I began my career on the agency side, working on integrated campaigns for some of the world's leading consumer goods, telecom, and financial companies. This experience provided me with valuable insights into people's mindsets, their aspirational lifestyles, and, most importantly, their relationship with money. Armed with this knowledge, I embarked on the journey of building Reel from the ground up.

I deeply believe that our role as marketers is to assist consumers in uncovering their desires rather than dictating their needs. Once they have identified their wants, it becomes our responsibility to complement their decisions. Unfortunately, many brands have become fixated on shaping consumers' desires to align with their own business objectives rather than acting as partners in consumers’ journeys of self-discovery.