In December 2024, I was hired as Head of Social Media to modernize and align social operations across Roundglass — a complex, multi-entity organization spanning Roundglass Living (a wellbeing app), Roundglass Foundation (a philanthropy focused on education, women's equity, and environmental regeneration in Punjab), Roundglass Sustain (a studio cataloging India's biodiversity), Roundglass Sports (development programs focused on elevating India's standing in soccer, field hockey, golf, and tennis), Punjab FC (a professional football club in the India Super League), Roundglass Music (an emerging music label showcasing a diverse catalogue), and Roundglass Global India Collective (advocacy and discourse initiatives). 

The organization had grown rapidly but lacked cohesive social media governance, content standards, or cross-organizational alignment. I instituted Sprout Social as the foundational management platform, then migrated to HeyOrca after the first year for improved cost efficiency and feature set. I developed comprehensive social media procedures, taxonomy frameworks, content creation guidelines for each platform, and tone-and-voice documentation that could scale across disparate initiatives while preserving each brand's distinct identity. I also built KPI tracking and reporting infrastructure using Smartsheet as an interim layer before migrating to automated Power BI dashboards fed by Supermetrics. These systems enabled consistent execution across the organization while supporting content engines that significantly scaled key channels.