Hi, I'm Nikhil.
I'm a Social Media and Digital Marketing Manager based in Melbourne with more than 10 years of experience helping brands build audiences, tell better stories and make an impact.
Over the years I've worked with some of the biggest global brands, leading social strategy, creating content and managing campaigns that have generated billions of views across organic and paid channels.
I'm passionate about digital content because it sits at the intersection of creativity, strategy and culture. I also love data, and enjoy understanding what makes people take notice, then building campaigns around that insight.
Whether you're looking for someone to lead social strategy, grow your audience or bring a campaign to life, I'd love to hear what you're working on.
FIFA+, ICC, AFL, ALL BLACKS, BLACK FERNS, WALLAROOS, WALLABIES, SUPER RUGBY PACIFIC, STAKE.COM, WPT GLOBAL
Click a brand to see the challenge, approach and outcome
Social media is about people first. Platforms second.
Digital content is all about the audience. Algorithms can change, platforms evolve and trends are temporary, but if you understand your audience and create content that earns their attention, the results usually follow.
That's the approach I've taken throughout my career, whether that's been working with some of the biggest organisations in the world or creating strategy for a newly established brand.
Every project starts with the same question: who's the ideal audience, and why would they care about this?
This is a fast-paced business, which is why it's crucial to be self-sufficient. That can mean anything from coming up with a campaign concept and editing videos and images, to briefing design and paid ads teams, managing influencers, writing captions, analysing trends and managing communities.
Paid Social
- Meta Business Suite
- Meta Ads Manager
Design & Photo
- Adobe Photoshop
- Canva
Video
- Adobe Premiere Pro
Analytics
- Sprout Social
- Hootsuite
Email Marketing
- Mailchimp
- HubSpot
- Vision6
I own the end to end digital strategy for Stake.com's sportsbook content, from planning and publishing through to campaign execution, for one of the world's fastest growing entertainment brands.
Working closely with design, legal, affiliate, paid media and sponsorship teams, I also mentor a team of three social media coordinators so we can execute campaigns efficiently.
- Generated more than 2 billion views within nine months across Stake's sportsbook content.
- Managed media partnerships with 433, GOAL and Score90 for the 2026 FIFA World Cup campaign, delivering 160+ million views.
This role gave me the chance to work with some of the world's biggest rugby and football organisations while sharpening the skills that matter everywhere: understanding audiences, building content strategies and measuring what success actually looks like.
I collaborated with cross functional teams on campaigns for All Blacks, Black Ferns, Wallaroos, FIFA+ and Super Rugby Pacific, and led the AFL Desi (now AFL Khel) project from strategy through to execution.
- Led the AFL Desi (now AFL Khel) project, covering strategy, content creation, performance optimisation and paid ads.
- Delivered integrated social campaigns across All Blacks, Black Ferns, Wallaroos, FIFA+ and Super Rugby Pacific.
- Built analytics and reporting frameworks to track views, engagement and conversion, using the insights to refine content calendars and workflow.
Before that, I managed organic social media for the International Cricket Council across Facebook, Instagram, TikTok and Twitter (X).
This covered multiple Men's and Women's ODI and T20 World Cups, working closely with design and video teams to keep every post accurate and on brand.
- Published content through multiple ICC Men's and Women's World Cups, contributing to more than 4 billion views over two years.
- Oversaw creative briefings and coordinated with design and video teams for timely delivery of assets.
- Managed organic social media across Facebook, Instagram, TikTok and Twitter (X).
Helped launch WPT Global's social presence from the ground up, directing content strategy and execution across all their channels.
- Added more than 45k followers through organic campaigns.
- Tailored campaigns to regional markets for audience specific engagement.
- Delivered performance reports to stakeholders.
Managed all social channels and newsletters for Stats Insider and Fantasy Insider.
- Delivered more than 1 million annual page views.
- Sent weekly newsletters to more than 10k subscribers.
Worked on the Selector team, expanding social presence for architecture and design clients on Facebook and Pinterest.
- Grew social presence on Facebook and Pinterest, improving website traffic.
Managed social channels and paid ads for the sports website and four leading Indian cricketers.
- Delivered 300k+ new followers.
- Grew web traffic to an average of 4 million views a month.
Both.
I enjoy developing the strategy, but I also like being involved in the execution. Whether it's editing a reel, writing copy, designing assets or launching a paid campaign, I believe the best leaders understand the work because they've done it themselves.
Managing content for the ICC Men's and Women's World Cups has been a career highlight, with campaigns generating more than 4 billion views.
More recently, I've been leading Stake.com's build-up to the 2026 FIFA World Cup, helping deliver over 2 billion views across organic and paid content.
The scale is exciting, but what I enjoy most is working in a field where every post matters.
Sport is where I've built my career because it's something I'm genuinely passionate about.
That said, the principles behind great social media content don't change. Understanding your audience, creating content that feels right for the platform and measuring what works are valuable in any industry.
Both.
I currently lead and mentor a team of Social Media Coordinators while collaborating closely with designers, marketers, legal teams and commercial stakeholders.
I'm equally comfortable getting into the guts of an account and managing it end to end if that's what's needed.
I'm based in Melbourne, Australia, but I've spent much of my career working with global brands and international teams.
I'm very comfortable working across different time zones and collaborating remotely. My role with WPT Global, for instance, was purely remote since the team was based in the US.