GLOBAL HEAD OF PRINT INSIGHTS, HP INC.
2017 - present
Responsible for enabling the reinvention of customer-centric experiences through brand, innovation and go-to-market insights across HP’s Print business portfolio (home, commercial, graphics, 3D). This involves partnering with executive management as an agent of change, as well as leading a global team of motivated market research professionals and integrated campaign strategists across all major HP markets.
FOUNDER, THE LEELA COLLECTIVE
2017 - present
The Leela Collective is my effort at gathering the authentic, relatable voices of successful Indian women into one motivational force. Through in-depth interviews that I personally conduct, transcribe, edit, and publish, I hope to inspire people to draw on their own creative reserves and embark on their own enterprising journeys.
HEAD OF STRATEGY, MULLENLOWE BOSTON
2015 - 2017
Rebuilt the Strategy department, won Hyatt’s hotel portfolio and reinvigorated the agency’s most significant client relationship. I led a team of 20 strategists who enabled brands to earn an unfair share of attention.
Defining communications that shift perceptions, motivate behavior and grow brand momentum.
Researching the role of brands in people’s lives, in communities and in popular culture.
Discovering insights through social listening, data and media analyses.
Defining audience personas to map customer journeys.
Tracking results, designing custom surveys and customer segmentation studies.
Clients: American Greetings, FAGE, Hyatt, JetBlue, Royal Caribbean, Unilever, U.S. Cellular
Awards: Effie 2016 Silver - JetBlue, Air on the Side of Humanity; Effie 2017 - 11 awards
DIRECTOR OF STRATEGY, WIEDEN+KENNEDY NEW DELHI
2010 - 2015
Put relationships between brands and culture at the center of ideas and storytelling.
Led research and brand POVs for local, regional and global accounts, and for new venture launches.
Built relationships with clients in India, Singapore, Dubai, Germany, U.S.
Led India efforts on global campaigns for Old Spice, Smell Like A Man and P&G, Proud Sponsor of Moms.
Won Nike India business, led the relationship and set the strategy for Da Da Ding, a 2016 global top ten ad.
Created Blind Spot, a first ever insights-based research exhibition on middle class aesthetics.
Promoted the agency’s interactive capabilities by building a team of digital thinkers and makers.
Clients: Arvind, Audi, DBS, Godrej, Heineken, IndiGo, Intel, Landmark Group, Levi’s, Myntra, Nike, Nokia, P&G
Awards: Cannes Lion Gold - Nike India Women’s Campaign; Asian Marketing Effectiveness 2012 Gold - IndiGo; Warc Prize for Asian Strategy 2013 Silver - Old Spice, Smell Mantastic
HEAD OF PLANNING, LEO BURNETT NEW DELHI
2008 - 2010
Doubled revenue by leading strategy on nine new business wins and establishing a strong insights culture.
Clients: General Motors, Kohler, McCain Foods, Samsung Mobile, SRF Ltd., Telenor Communications, Tetra Pak, The Coca-Cola Company, The Indian Express
ACCOUNT PLANNING DIRECTOR, ELEMENT79 CHICAGO
2007 - 2008
Drove the strategy for cross-channel, national campaigns through exploratory and diagnostic qualitative research, ideation workshops, copy testing, tracking studies. Clients: Quaker Foods and Snacks, Harris Bank
SENIOR ACCOUNT PLANNER, ENERGY BBDO CHICAGO
2005 - 2007
Took the lead on creative briefs and planned a $1MM research roadmap to develop and track LaSalle Bank’s repositioning initiatives.
ACCOUNT PLANNER, DDB CHICAGO
2003 - 2005
Learned the art and science of direct marketing and account planning from some of the best people in the business. Clients: The Home Depot, Dell; Awards: Echo Award for The Home Depot New Mover program
SENIOR MARKETING ANALYST, BOISE OFFICE SOLUTIONS CHICAGO
2001 - 2003
Became a change agent for one-to-one marketing as part of the company’s $25MM CRM initiative. Recommended B2B CRM strategies through LTV and RFM segmentation models and analyses.
1997 - 2000
1998 - 2000: Stephen Rankin Associates Chicago
1997 - 1998: Jasbir Sawhney Associates New Delhi
NORTHWESTERN UNIVERSITY - M.S. INTEGRATED MARKETING COMMUNICATIONS, 2000 - 2001
Arthur E. Tatham Award for outstanding promise in the field of marketing communications
Kappa Tau Alpha Award for graduating in top ten per cent of class (GPA 3.9)
SUSHANT SCHOOL OF ART & ARCHITECTURE - BACHELOR OF ARCHITECTURE, 1992 - 1997
Published: Design for Children, Kyoorius April 2015; Nichebusting, Kyoorius November 2014; Politics by Design, Times of India Sunday Edition + Kyoorius April 2014; Blind Spot: Indian Middle Class Aesthetics, Times of India 2014
Presented: How To Not Suck At Branding, The Coalition 2014
Authored: The Art Book Grade 3, Art1st Education Program 2011
Finalist judge: Effie NA 2016 & 2017; Round 1 judge: Effie India 2014
Fun fact: Earned my one-way ticket back to the US by running a wedding card screen printing business