Strategy for the Person Who Isn't Paying Attention
Mitali is a brand and creative strategist working with DTC and ecommerce brands on their creator content.
Most marketing is written for someone leaning in, reading every line out of real curiosity. The real viewer is half-watching, mid-scroll, giving an ad a second to prove it is worth a second. Briefs that forget this produce videos that describe a product to someone who was never listening. Her work starts from the other end: who is this person, what do they already believe about the category, and what would actually make them stop.
She came to performance creative from brand strategy and communications. She has five years across brand, marketing and communications in media and luxury retail, with campaigns run in three countries that reached 3 to 4 million people and lifted customer acquisition by 45%. She started in a newsroom and holds an MSc from Warwick Business School.
Mitali is based in the UK and works in English with brands selling into the UK, US, Ireland and Australia, and with European brands whose working language is English.
What Mitali Does
Customer & Category Research
What buyers already believe, what they have tried, and what the category has trained them to ignore.
Angles & Hooks
The arguments worth testing, and the first three seconds that decide whether anyone hears them.
Creator Briefs
Persona, awareness level, angle, hook direction, proof and the objection to beat. Shootable, never robotic.
Creative Review & Iteration
Reading hook rate, hold rate and CPA against the brief, then reshaping the next round.
What They Cover
Services
Niches
Markets
Languages
Based in
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