I have spent close to three decades in advertising and marketing, building brands, leading businesses and teams, and working with people across organisations and at different stages of their careers.
Over the course of my career, I have worked across diverse categories and business environments, with experience spanning brand building, communications, marketing and leadership. Alongside my corporate career, I spent more than a decade teaching at K J Somaiya Institute of Management Studies and Research, and served on the Board of Studies for its postgraduate communication programme.
My interest in people and what drives their behaviour has been a consistent thread through all of this work. Over the last several years, I have studied and explored behavioural science, particularly the biases, mental shortcuts and invisible forces that influence how we think, make decisions and behave.
Through Between Lines, my writing and content platform, I explore behavioural science through the lens of work, leadership, marketing, popular culture and everyday life. My work is about taking ideas from behavioural science and connecting them to situations people recognise in their own lives and workplaces.
This intersection of people, behaviour and organisations has increasingly shaped the direction of my work.
I have completed my Professional Coaching Certification Training and am pursuing my coaching journey with the International Coaching Federation. Coaching brings together many of the threads that have shaped my career: my experience of organisations and leadership, my work in behavioural science, my years as an educator and my longstanding interest in what enables people to navigate change and make meaningful choices.
Today, I am building on this experience by working with individuals and organisations through coaching, particularly around leadership, career and life stage transitions and moments of change.
For me, coaching brings together the different strands of my work: understanding people, exploring behaviour, and creating the space for individuals to see themselves and their choices with greater clarity.
Between Lines
At its heart, Between Lines explores the behavioural biases that shape how we think, decide, work, lead, and live.
What started as sharing ideas has gradually evolved into an ecosystem where the same topic is explored through different lenses and formats.
Website - the home of Between Lines and the gateway to everything I create
Substack - long-form articles that unpack behavioural biases through stories, observations, and real-life situations
Newsletter - a curated space for readers who want deeper reflection and conversation around behavioural science and everyday decision-making
LinkedIn - the workplace, leadership, career, and decision-making lens of the ideas explored on Substack
Instagram - behavioural biases through the lens of Formula 1, sport, popular culture, films, and everyday life
YouTube - video explorations of the same ideas for people who prefer to watch rather than read
Each platform serves a different purpose, but they are all connected by the same curiosity - why do we think, feel, and decide the way we do?