- Identified the need for a dedicated communications function at a 20-year-old company and successfully lobbied for its creation, building the department from scratch and defining its mandate, structure, processes, and governance. – Led, managed, and developed an in-house PR team of 8 across multiple markets, alongside regional agencies in South Africa, Romania, Spain, France, and Italy, ensuring alignment, prioritisation, and professional quality of output. – Served as a strategic communications partner to senior business leaders across multiple markets, providing counsel on reputation, regulatory messaging, and external positioning. – Created and oversaw compelling content in English across all channels: press releases, features, blog posts, social media, presentations, and executive speeches. – Owned media relations across international markets, building and maintaining strong relationships with journalists and external stakeholders. – Oversaw all PR activations across highly regulated fintech markets: crisis communications, spokesperson positioning, press events, and regulatory-aligned external comms. – Led ESG communications and stakeholder engagement, integrating sustainability narratives into global brand strategy. – Represented Admirals at Latitude59 Kenya 2023, managing on-ground communications for the Estonian Ambassador to Kenya, the Latitude59 CEO, and Admirals' Africa Country Head.

– Led creative and content strategy in close collaboration with acquisition, SEO, email marketing, and website teams, aligning output with brand and growth objectives. – Managed and mentored a team of 9 designers and copywriters, overseeing workflows and quality of delivery across integrated campaigns. – Ensured consistent and professional use of digital channels including website, CMS, and social media platforms. – Delivered campaigns spanning lead generation, remarketing, brand awareness, and engagement across multiple channels.

– Led PR and communications for the launch of the world's first smart hydrogen cabinet in Estonia, covered in national and international media. – Managed communications for PowerUP's contract announcement with the European Space Agency (ESA) to develop hydrogen fuel cells for lunar and Martian exploration missions. – Created and managed content across channels in English: press releases, features, social media, presentations, and speeches for the CEO and leadership team. – Drove founder thought leadership and CEO profiling, building strong media relationships and acting as lead writer for European grant applications. – Represented PowerUP at METSTRADE 2021 (Netherlands), IIA Mobility (Munich), and Slush, Helsinki (January 2022).

– Managed national media outreach and proactive story pitching for Facebook India, reinforcing the brand's social good commitments. – Led PR and media outreach for Adobe Systems India: press releases, briefing documents, media profiles, and daily monitoring.

– Won Best Crisis Management Campaign (Regional & National), Weber Shandwick Internal Awards 2019, for leading communications during the MAGGI crisis, one of India's most high-profile FMCG crises. – Led Bausch+Lomb's #changeyourlook influencer campaign: 7 million impressions across 51 influencers including celebrities Lauren Gottlieb and Nidhhi Agerwal; awarded Weber Winner Award (Aug 2018). – Planned and executed UNICEF India's Go Blue campaign on World Children's Day (Nov 2018). – Managed integrated PR, influencer, and social media campaigns across Nestle (MAGGI), Pernod Ricard, Lenskart, DLF Mall of India, and ZIPPO