13+ years connecting strategy to execution across customer experience, loyalty, GTM, B2B channels, digital transformation, and AI.
Strategy × executionThe through-line
My career has moved from selling on the frontline, to managing brands, to transforming how businesses go to market and serve customers. That range keeps the work practical.
I start with what people actually do — customers, dealers, distributors, and sales teams — then build the economics, processes, technology, and adoption around it.
Choose a lens
Different mandates, one discipline: find the behaviour that drives value, then redesign the system around it.
Customer journeys designed as commercial systems — grounded in behaviour, retention economics, and measurable value.
From market whitespace and price-pack architecture to distributor economics, beat plans, and field execution.
Dealer and distributor ecosystems rebuilt around the purchase triggers and moments that move partner behaviour.
Practical AI use cases and technology transformations evaluated through capability, integration, scale, and return.
Selected impact
Designed the price-pack architecture, full margin stack, salesforce structure, beats, and ward-wise onboarding. Now live at 76% productivity, with 42 distributors and 300+ salespeople enabled.
Rebuilt AOP, price-pack architecture, distributor structure, and the sales call for a beauty and personal care leader — piloted across the 20 towns driving 80% of the business.
Designed a cross-business loyalty proposition for a leading hospitality group, with personas, tiered benefits, and a 10-year model projecting 2.5× top-tier spend and 11% annual activity growth.
Led two CX-led SFA and DMS transformations for a global tyre company — cutting turnaround time 70%, lifting sales efficiency 20%, and creating a model replicated across markets.
Used static and dynamic research to uncover true purchase drivers and price elasticity for Mahindra, lifting purchase intent from 3.58 to 4.08 across an ₹8,000 Cr+ portfolio.
Ran every trade channel for Kingfisher in Jharkhand, delivering the state’s highest-ever primary sales and ₹27 lakh in annual contribution improvement through operating discipline.
Career journey
A career built from the market up — frontline P&L, brand leadership, then transformation at scale.
Leading large-scale GTM transformation and the practice AI Centre of Excellence — combining commercial design, field adoption, and AI partner evaluation.
Built and sold transformation programs across consumer goods, automotive, industrials, hospitality, chemicals, agro-inputs, and aerospace. Earned two early promotions and the Chairperson’s Award.
Moved from dealer profitability and conversion to national launches, consumer research, media strategy, and brand operations for an ₹8,000 Cr+ automotive portfolio.
Owned frontline sales, distribution, and P&L across Jharkhand — the operating foundation behind every transformation that followed.
Ideas in the field
Co-authored from 35+ CXO conversations across automotive, retail, BFSI, hospitality, and media.
Introduced the shift from return on investment to return on experience as a practical CX leadership lens.
Built the judging rubric, evaluated campaigns, and moderated a grand jury with the MDs of Britannia, L’Oréal, and Castrol.
Recognition & foundations