A Little About Me
Telling stories was my first obsession (still is). Entering the marketing world just gave me the tools I needed: copy, strategy, creatives, communications, customer journeys, content creators and everything in between.
I have 4+ years of blending brand strategy, creative direction, performance marketing, and communication into one big, cohesive plan that delivers results.
I am 26, based out of Delhi and eager for opportunities that let me do more of the same. Outside work, I’m usually cracking a joke, keeping things light, and staying stubbornly curious.
What I Have Worked On
QUICK RECAP
What Have I Been Up To
From Copywriter to Brand Strategist at Turning Ideas Into Reality at Crafting Innovative Marketing Strategies at | CupShup
Leveling Up at CupShup
India’s leading integrated marketing agency fusing offline experiences with digital amplification for measurable, viral campaigns, where I progressed from copywriting to full-cycle brand strategy and activation.
I joined Foxy, a fast-growing beauty marketplace.
I left after building the comms engine for their new AI-powered dermatology platform.
260% Increase in Push Notification CTR
1.5x Improvement in ROAS
100+ Sale Events with 1000+ Brands Promoted
1000+ Daily Orders achieved
When I joined, Foxy was in full growth mode.
4 flash sales
Customer Acquisition Focus
Early-stage comms
Manual execution
My opportunity: Help make this energy scalable.
So I built the Engine
I didn't just send notifications. I engineered systems.
WHAT I BUILT
THE IMPACT
Automated lifecycle flows
Welcome → Activation → Retention. Zero manual work.
260%
CTR increase (0.21% → 0.76%)
6 notifications per day, 7 days a week
Across push, SMS, WhatsApp, email, triggered by user behavior.
1.5x
ROAS improvement across campaigns
A/B testing everything
Copy, timing, channels. Data-driven, not gut-driven
1000+
Daily orders driven by automated flows
Bollywood-themed campaigns
Tested trending movie quotes in notifications.
45%
Engagement lift from Bollywood comms
Here's what my comms looked like
PUSH NOTIFICATIONS
For daily sale updates and personalized offers.
SMS CAMPAIGNS
For users with notifications off. Can’t miss a sale.
WHATSAPP CAMPAIGNS
For our High Priority Users, increasing chances of conversion.
I spoke in a voice my users connected with
BOLLYWOOD THEMED NOTIFICATIONS
Result: 45% increase in engagement across all automated communications when we switched to Bollywood movie quotes.
And made every sale feel fresh.
4 sales a month. 4 ways to make noise. Scripted, shot, edited by me.
Low effort, max virality. Shot & live in 30 mins.
Announced our GOAT sale with an actual goat.
Promoted K-Beauty Sale with trending audio.
Average organic reach per video: 5,000+ users. No paid boost. Just hooks that worked.
Then the business evolved.
Foxy moved from marketplace to a dermatologist-led platform
📦
From
Flash Sales
→
👨⚕️
To
Dermat Consults
🛍️
From
Products
→
📋
To
Personalized Routines
💳
From
Transactions
→
🤝
To
Relationships
The product evolved. My comms evolved with it.
What I did during the pivot:
₹1 Consultations
Positioned dermatologist access as accessible care, not aspirational. Found and onboarded the right derms.
5,000+
Consultations delivered
First Webinar
Hosted and promoted Foxy’s first educational webinar with a dermatologist.
300+
Leads acquired
100+
Live attendees
Personalized Routines
Built messaging strategy for derm-created skincare routines that users could join, follow, and track in the app.
1,000+
Users joined routines in month one
Then AI arrived.
FoxyRx: AI skin analysis, derm-backed routines, personalized care.
WHAT CHANGED
- Users could take a selfie, get an AI-powered skin report, and see recommended products and routines.
- AI analysis became the entry point for derm consultations and personalized care journeys.
- Free skin analysis positioned as “your first step” into professional skincare.
WHAT I DID
- Launched comms strategy for AI feature rollout across all channels.
- Built user journeys to drive adoption: notification → skin analysis → routine recommendation → consultation booking.
- Integrated AI insights into lifecycle messaging and retention flows.
5,000+
Derm consultations completed
1,000+
AI-recommended routine sign-ups
78%
Completion rate for skin analysis
I didn't just adapt to the pivots.
I helped drive them.
DEC 2023
Joined Foxy
Built lifecycle automation from scratch. Turned hands-on energy into scalable systems.
FEB 2024
The Engine Kicks In
260% CTR increase achieved. 1000+ daily orders driven by automated flows.
APR 2024
First Pivot
Marketplace → Derm-led platform. Onboarded dermatologists, positioned ₹1 consultations.
JUN 2024
First Webinar
Hosted Foxy's first educational webinar. 300+ leads, 100+ live attendees.
AUG 2024
AI Rollout
Launched FoxyRx AI skin analysis. 5,000+ consultations delivered.
NOV 2024
New Chapter
Moved to HiPer team to launch D2C acne-first skincare brand.
What I learned at Foxy
1. Automation isn’t lazy. It’s strategic.
Building systems that scale means you can pivot fast when the business changes direction. I didn’t just set up flows—I built infrastructure that could handle three different business models.
2. Creativity without goals is just art.
I didn’t just make videos. I made videos people saw, clicked, and converted from. Every piece of content had a job: drive awareness, generate leads, or close sales.
3. Adaptability is a skill, not a trait.
Marketplace to derm platform to AI tool—I didn’t just adapt to the changes. I made them work. That’s the difference between executing and building.