Fifteen years, the long way around.
Psychology, a restaurant, a wizard consultancy, an MBA, a decade of growth marketing, and a company of my own. It looks random from a distance. Up close it's one question asked over and over: why do people say yes?
- 2011
Swarthmore College
B.A. in Psychology, with minors in Biology and English Literature. Brains, bodies, and stories: still the whole toolkit.
- 2011 to 2013
Psychology analyst
Tryon Therapy and The Child & Family Center. I turned behavioral data and client records into recommendations for intervention plans, therapy, and legal cases. Data about people, used to help people, with real stakes.
- 2012 to 2015
The Globe
A restaurant with a gallery upstairs. As administrator and marketing manager, I grew our social and email audiences 4×, launched a loyalty program, modernized reservations, and led a five-person team. Restaurants teach you customer psychology at full speed.
- 2014 to 2016
Professional Wizardry
My own consultancy. I built 10 websites plus the branding, social, email, and measurement behind them for small businesses and nonprofits, then trained the owners to run it all without me.
- 2015 to 2016
Worcester County tourism
Social media for the county, mostly with my own sunrise photos and video. Followers tripled, from 5,000 to 15,000. The camera has been in my bag ever since.
- 2016 to 2018
MBA, University of Maryland
Robert H. Smith School of Business, concentrating in marketing, innovation, and entrepreneurship. As a graduate assistant, I helped launch the school's first executive communication program and led six workshops in its second year.
- 2017
A laugh at a career fair
A carful of international friends, loud dance music, and a startup career fair in DC. MPOWER Financing heard my laugh and offered me a marketing internship.
- 2018 to 2019
Associate Manager, Marketing
Digital marketing was two people. I took on more of the channels, the data, and the questions nobody else had time for.
- 2019 to 2021
Manager, Marketing
Expanded acquisition across South Asia, Sub-Saharan Africa, China, and Latin America. Converted contractors to employees and laid the foundation for a team with two layers of management.
- May 2021 to Oct 2022
Senior Manager: restarting the engine
After a year-long pandemic shutdown, I planned and led the relaunch. Qualified leads tripled from pre-pandemic levels within six months. I also hired Sagar Somani, now my Rarecraft co-founder.
Read the spell - 2021 to 2022
“Is this a scam?”
Trustpilot and live Q&As for students meeting a new brand for the first time. I hosted more than 90% of the first 25+ sessions; late-funnel conversions grew 4×.
Read the spell - Oct 2022 to Nov 2025
Associate Director: same budget, more volume
Promoted to Associate Director. In 2023, on a flat budget, revenue grew 1.8× and qualified leads 2.3×. A Built In Moxie Award for Women in Tech followed.
- 2022 to 2025
Breaking the paid-ads habit
Shifted investment to organic search, referrals, and student ambassadors as each matured. Customer acquisition cost fell 90%.
Read the spell - 2022 to 2025
Building the India team
By 2023, our India digital team had reached 42% female representation, and I had mentored 8+ women through coaching and stretch assignments. I also spent five and a half months onsite in India on a leadership rotation.
- 2025
Women Who Dream
The data showed women converted better at every stage of the funnel. I spotted the opportunity and partnered with Shreya Paul to launch a campaign for them. Qualified leads from women grew 2.4×.
Read the spell - 2024 to 2025
The human touch
Our team's localized follow-up in South Asia turned 33%+ of social media leads into qualified applicants, against 4% without personal follow-up.
Read the spell
- Nov 2025 to Jul 2026
Director, Growth Marketing
Rebuilt paid advertising in-house with sharper targeting, measurement, and creative, and brought AI into the team's daily work. One recurring report went from an hour to five minutes.
- 2025 to 2026
Bina dhito: opening Nepal
I launched MPOWER in Nepal around one message, no collateral, and explained it myself on Kantipur TV, Radio Kantipur, and NTV World. Our first event drew 1,500 qualified prospects and turned away 1,500 more.
Read the spell - 2017 to 2026
The whole MPOWER arc
Promoted five times, from MBA intern to Director. Digital marketing grew from two people to 10 staff, six agencies, and 50+ contractors, and our team grew loan applications and disbursed loan volume about 23× (April to December, 2018 compared with 2025).
- 2026
Rarecraft
Co-founder and CEO, with Sagar Somani and Aakash Sethi. A senior marketing team that learns why customers buy, then ships the positioning, campaigns, and AI workflows that change the answer.
Visit rarecraft.ai
- Built In Moxie AwardWomen in Tech, 2023
- MPOWER Value AwardsBold 2021, Excellence 2019, All Values 2018
- Smith MBAFirst-Year Rising Star, 2017
- FellowshipsHisaoka 2017, Forté 2016