ZET (App-based financial marketplace targeting Tier 2 India, formerly OneCode) | Bengaluru

• Manager - Brand Marketing
  • ⁠Led a 10-member creative team of writers, designers, video editors to deliver user-centric UI/UX content and cohesive brand communications.
  • ⁠Designed relaunch strategy for SBM ZET Credit Card using customer insights to position it around credit access and responsible usage, driving 43% MoM growth in disbursals.
  • Drove a 15% increase in new users and 30% improvement in retention by launching hyperlocal campaigns in high-conversion geographies (e.g. Hyderabad, Bengaluru).
  • Spearheaded rebranding of OneCode to ZET (Zindagi Set); coordinating with stakeholders, including investor Sequoia Capital, to execute the rollout across 30+ touchpoints.
  • Led communication strategy for transitioning SBM ZET Credit Card to the RuPay network, repositioning it around UPI-linked benefits to enhance relevance for everyday customer use.
  • ⁠⁠Co-produced ZET’s brand film featuring real agent stories; launched “Beat the Odds” impact branding series to strengthen emotional connect with audience.
  • ⁠Grew LinkedIn following 6x (8K → 50K) organically in 6 months by launching “Life at ZET” employer branding campaign.
  • ⁠⁠Led social sentiment analysis with analytics team—crafted high-engagement content themes that improved trust and audience alignment.
     
• Content Lead
  • ⁠Led omni-channel content strategy for all marketing campaigns, driving consistent user engagement and improving conversion.
  • ⁠⁠Drove GTM strategy for features- referral & loyalty programs, and in-app marketplace—translating user insights into creative narratives that improved feature adoption.
  • ⁠⁠Increased open rates from 12% → 22% and CTR from 2% → 6% by leveraging CRM analytics, A/B testing subject lines, creative formats, and optimizing send times.
  • ⁠⁠Reduced CAC by 50% by partnering with performance marketing to improve creative assets and CRM nurture journeys for SBM ZET Card.
  • ⁠Built creative operations SOPs across 10+ teams using Trello, Jira, Figma, Sheets—streamlining briefing and approvals.
  • ⁠⁠Founded the monthly MarCom Council to gather leadership feedback—elevating campaign quality & inter-team alignment.
     

Relevel by Unacademy (Platform connecting job seekers with companies through skill-based tests) | Bengaluru

• Associate Manager - Growth (Content Lead)
  • ⁠Built the content function ground up—hired the first writer and scaled to a 5-member team supporting test sign-ups, course enrollments, and lead nurturing.
  • ⁠Defined a funnel-aligned content strategy with structured content pillars mapped to user journeys, driving a 25% open rate, 2x CTR, and stronger conversions.
  • ⁠Led cross-channel CRM campaigns (email, WhatsApp, push, SMS), supported by continuous A/B testing of subject lines, formats, and CTAs.
  • ⁠Spearheaded multiple brand-building initiatives, including Humans of Relevel, an OOH impact branding campaign featuring 100+ success stories; bringing in 3.5 lakh+ users.
  • ⁠Improved lead quality and re-engagement through targeted content, enabling inside sales to convert more relevant prospects for high-ticket courses.
     

Dalham Learning (Edtech platform offering multidisciplinary courses to STEM students) | Bengaluru

• Community Manager
  • ⁠Played a foundational role in shaping Dalham’s digital voice, positioning the brand as a thought leader in modern skills education during the post-COVID digital transition.
  • ⁠Conceptualized and led Dalham Talks, a podcast series featuring industry leaders in 21st-century skills (e.g., Manmohan Kalsy, Avijit Dutt, Shubho Sengupta) to bridge theory with workplace relevance.
  • ⁠Created and ran the Brightside campaign, a nation-building social series on Indian state cultures—tripled Instagram followers by improving relatability and social engagement.
  • ⁠Built a 50+ article blog repository simplifying liberal arts concepts like sociological imagination and design thinking for engineers—doubled website traffic in under 6 months.
  • ⁠Achieved rapid inter-organizational promotion, advancing from Academic Associate to Community Manager for leading initiatives that boosted program visibility and engagement.
     
• Academic Associate
  • ⁠Supported course development in Design Thinking, Critical Thinking, Leadership, and Creative Writing; collaborating with faculty to adapt modules for online delivery.
  • ⁠⁠Facilitated onboarding of faculty, reviewed course content, and ensured learning outcomes aligned with NEP 2020’s push for multidisciplinary learning in STEM education.
  • ⁠⁠Initiated and supported outreach workshops with the Karnataka Skill Development Authority (KSDA) to promote liberal studies across engineering colleges in the state.

• ⁠Awarded Most Valuable Player at ZET (2024), recognized among top 1% performers for cross-functional execution, team building, and impact-driven marketing leadership
• ⁠⁠Promoted to Manager - Brand Marketing, ZET (2024), transitioned from content focus to leading holistic brand strategy, communications, and team leadership
• ⁠⁠⁠Published research article, 'COVID-19 & Challenges to Rights of Migrant Workers' in the International Journal of Marginalised Affairs (2021)
• ⁠⁠Published research paper, 'Sports for Human Rights & Development of the Marginalised' in the International Journal of Indigenous & Marginalised Affairs (2018)
• ⁠Adjudged best speaker in the International E-conference organized by Centre for Criminal Justice Reforms, Gurugram (2020)
• ⁠⁠Awarded UGC Junior Research Fellowship (JRF) in Sociology (2017), prestigious national fellowship for research excellence, conferred by the Government of India

• B.Com. (Hons.), Lady Shri Ram College, University of Delhi
• M.A. Sociology, Jawaharlal Nehru University, Delhi
• M.Phil. Sociology, Indira Gandhi National Open University, Delhi (Full-time)

• ⁠Editor of The Red Brick Chronicles, IIM Ahmedabad’s campus newspaper
• Leading Speaker Cell at Niche, the Marketing Club of IIM Ahmedabad
• ⁠⁠Published author in national and international research journals
• ⁠⁠Student Correspondent for Times of India’s NIE program; trained under Nikhat Kazmi, National Editor
• ⁠⁠Marathon running enthusiast — completed the Wipro Bangalore Half Marathon in 2023 and 2024