Reethira comes with experience and expertise in building strategic narratives and behaviour change communications to bridge sustainability priorities and community action. As Senior Programme Communications Specialist at CEEW, her focus has been in positioning and producing social impact communications for issues like clean air and renewable energy. 

She has experience in developing evidence-based, impact-oriented social and behaviour change communication (SBCC) campaigns, building strategic partnerships, and in the implementation of communication interventions - from pilot to scale. 

Prior to joining The Council, Reethira worked at BBC Media Action as an Associate Director supporting the Water, Sanitation and Health (WASH) portfolio funded by the Gates Foundation, to inform communication strategies on sanitation at the national level. She has also worked in advertising at DDB Mudra and M&C Saatchi February where she managed a varied portfolio of clients ranging from luxury, lifestyle, hospitality, and security.

Reethira holds an undergraduate degree in Journalism from Lady Shri Ram College and graduated with a Master’s degree in Media and Cultural Studies from the University of Sussex.