Resume
Experience
Sep 2022 - July 2025
Communications Lead
Dr. Peter Centre
Vancouver, Canada
As Communications Lead for the Dr. Peter AIDS Foundation, I owned the organization's brand, media relations, and fundraising communications, reporting into senior leadership and working alongside the Board and external government partners.
I led the full strategic redevelopment of the organizational brand and its rollout, achieving 100% adoption of new guidelines across every internal department and external channel and lifting cross-platform consistency by 40%. Paired with a comprehensive communications plan I developed, implemented, and evaluated, this contributed to a 25% increase in brand awareness over two years.
Much of the work was advocacy on difficult ground: HIV/AIDS, mental health, substance use, poverty, homelessness, and the discrimination that compounds all of them. I built a multi-channel communications framework and a custom donor relationship management tool to support it, and advised cross-functional teams on targeted content strategies that improved departmental engagement with communications initiatives by 15%. Tailored stakeholder messaging increased donor retention by 10% and strengthened community partnerships.
On the fundraising side, I created all fundraising materials, stewardship reports, and stewardship communications, and executed four signature galas and supporting awareness campaigns that collectively generated over $1.5M, exceeding target. I also cultivated one donor relationship from first outreach through to close, which secured their venue as the home of the Centre's flagship event — a gift that came not from a pitch but from sustained stewardship over time.
I led all media relations throughout, securing positive placements annually in local and national outlets, and prepared messaging, press releases, and briefings for leadership engagements.
July 2021 - Sep 2022
Communications & Community Partnerships Manager
Surrey Food Bank
Surrey, Canada
At the Surrey Food Bank, I developed the organization's brand persona in line with its strategic plan and led all event and partnership activity supporting annual fundraising goals — work that lifted fundraising results by 20%.
I built a data-driven internal and external communications plan alongside an interactive donor management solution, which raised donor engagement by 50%. That system underpinned the cultivation work: researching and qualifying prospective donors, maintaining the donor database, tracking budget targets, and managing the annual fundraising calendar.
Relationships were the heart of it. I represented the organization at community events, cultivated sponsors, donors, and community leaders, and coordinated food drives and fundraising events that expanded both food and financial contributions. I also conducted market research and analyzed engagement metrics to identify trends, optimize content performance, and inform forward communications strategy.
Alongside this, I created and maintained budgets across events, advertising campaigns, and marketing initiatives, and developed communication strategies across web, media, and social channels to strengthen the organization's reputation in a region where food insecurity is both widespread and often invisible.
Aug 2020 - July 2021
Digital Marketing Specialist
Sprott Shaw College
Burnaby, Canada
As Digital Marketing Specialist at Sprott Shaw College, I developed landing pages, Google Ads, and content across all international social media channels, working directly with the Director of Marketing to create and execute strategic online marketing plans. The work increased leads by 20% at a 3.2% conversion rate, above industry average.
The approach was iterative. I planned and designed landing pages for A/B testing through Unbounce, and performed ongoing keyword research to identify content opportunities in response to competitive dynamics and new program launches. I researched, analyzed, and reported on competitors' digital marketing strategies and communications, which informed where we positioned and where we didn't.
I created display ads and curated content for the international department's social channels, and integrated digital campaigns with the internal CRM using Zapier and webhooks.
Apr 2019 to Sep 2019
Communications & Content Consultant
International Alliance for Immigrant Services & Concert8Solutions
Vancouver, Canada
Working independently as a Communications and Content Consultant, I managed all social media handles and digital communications for the International Alliance for Immigrant Services and Concert8Solutions, optimizing content to enhance engagement in line with each brand's ethos.
I designed and built the content strategy behind that work, focused on brand awareness, and grew Instagram followership by 60%. I planned and designed the IAIS.ca website on Wix alongside a go-to-market strategy, and optimized and wrote content to SEO best practice for the Concert8Solutions website and its partner products.
Alongside this I generated content for digital and traditional marketing collateral in collaboration with the in-house team, managed and updated content plans through partner content management systems, created and disseminated press releases for strategic partnerships, and built templates and scripts for client-facing written and spoken communications.
Mar 2018 to Jan 2019
Senior Manager,
Marketing Communications
Burson
Gurgaon, India
As Senior Manager of Marketing Communications at Burson, I led a team marketing professionals and owned all marketing activity across digital and traditional channels. Working within in-house public relations sub-teams, I conceptualized and wrote the brand pitches that won new accounts, supporting an agency growth rate of 6% over the period.
I engaged and managed stakeholders across promoters, corporate partners, and internal teams to maintain a consistent brand identity across traditional, digital, and video media, and handled all internal and external communications supporting both client and employee engagement. That included managing internal and external IT vendors through a full rebrand of the India website.
On the content side, I helped create award-winning entries for global brands including Star Sports, Colgate, and Medela, and wrote case studies from the India group published on both the global and Indian websites. I built thought leadership initiatives for the firm and its leadership, and produced whitepapers and use cases aligned to digital best practice and keyword strategy.
I also conceptualized and ran the agency's own positioning work — creating content, special events, sponsorships, and promotions including The Gabby's, an internal awards program that doubled as employee engagement — and designed and delivered workshops for internal skill development.
Oct 2016 to Mar 2018
Manager,
Marketing & Communications
BML Munjal University
New Delhi, India
As Manager of Marketing & Communications at BML Munjal University, I worked within a three-member core team on brand repositioning, establishing distinct positioning in the Indian higher education space through integrated marketing, advertising, digital, and corporate communication strategy. The work increased social media lifetime reach by 80% and website traffic by 100%, with an average email open rate of 15% across all campaigns.
The role was built on relationships and the funnel that connected them. I managed CRM initiatives optimizing the student journey from first inquiry through to enrolment, building and executing email campaigns through Leadsquared. I interfaced with promoters, corporate and academic partners, and internal teams to maintain a consistent brand identity across print, digital, and video, liaised with external agencies on all creative content, and served as single point of contact for the in-house design team, project-managing content and website development.
On the digital side, I ran analytics and forward strategy across Facebook, Twitter, Instagram, LinkedIn, and YouTube, and led keyword planning and development of a new website designed around visitor experience — content produced under that strategy held average session duration above 2 minutes 30 seconds with bounce rates of 35–40%. I also handled online reputation management, monitoring and optimizing how the University was represented and perceived.
Alongside this I conceptualized and managed all print collateral for internal and external audiences, created and produced the monthly newsletter The Pilkhan, and developed and executed digital and on-ground events end to end, including webinars through GoToWebinar averaging 100 registrations.
Feb 2016 to Oct 2016
Communications Specialist
Rasta
Gurgaon, India
As Communications Specialist at Rasta, I led brand strategy and account management for clients including United Health Group, Times Internet, Espark Viridian, Hokey Pokey, and Done Thing, maintaining consistent brand messaging across every marketing collateral. I managed a team of three designers and developers, and handled vendor relationships to ensure on-time campaign delivery.
I conceptualized and executed all print campaigns, and directed photo and video shoots end to end — including vendor selection and management — for key accounts.
On the digital side, I developed and executed social media content strategy across all client channels, growing Facebook following by an average of 50% and Twitter by 40% month over month. I tracked and analyzed engagement reporting across platforms, implemented keyword planning and on-page optimization that increased website traffic and held bounce rates to 30%, and provided strategic input on client website UI/UX.
May 2015 to Feb 2016
Head - Design & Content
Auraz
Bengaluru, India
I co-founded Auraz, a design company focused on antique furniture and home furnishings, where I led design operations and go-to-market strategy. I built the pitch strategy that secured $100,000 CAD in launch-phase funding and directed all traditional and digital marketing — work that ultimately positioned the business for a buy-out exit.
On the creative side, I designed and oversaw execution of all print campaigns, planned social media content, conceptualized photoshoots and product display, and maintained consistent brand messaging across every marketing collateral. I also managed a team of marketing designers and shaped the website around customer experience.
The role was equally operational. I oversaw procurement and product sourcing, managed vendor relationships and logistics, and ran CRM activity focused on customer retention and driving sales.
Volunteer Experience
June 2020 to Apr 2021
LetsStopAIDS
Communications & Content Projects Lead
Canada
As Communications & Content Projects Lead at LetsStopAIDS, I led special marketing projects centred on storytelling and audience engagement, building content that was thought-provoking and actionable while staying aligned to the organization's mission. The role included research, analytics, and metrics tracking to refine content strategy over time.
June 2020 to Jan 2021
The Jeboah Miranda Foundation
Social Media Specialist and Community Manager
Canada
As Social Media Content & Community Manager at the Jeboah Miranda Foundation, I curated and managed content across all social channels, developed an engaging content strategy, and worked with key influencers to strengthen the organization's digital footprint. The role also involved building a consistent brand message and supporting fundraising toward organizational goals.
Education
2021
Alacrity Academy
Certificate in Digital Marketing
Canada
2020
Brainstation
Certificate in Digital Marketing
Canada
2005 - 2010
College of Art
Bachelor of Fine Arts - Design and Visual Communications, General
India
2003 - 2005
Apeejay institute of design
Foundation degree - Graphic & Visual Design
India
Core Competencies
Brand strategy, repositioning, and stewardship
Media relations and executive briefings
Team leadership and mentorship
Fundraising and donor communications
Integrated multi-channel campaign development
Agency and vendor management
Donor cultivation, stewardship reporting, and retention
Content production across digital, print, and video
Stakeholder, board, and partnership relations
Strategic storytelling and advocacy communications
Social media strategy and community management
Analytics, reporting, and CRM management
Tools & Platforms
Adobe Creative Suite · Canva
Mailchimp · Leadsquared · Raiser's Edge . Donor CRM
WordPress · Wix · Unbounce
Hootsuite · Zapier
ChatGPT · Claude · Gemini
Google Ads, Meta Ads, and Google Analytics
Languages
English
Hindi
Punjabi