MUMBAI: Veteran media strategist and native advertising powerhouse Nisha Samson has taken on the role of head of branded content (marketing) at Outlook Publishing (India) signalling a new era of luxe narratives and AI-infused marketing playbooks for the legacy media house.

With nearly two decades in the media trenches, Samson isn’t just another content lead — she’s a revenue rainmaker. She previously scaled Condé Nast India’s native advertising arm into an 8-figure Rs business  and held editorial reins at brands like MensXP, AskMen India, and Liquid.

At Outlook, she now helms Outlook Luxe, the group’s luxury vertical, where she’s curating high-octane storytelling and on-ground experiences for India’s upscale crowd. Also on the cards: an AI-led initiative with Outlook Business to turbocharge branded content with machine smarts and data-driven insights.

Samson is no stranger to reinvention. From launching the premium coffee table book Maharashtra (gifted to Barack Obama in 2010) to building The K(Now), a newsletter pulling in CEOs, founders, and MDs as loyal readers within just 75 days, her CV reads like a greatest hits of Indian new media.

Her recent gigs include chapter lead at AI Salon, where she  catalysed conversations between AI founders and investors, and director of content development at The K(Now), where she crafted habit-forming content for high-level decision-makers.

The former CNBC-TV18 anchor has straddled TV, digital, and print with ease, threading business strategy into editorial elegance. Now, with Outlook’s backing and AI in her toolkit, Samson’s next chapter promises to blend storytelling, scale, and sharp strategy — with a touch of luxe.