Brand and category marketing India, UK, & the SEA
Every audience I have built for turns out to be the same audience: someone, deciding. A plant head signs off on industrial AI, a shopper picks one brand off a shelf in ninety seconds, a family chooses where to spend a Saturday.
The floor changes, the stakes change, the question underneath does not. That question is what I build for. I market to the decision.
At a glance
7+ Years in marketing
British and Indian retail, real estate and industrial AI, working with in-house teams and agency partners from brand strategy through to on-the-ground execution.
12 Team hires
Direct reports I recruited and trained myself, across businesses at very different stages of marketing maturity.
67 Creators briefed
Store walkthroughs, reels and TikToks in retail. Podcasts, webinars and plant-floor films in industrial AI. The brief discipline stays the same while the register changes.
3 Analyst quadrants
Gartner, Verdantix and ISG, each briefed directly, placing a young industrial AI company in its first quadrant appearances inside twelve months.
Selected work, filed differently
Every brand needs to be found, chosen and remembered. Each case below did one of those jobs, and its figure shows the result.
Be in the room before the brief exists.
Puts you on the shortlist
Infinite Uptime × MIT SMR India, 2026
+150%
sessions from AI assistants*
Turned a research partnership into AI search visibility
Built AEO and GEO content from our MIT SMR India research on trust in industrial AI.
Read the case
Infinite Uptime, 2025 to present
3 quadrants
Gartner, Verdantix and ISG, within 12 months
Earned first-time analyst coverage for a young category player
Led analyst relations end to end, briefing Gartner, Verdantix and ISG directly.
Read the caseMeasured in visibility
*Visits to infinite-uptime.com from ChatGPT, Perplexity, Gemini and Copilot, Jan to Jun 2026, compared with the six months before.
Win the moment of choice.
Wins the decision
Infinite Uptime, 2025 to present
200+
sales assets across 9 industries
Sales content built for each industry's own problems
Vertical content, battle cards and talk tracks that present Infinite Uptime's PlantOS™ in each industry's own terms.
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Sainsbury's, 2024
2×
average basket, 9 Oxford stores
A care-led campaign with a competitive streak
A "Get Well Soon" coupon insert won back lapsed Nectar shoppers, with spend thresholds that turned each return visit into a bigger basket.
Read the caseMeasured in conversion
Make the choice repeat.
Brings back the next one
Sainsbury's Tu, 2023
17 creators
85+ pieces of content, and a range extension
A creator campaign that earned a range extension
Built for reach and affinity across 17 creators, and the campaign’s results supported extending Tu’s Plus Size range.
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Phoenix Mills, 2021
9 malls
one blue identity, now a shared brand standard
The blue that became the gifting benchmark
Built for the ‘Gift the Mall’ campaign, the blue outlived it and became Phoenix Group’s gifting brand standard.
Read the caseMeasured in affinity and adoption
Each case opens with the problem, the move and the result.
See all nine casesThe line I work by
“Don’t count the people you reach.Reach the people who count.”
A shopper at the shelf and a plant head at sign-off look nothing alike, yet my job with both is the same: find the person making the decision and give them a reason to choose.
How I build an ICP
How I think
AI makes the craft faster. It doesn't decide what the work should do, who it's for, or when it's ready. Those calls stay with me.
See the full page, with real briefsEvery project starts with what the work needs to do for the person deciding. That answer becomes the brief, and nothing gets made before it's clear.
Then I run the stack. Each tool has one job, and I've connected the key ones, like Claude with Higgsfield and Lovable, so a brief becomes something the team can see in days, not agency cycles.
Every output is reviewed, edited or rejected by me before anyone else sees it. Once it's live, HubSpot shows what reached the audience, and that sharpens the next question.
Who I am
Seven years across B2C and B2B, from luxury retail in India to supermarkets in the UK to industrial AI worldwide.
2019 to 2022B2C
Moved up in 4 months
Nobody needs to visit a mall. The brand has to be the reason they come back.
2022 to 2024B2C
Moved to full-time in 9 months
Everyone has to buy groceries. The brand has to be why they buy them here.
2025 to presentB2B
Promoted in 10 months
Nobody shortlists a category they have never heard of. It has to be built before it can be bought.
Let's talk
Seven years, 12 hires, 67 creators briefed and 3 analyst quadrants.
Go thereSix cases, each doing one job: found, chosen or remembered.
Go thereReach the people who count, not the most people.
Go thereThe buyer comes first, then the brief.
Go thereMarketer by judgment, orchestrator by method.
Go thereFrom the mall floor to the plant floor, promoted at every stop.
Go thereEmail, phone, LinkedIn and my CV, in one place.
Go there