India Editorial & Content Lead, Amazon Music

• Sep 2020 - Present

Head of Content

• Mar 2018 - Apr 2019

The role entailed overall content strategy (new and acquired music content) encompassing revenue goals for the label. Managing strategic relationships with key production houses, media organisations and celebs/ influencers to revive catalogue music as well as create fresh music content. Liase with streaming apps to maximise revenue & exposure for label repertoire. Creating music with collaborations across the music industry in India and abroad for Yoodlee Films. Creating and acquiring non-music content for Carvaan Show less

Creative Director and Executive Producer

• Feb 2017 - Mar 2018

Designing and creating concepts and solutions in the digital space for corporate brands for a production house that likes to tell stories with a heart. Executive Producer, Writer and Creative Director on a web series (video) for Asian Paints (India’s largest paints brand) about celebrity dream homes called ‘Where the Heart is’, garnered over 100 million views in over 3 seasons. Season 4 is currently under way. Designing and creating concepts and solutions in the digital space for corporate brands for a production house that likes to tell stories with a heart. Executive Producer, Writer and Creative Director on a web series (video) for Asian Paints (India’s largest paints brand) about celebrity dream homes called ‘Where the Heart is’, garnered over 100 million views in over 3 seasons. Season 4 is currently under way.

Regional Programming ( content and editorial) Head and Key Markets

• Jun 2013 - Jan 2017

Curating playlists and developing content with deep understanding of the market and its audience, training and enabling teams to thrive, celeb and artiste management, emphasis on attention to detail, creating storytelling format shows and envision content strategy at a macro level. Responsibilities included leading teams in key markets like Mumbai and Delhi with differentiating music format and innovative content around various music formats and maintaining consistent market share and brand recall • Pioneered, strategised and re-launched Mumbai station with differentiated music format. A major part included building trust & accountability in the team, mentoring and enabling them to thrive which quickly led to no.1 market share and maintained consistent leadership • Closely worked with the CEO for the launch work in phase 3 of private FM space that included content strategy, music research, and cultural sensitivity for regional stations • Lead, trained and mentored the 36 market teams across the country with innovative content around various music formats and maintaining consistent market share and brand recall • Developed the most awarded and heard, the no.1 show across the network – Suhaana Safar with Annu Kapoor (Down Memory lane with Annu Kapoor, Indian theatre and film stalwart) • Producing Big Star Entertainment Awards (Excellence in Bollywood films) – content, promotions, celeb coordination, on ground execution as well as developing on-air and digital strategy of generating shareable content – increasing stickiness for the brand, views and shares Show less

RJ and Senior Producer

• Aug 2007 - Apr 2013

Hosted and produced award-winning daily show and curated music playlists across 10 markets across the country • Created an interview-based award-winning Bollywood music series in conversation with Bollywood legends. This involved content research, creating and curating special playlists, collaborations with film producers and music labels • Collaborated with music influencers and artistes to create the first ever Bollywood Music Awards by any Radio Station • Launched 3 online radio stations with music partners Gaana.com Show less

Executive Producer and RJ

• Jun 2005 - Jun 2007

The international experience of living and programming for a global audience broadened my experience as a music and radio programmer. Curating playlists and creating programming concepts for the Indian diaspora led to launching a fresh new channel and developing strong music and movie partnerships specializing in Bollywood music The international experience of living and programming for a global audience broadened my experience as a music and radio programmer. Curating playlists and creating programming concepts for the Indian diaspora led to launching a fresh new channel and developing strong music and movie partnerships specializing in Bollywood music

Radio Jockey and Producer

• Oct 2002 - May 2005

Host and producer of the flagship prime time show of the station - the breakfast show which included building local content with a sharp focus on local festivals, customs and culture to gain the pulse and audience retention. Host and producer of the flagship prime time show of the station - the breakfast show which included building local content with a sharp focus on local festivals, customs and culture to gain the pulse and audience retention.

Associate Editor (First City Magazine)

• Jun 2000 - Aug 2002

One of the few editorials that celebrated lifestyle content for the local audience, it honed my skills at storytelling. My strength of in-depth research about culture and history led to successful readership initiatives and innovative revenue generating editorial concepts. Choose local stories Human interest stories local cutlure and lifestyle stories One of the few editorials that celebrated lifestyle content for the local audience, it honed my skills at storytelling. My strength of in-depth research about culture and history led to successful readership initiatives and innovative revenue generating editorial concepts. Choose local stories Human interest stories local cutlure and lifestyle stories