About
I make brands impossible to scroll past.
I started as a filmmaker, cut my teeth on UGC advertising, and now lead AI-native video production at scale, currently heading Pocket FM's Romanticy Performance Marketing Creative vertical. I run a team of producers, editors, and sound engineers, and build the pipelines; strategy to script to shot breakdown to generation. That let creative move at the speed performance marketing demands.
My edge is where story meets data.
I read audience analytics and performance dashboards the way I read a script, for where attention breaks and where it holds, then turn that into narrative that scales audience growth. Every decision is anchored in the numbers that matter: CTR, CTI, retention.
Filmmaking taught me story. Advertising taught me attention. AI taught me scale. I build at the intersection of all three.
Education
Jamia Milia Islamia
M.A. Mass Comm.
2018-2020
Throughout the course, I learnt various forms of storytelling. As a filmmaking course, I explored various angles (cinematography, screenwriting, editing) to be kept in mind while producing a story.
St. Bedes, Shimla
B.A. (Eng Hons)
Studying literature, helped me built a perspective of society. It also shaped my interest and understanding of storytelling.
2014-2017
Experience
Pocket FM
(Creative Head, Romantasy)
2023- present
Grew from Promo Producer to Creative Head, building performance-driven creative systems for Pocket FM’s US market.
Today, I lead a 50–60 person creative organization supporting $5M+ in monthly revenue scale, owning creative strategy, performance marketing, and GenAI-led production.
I build scalable pipelines across Meta, TikTok & UAC, using CTR, CTI, CPI, completion and spend data to develop winning hooks, tropes, and storytelling frameworks. Previously, as Creative Lead, I led ~10 creatives, owned multiple shows, trained teams, and built repeatable ideation-to-scale workflows.
Producer → Creative Lead → Creative Head | Storytelling → Performance → Scale
Trusted Media Brand
(Content Acquisitions/Clearance and Production Expert)
2021-2023
I work as a clearance and production associate with the Ethos team. This gives me exposure to work with US TV production and global advertisements.
I was responsible for building branded content for brands like Reader's Digest, Taste Of Home, Fail Army, People Are Awesome, and The Pet Collective.
Pratilipi
(Event Producer)
2021- 2023
Pratilipi is India's largest digital portal connecting readers and writers. I was working as an Event Producer(Content Operations Specialist) for the English language. I handled the supply side by creating a funnel to produce content. Not only this brought business to the platform by creating a pool of content. This also increased the database of English authors. Keeping in mind creativity, quantity and quality.
I was also handling Marketing and communications across 12 languages to promote the events.
Safe Zindagi
(Freelance Producer)
2021
I produced advertisements for Safe Zindagi. Safe Zindagi is an online platform funded by USAID and PEPFAR and implemented through Project ACCELERATE, in partnership with the National AIDS Control Organization of India.
Project ACCELERATE is led by the Johns Hopkins University School of Medicine.
Chegg.com
(Content Writer)
2020
- Wrote clear, accurate educational content for diverse academic needs.
- Synthesized complex topics into digestible material for students.
The Hindu
(Journalist)
2018
- Reported on social and political issues, including Delhi MCD and communal violence, with several stories on Page 1.
- Conducted interviews and research for balanced news articles.
HT City
(Intern)
2018
- Covered DU events and cultural stories, focusing on student life and campus culture.
- Contributed to HT City’s youth-focused content.
Skills & Tools
Creative Strategy
GenAI Creative
Performance Marketing
Storytelling & Direction
Photoshop
Lightroom
FCP
