Monika Badaya

I manage brands. Six years of it, in-house and agency-side, across real estate, consumer products and B2B services, with work spanning India, Dubai and other international markets.

What that means in practice: I set positioning, write the guidelines, hold the tone of voice steady, and make sure the brand reads the same on a hoarding, a LinkedIn post and a sales deck. Then I brief the designers, agencies and editors who produce it, and I stay on them until it ships.

Most recently I was AGM – Project Marketing at Squarea Consulting, leading a team of 11, on projects marketed across India, Dubai and international markets. My clearest test there was a collaboration between a major developer and the global brand YOO, where every touchpoint had to satisfy two sets of brand standards at once. I owned that alignment. Alongside it I built annual and project-level brand strategies from customer profiles and market segments, planned the ATL and BTL communication mix, and worked with creative agencies on everything that carried the brand's name. I was recognised with the company's Certificate of Excellence two years running.

At Midas Touch Consultants I held brand consistency for 19+ global client accounts at the same time, each with its own voice, standards and audience. That job taught me to switch between brand systems without letting any of them blur, and to build buyer personas from real engagement data rather than assumptions.

The content and channel side is where I prove the brand work lands. At Hermosa Design Studio, as Brand Manager, I ran the campaigns and product identity for a furniture label, built the on-page SEO strategy that raised website traffic 56% and cut drop-off 22%, and redesigned packaging to cut cost 20% while customer satisfaction went up. Campaign work there lifted year-over-year revenue by 8%. Earlier, at Cognus Technology, I built a company's digital presence from close to nothing: a YouTube channel grown to 15,000+ subscribers, Instagram followers up 89% after rebuilding the content strategy around performance data, and 1,200+ leads converted into 23 affiliate partners.

I hold a Master's and a Bachelor's in Economics, and completed MICA's Strategic Brand Management and Communication programme in 2026. Outside work I like to do photography, which won me a college fest competition and a place among the top 20 state finalists at Jairangam in Jaipur. I have volunteered with the Robin Hood Army since 2021.