Available to hire
Social media strategy, AI-led marketing, growth strategy, and digital programs leader with 12+ years’ experience —including leading global research programs for YouTube, Cambridge University and Global Charities—turning audience insight, creator behaviour, and cultural data into growth opportunities, strategic guidance, and executive-ready narratives. Experienced in discovering and nurturing high-potential creators in fast-moving digital environments.
Language
Work Experience
Editor - India at YouTube Culture & Trends
June 23, 2026 - PresentCommunications Consultant at Cambridge University (St Edmund's College)
March 2, 2026 - July 4, 2026Leading a comprehensive expansion of the College's digital and social media footprint, scaling YouTube and short-form video output, and creating an AEO strategy to maximise discoverability for admissions, events and community news.
Social Media Coordinator (Short-Term Project) at St Edmund's College, University of Cambridge
March 1, 2026 - PresentBuilt the College’s social content strategy from the ground up, identifying real-performing stories and turning one-off wins into content systems/series. Grew Instagram reach by testing content pillars against editorial strategy and improving YouTube performance via iterative testing of hooks, thumbnails, and captions. Implemented an Answer Engine Optimisation play across Claude, Gemini, Perplexity, and ChatGPT to align content with how prospective students search. Created a Cambridge-based creator database to support outreach and amplification.
Digital Marketing Consultant at Concrete Rose UK
February 2, 2026 - April 30, 2026Designed and launched a bespoke marketing campaign to plug a £40,000 gap in funding. Campaign included a website redesign, social media strategy overhaul and AI-led marketing strategy.
Digital Media Consultant at Concrete Rose UK (Youth Homelessness Charity)
February 1, 2026 - April 1, 2026Created a recurring-giving donor marketing plan to bridge a £40,000 annual funding gap using cross-sector benchmarking. Built a new sub-brand and digital content library from scratch, focusing on donor storytelling tied to measurable impact to drive long-term giving. Designed cross-platform growth strategy across Instagram, Facebook, and LinkedIn with data-informed content pillars and audience-segmented messaging.
Program Manager, India Research | YouTube Culture and Trends at 1021 Creative (contracted through)
June 1, 2024 - September 1, 2025Led YouTube’s India research initiatives by translating creator and audience insights into programmes supporting creator IP growth and YouTube’s ads business. Authored weekly culture and trends newsletters and fandom reports for C-suite stakeholders across multiple markets, converting trend analysis into executive-facing intelligence for Sales and Partnerships. Investigated how audiences surface and interpret content trends through AI-assisted discovery tools, prototyping workflows (e.g., with Gemini) and proposing internal dashboards to track emerging GenAI-based content trends.
Program Manager at YouTube Culture & Trends (through 1021 Creative)
June 1, 2024 - September 30, 2025Owned the strategic direction of YouTube India's Culture & Trends research output including weekly trend reports, Shorts deep-dives and year-end fandom reports synthesising platform data into clear, C-suite ready marketing intelligence.
Editor – India | YouTube Culture and Trends at 1021 Creative (contracted through)
April 1, 2023 - June 1, 2024Managed a 20-member research and content team producing insight-led trend outputs for commercial and strategic stakeholders. Built and refined recurring trend publications and established regional playbooks to standardise consistent output across markets. Surfaced under-recognised search terms and audience language patterns to improve internal understanding of discoverability and influence product thinking in a fast-moving growth environment. Researched how regional language affects search and discoverability across Indian markets.
Content Strategist – Shorts | YouTube Culture and Trends at 1021 Creative (contracted through)
July 1, 2021 - March 1, 2023Produced analysis on short-form video consumption and audience preference to align product teams with user language, intent, and changing discovery behaviour. Researched how regional language affects search and discoverability across Indian markets. Identified hyperlocal search terms to drive product adoption during critical post-competitor ban periods, influencing product beta testing and global feature prioritisation.
Senior Correspondent at The Economic Times
July 1, 2016 - July 1, 2021Five years writing and editing across India's largest business daily — 800+ pieces of news, features, explainers and analysis, plus commissioning for the Sunday ET Magazine; fluent in editorial workflows, copy-desk discipline and tight deadlines.
Senior Correspondent at The Economic Times (Newspaper), Mumbai
June 1, 2016 - June 1, 2021Produced 800+ news stories, features, explainers and analysis on stock markets, banking and the technology industry. Developed collaborative coverage by finding fresh news narratives and created SEO-informed reporting streams for high-growth technical sectors (Crypto, SaaS, Fintech) optimised for intent-driven search queries among younger readers. Helped launch a podcast unit to capture the shift toward audio/voice discovery as web traffic patterns changed.
Program Manager at Isha Foundation, Coimbatore (Non-profit arm)
May 1, 2014 - May 1, 2015Strategised and created content across social media (Facebook, Instagram, YouTube), blogs and newsletters for multiple stakeholders across fundraising, PR, ecology and rural rejuvenation. Coordinated time-critical campaign content and enabled cross-learning of best practices. Managed channels supporting a combined user base of over 10 million at the time.
Education
MPhil Digital Humanities at University of Cambridge
October 1, 2025 - June 30, 2026MPhil in Digital Humanities (First Class) at University of Cambridge
January 1, 2025 - January 1, 2026Postgraduate Diploma in Print Journalism (First Class) at Asian College of Journalism
January 1, 2015 - January 1, 2016B.Sc Electronic Media (First Class) at MOP Vaishnav College for Women
January 1, 2009 - January 1, 2012Qualifications
Industry Experience
Media & Entertainment, Software & Internet, Non-Profit Organization
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