Experienced copywriter of Indian heritage with a pragmatic, in-house mindset and an intuitive, enthusiastic communication style. I combine editorial discipline from early newsroom experience with e-commerce and brand campaigns delivered at scale (ASOS) and editorial-integrated briefs (BBC). I prioritise measurable outcomes — conversion lifts, CTR improvements and revenue impact — and I’m driven by innovation: new formats, rapid testing and cross-disciplinary collaboration across design, product and analytics teams. Available for retained and project-based work with enterprise clients seeking reliable, metrics-driven copy.