Brand & Content Strategist
Seven years building consumer brands in wellness, fitness, beauty and food. I find what a brand actually stands for, turn it into content a team can run every week, and track what it does to revenue. Strategy that gets implemented.
About
A strategist disguised as a marketer.
I started in interior and set design, moved into graphic design, then social media, and eventually brand strategy. That path shapes how I work. I think about a brand the way a designer thinks about a room: what should someone feel when they walk in, and what's getting in the way?
I'm a brand and content strategist with 7 years across beauty, food, wellness and lifestyle. I led brand and content in-house at Masic Beauty, Foodhall and mCaffeine, and in 2023 grew my freelance practice into Coal Studios, a strategy-first studio that served 20+ brands with a remote team of 12.
Having built the studio, I've chosen to go deep with one team again. My own move towards health, wellness and more conscious living has drawn me to brands that genuinely improve how people live, and that think carefully about their impact.
Now I want to bring strategy, content and storytelling to a remote team in health, wellness or sustainability. Alongside that, I write about brand strategy and founder psychology for 9K+ people on LinkedIn.
Most brands don't have a content problem. They have a clarity problem. No posting schedule fixes a brand that doesn't know what it stands for.
A strategy is only as good as the Tuesday a junior team member runs it alone. I build calendars, briefs and playbooks that hold up without me in the room.
Followers are nice. Full batches, sell-outs and repeat orders are the point. I report on what moves the business.
Selected work
Most of my work sits where wellness meets everyday life: movement and recovery, mental health, mindful food and ethical beauty. Here is how I think, not just what moved.
The questionHow do you turn a studio its members love into a brand people outside it want to join?
The questionHow can a beauty brand feel elevated and confident while staying inclusive, modern and commercially scalable?
The questionHow can content turn a coffee into a daily comfort ritual, without feeling performative or forced?
The questionHow can fitness become a long-term relationship with the body, not a short-term result?
“6 days later we were already building Athlos in ways I could have never imagined... She builds every brand as her own.”Prithu Sharma, Founder, Athlos
Mental health · naming & identityHow can branding reduce emotional resistance before someone ever books therapy?
Named the practice, built a warm, non-clinical identity, and helped refine the business model for India's mental health landscape.
Spirituality podcast · strategy & contentA podcast on spirituality, healing and growth. Built a dual-platform growth strategy for YouTube and Instagram.
10K+ Instagram in under 6 months · 3M+ views on one reel · 7K+ YouTube subscribers
Mindful indulgence · brand & contentPortion-controlled desserts from fitness creator Chandni Kurup. Tied indulgence to her fitness lifestyle and launched a conversion-focused content funnel.
10% month-on-month sales growth · 150K+ reel views
Creator · content & creative directionMoved her from fashion creator to multi-category beauty and lifestyle voice, with campaigns for Dior, Louis Vuitton, Bulgari, Charlotte Tilbury, Meta and Dyson.
20+ global campaigns · 10–12% engagement lift · 1.1M views on one reel
Creative studio · identity refreshRefined a logo first made by a local printer into a premium identity for a studio moving from music into video. Alignment, not reinvention.
See everyone I've built with ↓
Websites
Strategy-led sites designed and built through Coal Studios.
Brands & creators
Global campaigns, via Tasheen
Dior · Louis Vuitton · Bulgari · Charlotte Tilbury · Meta · Shiseido · Dyson
Kind words
“You keep pivoting and adapting to the needs of a small business. Even when we’ve slipped up, you always find a solution instead of shifting blame... I’m finally seeing clear direction and growth, after so many years of searching for the right person.”
“She excels in content strategy and social media marketing, but what truly stands out is her impeccable work ethic. Her strategies are always well-reasoned and logical, making collaboration with her seamless and productive.”
“She doesn’t just manage social media. She builds a brand with purpose, clarity, and creativity. Her strategic mindset and ability to tailor solutions to our brand’s unique needs have significantly transformed our online presence.”
“I told her in passing what had been happening and she casually told me to send her everything related to the brand, and 6 days later we were already building Athlos in ways I could have never imagined. The amount of homework she does, it’s just incredible.”
“Under very little supervision, she stepped up and took on additional responsibilities with ease. I’ve seen her adapt to a fast-paced environment and go the extra mile to ensure the larger goals of our brands are met.”
“She is very systematic and process oriented. She is not only very creative with her work but also a problem solver when we need to turn around an unforeseen hurdle.”
Career
Coal Studios · Mumbai, Goa, remote
Turned freelance clients into retainers, then grew to 20+ brands with 85% retention and a remote team of 12.
Masic Beauty by Malvika Sitlani
Brand book and revamp, 41% revenue growth in 6 months. Employee of the Month twice. Became Coal Studios' first client when I moved on.
Sorrentina (Honestly Italian)
7K to 12K followers with zero ad spend. Set up the in-house content room.
Foodhall (Future Group)
100K followers within 2 months of joining. 5 brand pages, 15+ in-store pop-ups, team of 4.
The Face Shop (Holistique)
Campaigns, contests, shoots and analytics across Instagram and Facebook.
mCaffeine
Built four channels from scratch. Led the Syndet launch and Rakhi 2020 campaigns.
Independent and with Nimish Kotwal
Assistant art director on Comicstaan and Little Things 2. Identities for Vikara, Acoustique and Meraki.
Approach
The business, the market, the audience and what the brand already says. Where the gaps are, and which one costs the most.
Positioning, messaging and voice, written down before a single visual or post gets made.
Pillars, calendars, briefs and playbooks the team can run. Then the identity, content and campaigns built on top.
Monthly and quarterly reviews against business numbers. Amplify what works, cut what doesn't.
Contact
Looking for a brand or content strategist, full-time or on a consulting basis? I'd like to hear about it.