: Pitch Science based on the SalesBrain Neuromarketing Persuasion Framework

Manager | Content+ | EightBar at Mindshare, Jun 2020 - Dec 2020 · 7 mos, Bengaluru, Karnataka, India, • Based out of EightBar (WPP's globally dedicated unit for IBM with talent from GroupM & Ogilvy), I lead the strategic intelligence & trendhunting on Banking & Financial Services sector to drive a content-led B2B product marketing strategy for IBM India. • Client lead on TCS iON (a B2B and a B2C Ed-Tech major with 25+ products in portfolio), responsible for leading growth on the account and continuous project management between stakeholders from the media, content, and creative agency teams, to deliver creative and content strategy for product launches, B2B & B2C Marketing.

Leadership Trainee | Content+ | EightBar at Mindshare, Apr 2020 - May 2020 · 2 mos, Bengaluru, Karnataka, India

Leadership Trainee | Strategy & Insights at Mindshare, May 2019 - Mar 2020 · 11 mos, Gurugram, Haryana, India, • For UrbanCompany, used Media Mix Modelling to find Customer Acquisition Cost and maximized marketing media ROI by suggesting an optimized media mix. The model simulated X Cr. savings for the brand in a year. Used TV attribution modeling to bring performance visibility to TV & IPL spends, informing TV plans. • For PepsiCo's Music & Dance Playbook, performed an experimental Principle Component Analysis on Top 25 songs on Gaana (2019), to identify patterns & relationships among successful songs. • For Dyson, adapted and sized their Global Category Personas into India Category Personas. Resulting personas will be actioned into a new multi-medium targeting strategy and for allocating X Cr. annual media budget for the year 2020, across the product portfolio. A similar exercise was performed for Pizza Hut as well, although in this case, the personas were designed from scratch basis their media habits & purchase drivers. I also performed Regression Modelling to find the impact of media spends by the brand on sales, and call out opportunities. A five-week Instructional + a five-week in-agency training covering: • WPP and GroupM Structure, Agency, and Specialized Unit functions • WPP Legal, Data Privacy & Security Training • Strategic Media Planning, and Digital Planning • GroupM's proprietary tool - mPlatform & mInsights • TV Pre-Planning, Plan Creation, Optimization, Scheduling, and BARC Media Workstation • Twitter, Google, Facebook Campaign Planning Tool Certifications • TGI Live Panel, IRS, Unmetric, Gramener, Comscore, Frrole, Vidooly, Zapr, IAS, Germin8, LinkedIn, Amazon Marketing Tools induction, Influencer Marketing • Google's Measuring & Activating Consumer-Centric Marketing • Mindshare's Adaptive Marketing Framework 3.0

Project Associate at Adani Group, Sep 2018 - Sep 2018 · 1 mo, Ahmedabad Area, India, 2-week rural immersion as part of MBA 'Swachhagraha' Project by Adani Foundation Project work involved • identifying barriers to the success of the behavior change initiative among children in schools, both in terms of on-field project execution, as well as digital and social media amplification • stakeholder experience journey & design • social media listening with Germin8, Buzzsumo, Mention.com • recommendations to overcome identified barriers that involved -- project design interventions, digital asset & social media channels' review & recommendations, campaign ideation & planning.

Education

MBA, Strategic Marketing, Super Specializations: Brand & Advertising Management, Marketing Analytics, MICA | The School of Ideas

B.Tech Mechanical Engineering, Specialization: Computational Techniques, B.A. English (Minor), Shiv Nadar University