What do you do for a living?
I help individuals and organizations harness the power of storytelling to communicate more meaningfully and effectively — across digital platforms, publications, and brand experiences.
I run SITOSO, a consultancy where I draw on over 40 years of experience in magazine publishing (print and digital), advertising (creative direction), and digital transformation to design and implement content strategies that are both creative and technically robust.
What does that mean day-to-day?
Day-to-day, my work lives at the crossroads of creativity, content, and technology. Some days I’m deep in strategy — helping clients figure out how to tell their story in a way that actually connects, whether that’s through a digital publication, a campaign, or an internal platform. Other days, I’m mapping out how that story should be structured: designing content flows, wire-framing layouts, or setting up systems that make publishing smoother and smarter.
I work with a mix of brands and agencies, often as a kind of translator — someone who can speak both “creative” and “technical.” One minute I’m sketching out ideas for a new editorial concept; the next I’m troubleshooting how a CMS (WordPress) integrates with a CRM, or refining the user experience of a content-heavy website. It’s about making sure the message is clear, the tools are working, and the whole workflow feels cohesive.
I come from magazines, so that editorial mindset still shapes how I work. I think in terms of rhythm, clarity, voice, and audience — whether I’m building a digital newsletter or helping launch a brand. I’m always asking: what’s the story here? Who’s it for? And how do we make it land?
I help teams bring structure to their ideas, life to their content, and purpose to their communication. And I love the variety — every project is a new story to shape.
What do you love about magazines?
Magazines are where I began, and they remain my first creative love. I’ve always been drawn to their curated depth: the art of bringing words and visuals together with intention. Each issue is a narrative in itself — a carefully designed experience that respects the reader’s time and curiosity.
What I love most is the sense of editorial orchestration — aligning message, design, pacing, and tone to create emotional and intellectual resonance. That sensibility has stayed with me through every chapter of my career — from sub-editing in the 1980s to digital marketing strategy today. Whether in print or pixels, I still approach every project like a magazine: with clarity, coherence, and a deep respect for the reader.
Whether it’s a digital interface, a campaign, or a brand strategy, I approach it with that same magazine-maker’s instinct: what’s the story, how should it feel, and why will someone care?
Tell us one thing not many people know about you?
I am in the process of establishing a storytelling club where humans can come in every week and tell their stories – stories about themselves, their businesses, and more. I have drawn ideas from Toastmasters, The Moth, and other storytelling clubs. The group is meant to be supportive and teaching each other how to tell effective stories to better communicate their products, services, and ideas so people will listen.
Where can we connect with you?
Connect with Madhav through LinkedIn or visit his website for more information.