Ayushi Arora

About Ayushi Arora

Founder @ NOT | Ex-Investment Banking (J.P. Morgan, SocGen)| IIM Lucknow AlumniMost brands are loud before they are clear. I built NOT (Not Overthinking This) to flip that order.My journey started in high-stakes environments - 8 years in Investment Banking at global giants like J.P. Morgan and Société Générale, followed by Product Management in SaaS. Refined by my time at IIM Lucknow, I realized that the hospitality and lifestyle sectors needed a partner who understood both \"brand soul\" and \"business goals.\"Today, NOT is a strategy-led social studio. We work with restaurants, hospitality brands, and lifestyle businesses to build presence over just \"posting\".What we do:Strategy & Branding: Positioning that fits your business, not just trends.Content & Social: High-quality content at internet speed.Performance & AI: Workflows built with brains + bandwidth to drive real commercial impact.We build brands that are creative enough to travel, but practical enough to convert.

Experience

1. Founder

   Not Overthinking This Pvt Ltd

   Dec 2025 — Present · Mumbai, IN

   I’m building NOT as a strategy-led social studio for hospitality, nightlife, and lifestyle brands, working at the intersection of brand strategy, content creation, AI workflows, and performance marketing.I operate between the client’s business reality and the creative floor.Some of my major Responsibilities at NOT includes:• Define brand positioning, voice, and social media strategy for restaurants, bars, and lifestyle brands.• Refine brand assets like campaigns, visual identity, marketing materials, and communication tone.• Translate business goals into content calendars, reels strategy, and performance creatives.• Hire and lead designers, video editors, and creators to deliver premium output.• Direct video editing, graphic design, and AI-enabled content workflows.• Align creative with Meta ads & performance marketing to drive real results.• Acquire clients, build partnerships, and grow NOT as a sustainable studio.• Measure impact beyond vanity, footfall, revenue, engagement, and brand recall.My focus is simple:To ensure partnering with NOT doesn’t just improve a brand’s feed but also improves the business behind it.Core domains:Social Media Strategy • Content Direction • Hospitality Marketing • Nightlife Branding • Video Editing • Creative Design • AI Content Creation • Performance Creatives • Brand Voice • Digital Presence • Instagram Growth • Meta Ads Collaboration • Creative Operations

Education

• Indian Institute of Management, Lucknow

  Postgraduate Degree, Product Management

• Christ University, Bangalore

  Bachelor of Business Administration (B.B.A.), Finance, General

  2012 — 2015

Skills

• Management
• Public Speaking
• English
• Microsoft Word
• Powerpoint
• Microsoft Excel
• Microsoft Powerpoint
• Strategic Planning
• Fund Accounting
• Research
• Microsoft Office
• Teamwork