Resume -
Hello! I'm Arya.
I'm a brand and marketing strategist who genuinely enjoys building things - whether that's a brand strategy, a content system, a website, a campaign, a new process or an idea that didn't exist yesterday.
I naturally sit somewhere between strategy and creativity. I like understanding the business problem first, figuring out what people actually care about, and then turning that understanding into something that can be executed.
I have spent my career moving across marketing, branding, content, PR, social media, partnerships and business strategy, which has made me a bit of a generalist, but one with a strong strategic core.
I tend to ask:
What's actually happening?
Why is it happening?
What does it mean for the business?
What should we do about it?
I'm particularly interested in the intersection of business, psychology, culture and creativity.
I enjoy understanding why people behave the way they do, why certain brands become culturally relevant, and how seemingly small strategic decisions can influence perception and behaviour.