Marketing Science Expert at Facebook | Top 50 in Digital APAC

Astha is currently a Marketing Science Expert at Facebook where she is fundamentally involved in scaling various measurement solutions to help clients understand the return on investment in digital advertising (namely Facebook) by the means of sound experimental design. She is an internal subject matter expect when it comes to educating and enabling various measurement related strategic conversations with the tier - "high value clients"Astha also works with various cross functional stakeholders to drive the success of measurement programs, is involved in speaking events/ education and helping clients move to an always on "testing and learning mindset" at scale. 
    
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About us

  Founded in 2004, Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Facebook is defined by our unique culture – one that rewards impact. We encourage people to be bold and solve the problems they care most about. We work in small teams and move fast to develop new products, constantly iterating. The phrase “this journey is 1% finished,” reminds us that we’ve only begun to fulfill our mission to bring the world closer together. 

For a full listings of our jobs, visit www.facebook.com/careers

*We created this community to share information about careers at Facebook including employee stories, current openings, and inside looks at particular teams. We appreciate your insights and welcome relevant comments and discussion. Please be respectful and stay on topic. We reserve the right to delete any content, including off-topic, inaccurate, spam comments and posts, and to block repeat offenders.

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      Facebook
  

The SMU Marketing Alumni Group is setup to help SMU Alumni connect with each other and the broader marketing industry. The mission of the Alumni Group is to connect the current SMU Alumni with each other and the  broader industry leadership. By being a catalyst in this process and building a strong community of marketing professionals, Astha believes that we can all grow together not just professionally but also personally. Astha is the founder and the president of the SMU Marketing Alumni Group where she leads a team of 3 of the brightest marketing graduates from SMU. If you would like to get involved in the Alumni Group by either being part of the organising committee for the next event or as an external speaker, please get in touch with me at asthakalbag07@gmail.com
    
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SMU Marketing Alumni Association

Mooketing (www.mooketing.com) is a marketing blog that is focused around topics such as digital marketing, digital media channels, technology and exciting advertising campaigns that are changing the game. Mooketing is currently read in over 100 countries. As the founder of the blog, Astha has been invited to prestigious media/ industry events such as the Festival of Media, Spikes and Appies as part of the press team. Additionally, she represents herself at various speaking engagements. Get in touch at astha@mooketing.comSome of the key engagements are as below:- Connect-e-Comm (2019): North Star Metric, Jamaica- Digital Divas (2018): Measuring Real Business Impact- TERN (2018): Fireside chat - The ReTernee- General Assembly (2018): Digital Marketing 101 - Digital Travel Summit (2018): Creating mobile first experiences (Round table facilitator) - Youth Innovation Challenge(2018): 'Creating a smart nation' (Mentor)- SMARKETING (2018):  'Crossing the Chasm: Trends in Millennial Marketing' - UNICON (2018): 'Achieving Hockey Stick Growth' - Accenture Consumer Tech Awards : Judge (2017) - Smartly Connect (2018): Melbourne - Millennial2020 (2017): 'You have got the whole world in your hands, but for how long?' - SMU Connect (2017): 'The Ultimate Marketing Mix'- TERN (2017): 'The power of human connection' - Smartly Connect (2017): Singapore -  NUS Entrepreneurship Society (2017): 'Achieving Hockey Stick Growth'- Millennial2020 (2016): 'Remapping the view of the world' - TERN (2016): '10x Growth Story' - General Assembly (2016): 'The Art & Science of Growth Hacking'​ - Block 71 Huddle (2016): 'Growth Hacking the Lean Startup Way'
    
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Mooketing

Topo Togo's Chinese name is 多宝多国, means ‘Many treasures, many countries.’Topo Togo is a magical interactive guide that combines technology and play to make city guides come to life. My role as an external consultant is to build the marketing strategy, channel prioritization structure and understand user journeys by leveraging growth hacking principles. But most of all, I am super excited to get my hands dirty and join the fun :)
    
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TopoTogo

Astha was part of Uber's Performance Marketing team that sits in the Regional marketing team for Uber across the APAC region. Astha was responsible for both driver and rider acquisition growth in Asia Pacific by primarily scaling social advertising spends. Her focus increasingly evolved to understand, test and build full funnel digital strategies for both drivers and riders. Key highlights:1. Delivery, Optimisation and Scale: Responsible for scaling large advertising budgets, optimising campaigns, testing various flows in order to maximise return on advertising spend (ROAS) across primarily across social channels - Facebook, Instagram, Twitter & Snapchat. 2. Measurement and Cross functional projects: Working on projects to create measurement frameworks to understand the impact of media spend on various activities such as brand, performance and re-marketing. Astha works with different teams to build the entire marketing funnel in a very data-driven, measurable way. Key projects include working with the brand teams, CRM teams, Operations teams and Customer support teams. 3. Rapid Experimentation and product testing:Works closely with key social partners (Facebook) to push for ad product solutions, co-build measurement frameworks and product flows. A large part of Astha's role is also to work with Smartly to automate and scale campaign management, creative creation and reporting to improve efficiency through data and automation. 
    
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About us

  We believe that by solving some of the biggest problems of our time, we can create a future where there is limitless freedom of movement for people and things all across the world. Just talk to our people — and feel their passion, optimism and curiosity for building solutions every single day on behalf of drivers, riders, couriers, eaters and employees.

While the tough problems we face everyday can be incredibly difficult to figure out, we believe those same problems enable us to personally grow the most. So we welcome people from all backgrounds who have the passion to change the world and also want to help create a supportive and collaborative environment. So that ultimately, we can learn together, solve together, build together, and move the world forward together.


      Uber
  

Astha was part of Skyscanner's Unpaid Media team that fundamentally comprises of our SEO, organic social and influencer activities.She was primarily involved with the SEO, organic channels given that it is one of the most important channels in terms of sustainable growth and strategic priority. Astha has been involved with the following projects:1. Tooling: Sourcing, evaluating and rolling out a new keyword research tool globally. Segmenting this based on different use cases - internal and external freelancers and creating and running trainings to onboard and maximise impact on our activities 2. Process Improvements:Migrating the SEO content ordering process to JIRA in order to reduce reporting and increase visibility Driving efficiencies at scale by centralising communications and feedback loops within one view 3. Dashboards:Creating enablement Tableau dashboards for the region to be able to informed landing page prioritization decisions based on our internal growth metricsTool Kit Contains : Google Webmaster, Majestic SEO, Linkdex, SEM Rush, Similar Web, SEO Moz
    
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About us

  Skyscanner is the world's travel search site, saving you time and money by finding the best travel options wherever you want to go. 

We are free and unbiased - over 60 million travellers around the world trust us each month to help them find the best flights, hotels and car hire. 

Our secret is in our self-built technology and global reach connecting you directly to everything the travel industry has to offer. 

Available online and through our popular app, we can help you find inspiration for your next trip as well as the best travel deals.

Founded in 2003, we’re part of the Ctrip family and employ over 800 people across 10 global offices. Want to work for us? Check out our jobs site: http://www.skyscanner.net/jobs/

Skyscanner

Astha was part of Skyscanner's global social paid advertising team. The team oversees all social paid spends across Facebook, Twitter and LinkedIn. In her role, Astha was overseeing delivering sustainable spends for paid content on Facebook for all markets in APAC. Key highlights:1. Ad Delivery: Responsible for delivering budgeted spends across APAC. 2. Ad Optimization:Focused on optimizing campaigns against key performance metrics in order to spend budgets in a sustainable manner and simultaneously maximize ROI.  3. Ad Reporting:Reporting ad performance basis ROI and key metrics on Tableau and other dashboards. 4. Experiments at scale:Running experiments at scale to improve core growth performance metrics.Tool Kit Contains: Smartly, Facebook Ads Manager, Kenshoo, Tableau, SQL 
    
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Astha was part of the marketing team for India, where she worked across all our marketing channels including paid social, paid native and organic. Key highlights: 1. Content Marketing: She contributed to Skyscanner's content marketing efforts in India and was mainly focused on  brainstorming, analysing and reporting on Skyscanner's content marketing efforts at scale. 2. Partnership Campaigns: She was also part of the core team that was part of a huge year end campaign at Sunburn, India - Asia's largest music festival. This campaign resulted a 48% increase in searches YOY and the #1 trending hashtag on twitter. This campaign was a 360 degree campaign that was run across Facebook, Twitter, Instagram and  offline. 3. Search Engine Optimization:Direct traffic is one of core traffic sources at Skyscanner. Astha was responsible for using data and keyword research to manage deliverables from our SEO content houses. 4. Social  and Native Ads: Astha was responsible of copy-writing and targeting suggestions for all paid ads on facebook, outbrain, taboola and yahoo. Tool Kit Contains: Google Analytics, Cube, Tableau, Taboola, Outbrain, Google Ad Words, Facebook Ads Manager, Apps flyer, App Annie, Linkdex, HTML basic
    
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In her capacity as Google's Student Ambassador, Astha planned events on Singapore's local university landscape and acted like a liaison between Google and the 3 major universities in Singapore.During university, Astha's personal mission was to equip her peers with key digital marketing skills and organize training events such as Google Ad Words 101, Google Analytics 101 etc. During her sting, Astha got to learn about innovative Google products, tools and programs. Additionally, she acts as a campus contact for Google teams, and helps Google better understand the diverse culture at local universities in Singapore.
    
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Google’s mission is to organize the world‘s information and make it universally accessible and useful. 

Since our founding in 1998, Google has grown by leaps and bounds. From offering search in a single language we now offer dozens of products and services—including various forms of advertising and web applications for all kinds of tasks—in scores of languages. And starting from two computer science students in a university dorm room, we now have thousands of employees and offices around the world. A lot has changed since the first Google search engine appeared. But some things haven’t changed: our dedication to our users and our belief in the possibilities of the Internet itself.

Google

Two participants were selected from Singapore to be part of a three day hands on training workshop about advanced digital marketing. The program was organised by Google to equip top talent with advanced digital marketing skills such as Advanced Search, Advanced Display, YouTube API's and Google Analytics. The program included networking opportunities with top agencies and a final digital marketing sales pitch to a real client.
    
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During her part time gig at LinkedIn,  she worked cross functionally in four key teams - Strategy and internal processes, Ad Operations, Sales Operations and the Agency Relations team.One of Astha's most challenging and exciting projects was to work on Performance Management from the Ad Operations and Account Management roles across the entire Asia Pacific Region. She was part of the core team that was overseeing conducting interview, objectively mapping out these roles, designing performance metrics and compiling these measurement tools on business intelligence dashboards. During the project, Astha built core skills in data visualisation tools (Tableau) and created 4 different dashboards for a manager level view to objectively understand the performance of their teams in real time. Astha also worked with the team in Europe and Asia to create an online collaborative space and helped manage online engagement with Agencies in APAC. Additionally, she created a pre-campaign kick off client play book deck that included a quick guide to LinkedIn's Marketing Solutions products.
    
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With 20 million jobs on LinkedIn, find one meant for you. #InItTogether

Founded in 2003, LinkedIn connects the world's professionals to make them more productive and successful. With more than 660+ million members worldwide, including executives from every Fortune 500 company, LinkedIn is the world's largest professional network. The company has a diversified business model with revenue coming from Talent Solutions, Marketing Solutions, and Premium Subscriptions products. Headquartered in Silicon Valley, LinkedIn has offices across the globe.


      LinkedIn
  

Astha was the Sales Operations Intern for the LinkedIn Marketing Solutions Team. She got an opportunity to experience first hand the company's unique culture and values. During her time at LinkedIn she contributed positively to the company by working on key projects in the Sales Operations and Agency Relations team. 1) Agency Relationship Heat Map2) Pursuit Planning for the sales teams3) Creating an internal online collaborative space for the APAC Region4) Creating a sustainable Agency Scorecard
    
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As an account planning Intern, Astha worked on gaining various consumer insights through unconventional methods for key brands such as Ponds (Unilever), Huggies (Kimberly Clark) and Asian Paints. Some of her key project accomplishments were:1) Understanding the changing Indian Woman through an analysis of Bollywood2) Understanding the Indian Teen through an analysis of her Blog posts
    
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Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder&nbsp;David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning&nbsp;integrated creative network that makes brands matter for&nbsp;Fortune Global 500 companies as well as local businesses&nbsp;across&nbsp;131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs&nbsp;through six core&nbsp;capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.&nbsp;Ogilvy is a WPP&nbsp;company (NASDAQ: WWPGY).&nbsp;For more information, visit&nbsp;http://www.ogilvy.com/.


      Ogilvy
  

Astha is part of Singapore Management University's Social Media Team under the Department of Corporate Communications. A keen digital and web enthusiast, she is one of the writer's for Singapore Management University's student blog. She spends her time learning about different stakeholder experiences and publishing content for the university regarding the same.
    
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Singapore Management University

Astha was chosen to assist in an international research project titled "The development of a Hybrid TV for Global Markets". During this fast paced project, she helped out with basic marketing research, understanding and design user interfaces and helping analyse key trends in consumer behaviour. She was also responsible for conceptualising, designing and pitching Digita's core branding concept  that will be implemented with the launch it's new and exciting product.
    
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Digita

Astha was part of a highly selective program that was conducted by Google Singapore and the Interactive Advertising Bureau of Singapore. She worked closely on a client brief for a non-profit organisation (Akaraka) that aims to provide undergraduate education to the less privileged. During the program she had the chance to interact and network with senior executives from Linkedin, IAB, Google and Omnicom. She gained valuable experience and knowledge about analytics, real time marketing, branding and Marketing Communications ROI techniques.
    
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Being part of a mobility and website engineering company, Astha not only gained insights about digital marketing, but also of a lot of other aspects of the fast growing digital world. Astha spent six months learning and understanding the work environment of a fast paced technology company. She went on to attend client meetings alone and handle 2 major projects namely Singapore Science Festival and Ministry of Social and Family Development. During her internship experience, she worked to integrate the firm's social media strategic plan with other aspects of the client's marketing activities. She worked closely with other agencies (such as Ogilvy and Mather) to ensure that the client was benefiting from a truly integrated marketing communications plan. She took this time to equip her self with necessary skills in Analytics, SEO, SEM and ROI measurement metrics.
    
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About us

  Web Spiders (WS) is an enterprise software company that develops products for marketing and HR. The singular focus of these products is to drive forward 'user engagement'​ using mobility and Artificial Intelligence-led Bots.

It is best known for ZOE - the customer bot platform, Gecko - the interviewer bot, ARI - the HR helpdesk bot and Event2mobile - The leading Enterprise event engagement App.
The associated consulting practice includes a full-stack digital media services unit including Sitecore, Drupal ( Acquia ) & Digital Marketing.

WS Group clients include leading Fortune 2000 companies as well as Government Agencies.

The company has over 200 employees globally across a number of locations in the UK, USA, Singapore and India.


      Web Spiders
  

Astha was part of  Google's highly selective Ad Words student camp at Google, Singapore. During this time, Astha worked closely with her team on a project brief for one of Google's major clients to pitch Ad Words and other Google Solutions. During her time at the Google Office, Astha had the opportunity to interact and learn from the very best at Google. She gained valuable insights about the trends in Digital marketing, Google's products, advertising, brand management and Ad Words. She was also invited to share her experiences that was later published on the international Google student blog.
    
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Bachelor of Business Management with a major in Marketing and Psychology.

Vice President of the Student councilCommunity Service Director for Rotaract Club of Bombay Seacoast


The Google Squared online course is a 6 months intensive course covering topics such as media, trends, programmatic, analytics. The squared online program included group work, exams, white papers and class participation. (Oct 2017 - March 2018)

Marketing Science Expert at Facebook

Marketing Science Expert

President | Founder

Founder at Mooketing.com | Speaker

Strategic Advisor | Marketing Strategy

Performance Marketing Manager, APACx

SEO, Unpaid Media, APAC

Social Paid Advertising, APAC

Growth Marketing, India

Google Student Ambassador

Google Online Marketing Lab Participant

Marketing Solutions Intern

Sales Operations Intern

Account Planning Intern

Social Media Marketing Intern

Branding Assistant

Google IAB Fellow's Program

Digital Marketing Intern

Google Ad Camp

Marketing and Psychology

Bachelor of Business Management

Science

I.G.C.S.E

A Levels

Digital Marketing and Leadership