You're launching a new product, entering a new market, or inheriting a social presence that hasn't been touched since 2020 and you need someone to tell you what to actually do. I build social and digital frameworks for brands across FMCG, tech, hospitality, travel, and media: platform architecture, content strategy, campaign direction, and the kind of audience intelligence that comes from spending a genuinely embarrassing amount of time on the internet.

Platform Architecture & Content Frameworks

Campaign Strategy & Execution

Audience Intelligence & Cultural Insight

You need a campaign idea, not a mood board and a tagline, but a real platform with cultural traction that your audience will actually respond to. I work across tissue sessions, campaign ideation, brand positioning, and full creative development for brands across FMCG, retail, tech, and lifestyle. I think in culture, which means I know what's relevant right now versus what was trending in Q3. And I know the difference between a concept that will get approved and one that will actually work, I will tell you which one you have.

ACTUALLY WORTH MAKING 

Most people in a room with a brand director and an editor-in-chief pick a side. I don't have to; I've been both. I've built brand-publisher partnerships on behalf of major mastheads, and I've been the creator on the other end of the brief. That means I understand what's needed in order to say yes, and I can manage the whole thing: strategy, partner identification, briefing, creative oversight, and delivery. If you need an advertorial output that has a genuine editorial lens, or a creator campaign that doesn't read like a press release, this is where I work.

Platform Architecture & Content Frameworks

Campaign Strategy & Execution

Audience Intelligence & Cultural Insight

WITH AN ACTUAL VOICE

I've shaped editorial direction for outlets at some of Australia's largest media companies, setting the voice, the standards, and the direction across every format. My bylines span Australia's biggest mastheads and lifestyle titles. My social work has built and rebuilt platform presences for food, travel, and lifestyle titles. My production work includes social video strategy at scale for one of Australia's largest media networks. If you need someone who can own the editorial operation, not just execute within it, this is the work.

Most influencer campaigns fail not because the creators are wrong but because the brief was. Having worked at agency level from end to end — casting, briefing, managing, reviewing, reporting — the thing that separates a campaign that lands from one that doesn't is almost always what happened before anything was filmed. Having been a creator means talent gets briefed the way they'd actually want to: with clarity, creative latitude, and a point of contact who knows when something is off before it goes live.

Research, Casting & Vetting

Brief & Creative Development

Campaign Management & Reporting

I've built content strategy at scale for one of Australia's largest media networks and produced branded pieces across food, travel, tech, and lifestyle on both sides of the brief; as the creator and as the director. I can produce content on my own channels as part of a partnership, manage your shoot from concept to delivery, or work with your in-house team to fix what isn't performing. The through-line is that it's always made by someone who actually understands the platforms the work is going on.

WHO LIVES ON THE INTERNET

I'm an Indian-Australian creator and editorial voice based in Sydney, with over 1 million views per month an engaged audience of culturally literate zillennials across all major social platforms. My audience pays attention because I'm selective; I only work with brands I can authentically show up for, which is exactly why the content lands. I work across sponsored content, ambassador and spokesperson roles, press trips, and on-camera. I'll also tell you upfront if the fit isn't right, and usually point you toward someone who is.

Brand Ambassador & Spokesperson

Sponsored Content On Owned Channels

Press Trips & Experiential Partnerships

AND ON THE RECORD

I've spoken at SXSW Sydney, appeared on Mumbrella panels, been called on as a cultural commentator by legacy and new media outlets, and taken advocacy work all the way to Parliament House. The through-line across all of it — digital culture, Gen Z, the creator economy, diaspora identity, mental health policy, social justice — is that the perspective comes from doing the work, not just observing it. I'm simultaneously making content, running strategy, writing editorial, managing non-profits and building a youth advocacy platform, which means what gets said in a panel or a media appearance is grounded in what's actually happening.