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Art-eater. Literature Lover. Songstress. Army Kid. India-Raised. Italy-Based.
Content Designer & Strategist.
Illustrator. Culture Kook. Overthinker. Empath.
Contact MEDownload resume (PDF)
Skills
Hard
Content Strategy
Strategic Design
Illustration
UX / Prototyping
Marketing & Comms.

Soft
Pitching
Networking
Creative Storytelling
Sociable & friendly
awards
Award 1 — Best Team, UNICEF Belgium
Award 2 — First Position, MIND
Languages
Native (C2)
English
Hindi
Bengali
Intermediate (B1)
Italian
Collabs
Google Logo
Cred logoViviva Colours logoFizzy goblet logoSodelhi logoFabercastell logoTripoto logoTimes Internet logo
Tools
Webflow
Procreate
Figma
Adobe: Photoshop, Lightroom, InDesign
MS Office Suite
Collab Tools: Jamboard, Miro, Mural, Canva
Automation & Social Media tools

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
Internships
Content & Marketing Intern — GELLIFY
Sep 2021 —  Dec 2021
  • Managed, planned, and executed content strategy
  • Supported lead generation using automated marketing tools
  • Organised Corporate Enterpreneurship event
  • Helped maintain relationships and liaised with international speakers and academics
Blogger — Jaipur Literature Festival
2013
  • Wrote blogs about the various events taking place at the festival and providing information on the official site.
Editorial Intern — Indian Express
2012
  • Wrote feature articles and hands on information collection. Also edited pieces and was published with 28 bylines.
Editorial Intern — The Hindustan Times
2011
  • Edited and proofed the culture beat articles. Learnt QuarkExpress.
Connect
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Education

MDS, Strategic Design — Politecnico Di Milano
Sep 2020 — Feb 2022

Building new businesses and strategies through design.
The programme aims to build the foundations of a specific and expert competence relating to the issues surrounding strategic design and to innovation and design of the product-system.

Courses:
- Strategic, Project, Innovation and Technology Management
- Strategic & Operational Marketing
- Strategic Storytelling, Trend Forecasting, Pitch and presentation strategies
- Product Service System, Entrepreneurship and Start-up Development, Business Modelling
- Design Management, Strategic Design, Service Design, UX Design
- Design thinking by doing, Social innovation, Design for circular economy, Disruptive Innovation

Grade: 110

MA, ENglish Literature — LSR, University of Delhi
2013 — 2015

Grade: First Division

BA, ENglish Literature — LSR, University of Delhi
2010 — 2013

Grade: Second Division