Marketing · Analytics · Business Strategy
I study how businesses grow —
through people, data,
and the decisions that sit between them.
About
I'm a Business graduate who finds the most interesting questions at the edges of disciplines — where marketing meets data, where people dynamics shape strategy, and where design makes the difference between a message landing or disappearing.
My work spans marketing analytics, brand strategy and HR — not because I can't choose, but because the sharpest business thinking happens when you can move between them. I use Excel, Tableau, Jamovi and Orange to make sense of data. This site is where I think out loud about business.
Selected Work
Analytics
A multi-channel performance dashboard tracking campaign ROI, customer segmentation and conversion funnels. Built to give marketing teams a single source of truth across paid, organic and email channels — with clear visualisations that actually get used in decisions.
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Branding
Positioning, perception and purchase behaviour analysed across FMCG competitors — with strategic recommendations for differentiation in crowded categories.
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Data Viz
A collection of dashboards translating dense datasets into clear visual stories — covering sales trends, customer journeys and regional performance comparisons.
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Research
Statistical research into purchase-intent drivers, using regression and factor analysis in Jamovi to isolate the variables that actually move buying decisions.
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HR & People
A case study examining how recruitment, onboarding and engagement design connect to retention outcomes — drawn from hands-on work in a fast-moving consumer brand environment.
View ProjectBusiness Journal
Caselets and observations on marketing, brand strategy and how businesses actually work.
Apple doesn't sell products. It sells a feeling — of intelligence, of belonging to something thoughtfully made. This is about restraint as a brand strategy, and why what Apple removes matters more than what it keeps.
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How a coffee company convinced the world to pay four times the market rate — and why the price itself is part of what they're selling.
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Two companies with almost identical services and very different personalities. On brand voice as competitive strategy in commodity markets.
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Seven decades, one cooperative, millions of households. What Amul understood about consistency and institutional trust that most brands miss entirely.
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Nike's most powerful tool isn't its product or its budget — it's a three-word belief system. On building a brand that stands for something specific.
Read Article →Experience
Lahori Zeera
Worked across the full people operations lifecycle at one of India's most recognised homegrown beverage brands — from recruitment and onboarding through to employee engagement and HR documentation. The experience gave me an unexpected lens on business: understanding an organisation through its people reveals things spreadsheets often don't.
Contact
Whether you're here for a collaboration, to discuss a project, or because something I wrote resonated — I'd love to hear from you.