The work I'm judged on

I decide what the brand is saying this quarter and what it will refuse to say. That means writing the brief, choosing the treatment, and being the person who says no when a good-looking asset doesn't serve the idea.

Direction is mostly protection. Once the decision is written down — one audience, one thing understood, one measure — everyone downstream can move fast without checking in, and disagreements become questions of evidence rather than taste.

A campaign is built as a sequence, not a folder of assets: what the feed does, what the creator does, what the blog and landing page do, and what paid amplifies once organic has proved it.

Each piece gets a job and a number before it is made, so the post-mortem is short and the next brief starts from something real.

I cast for fit rather than follower count, negotiate the terms, brief on intent instead of shot lists, and review the cut against the idea — not against my own taste.

Having shot and edited for other people's brands myself, I know which briefs are impossible and which notes actually help, which is most of what makes creators want a second round.

I run the brand's presence on Daraz — listings, copy, imagery and campaign participation — which is a different discipline from social: the shopper arrives already deciding, so the job is removing every reason to hesitate.

And I hold the relationships around the work: dealers, agencies, creators and marketplace account managers. Being the person who both makes the promise and answers for it keeps briefs honest and keeps partners answering the phone.

Meta campaigns built, tested and cut on return, click-through and profit after ad spend. Because I write the creative too, a losing test tells me which idea failed, not just which image did.

On the earned side: technical SEO, keyword strategy chosen by intent, and answer-engine optimisation — including the Daewoo Nepal site, which I built and rank, plus freelance work for two educational institutions.

I set the creative direction for a national appliance brand and own everything downstream of it: the calendar, the copy, the creators, the media budget and the brand site.

Organic reach past three hundred thousand across Instagram, Facebook and TikTok — built by changing what the brand talks about, before a rupee of it was paid for.

Creators cast and briefed by me where a real household is more persuasive than a studio; paid campaigns judged on return, click-through and profit, with budget moving on evidence.

Ran the brand's Daraz storefront alongside its own channels — listings, product copy, imagery, campaign participation and pricing visibility on the marketplace where most of the category is actually browsed.

Held the client and partner relationships that keep all of it moving: dealers, agencies, creators and marketplace account managers, which is most of what turns a plan into something that ships.

Built the brand's website and made search find it: technical fixes, keywords chosen by intent, and pages written plainly enough for answer engines to quote.

Technical & On-Page SEO: Conducted full-scale architecture audits, structured schema markup, internal linking strategy, and crawl budget optimization across multi-domain and e-commerce platforms.

Off-Page & Local SEO: Built high-intent backlink profiles, entity authority, and localized search visibility to dominate competitive regional and commercial queries.

AI Search Optimization (GEO) & ASO: Engineered content structures, citations, and semantic entities so AI answer engines (ChatGPT, Perplexity, Google AI Overviews) quote and source the brand; optimized app store metadata and visual conversion for ASO.

Data Analytics & Organic Growth: Analyzed Search Console, GA4, and ranking trends to turn complex search data into measurable organic pipeline, user acquisition, and compounding revenue.

Twenty-plus short videos start to finish — the apprenticeship that now makes my briefs realistic and my notes useful.

Restaurants, brand campaigns, festival crowds and street food, delivered on the day they were promised. The archive is on this site under Craft archive.