ABOUT ME

Started with Copy, ₹15M+ later...

My first ad hid an impurity joke inside a Brothers Grimm fairy tale.
For a water purifier. It won an award and sent me to Goafest as an official delegate by Saatchi at age 18.

13 years later, ₹8M in client wins for EY. ₹6M in new revenue for SOCIAL. ₹1M saved for Ecolab in year one.
Spotify's engagement rate, moved. 500+ B2B/C SQLs in a market I entered cold for HabitNu.

That's ₹15M+ in commercial returns,
40+ brands and both sides of the table since that water purifier ad.

Somewhere between the briefs and the boardrooms, I stopped being
just a copywriter and started building teams, revenue verticals and market entries from scratch.

The creative instinct stayed. The spreadsheets joined later.

~ Build like a Brand/Pitch like an Agency ~

₹15M+
Commercial Impact

B2B × B/D2C
Growth

Revenue Vertical Creation

Zero-to-Scale Team Architecture

Agency Side. Brand Side. Both.

Cover Letter

Curriculum Vitae

Recommendation

Winner of
EY Kudos
Award
2022

Winner of
L&K Advertising
Award
2011

Executive Program
Digital Marketing
& Analytics
Indian School
of Business (ISB)
MOOC | 2024

M.A.
Digital Media & Communications
University of Sussex
Brighton | 2013

B.A.
English Literature
St. Xavier's College
Mumbai | 2010

HubSpot
AI for Marketers

Google
Analytics (GA) 4

Hubspot
Inbound Marketing

Semrush
AI-Powered Marketing

My top skills include:
Brand Marketing
Campaign Management
Corporate Communications
Creative Strategy & Direction

Trained Western Classical multi-instrumentalist since age four with live performances across venues in India & UK. Certified rock climber. Long-standing involvement in social work including NREGA and tribal child education.

I look forward to hearing from you about exciting roles, projects, collaborations and possibilities.

For the record...

"Joel has been an integral part of branding and marketing initiatives of our team. He has well-rounded expertise on marketing and is your go-to person for all things related to brand building/positioning."

Partner at a Consulting Firm