Built to plug in. Wired to deliver.
I didn't plan to become a marketer. I trained as an engineer — and that wiring never left me. I still approach every problem like a system: what are the components, how do they connect, and what's the fastest path to making it work?
Over the years, across industries and continents, I started to notice a pattern. The organisations that moved fastest weren't necessarily the best resourced — they were the best connected. The right insight flowing to the right team at the right time. That's the gap I've made my career living in.
From managing loyalty at a retail pioneer in Mumbai to launching membership programmes across 66 markets in Amsterdam, I've deliberately built myself to be modular. Like a Lego brick — I bring a defined shape and a reliable interface, and I snap into whatever structure needs building. Whether it's a scrappy launch team, a large cross-functional squad, or a market entering unknown territory.
I've worked across hospitality, retail, fashion, sports, and food delivery. Each context taught me something new — but the throughline is always the same: start with the customer, translate that into something the business can act on, and build the connective tissue in between.
My MBA at IE Business School gave me the language of strategy. But it's the years of shipping real programmes — testing, iterating, failing fast, and scaling what works — that gave me the confidence to walk into any room and know I can add value quickly.
When I'm not building things, you'll find me on the padel court or at a hockey match — sports where reading the game and trusting your teammates matters as much as individual skill. Not a bad analogy for how I work, honestly.