About

Hi! I’m Joti, a creative strategist with 5+ years of experience turning insights into influence for brands like Vox, VICE, Sephora, and Sony Music.

From leading research and pitching campaigns to developing brand messaging and optimizing performance with analytics, my work has contributed to WEBBY, iHeartRadio, and GRAMMY award-winning projects, launched music fans into (virtual) space, and helped over 250,000 people connect to their favourite podcasts. What I’ve learned is this:

Meaningful creative strategy goes beyond trend spotting, tension points, and unironically using terms like ‘innovative’ and ‘authentic.’ 😉 It drives conversation and takes audiences from discovery to obsession—where truth meets creativity and cultural relevance.

In this ‘post-brain rot’ era of 2025—where more people are stepping away from social media—IRL is the new status symbol. For brands, this means creating content that builds curated communities and cult followings around niche expertise.

I love talking about digital’s ever-changing landscape and creating work that fosters genuine relationships. So whether you’re here to talk shop or take a shot—let’s connect, create real-world impact, and bring your ideas to life.