Hi! I'm Ruby. I build systems and strategies that connect people, ideas, and purpose in ways that last.
Current Work (August 2025–Present)
I run Ronin Toys, where I design and manufacture cat toys. What can I say? I took years of designing narratives and experiences and applied it to making toys that cats destroy with enthusiasm.
Read More About Ronin ToysOver a decade of strategic communications, brand development, and content strategy across global brands
June 2023 – April 2025
Internal Communication Specialist
Led strategic internal communications and events for employees across India.
October 2020 – June 2022
Senior Copywriter
Created B2B thought-leadership, style guides, and marketing copy.
June 2018 – September 2019
Game Narrative Designer
Recontextualised educational content as stories and games
October 2013 – June 2016
Senior Social Media Marketing Content Developer
Created brand voice, social media strategy for F&B and hospitality clients including Licious, Matsuri, Yauatcha India, Punjab Grill.
Handled clients' live events, PR, and digital marketing.
July 2016 – September 2017
Content Writer
Led crisis communications when product was hacked, retaining customer and stakeholder trust.
Created comprehensive content guidelines that reduced turnaround time for long-form content.
January 2011 – November 2011
Technical Writer
Created documentation for ASP.NET, MVC, Silverlight, and WPF products.
Developed training materials and managed content workflows via SharePoint.
A closer look at what I did, and what changed because of it
AP Moller Maersk & Sealand
Set standards for the different types of long-form content created in-house, to bring efficiency to the creation process.
BlogVault
Handled crisis communications and PR, for both corporate stakeholders and customers, when the product was hacked and some users were exposed to the threat.
Maersk
Responsible for product positioning, content and strategy for FlexHub, a service that gives Maersk customers flexibility with the least losses and downtime.
See FlexHub →we45
Part of a campaign to inform we45's users about the brand's online software testing course and application.
Read the blog post →I worked with Ruby on several marketing campaigns at Maersk. She does a lot of research before delivering the copy and has immense knowledge of various subjects. She's a great team player and fun to work with. She looks at every aspect of a concept in a unique way which is a great quality for a creative copywriter.
Increase in employee engagement at Lenovo through strategic internal communications
Simultaneous strategic accounts managed at ReachAll across diverse industry verticals, reached within 1.5 years
Growth in brand recall for Licious within one year, cementing it as a leading source for premium meat.
14+ years, from documenting software to designing how whole organisations communicate
Whether you need strategic communications work or you're interested in what I'm building with Ronin Toys, I'm always up for a conversation.
Current Work (September 2025–Present)
I run Ronin Toys, where I design and manufacture cat toys. They're durable, they're fun, and cats lose their minds over them in the best possible way. Right now the toys are just 3D-printed, PLA+ plastic.
At Byju's, the whole brief was "make education feel like play." Turns out, designing play experiences for cats uses a lot of the same thinking: what holds attention, what instigates feline play, what makes you the human, want to engage again.
India's toy market has opened up in interesting ways. There's space for small-batch, thoughtfully designed products. Pet parents are investing in quality. And manufacturing, whether it's 3D printing, woodworking, or textile production—is more accessible than it's been before.
I'm building something that's economically sustainable and built to last.
The Reelin is moving to wood. Properly finished, properly made, the kind of object that lasts and doesn't end up in a landfill. Getting there means building a network of artisans: woodworkers and carpenters who know their craft and want to make things that matter.
I'm working on building that network now. The model I'm aiming for puts at least 30% of profits directly to the artisans, as fair payment for skilled work.
So, that's the direction as I know it. I'm figuring it out as I go, which honestly makes it more interesting.
Right now, everything is self-funded and friend-powered. I've been learning 3D printing with support from Kailash at Ampere Works, and other friends have helped with web design, marketing, and more. The overhead is low and I'm doing as much as I can myself.
If you want to talk about what I'm building, feel free to reach out at ruphilka@ronintoys.com. I'm always up for a good conversation.
14+ years of making complicated things clear, from software manuals to the way an organisation speaks.
Sep 2025 – Present
Ronin Toys
Modular cat toys built to combat landfill waste. Debuted at India FOSS 2025.
Read about Ronin Toys →Apr 2023 – Apr 2025 · Bengaluru
Lenovo India
Nov 2022 – Apr 2023 · Remote
Gravity iLabs / GravityOne.ai
Shaped product positioning, messaging and UX communication for government-focused digital products in development.
Oct 2020 – Jun 2022 · Bengaluru
Maersk Global Service Centres
May 2020 – Nov 2020 · Bengaluru
Jhatkaa.org
Built internal documentation for the CMS and digital workflows with engineers and leadership, turning technical processes into clear guides for non-technical teams.
Feb 2020 – May 2020 · Bengaluru
we45
Joined as the company pivoted from in-person cybersecurity training to digital-first platforms, helping reposition its offerings for remote, hands-on learning.
Jun 2018 – Sep 2019 · Bengaluru
BYJU'S
Jan 2018 – Jun 2018 · Bengaluru
Maersk Line
Part of Maersk's internal creative agency, writing video scripts, campaign concepts, regional marketing content and thought-leadership articles.
Jul 2016 – Sep 2017 · Bengaluru
BlogVault
Oct 2013 – Jun 2016 · Bengaluru
ReachAll
Jun 2013 – Sep 2013
Website and e-magazine content, script and screenplay proofreading, and content consulting.
Aug 2012 – Feb 2013 · Hyderabad
GenY Medium
Developed blog content, online marketing plans and newsletters while managing brands' social media accounts.
Nov 2011 – May 2012 · Bengaluru
siliconindia
Wrote, edited and proofread articles for the Technology and Startup sections, and supervised the weekly newsletter for American and Indian audiences.
Jan 2011 – Nov 2011 · Chennai
Syncfusion
May 2010 – Jan 2011
Wrote articles on technology, new products and health-science discoveries for a range of clients.
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