WORDS, WORDS, WORDS.
15 years of helping brands find the right words.
To create stories that move and experiences that work.
Across channels, cultures, continents.
And the best lesson I’ve learnt?
You gotta love the pursuit, not the prize.
The joy is in the journey.
Here’s mine.
2024 - 2021
ZALANDO, BERLIN
Designing with words
Led writing for strategic initiatives, bridging brand, marketing and product design.
Turned spreadsheets into stories, problems into case studies, WTFs into wows.
Making fashion more inclusive
PRODUCT NARRATIVE | MESSAGING FRAMEWORK | COPY STRATEGY
(Re)designing for attention
COPYWRITING | CATEGORY MARKETING
Bringing culture to commerce
VOICE & TONE | DESIGN PRINCIPLES | UX WRITING
Balancing legal, brand and CX needs
CONTENT DESIGN
2021 - 2019
LONDON / NORWICH
Keeping calm and writing on
Studied the craft of writing at the University of East Anglia.
Spent the lockdowns writing an award-winning novel, now in bookstores.
Flipping through a novel
ONLINE MARKETPLACE ADS
2019 - 2014
DENTSU CREATIVE, SINGAPORE
Smuggling ideas beyond borders
Led creative for campaigns and experiences in 12 APAC markets.
Won awards, managed unmanageables, lost a pitch that still keeps me awake.
Creating a disruptor
BRAND VOICE | EXPERIENCE DESIGN
Learning a new language
INTEGRATED REGIONAL CAMPAIGN
Fulfilling the little dreams
BRAND STORYTELLING | FILM
2014 - 2012
OGILVY, NEW DELHI
Finding David in the belly of Goliath.
Led copy for integrated, digital and direct marketing campaigns.
Learnt the art of storytelling and the science of performance.
Rekindling a lost love
BRAND FILM
2012 - 2010
DIGIVAASI, NEW DELHI
Taking a startup from a garage to glass walls
Helped establish the start-up digital studio as a founding member.
Built a team of 3 writers. Won a pitch for Pepsi with a 5-slide deck.
Engaging the couch cricketers
SOCIAL MEDIA INNOVATION
2010 - 2007
WEBCHUTNEY, MUMBAI
Learning to solve problems with words
Learnt to write everything at India’s most awarded agency.
From film scripts to Flash banners — and UX copy before it was cool.
Turning customers into media
POSTCARDS | EMAIL | COPYWRITING
TESTIMONIALS
“Great talent and personality to work with”
— Stan Lim, CCO, Dentsu Creative Singapore
“A good writer”
— George Tannenbaum, AdAged
“Best creative ever”
— Former client, current spouse
“An actual fuckin’ storyteller”
— Samrat Ray, Creative Director, Droga5 Dublin