About
My roots are commercial. It shaped a simple conviction early on: brand and marketing have to do more than create attention, they have to move the business.
That belief has stayed with me ever since, particularly in how I think about building demand that can be sustained, scaled and converted into long-term growth.
Over 28 years, I've worked across the commercial, marketing and creative sides of the business, in very different organisational contexts, from large, structured companies to early-stage and founder-led ventures. Moving between scale and constraint has probably shaped my judgment more than anything else.
In larger organisations, I've led multi-market growth and marketing mandates, working across functions and regions to connect commercial ambition with what actually gets executed in the market.
With startups and emerging businesses, the work has been much closer to the ground, understanding the opportunity, sharpening the proposition, shaping the route to market, building distribution and helping turn an idea into early commercial traction.
I've also built and exited businesses of my own. That changes the way you think. Capital becomes real. Cash flow becomes real. Trade-offs become real. And execution stops being something you recommend from the outside.
USD 70M
Marketing and growth budgets overseen
USD 40M+
Growth mandates led
USD 1M+
Early revenue pipelines created for startups
USD 300K+
First commercial wins secured
Today, I work with organisations across India, the Middle East and the US to strengthen the connection between brand, marketing and commercial growth, sometimes by helping build the engine from the ground up, and sometimes by helping an established business make that engine work better.
A workshop room, at the end of a long day. The kind of moment where the strategy stops being a deck and starts being a decision everyone in the room owns.
Experience & perspective
My perspective has been shaped along two axes: Breadth & Depth
Breadth
Agencies > creative problem-solving under constraint.
Where clarity and lateral thinking were sharpened in ambiguous, high-pressure environments.
Entrepreneurship > accountability and consequence.
Where decisions carried real weight and systems had to work in reality, not theory.
Leadership Partnerships > coherence at the organisational level.
Where alignment, behaviour and rhythm determined whether strategy created momentum.
Depth
Asia Pacific
evolution, reinvention and pattern sensitivity.
Middle East
elevation, premiumisation and speed.
Africa
frugal innovation and ingenuity.
North America
clarity, structure and novelty.
India
complexity and non-linear behaviour.
Breadth that widens perspective, Depth that sharpens judgment.
Industry experience
Across urban centres, tier-2 cities and rural markets, and consumer segments from mass and masstige through to premium and luxury.
- 01FMCG
- 02F&B
- 03Personal care
- 04Beauty
- 05Retail
- 06Healthcare
- 07Fintech
- 08Automobile
- 09Industrial & B2B
Who I've worked with
