I work at the intersection of content, social media, creators and ideas.
In practice that looks like a social media strategy, a reel, a campaign, a creator collaboration, or figuring out how a brand should sound.
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Intern, then Social Media Associate
Where I got my foundation in social media, content and community. This is the part of the job I learnt from the ground up.
Social and content across a group of businesses
A saree brand, a luxury travel company and a property focused social media business, all at the same time. It taught me early that there is no one formula for good content. The audience changes, the brand changes, the language changes, and you have to know how to adapt.
Social, strategy, performance, influencer marketing and community
My role got much broader here. I worked alongside cinematographers, designers, editors and interns, and helped execute launch events for several brands. This was the phase where I learnt how an idea actually moves from a thought in your head to something that exists in the real world.
Reels Strategist
Monthly reel concepts, scripts, shoot plans, creative direction and performance tracking, across categories that had nothing in common with each other. Healthcare one day, personal branding the next, then cafes, energy drinks and resorts.
Creator management, content strategy, scripts, brand integrations, PR and YouTube
Creator led content, influencer and celebrity collaborations, and hosting creators at luxury properties across India. That meant thinking well beyond getting a creator to post. It was about the property, the creator, the audience and the kind of experience that turns into content worth watching. With Neelam's Cooking Diaries I pushed the same thinking further, across reel concepts, hooks, scripts, brand integrations, PR campaigns, portfolios, daily brand outreach and YouTube. More than anything, this is the work that taught me how much a person's voice matters. The content cannot just be technically good. It has to feel like something that person would actually say.
Content and communications
A completely different challenge. Taking ideas around data, research and nonprofits and turning them into communication that normal people can actually understand.
The things that stay the same no matter which brand, category or platform I am working on.
I care a lot about making things feel human. No unnecessary jargon, no over polished copy, no ideas that look good in a presentation and fall apart the moment you put them in front of a real audience. Good content is not just about saying something well. It is about having something worth saying.