The vice president and managing director of WE Communications in India has left the firm to start her own comms boutique.
Madhuri Sen parted ways with WE earlier this month to launch, among other entrepreneurial side projects, Ace Brand Strategist, which she calls a "360-degree brand storytelling, consulting and training firm".
Sen spent six years at WE, helping the agency from the ground up in India to its present status of three full-service offices in Mumbai, Delhi and Bangalore.
Before then, she worked for 12 years at Text 100 in India, latterly as managing director.
"I am essentially more of a business builder. What I really do best is help set up something, create a succession plan and then move on," Sen told PRWeek Asia.
Having always had an entrepreneurial outlook, Sen said the departure from WE was amicable and she felt her job there was done.
"WE were entering the market and asked me to join to help build up its practice. The timing was mutual in terms of leaving, the business is strong and with good leadership."
Ace Brand Strategist, which is yet to formally open its doors, will seek to advise brands on how to have genuine, meaningful interaction with consumers, Sen said.
"I believe there’s a space to help brands understand and accept their purpose. At one time it was about driving campaigns, but today you need to drive conversations," she said.
"That’s the underlying insight we will provide to brands. Consumer sentiment is now ‘what can I do for you?’ as a brand, not ‘this is what I am doing; buy from me’. We are looking at creating purposeful brands, with a genuine value to consumers."
Ace Brand Strategist has four founding partners and will launch officially shortly, Sen said.