Platform localisation
When Hindi and South Indian language creators started growing on a platform built
for English content, there was no playbook for it. The creators rewrote the format,
the pacing, the community norms — entirely on their own. By the time the platform
noticed, 75% of watch time was in languages that weren't in the
original design spec.
India doesn't wait for platforms to localise. It localises the platform.
Trust, rebuilt with data
A major content partner paused their relationship with a platform over an IP
dispute for two years, ready to escalate to litigation. The fix wasn't legal —
it was a data-driven conversation showing their content was safer and better
monetised inside the platform than outside it. Within a year, they were
publicly advocating for the platform they'd threatened to sue.
Platform trust breaks over understanding gaps, not policy gaps.
Category creation
A vertical was written off by every advertiser in the room — too niche, wrong
audience image. Instead of pitching it, I spent six months making it legible:
events, data, mythbusting. It became a $30M business growing 2.5x
year on year.
Platforms don't know what they are to the market until someone makes them legible. Legibility is a business strategy.
Where I plug in fastest
Go-to-Market Strategy & Execution
Market Entry & Expansion
Revenue Architecture
Strategic Partnerships
Category Creation
Ecosystem Development
Digital Monetisation — IAP, TVOD, Advertising
Creator & Developer Relations
Commercial Negotiation
Cross-Functional Leadership
