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✺ Past Work — highlights

Rebrands. Newsletters. Podcasts. Launches.

Four projects that show how I work across content, brand and community — on consumer brands, in social enterprises, and inside large firms.

PlayShifu

1

global rebrand launched

3+

organic channels grown

D2C

and retail supported

01Consumer brand / Content & social

Rebranding a global learning-toys company

PlayShifu · Feb 2021 – Jan 2023 · Content Marketer

Part of the core team that launched the new PlayShifu brand identity. Owned the marketing content calendar and led social ideation and execution across markets as the company scaled its D2C and retail presence globally.

Approach

  • —Rebuilt the content calendar around the new brand voice — playful, parent-trusted, learning-first.
  • —Led social ideation and execution across Instagram, Facebook and YouTube.
  • —Introduced blog SEO best practices; opened up Reddit and Quora as organic discovery channels.
  • —Wrote Facebook and Google ad copy that supported the rebrand narrative through performance channels.
Brand launchContent calendarOrganic socialSEOAd copy
Breakthrough UK

28%

avg open rate (vs 25–26% benchmark)

2%

Substack click rate, grown from ~0

5

avg likes per Substack issue, grown from 0

02AI & digital equity / Newsletter & audience growth

Two newsletters, two audiences, real engagement growth

Breakthrough UK · Oct 2025 – Mar 2026 · Freelance

Managed two concurrent bi-weekly newsletters for a UK social enterprise working on digital skills education for underserved communities. One on MailChimp, one on Substack — each serving a distinct audience segment with its own strategy.

Approach

  • —Inherited a Substack with negligible engagement; rebuilt around consistent publishing, sharper subject lines, stronger CTAs, and content directly relevant to reader interests.
  • —Maintained a separate MailChimp track for a different community segment with its own voice and cadence.
  • —Tracked open, click and like metrics per issue to inform the next.
MailChimpSubstackNewsletter strategyAudience growth
Big 4 professional services firm · India

3

podcast series produced end-to-end

C-suite

guests across the firm

4,000

person business unit audience

03Internal communications / Podcast production

A C-suite video-podcast series inside a Big 4 firm

Big 4 professional services firm · India · Feb 2023 – Apr 2025 · Senior Executive, Internal Comms

Conceived and produced three video-based internal podcast series for a 4,000-person business unit, each featuring C-level executives. Held end-to-end creative ownership across the full production cycle — from format to script to distribution.

Approach

  • —Ideated episode formats and themes; developed interview frameworks; scripted segments.
  • —Coordinated directly with senior leadership on messaging and approvals.
  • —Translated complex organisational narratives — engagement, culture, DE&I, CSR — into accessible content for a large internal audience.
  • —Managed distribution across internal channels as part of a broader comms strategy.
Podcast productionC-suite commsScriptingStakeholder management

Client confidential — clips and scripts available on request.

Big 4 professional services firm · India

30%

engagement rate on launch

4,000

person community activated

1

platform, from zero to daily habit

04Internal communications / Platform launch

Launching Viva Engage across a 4,000-person business unit

Big 4 professional services firm · India · 2024 · Senior Executive, Internal Comms

Led the launch of Viva Engage as the internal community platform for a 4,000-person business unit — the strategy, launch campaign, editorial rhythm, and the community management that turned it from an inbox into a place people actually showed up to.

Approach

  • —Built the launch narrative and rollout plan — leadership visibility, cohort seeding, editorial calendar.
  • —Set the content mix: leadership posts, culture spotlights, DE&I moments, celebration threads, AMAs.
  • —Ran community management day to day — prompts, comments, moderation, escalation loops.
  • —Reported engagement back to leadership and iterated the mix based on what actually landed.
Community launchViva EngageInternal commsEditorial planningCommunity management

✺ And, separately

The one I run entirely on my own — BooksChaiMusic.

See the solo project →