I am an experienced Creative Strategist, Branded Content expert, and Brand Marketer with omnichannel international experience across Canada, USA, and India, spanning brand management, content creation, consumer-led marketing, and creative strategy. I strongly believe in 'effective creativity', and my experience across various disciplines and markets allows me to bring a well-rounded perspective. I am detail oriented and meticulous, combined with the freedom of creative thinking and an informed worldview. But first and foremost, I am a storyteller - constantly advocating the power of a story that connects.
SR BRANDED CONTENT MANAGER: ROGERS SPORTS AND MEDIA
Branded content lead for inhouse TV properties such as Breakfast Television and Cityline, managing aspects from concept and ideation, in show and digital integrations, production, execution, creative insights, to process and workflow building. A net new role where I am setting up branded content infrastructure and capabilities and have introduced innovations to formats, structure, and the way we use our talent and platforms.
Jan 2021 - present
GLOBAL BRAND CONSULTANT
Since Sep 2010
I work with startups and small/medium businesses on all aspects from creating impactful pitch decks for investors, building brands, planning content and marketing roadmaps, and brainstorming together on the best hacks for success. Consulted on brand identity, branding, content, and marketing for brands in the entertainment, travel, luxury goods, hospitality, fashion e-commerce tech, and renewable energy tech industries.
Currently consulting on an e-commerce startup at the intersection of fashion and tech - leading the project to MVP completion, co-coordinating with teams across USA, India, Ukraine, and UK, building reports and presentations, and investor relations. Also consulting with a Silicon Valley startup on affiliate partnerships and outreach.
Follow my Branding Basics series on Linkedin and IGTV for tips.
Since Jan 2020
BRANDED CONTENT MARKETING ASSOCIATION
Elected as President of the BCMA's Canadian chapter, tasked to grow the organization's presence, membership, and initiatives in the market. Building relationships across the media and entertainment industry, as well as with clients, bringing awareness about the BCMA as well as branded content.
Co-host and co-producer of BCMA's Candid Chats video series. Speaker and panelist. Part of the global BCMA diversity and inclusion taskforce.
DIRECTOR OF MARKETING - USA AND CANADA:
2017 - 2020
Spearheading brand, marketing, and content across USA and Canada inclusive of budgeting, omnichannel media strategy, integrated marketing, digital and social, strategic direction, brand building, martech, content development, PR, partnerships, team management and more. Building multiple campaigns annually across platforms, along with marketing and sales collateral, events, and content. Headed a complete rebrand from concept to execution inhouse.
Significant increase in website views as well as Linkedin followers organically due to content and brand strategy implemented.
Built the marketing team from the ground up. Work directly with C-suite. Leading a team across USA and Canada that I built.
CO-CHAIR, BRANDED CONTENT AND SOCIAL MEDIA COMMITTEE:
Co-chairing the branded content committee, bringing thought leadership, organizing and moderating panel discussions, emceeing events, working with the IAB and its member companies to keep discussions ongoing. Moderated a panel on 'Content and the new consumer', speaking about the content with the Gen Z consumer, and contributed to the Branded Content 101 guide.
Jan 2019-Dec 2020
THE WALT DISNEY COMPANY
2013 - 2016
Consumer marketing for the English entertainment portfolio including FX and Star World Premiere, from quarterly and annual planning, budgeting, show launches, media mix planning, managing agencies and creative teams, brand health, and more. Managed several campaigns across the year along with the brand, portfolio, and positioning.
Built and led a team including hiring, mentoring, and training.
Marketing Campaign for launch of Game of Thrones Season 6 won Certificate of Excellence at Sabre Awards South Asia, and Abby Awards 2017.
CLIENT SOLUTIONS AND BRANDED CONTENT MANAGER:
THE WALT DISNEY COMPANY
2013 - 2016
Led bespoke solutions for global brands across the English entertainment portfolio, handling branded content, entertainment, platform and content integrations, custom pitches, strategizing to grow non-traditional (non FCT) revenue, creating advertising formats, and trade marketing. Led a team of 6.
Spearheaded over 7 branded content series, custom solutions for brands ranging from Unilever to Amazon to Chivas to Mercedes-Benz, key alliances with brands such as Uber, leading upfronts, and more.
CREATIVE SERVICES SENIOR MANAGER:
THE TIMES GROUP
2011 - 2013
Worked directly with business development teams and global clients across industries to create and execute branded solutions on the radio platform enveloping audio, activations, and a wide range of integrations. Created content, strategy, sponsorships and solutions tailored to each brand’s communication, delivered client presentations to win pitches, and was instrumental in client retention.
Won a Silver Media Abby for Best Use of Radio for an innovation campaign seeking listeners to engage with the brand and us
Won ‘Most effective use of radio’ at India Radio Forum Awards for a campaign that spanned radio, activations, social media and more. The campaign brought in a record-breaking revenue of INR 12 million for the branch for a single two-week campaign.
CONTRACT ADVERTISING (JWT)
Lead copywriter on brands including The Walt Disney Channels, Anchor Electricals, HomeStop retail, Tata telecom. Launched Disney Baby CPG products in India.
2007 - 2010
Any brand that wants to connect with its consumers needs to have a strong brand presence, connect to their human side, and get them to listen to you. Without losing sight of revenue and business goals, making the creativity is effective.
I can make that happen.