Pratikshya Paramita
@pratikshya-paramita
Delhi, Mumbai, Bengaluru
I spend my time at the intersection of content strategy, brand voice, and community building, shaping narratives for consumer brands, social enterprises, and major firms. Across my portfolio, I have led global rebrands at PlayShifu, managed audience growth for UK social enterprise newsletters, produced C-suite video podcasts inside a Big 4 firm, and built the independent Instagram brand BooksChaiMusic. I am currently open to new professional opportunities and consulting roles.
10+ Years in Content & Brand Strategy
Founder, BooksChaiMusic Community
Ex-KPMG & PlayShifu
Rebuilding the PlayShifu Brand
I was part of the core team that launched PlayShifu’s new brand identity as the company scaled its D2C and retail presence globally.
I rebuilt the content calendar around the new brand voice (playful, parent-trusted, learning-first) and led social ideation and execution across Instagram and Facebook.
I also introduced blog SEO best practices, opened up Reddit and Quora as organic discovery channels, and wrote Facebook and Google ad copy that carried the rebrand story into performance channels.
Growing the Breakthrough Newsletter Engagement
Breakthrough UK is a social enterprise working on digital skills education for underserved communities.
I took over a Substack with negligible engagement and rebuilt it around consistent publishing, sharper subject lines, stronger CTAs, and content tied to reader interests.
Each issue’s open, click, and like numbers shaped the next one. Click rate grew from near zero to 2% and average likes per issue from 0 to 5.
Alongside it, I ran a separate MailChimp newsletter for a different community segment, which averaged a 28% open rate against a 25 to 26% benchmark.
Launch of Viva Engage at a Big 4
I led the launch of Viva Engage as the internal community platform for a 4,000-person business unit, covering strategy, launch campaign, editorial rhythm and day-to-day community management.
That meant building the launch narrative and rollout plan (leadership visibility, cohort seeding, editorial calendar), setting the content mix of leadership posts, culture spotlights, DE&I moments, celebration threads, and AMAs, and moderating the community.
I reported engagement back to leadership and adjusted the mix based on what landed. The launch reached a 30% engagement rate and turned the platform into a daily habit.
C-suite Video-Podcast Series at a Big 4
I conceived and produced three video-based internal podcast series for a 4,000-person business unit, each featuring C-level executives.
I held end-to-end creative ownership, from format and episode themes to interview frameworks, scripting and distribution.
I worked directly with senior leadership on messaging and approvals, and turned complex organisational narratives around engagement, culture, DE&I, and CSR into content a large internal audience could easily follow.
Distribution ran across internal channels as part of the broader comms strategy.