About
I’m an award-winning writer and content generalist. My career so far has been a thrilling mix of deep execution and cross-functional strengths like marketing, project management, sales, and organisation-building. I bridge gaps between teams, fostering environments where creativity meets strategy and makes magic.
I'm passionate about working in mature small organisations or forward-thinking growth-stage startups especially in sectors like design, finance, healthcare, SaaS, and consulting. I thrive in roles that offer creative freedom and a broad scope of work. For me, the essence of the role outweighs the title, with creative flexibility and impactful work being my primary drivers.
Work Experience
Responsibilities:
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Developing and implementing the company's sales and marketing strategy, including understanding market trends, identifying target markets and growth opportunities, and setting and delivering on sales goals
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Managing the marketing and sales team consisting of full-time colleagues and consultants, including hiring, training, and evaluating
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Building and maintaining relationships with potential and current key clients
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Setting direction for all marketing efforts across digital touchpoints including the website and social media accounts of the company and the leadership team
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Overseeing and coordinating the day-to-day operations of the CEO's office, including setting priorities and aligning with strategic long-term objectives
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Serving as a liaison between the CEO and other executives or departments
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Executing special and confidential projects as assigned by the CEO such as government grants and external partnerships
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Assisting the CEO in decision-making processes by providing research, data analysis, and preparing reports or presentations
Impact:
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Achieved a 20% increase in market reach by identifying and capitalising on growth opportunities
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Established a sales flywheel, increasing TOFU by 50%
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Successfully increased online engagement by 30% and web traffic by 40% through effective digital marketing strategies
Responsibilities:
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Acted as Design Ops Chief of Staff to the CDO, enhancing the efficiency of the CDO and design team during a major product pivot
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Created and executed a growth framework for ~20 designers
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Optimised and documented scalable processes between the design team and product and engineering counterparts
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Maintained a comprehensive roadmap of design-related operational initiatives for the CEO's eyes
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Carried out research to continually assess and address the evolving challenges of the design team and the effectiveness of current strategies
Impact:
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Successfully supported the CDO in building a robust, future-ready design organization
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Significantly improved collaboration and efficiency between the core teams, leading to smoother project executions
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Increased employee retention and the rate and quality of new design hires especially in senior positions
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Ensured high-quality outputs and improved team communication, contributing to the team's ability to adapt and succeed during the product pivot
Responsibilities:
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Managed content and marketing strategy and execution for Pause, the first homegrown product of Obvious X's new startup arm
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Led a high-autonomy, close-knit communications team in developing and implementing content strategies
Impact:
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Achieved a #3 rank on the day of the Product Hunt launch for Pause
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Secured a position as a Top 10 Finalist in the 2021 Golden Kitty Awards in two categories: Work from Anywhere and Best Product Demo Video
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Ranked #51 in the Top 100 Highest Satisfaction Products on G2, the world’s leading software review platform
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Increased the Domain Rating from 0 to 39, grew the number of backlinks from 0 to 986, and boosted search engine impressions from 0 to 47K per month, with continuous month-on-month growth
Responsibilities:
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Collaborated with the Head of Communications to create new communications and marketing strategies
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Produced, wrote, and edited copy for Obvious' various content properties
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Planned, produced, and edited Obvious' first official external newsletter, "Overheard at Obvious," and contributed to the design and product-focused internal newsletter, "Manifestly Obvious”
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Developed a comprehensive publication policy and style guide for internal use
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Optimised existing content to align more closely with the Obvious tone of voice and business objectives
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Led community engagement initiatives and managed the organisation's charitable giving program, Give.Obvious.
Impact
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Enhanced the overall effectiveness of Obvious' communications and marketing efforts
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Improved the quality and consistency of content across all platforms, aligning it with the company’s voice and goals
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Increased newsletter subscriptions from 0 to ~2.5K
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Established a standardised approach to content creation and editing, improving internal content workflow and quality
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Donated over INR 10 lakh in two years through Give.Obvious to various charity and relief programmes including #DesignUpForACause, Hidden Pockets, People for Animals, and FOSS United
Responsibilities:
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Managed sales operations and the client onboarding process
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Hired and trained a production team of three members, delegating responsibilities for various stages of production
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Wrote creative samples for potential clients to demonstrate service quality and capabilities
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Worked closely with the technology team to enhance the Marketplace MVP (Minimum Viable Product)
Impact:
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Drove the Content Marketplace to achieve 12L in revenue in the first year without marketing spend
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Successfully managed and optimized team performance, leading to smoother production processes
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Achieved a 99% success rate in converting potential clients with creative samples
Responsibilities:
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Reviewed and improved the quality of external content, focusing on creative and cataloging projects for clients like Trip.com, Musafir, Livspace, Pantaloons, D'Decor, and Rehlat
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Developed editing and quality control (QC) databases for in-house AI tools, enhancing content accuracy and consistency
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Supported the Business Development (BD) team by writing creative samples for sales and client onboarding across various industries and content domains
Impact"
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Significantly elevated the quality of external content, ensuring high client satisfaction and reinforcing the company's reputation for excellence
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Implemented advanced editing and QC tools, streamlining content review processes and reducing error rates
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Contributed to a high client conversion rate, with a 99% success rate in securing new business, aided by efficient content sample creation and a rapid turnaround time of as low as 2 hours
Awards
Selected out of a pool of 2000 candidates by Roshan Abbas, an award-winning media professional with over 25 years of experience in Film, TV, Radio, Digital, and Creative Arts.
Out of ~7000 products, Pause listed as a Top 10 finalist in two categories:
- Work From Anywhere
- Best Product Demo Video
Writing
Education
Features
Side Projects
Kindred Spirits is a newsletter that delves deeply into themes that connect us through time and space. The original essays reflect thoughts and perspectives shared by writers, artists, producers, directors and all sorts of creatives both popular and unsung. By bringing ancient perspectives back into modern times, the purpose of Kindred Spirits is to develop a sense of resonation through time and show readers that we're never alone.
Projects
Pause is a thin-slice time off management tool built in-house at Obvious. It helps organisations keep on top of capacity planning and helps employees take breaks without the hassle of emails, spreadsheets and clunky HR tools.
As the founding marketer and project manager, I worked closely with the founder and a tight-knit team of designers and engineers to conceptualise and build Pause from scratch: from conducting user interviews and beta tests to writing copy for the app, the Slack integration, the marketing website and all social collateral.