Headline

🧠 Fractional CMO. 💁🏻‍♀️ Founder - Good People Studio. ⚡️ Ex Amazon. ✍️ Writer of sassy hot takes on beauty, consumer marketing, culture, and AI.

About

Passionately chasing my curiosities. I talk about modern brand marketing and communications the way most professionals won’t: with a little bite, zero jargon, and (sliiiightly) unhinged honesty. Over the years, I’ve built and shaped brands across media, tech, and consumer — from legacy names to emerging cult favourites. Today, I consult with ambitious founders to help them unlock sharp positioning, strategic clarity, and campaigns that actually make people care. On here, you’ll find me writing about: - Marketing/comms that tries too hard - The beauty industry’s beige crisis - Navigating taste in the age of AI - And the occasional slap-you-awake insight wrapped in pop culture, sarcasm, and solid strategy Because marketing has gotten way too serious. And your CAC isn't the only thing that needs cutting. Fill out this 5-minute form to work with me: https://bit.ly/4mVqIJf

Location

Pune City

AI stack

cursor

opencode

claudecode

Work experience

Founder at Good People Studio., Feb 2024 - Present · 2 yrs 7 mos, India, At GOOD PEOPLE, I play fractional CMO for ambitious consumer brands that want more than just content and comms — they want brand strategy with soul, storytelling with bite, and marketing that actually moves people. Fill out this 5-min form to work with me: https://bit.ly/4mVqIJf

Fractional CMO at Ugaoo, Jun 2024 - Oct 2025 · 1 yr 5 mos, Pune District, Maharashtra, India, Built Ugaoo’s brand muscle from the ground up, working directly with the CEO to turn this homegrown gardening company into a culture-forward, top-of-mind lifestyle brand. From shaping brand strategy to rolling out scroll-stopping campaigns, I drove initiatives that didn’t just look good, they moved the needle. Think: 📣 The viral Jackie Shroff x Ugaoo cultural moment that put gardening on India’s pop-culture map (300M+ impressions), generated massive earned media buzz (200+ mentions), and record brand search volume (20% increase) 💸 Announcing the Series A funding through creative content that got serious earned media attention 🎶 Sula Fest 2025 - event sponsorship and offline experience zone conceptualisation 📈 Organic growth that isn’t just SEO fluff 📱 Social that doesn’t look or sound like a bot 🌱 IRL moments, PR buzz, and influencer moves that feel human, not transactional

Head of Owned Content & Channels - APAC at Amazon, Jan 2023 - Feb 2024 · 1 yr 2 mos, India, At Amazon, I ran editorial and content strategy for About Amazon across APAC — aka the official newsroom that publishes over 1,000 stories a year and somehow still makes people care about corporate updates. I led storytelling across India, Japan, Australia, and Singapore — from breaking news and product launches to employee spotlights, policy explainers, and “hey, we’re not evil” community narratives. Also: ⚡ Hired and mentored a small but mighty regional team ⚡ Brought sanity to editorial ops and globalised the content playbook ⚡ Rolled out global-first innovations in both editorial and distribution ⚡ Drove a 30% lift in organic traffic and 22% YoY SEO growth — without begging Google for scraps I also moonlighted as a content therapist for internal teams: advising on social, email, video, campaigns, and “why is no one reading this?” problems.

Head of Owned Content & Social - India at Amazon, Oct 2021 - Dec 2022 · 1 yr 3 mos, Mumbai, Maharashtra, India, At Amazon India, I refreshed the owned content and social strategy from scratch — newsroom, social channels, strategy, everything — and turned it into a reputation-driving, reach-scaling machine. 📣 Relaunched AboutAmazon.in and Amazon News India to make the brand more relevant, more human, and a lot harder to ignore. 📅 Ran the full content machine: editorial calendar, channel strategy, data deep dives, stakeholder management, and agency orchestration (with reduced chaos). 📈 Made the numbers sing: → 40% jump in organic site traffic → 47% SEO traffic growth → 76% increase in social reach (312M) → 73M video views → 14.95% average engagement rate (because yes, people actually cared) → 63M total engagements — no random fluff Also worked closely with the global teams to co-create channel tenets and playbooks — aka the rulebook for how to not be boring at scale.

Content Marketing & Communications Head at Impresario Handmade Restaurants, Jul 2019 - Sep 2021 · 2 yrs 3 mos, Mumbai Area, India, Storyteller-in-chief for some of India’s most iconic F&B brands, including SOCIAL, antiSOCIAL, Smoke House Deli, Ishaara, and more under the Impresario Handmade Restaurants umbrella. Think brand building with edge, attitude, and actual outcomes — not just food porn and hashtags. 🧠 Led all things content and marketing comms across 57+ restaurants nationwide 🍸 Drove campaigns that made noise online and filled tables offline 📢 Owned PR, influencer, and integrated marketing from concept to chaos (and back) 📍Launched new outlets with hyperlocal buzz, not cookie-cutter templates Also: ⚡ Introduced women’s safety initiatives and inclusive policies that weren’t just PR fluff ⚡ Advocated for more women and gender-diverse talent across teams and touchpoints ⚡ Turned brand values into action. and made sure the work actually walked the talk My superpower? Bringing the right people, partners, agencies, and energy together to make s**t happen — and making it look effortless while doing it.

CEO & Editor-in-Chief at Hauterfly, Jun 2015 - Oct 2018 · 3 yrs 5 mos, Mumbai Metropolitan Region, Founded Hauterfly — a fashion, beauty, lifestyle, and pop culture platform made by and for millennial Indian women who were done being spoken down to. Think sharp, social-first, and unapologetically opinionated, long before that was cool. 📱 Built a video-first content machine with a 5M+ monthly reach across platforms 🎥 Ranked among India’s top 5 Facebook video publishers (Style/How-To, Vidooly 2018) 🧠 Hired and led a lean, all-killer-no-filler team across content, video, tech, and sales 💅🏽 Created a tone of voice that felt like your smarter, funnier best friend, and a visual aesthetic that brands wanted to be part of In 2018, sold Hauterfly to Fork Media — a leading digital content + adtech company. Had the time of my life but also burned out hard.

Education

Bachelors of Commerce, Banking & Finance, Symbiosis College of Arts & Commerce

Higher Secondary Certificate, Symbiosis College of Arts & Commerce