Pankaj Thapa is an Associate at Michael Macfarlane Associates, where he works across strategic communications, digital reputation, research and platform development for UHNWIs, Family Offices and philanthropic organisations.

He brings more than a decade of experience across journalism, public relations, international development, philanthropy and advisory work, with a particular focus on how individuals and organisations are understood across media, search, digital platforms and emerging AI-driven information environments.

In his role at MMA, Pankaj supports client work through research, strategic content planning, digital positioning and implementation.

He also leads the firm’s Nepal office, ensuring the delivery of outcomes across projects and working closely with colleagues across MMA’s seven global offices.

His work often sits at the intersection of analysis and execution: understanding how a client is currently represented, identifying where visibility or credibility can be strengthened, and helping turn that insight into practical communications activity.

A core part of Pankaj’s work is platform development. He helps clients build and strengthen the digital foundations through which they are discovered, assessed and understood, including across Google, large language models and other information systems. This includes looking at the structure, consistency and authority of a client’s online presence, and considering how content, search behaviour, reputation signals and technical information architecture shape public perception over time.

Pankaj has a strong research-led approach. He is experienced in reviewing digital footprints, media narratives, search visibility, audience behaviour and reputational context to inform strategic recommendations. His editorial background allows him to assess how narratives are likely to be interpreted by journalists, partners and wider audiences, while his technical understanding helps him identify gaps and opportunities in the way information is organised and surfaced online. He also uses tools such as Semrush, Talkwalker and other monitoring and digital intelligence platforms to support evidence-based analysis.

Before joining MMA full time, Pankaj worked with a leading international blindness-prevention programme, supporting communications, external partnerships, media engagement and on-the-ground content generation across Nepal, Bhutan, India, Ghana and Ethiopia. His work involved shaping media narratives, engaging local and international journalists, and documenting programme impact in complex field environments.

His wider experience includes humanitarian and development communications, particularly in relation to safe water, sanitation and hygiene initiatives in Nepal. He has supported public awareness campaigns, national media engagement, government-facing communications and impact documentation for donors, development partners, local organisations and the wider public. Earlier in his career, he worked as an editor for a socio-political news platform in Kathmandu and as a PR Manager for an education group in Australia, building a foundation in newsroom judgement, media relations, audience engagement and credibility-led storytelling.

Across his career, Pankaj has developed a practical understanding of how reputation is built through research, content, visibility and delivery. He is particularly effective at connecting editorial judgement with digital analysis, helping clients understand not only what is being said about them, but how information about them is structured, discovered and interpreted. His experience across Family Offices, philanthropic programmes, humanitarian organisations and media environments gives him a grounded perspective on communications work that is both strategic and operational.

Pankaj is known for his collaborative and solutions-focused approach. He works closely with colleagues, clients and external partners to ensure strategies are well researched, clearly structured and delivered with care. He holds a postgraduate degree in Strategic Communications from the London School of Economics.