About Anushka

Most organisations don't have a brand problem. They have a perception problem, and they're trying to solve it with campaigns.

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I've spent 7+ years building something different: the strategic infrastructure underneath the brand. Audience segmentation. Competitive positioning. Messaging hierarchies. Narrative frameworks that give investors, government, and commercial partners a single, consistent reason to believe. 

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At TechWM, I joined an organisation known primarily as an events body. I defined the primary and secondary audience segments: founders, investors, corporates, and government. I mapped the competitive landscape against relevant networks.

 

I built the messaging hierarchy across all four audiences and presented the findings to leadership and the board. That strategic foundation became a commissioned £36,950 regional brand narrative, a national repositioning, and a Top-3 European Capital of Innovation shortlist; work now embedded in DSIT's national Tech Cluster programme and the region's AI missions.

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Before that, at LIQVD ASIA, I led end-to-end new business strategy, developing full pitch decks, presenting to C-suite at major Indian brands including Parle, IndiGo, and Pfizer, writing and delivering internal briefs to creative, media, and SEO teams, and closing accounts with retainers from ₹1.5L/month. I also co-owned the agency's Insights Wing Programme, leading a team of 3 interns decoding Gen Z behaviour. The findings were presented to 500+ brand marketers across India.

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I've operated as a sole in-house marketing function, directing up to 15-18 people across 9 concurrent supplier work-streams; PR agencies, freelance video, outsourced digital, web developers, brand narrative agencies, and volunteer coordinators, without an internal team or budget approval layers. It taught me to be precise, decisive, and accountable in a way that agency environments rarely demand.