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Fig. 01 · Work

Four arenas where brand strategy became business movement.

Fig. 02 · Selected Impact

Commercial movement, not campaign theatre.

TransPerfect Paybooks · ARR Migration

INR 8.5 Cr

ARR impact from moving legacy clients onto current pricing through segmentation, campaign, and Sales + CS alignment.

TransPerfect Paybooks

Upmarket repositioning, pricing, packaging, ICP shift

INR 3,200→INR 12,500

3.9× jump in MRR

FITTR · ARR

Brand, campaigns, community & product GTM

INR 20 Cr→INR 100 Cr

5× growth

H&R Block · Organic

In-house content & SEO engine, seasonal peak

<50K→30M

600× growth

Paybooks · CAC

Sharper positioning and outreach channels

INR 60K↓INR 48K

20% reduction

FITTR · Engagement

Campaign + content initiatives

Baseline→340%

In-app engagement jump

FITTR · Community

Identity-led programs, challenges, creator ecosystem

200K→800K+

4× in 3 years

Fig. 03 · Case Studies

The work, in depth.

01
TransPerfect Paybooks

Repositioning a payroll brand into a global people management ecosystem.

Led brand transition, architecture, positioning, pricing, packaging, collateral rebuild, and GTM for Global People Solution across HCM, EOR, and multi-country payroll.

Context

Local payroll equity needed to expand into global services.

Move

Shift ICP upmarket and rebuild the story around global people operations.

Execution

Rebrand, pricing system, EOR launch, website, sales collateral, LinkedIn and WhatsApp outreach.

INR 8.5 Cr
ARR migration impact
43
Countries enabled for EOR
3.9×
MRR, 3,200 to 12,500
02
FITTR

Building an 800K-member fitness community and brand that drove ARR from INR 20 Cr to INR 100 Cr.

Owned brand, campaigns, community growth, content infrastructure, product GTM, and the influencer ecosystem during FITTR's primary growth phase.

Context

B2C fitness brand needed community identity beyond paid acquisition.

Move

Lead with transformation stories, challenge rituals, and identity-first community design.

Execution

Challenge series, creator ecosystem, FITTR HART GTM, Fitness Made Forever campaign.

800K+
Community members
100M+
Flagship campaign reach
340%
In-app engagement jump
03
H&R Block

Making a low-interest tax category searchable, useful, and memorable.

Built content infrastructure, video production, tax education IP, GST communication, alliances, and campaign narratives for India, while supporting global campaign work.

Context

Tax was high-need but low-love, with trust and education gaps.

Move

Convert tax complexity into approachable content and campaign hooks.

Execution

Content Lab, Knowledge Center, GST Made Simple, Find a Flaw, earlyGST, alliance comms.

30M
Organic traffic per season
500+
Videos produced
3
Promotions in 4.5 years
04
Ketto+ Consulting

Building trust-led brands in categories where the story carries the sale.

Produced cause-led storytelling at Ketto and built brand foundations for FAMLI, Mountainor, and Crystal Life across fintech, wellness, beauty, and consumer goods.

Context

Trust-heavy categories need credibility before conversion.

Move

Use human stories, primary research, and category framing to lower hesitation.

Execution

PodcastMD, hospital partnerships, brand foundations, naming, positioning, launch campaigns.

10M+
PodcastMD streams
1,000+
FAMLI beta users
6 mo
Mountainor mandate

Fig. 04 · Project Library

Depth across categories, motions, and company stages.

Fig. 05 · Portfolio Breadth

Range across company types, markets, and mandates.

By Company Type

By Market

By Marketing Budget

By Company Revenue Scale

Reflects each organisation's scale during tenure

Agency Partners

Agencies briefed, reviewed, and shipped work with as a client.