Hi, I'm Nikhil.
I'm a Social Media and Digital marketer based in Melbourne with more than 10 years of experience helping brands build audiences, tell better stories and create content that performs.
Over the years I've worked across global sport, iGaming and entertainment, leading social strategy, creating content and managing campaigns that have generated billions of views across organic and paid channels.
I'm passionate about digital content because it sits at the intersection of creativity, strategy, culture and data. I'm a bit of a data nerd who enjoys understanding what makes people stop scrolling and then building campaigns around that insight.
FIFA+, ICC, AFL, ALL BLACKS, BLACK FERNS, WALLAROOS, WALLABIES, SUPER RUGBY PACIFIC, STAKE.COM, WPT GLOBAL
Click a brand to see the challenge, approach and outcome
Social media is about people first. Platforms second.
I've always believed that great social media starts with understanding people.
Algorithms change. Platforms evolve. Trends come and go.
But if you understand your audience, know what matters to them and create content that genuinely earns their attention, the results usually follow.
That's the approach I've taken throughout my career—whether I've been planning content for a global sporting event, launching a new campaign or helping a brand grow its online community.
Every project starts with the same question:
Why would someone care about this?
If we can answer that well, we're already ahead.
Although strategy is a huge part of what I do, I enjoy being involved in every stage of the creative process.
That means writing copy, editing reels, briefing designers, launching paid campaigns, analysing performance and constantly refining ideas based on what the data tells us.
I also enjoy mentoring teams and collaborating across creative, marketing and commercial departments to make sure good ideas become great campaigns.
For me, social media has always been equal parts creativity, collaboration and continuous learning.
Strategy
Turning business objectives into social strategies people actually engage with.
Content
Creating platform-first content that feels native, relevant and worth watching.
Performance
Using analytics and reporting to understand what worked, what didn't and what to do next.
Leadership
Building collaborative teams, mentoring creatives and helping ideas move from concept to execution.
I lead social strategy for Stake.com, working across content planning, publishing and campaign execution for one of the world's fastest-growing entertainment brands.
Working closely with creative, paid media, legal, affiliate and sponsorship teams, I help deliver campaigns that connect with audiences while supporting broader business goals.
- Generated more than 2 billion organic and paid views within nine months.
- Led media partnerships with 433, GOAL and Score90 as part of Stake's FIFA World Cup campaign.
- Mentor and manage a growing social media team.
- Own campaigns from initial strategy through to reporting and optimisation.
This role gave me the opportunity to work with some of the world's biggest sporting organisations while developing the skills that matter in any industry—understanding audiences, building content strategies and measuring what success looks like.
From ICC World Cups and FIFA+ to AFL and New Zealand Rugby, every project challenged me to think differently about how brands connect with people online.
- Led the AFL Desi project from strategy through execution.
- Delivered campaigns across multiple global sporting organisations.
- Built reporting frameworks measuring audience growth and engagement.
- Managed ICC World Cup campaigns that generated more than 4 billion views.
Helped launch WPT Global's social presence by developing content strategies, building regional campaigns and providing performance reporting to stakeholders.
Developed digital content strategies for Stats Insider and Fantasy Insider.
Managed social campaigns for architecture and design clients across Facebook and Pinterest.
Led social media and digital marketing campaigns for leading Indian athletes and sports organisations.
Things you might want to know before we talk.
Honestly, both.
I enjoy thinking about the bigger picture—audiences, campaigns and long-term strategy—but I also love making the work itself.
Whether it's writing copy, editing a reel or analysing campaign performance, staying close to the craft helps me make better strategic decisions.
That's a difficult question because every project has been different.
Some have challenged me because of their scale, like ICC World Cups. Others because we were building something completely new.
The projects I've enjoyed most are the ones where creativity, collaboration and strategy all come together.
Not at all.
Sport has shaped much of my career because it's something I'm genuinely passionate about, but great social media is industry-agnostic.
Understanding people, telling compelling stories and creating content that earns attention are skills every brand needs.
I'd be just as excited to help a technology company, consumer brand or startup build a stronger social presence.
Absolutely.
One of the most rewarding parts of my role is helping people grow.
Whether it's mentoring coordinators, collaborating with designers or working with cross-functional teams, I enjoy creating an environment where everyone can do their best work.
Always.
I'm passionate about building social-first brands, leading creative teams and solving business challenges through social media.
If that sounds like what you're looking for, I'd love to have a conversation.
I'm based in Melbourne, Australia, and have spent much of my career working with global brands and distributed teams.
Collaborating across different time zones has become part of my day-to-day.
Let's build something
worth talking about.
Whether you're looking for someone to lead your social strategy, grow your audience or build a content team, I'd love to hear what you're working on.