About Me
8+ years of experience in content strategy and design. Currently managing UX and marketing content in a fintech, after serving as the Head of Content at India's largest food media platform, EatTreat serving content to 30M+ people/month for 3+ years. A serial builder of tech products with a knack for the creative.
In my recent Master's degree (MDS, Strategic Design), I have completed academic workshops and professional projects in Content Strategy and Design, building robust skills in design frameworks – like user personas, journey maps, service blueprints, and co-creation – that help bring clarity to complex challenges in human behaviours, relationships, data, and processes.
behavior
In my work context, I have been collaborating and communicating with different product and tech stakeholders to test and validate content components, and convey user-friendly messages through digital interfaces. Conducting and synthesising research to build narratives are aspects I enjoy the most.
My indiscriminate hustle to learn and unlearn has led me to Europe, where I explore content through the lens of design and empathy.
What I'm upto These Days
Sr. Content Manager (UX & Marketing) — Viceversa, Milan
Working as the go-to content person straddling product and marketing teams. I have skin in multiple games at this young fintech company.
MDS, Strategic Design
Just completed my second masters in Feb 2022, with a 110 grade.
Building Portfolio Website
I decided to recreate my portfolio on this website by learning a bit of code & new softwares.
Still kinda working on it. :)
Experience
Senior Content Manager — Viceversa
Jul 2023 — Present, Milan
Content lead in a Growth team managing UX and marketing content teams for a fintech company
- Drive overall content strategy for all channels and ensure successful implementation
- Structure content that delivers value at each stage of the user journey
- Ensure creation of clear, accessible, and engaging copy using UX writing best practices for Viceversa's website, web app, and platform
- Collaborate with stakeholders, lead content design initiatives, and provide UX writing training
- Execute the editorial plan with internal and external teams, and ensure content reflects brand and product updates
- Contribute to product positioning and messaging with research for optimal GTM strategy
- Develop content guidance for Viceversa's design system and maintain a consistent tone of voice
Content Designer — ViceversA
Jul 2022 — June 2023, Milan
Solo UX writer in a fintech startup working with SaaS and eCommerce companies
- Spearheaded UX research and designed the tone of voice, style guide & brand language
- Created end-to-end microcopy in the product increasing average time spent to 1.6 mins/session
- Created the website architecture, blog strategy, names & labels for new products to improve engaged sessions by 378%
- Handling content strategy and external comms leading to follower growth by 138%
- Maintained documentation and shared insights to increase performance and catalyze customer and partner acquisition and retention
Content Designer — GELLIFY
February 2022 — June 2022, Milan
Internship-turned-contract role at an Italy's first B2B innovation platform and accelerator
- Revamped email marketing flows for the annual event, leading to 923 sign-ups (208% increase)
- Facilitated and supported 17 design thinking workshops to create better offerings for each vertical
- Designed and documented content into pitch decks
Head of Brand Solutions — RUSK MEDIA
Jan 2019 — Aug 2019, New Delhi
Core-member leading brand solutions when Eatreat pivoted to Rusk Media
- Led Brand Solutions to conceptualize monetized programming for all channels
- Strategized campaigns for brands & integrate them in ongoing projects
- Drove process improvements & best practises to standardize team deliverables
- Implemented documentation & project management while focusing on creative storytelling in pitches
- Concepts created and executed for premier Indian and international brands (PnG, Tinder, OKCupid and more)
Head of Content — EAttreat
Sept 2016 — Jan 2019, New Delhi
Co-founder of India's largest food media platform, a scaleup producing AVOD content
- Set up & managed the Content team of 35+ across editorial, FB, IG & Youtube for India’s biggest food media platform
- Led a team of content creators to create 500+ long & short-form videos and edited 2200+ articles, ranking for Google pg 1 for over 100+
- Implemented content strategy, guidelines, and stylesheets to ensure tone, style and consistency
- Conceptualized all original programming for EatTreat’s Youtube Channel, crossing 598k subscribers in 1 year
- Set up partnerships with over 50+ industry specialists to create pan-India user-generated content with 30M+ viewers/months
- Grew overall followership on Facebook (750k), Instagram (258k) and YouTube (598k), while leading monetisable brand programming
- Created and executed concepts for premier Indian and international brands (WeWork, Mace, KFC, Taco Bell, Dineout, Swiggy and more)
Content Writer — LBB India
June 2015 — Aug 2016, New Delhi
Features content writer at a digital recommendations platform and marketplace
- Researched and wrote 5+ articles/day (500+ in total) in the categories of F&B, travel, shopping, lifestyle, and events
- Managed the Culture and Events sections singlehandedly, and coordinated with the PR community to curate content
- Successfully managed a team of 15 contributors and edited their works for publication
Assistant Editor — Wisdom Tree
June 2014 — Nov 2014, New Delhi
Solo editor working and collaborating with authors in a traditional publishing house
- Proofread and copyedited 20 manuscripts; eventually published
- Coordinated between translators, editors, illustrators, indexers and other publishing houses
- Provided suggestions for covers and layouts
