TikTok
Global Product Adoption and Marketing
TikTok Accelerator for Indigenous Creators
As project lead, I partnered with the National Screen Institute to launch TikTok’s first Accelerator for Indigenous Creators in Canada. I led curriculum development, managed cross-functional coordination, and helped create a safe, empowering space for Indigenous storytellers to grow their presence on TikTok. The program supported cultural visibility, creative mentorship, and community trust-building at scale.
Subscription Expansion: Enabling More Creators to Enhance Relationships With Their Communities
Led the GTM and product adoption strategy for TikTok Subscriptions, focusing on creator monetization and feature education. Implemented a phased rollout strategy, built creator-facing narratives around "paying for relationships," and launched tools like SubSpace and Anchor Links to boost engagement. The program drove a 30% MoM adoption rate and lifted CSAT to 70% through iterative feedback loops and targeted messaging.
TikTok Creator Portal
(now Creator Academy)
I led the strategy and content development for TikTok’s Creator Portal—our flagship educational destination for global creators. I oversaw UX, content operations, and agency partnerships, ensuring the platform delivered scalable learning across regions. The initiative supported 1M+ followers and helped creators navigate tools, community guidelines, and monetization strategies, forming the foundation for what is now the TikTok Creator Academy.
TikTok University
As part of TikTok’s Product Marketing team, I led the launch and operations of TikTok University—a scalable education initiative supporting global creator adoption. We developed 25+ live and on-demand courses, localized content across 24 languages, and achieved 90% CSAT with over 7,000 signups and 500+ program graduates. The program improved product fluency, reduced support volume, and strengthened creator retention.
DAPPER LABS
Product Marketing at Flow Web3
Flow is a new blockchain built for the next generation of apps, games, and the digital assets that power them.
YOUTUBE
Product Marketing
I was hired as a consultant to launch YouTube Shorts in APAC, increase the product’s brand perception by producing content, drive scaled creations and identify pockets of opportunity with brands and media companies for YouTube Shorts in the APAC short form video market. I led Creative for YouTube Creator Marketing and Brand B2C2K Marketing campaigns in 2020-2021 where I developed 100+ creator stories, brand films, Google ads, Programmatic and social media assets. I also lead pilot content seeding (#challenges) on YouTube Shorts driving 700 M views and set up a base of learnings to unlock content seeding as a vector for IN creation growth.
BULBUL
Head, Content & Community
Bulbul is India’s first short video & social commerce app. The app’s network of ‘experts ’present and explain various products and their features in multiple Indian languages that is both relatable and contextual. I lead all branded and creative content, gamified live shows, community and Bulbul Academy.
EDITORIAL AND BRANDED CONTENT
I worked for many freelance projects at Vox Media, She Knows Media and Pure Wow as a Video Producer and Writer and Content Strategist. Some of my work included the the documentary series: Dress the Part (An anthropological Docu-Series investigating the intersection between style, identity, and community) at Vox; beauty social media branded content at Blink Beauty and the branded video series- Women with ADHD. Series was in partnership with a pharmaceutical company under the Branded Content vertical with SHE Media.
PROMO PRODUCTION
Show Reel
I directed and produced multiple adverts end-to-end which included shows such as KingFisher Supermodels, Yaari Dosti Shaadi, Gadget Guru etc during my time at NDTV Lifestyle.
THE JUSTICE PROJECT
I assisted in organising the event Lets Talk Men at a South Asian level in association with the UNWOMEN, IPFF, Ministry of Foreign Affairs, Norway, Trocaire and CARE International where I also curated the The Justice Project Website- Curated all Editorial content from writers, artists & storytellers from South Asia.