Twenty-eight years.
Two countries.
Measurable outcomes.
Every role, every project, every system built — grounded in the same principle: understand the behaviour first, then design the structure around it. Here is the evidence.
Architects open GA4 to check whether the system is stable.”
One Quarter
Barbeque Nation
Hungry Jack’s
24 Hours · IGI
Ruby Tuesday
The work.
In evidence.
in one quarter.
Guest Service Index inconsistent across food, service, ambience, seating, and phone handling. Behaviour varied by shift, creating unpredictable guest journeys.
Mapped behavioural patterns, redesigned micro-rituals for receiving, seating, and service flow, aligned intent across all guest-facing touchpoints.
GSI score lifted from 83 to 90 in a single quarter. Predictable, consistent guest experience across all touchpoints.
In 3 months.
Outlet operating at a loss. Low cover rotation, underutilised seating capacity, no structured cost controls.
Redesigned seating rotation behaviour, introduced topline-focused service cues, implemented cost-analysis and wastage-control systems.
Returned to profitability. Sales increased 21%. COGS reduced 3.5%. All within 3 months.
4,000 dockets in 24 hours.
Average ticket size flat. Upsell behaviour inconsistent and unstructured across high-traffic periods.
Redesigned point-of-sale behaviour, introduced structured upsell cues, optimised service sequencing for high-traffic periods.
Average per-ticket sale increased 15%. Outlet processed 4,000 dockets in a single 24-hour trading period.
Top audit score.
Sales fluctuated, team attrition was high, audit scores varied across outlets.
Stabilised team behaviour, introduced performance rituals, aligned service flow to high-traffic promotional periods.
- Highest outlet sales — Valentine’s Day promotion
- Lowest attrition: 9% across 2 consecutive quarters
- Highest international audit score among 6 New Delhi stores
- 230 memberships sold — highest monthly record
Standardised service rituals, redesigned shift-flow patterns, and created a unified rhythm for training, onboarding, and daily execution across 4 outlets ranging from 120 to 270 seats.
Co-led a region-wide Recruitment, Learning and Development initiative for college recruits — behaviour-first training design that created predictable new-hire readiness and supported the opening of two new outlets.
Two tracks.
One strategist.
Present
TIP is a behaviour-driven strategic framework built from two decades of observing how people move, decide, and respond inside hospitality and digital environments. Working across strategy, content, and digital systems — applying the framework to real briefs, audits, and behaviour-led marketing problems.
- Digital Strategy & Audits — diagnosing where behaviour breaks inside digital ecosystems
- Content Architecture — building narrative frameworks grounded in intent and audience behaviour
- GA4 & Analytics — configuring event tracking, cohorts, and conversion frameworks
- AI-Integrated Workflows — designing marketing systems combining human judgement with AI-ready processes
- Thought Leadership — publishing behaviour-driven strategic content on LinkedIn
Nov 2025
A structured two-year transition combining active consulting with deep professional development. Completed the Google Digital Marketing & E-commerce Professional Certificate — applied hands-on across live projects in GA4, WordPress, Shopify, and event management.
- Implemented GA4 and Google Search Console across a live portfolio — custom events and conversion goals
- Built and managed a WordPress site with applied technical SEO — improving search visibility
- Managed digital strategy for a small business client — secured FM radio feature driving community brand awareness
- Led full digital production for an author client — editing, formatting, cover coordination, multi-platform book distribution
- Supported an NGO with event management and digital coordination
- Delivered an international guest lecture on digital transformation in hospitality
Where thinking meets
technical precision.
While reviewing the Google Merchandise Store demo data, one structural leak stood out: 11% of all sessions were “Unassigned” — with a 5.24% engagement rate. That isn’t a metric. It’s a tracking failure.
When 1 in 10 users enters your ecosystem without a source, your attribution, budget decisions, and optimisation are all operating with missing data. Another signal: Organic Search delivers a 60.28% engagement rate but sits behind lower-quality channels because the volume isn’t being grown. Quality is high. Visibility is not.
If your Unassigned traffic is above 2%, your architecture isn’t stable. You’re not measuring performance — you’re measuring the gaps.
While analysing GA4’s Cohort Exploration, the pattern was impossible to ignore. 8,799 mobile users arrived in week 0. Only 149 returned the following week. By week 4, near zero.
This isn’t a traffic problem. It’s a behaviour problem. The acquisition is working. The retention engine doesn’t exist. No lifecycle triggers, no remarketing, no habit or emotional connection forming after the first visit. Mobile users churning fastest — possible UX friction.
High acquisition + low return = marketing is working. Retention and UX are not. The Cohort Exploration is where that truth surfaces — and where the fix begins.
Applied. Real clients.
Real outcomes.
Managed digital strategy and promotional outreach for a small business client — securing a feature on a local FM radio talk show and driving community brand awareness through a behaviour-led campaign.
Led full digital production for an author client — editing, formatting, cover coordination, metadata setup, and multi-platform distribution of a published non-fiction book across digital channels.
Supported an NGO with event management and digital coordination — applying operational and strategic frameworks to community-facing activations with measurable outcomes.
Delivered an international guest lecture on digital transformation in hospitality — representing independent consulting expertise to an academic audience and bridging the gap between operational experience and digital strategy.
Implemented GA4 and Google Search Console across a live portfolio — configuring custom events and conversion goals to track real content performance and surface behavioural insight from raw data.
Built and managed a WordPress site with applied technical SEO — improving search visibility through on-page and backend optimisation, grounded in search intent and behaviour-first content architecture.
The work speaks.
Let’s talk about yours.
If your environment values structured thinking, behavioural insight, and execution grounded in intent — I’d welcome the conversation.