Arushi Dattatreya
About

On the creative side of things for as long as I can remember.

I've been on the creative side of things for as long as I can remember. Growing up across India, Singapore, and the US meant I never had just one cultural reference point — which shaped how I think about audiences, what resonates and why, and a lasting love for the things that connect people across differences: stories, music, film, travel, a good mystery.

That thread runs through everything I've made — from events and content for my business fraternity in university, to building a founder's brand from the ground up, to a Netflix-themed birthday video, to running APAC events at Google. What ties it together is one question I never get tired of: what makes people care? I keep chasing it through the work and through a long-running curiosity about consumer psychology — the pull between the creative and the analytical, the story and the reason it lands.

I've spent six years turning that into content, events, and brand work across agency, Google, and independent settings — often strategizing and advising the people I work with along the way. What I'm building toward is the direction side of it: shaping ideas and guiding the designers, creators, and teams who bring them to life.

How I work

Curiosity first, then the craft to back it up.

  1. Start with what makes people care

    Before tactics, I get curious about the audience — what they respond to, what they'd actually type or share, where a brand genuinely fits into their lives. Consumer psychology is where I begin.

  2. Shape the idea

    I turn that understanding into a clear creative direction and a throughline — the reason a piece of work should exist, and the spine that keeps it coherent across channels and formats.

  3. Direct the execution

    I guide the people who bring it to life — designers, creators, developers, cross-functional teams — and own the moving parts so a brief becomes something real, on time and on tone.

  4. Read the results, then sharpen

    I track what actually worked, feed it back into the content, and keep refining month over month. Steady, honest execution beats one big idea — and the data keeps the creative accountable.

Experience & links

Where to go deeper.

Skills & tools

A working toolkit.

Creative strategyBrand strategyEvents & experiencesCommunity managementPaid socialEmail & lifecycleContent strategyAnalytics & reportingSproutSocialMeta Business SuiteMailchimpKlaviyoGoogle AnalyticsGoogle WorkspaceCanva

Education and full skills to be added — placeholders for now.

Let's make something people care about.

Get in touch Explore my work