Brut (Head of Strategy and Product Initiatives)

Context & Goal

Charged with shaping Brut India’s product-led growth strategy—driving viewer engagement, scaling creator partnerships, and building a data-driven ad network to diversify revenue streams.

Challenge

Rapid shifts in platform algorithms, intensified competition for attention, and high expectations from both creators and brand partners.

Approach

• User-Centric Insights: Ran weekly deep dives into viewer analytics and qualitative feedback to identify unmet needs and content gaps.

• Brut for Creators: Designed a self-serve creator portal with performance dashboards, best-practice guides, and automated revenue-share tracking to empower 30+ content partners.

• Integrated Ad Platform: Launched the Brut Ad Network—a suite of tools and services (SEO/SEM, programmatic buying, sponsored integrations) embedded within our CMS and analytics stack for seamless campaign creation.

• New IP Development: Commissioned long-form video series with high-profile guests in authentic settings, leveraging cross-platform distribution to maximize reach and retention.

Impact

• 2× overall revenue growth for Brut India operations

• 4,000% lift in views/engagement for creator partners and 3xx% MoM increase in their revenue

• 35% average engagement boost across Brut’s owned channels post-rollout of the creator portal and new series

• 25% improvement in average CPMs and client retention on the Ad Network