I find the story. I build the strategy.
I make it work.
18 years of brand strategy, content strategy, and editorial leadership. I help brands understand what they're actually saying — and then build the systems, content, and narratives to say it better. Trained journalist. Instinctive editor. Your first call when the brief needs both rigour and a genuine point of view.
Where the work actually happened.
"Working with Shaili on the France market at Headout was genuinely one of the highlights of my time as GM. She brought a rare combination of creativity and strategic thinking to content — always finding the right angle to make an experience come alive for travellers. Her deep understanding of what makes French destinations special, from Paris to the regions, translated into content that didn't just inform but truly inspired and triggered the purchase. She was collaborative, reliable, and brought great energy to every brief we worked on together. Anyone lucky enough to work with her will feel the difference immediately."
"I worked with Shaili for over a year at LBB, where she was the AGM. In addition to being a terrific writer, she is exceptionally hardworking and one of the most supportive managers I've had the pleasure of working with. She knows how to lead a team — she deftly shaped our work and guided us to always think deeper and write with clarity. She has been an invaluable mentor to me."
Beyond the work.
I'm a trained journalist who has spent 18 years working at the intersection of brand strategy, content strategy, and editorial leadership. Three things most people treat as separate disciplines — and that I've always seen as the same conversation.
Words are never just words. They're the strategy made visible. I've spent my career helping brands understand the difference between saying something and meaning it.
I started in advertising — writing for General Mills, Axis Bank, Google Pixel, Heinz, and Bharti AXA, among others. Moved into editorial, then spent years building early learning brands from scratch, then led content teams across travel, media, and education. The industries changed. The questions didn't: What is this brand actually saying? Is the content doing the work it needs to do? And does it earn the trust it's asking for?
Outside work, I garden obsessively, write stories for children, and collect graphic novels with the seriousness of someone building an archive. Bone by Jeff Smith is my favourite. Middlesex by Jeffrey Eugenides is one of the finest novels written. I also give time to cleaning up my city — because some things need more than a good narrative to fix them.
Work with me.
Four ways in. Pick the one that fits. Whether you need someone to think through a brief, audit what's not landing, sprint on a specific challenge, or lead your content function over the long term — here's how we work together.
Coffee and a Conversation
No agenda, no deck, no commitment. Just an honest conversation about what your brand is trying to say — and whether I can help you say it better. Bring your biggest content headache. I'll bring sharp questions and a genuine point of view.
Grab a slot →Brand & Content Audit
A focused diagnostic of your brand narrative and content ecosystem. Share your key materials beforehand — I come prepared. You leave with a clear read on what's working, what's quietly losing trust, and exactly what to fix first. Delivered as a written report.
Book this →Strategy Sprint
A concentrated engagement on one real problem — brand narrative, SEO content architecture, editorial overhaul, new vertical launch, or content team structure. We define the scope together. You leave with a strategy and a system you can run independently.
Tell me the problem →Fractional Partnership
For founders and organisations who need a senior brand and content strategist in the room on an ongoing basis — not just for one sprint. Strategy, editorial direction, team mentoring, and execution oversight, scoped to what you actually need.
Start a conversation →