Ishita B.

About Ishita B.

I build publications people trust — and content ecosystems people can’t ignore.I’m an editorial leader with 14+ years across print, digital, video and social. I started in traditional newsrooms and went on to lead high-growth content strategies for global platforms — combining strong sense of storytelling with business acumen.My career as a journalist flourished with The Times of India and then NDTV, where I edited lifestyle and entertainment pages, wrote features and listicles, covered fashion weeks, restaurant launches, film premieres and city events, and conducted exclusive celebrity interviews. I’ve written food reviews, long-form features and high-performing listicles — while managing social distribution to ensure stories travel as well as they read.At Times Internet (Business Insider India, Lifehacker India, Pursuitist), I led the lifestyle vertical — managing correspondents, owning editorial calendars, launching original IPs, and doubling viewership within a year through sharper storytelling and smarter distribution across digital and social.At Meta, I became the first Content Strategy Manager for Instagram Reels in India, building ontent operations from scratch and driving measurable growth (40% traffic increase, 30% higher session time, 5x growth in new user segments). At Alibaba, I led entertainment and short-video strategy across app and browser platforms, refining discovery systems and optimizing engagement through data-led decisions.Across roles, I have:• Written and edited articles, features, reviews and listicles• Led multi-platform publishing across digital, print and video• Managed and mentored editorial teams• Owned audience growth targets and analytics dashboards• Developed original IPs and represented brands at cultural eventsI’m competitive about audience growth, disciplined about editorial standards, and instinctively tuned into what’s culturally next.Open to freelance and full-time roles in global media markets.

Experience

1. Independent Consultant

   GLG

   Jan 2025 — Present · IN

   Advise global clients across the US, UK, Middle East and Southeast Asia on content strategy, product growth and AI-assisted content workflows.• Guide companies on integrating generative AI tools into research, drafting and campaign workflows.

Education

• Jobs Remote

  B.A (Hons) English, English Language and Literature/Letters

  2006 — 2009