About Asha
Background
I’ve spent 15+ years connecting the dots between brand and growth, creative and commercial, what an audience feels and what a business needs.
That’s taken me from launching Ogilvy Canada’s first integrated strategy practice, to running the Nissan business at TBWA, to building Snap’s ARcadia division, to global marketing at xAI, to rebuilding the marketing function at eMed. Agency and in-house, startup and platform, $900K P&Ls and $100M ones.
What’s stayed constant is the work itself: finding the insight that turns a good idea into a business result, and building the team and the system that can actually deliver it.
Why Asha?
I build the thing that wasn’t there.
Ogilvy’s first integrated strategy practice. Snap’s 25-person ARcadia division. eMed’s whole marketing infrastructure, rebuilt in 60 days. Give me the gap and I’ll build the function that closes it.
The number moves or it didn’t work
$500K in annualized savings in my first two months at eMed. Kimberly-Clark grown 10x to $9M. $3M out of channels a platform had never once monetized. A 27% sales lift that took Huggies past Pampers to number one in hospitals.
I was early to AI, and I actually ship it.
Trained at Harvard Business School and IBM. Then I went and built with it: AI agents in production at eMed, AI-driven optimization and client-facing incrementality across a 30-person org at xAI. Credentials are easy. Shipping is the part.
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I’ve been on both sides of the table.
Eleven years agency-side at Ogilvy and TBWA, then in-house at Snap, Group Black, xAI and eMed. I know what gets promised in the pitch and what it costs to deliver on Monday.
Brand people think I’m a growth person. Growth people think I’m a brand person.
Effie Gold for creative effectiveness, media-mix modeling for Nissan. Same career, often the same quarter.
I know how to read a room.
Five years of stand-up in NYC will do that.
Category & Client Experience
Consumer Packaged Goods + Retail
Consumer Packaged Goods + Retail
Consumer Packaged Goods + Retail
Unilever: Dove, Hellmann's, Magnum, Knorr; Kimberly-Clark: Huggies, Kleenex, Kotex, Viva; Nestle Waters: Perrier, San Pellegrino; Coca-Cola, Walmart, Target, TJ Maxx,
Automotive
Consumer Packaged Goods + Retail
Consumer Packaged Goods + Retail
Led integrated comms strategy on Nissan USA and selected Global initiatives. Deep expertise on the auto industry, EV market, and retail experience. Drove effectiveness by introducing strategies that prioritized touchpoint connectivity, planning content to align with both vehicle and purchase stages, and elevating the retail experience.
Tech, Telco, Fintech, B2B
Tech, Telco, Fintech, B2B
Tech, Telco, Fintech, B2B
Motorola Global, Meta, BlackRock / iShares, Mayo Clinic,Verizon, Vogue, Live Nation, State Farm, American Express, Snapchat, X/Twitter, xAI, Heart & Stroke Foundation
Healthcare
Tech, Telco, Fintech, B2B
Tech, Telco, Fintech, B2B
Marketing leader at eMed a health tech company with a valuation of $2B.
Previous clients include Mayo Clinic,
Heart & Stroke Foundation,
Pfizer, Lilly, Haleon, Novo Nordisk & more
Resume
Work Experience
eMed — VP, Marketing Apr 2026 – Present
Recruited by the CEO, former CEO of X/xAI, to rebuild marketing and B2B communications. Reports to the CMO.
- Generated $500K+ in annualized savings within the first 60 days by re-engineering marketing infrastructure and process around AI-powered tools, through headcount avoidance and MarTech spend reduction, while increasing team output.
- Rebuilt sales enablement and partner marketing collateral around concise, data-driven storytelling; the new materials were directly credited with 5x the prior full year's new business wins within five months, totalling $125M+ in multi-year revenue.
- Led a full website overhaul spanning AEO/SEO, messaging, visual storytelling, streamlined lead-generation intake and a Claude-built AI agent for blog creation and distribution, driving a 300% increase in site traffic in 60 days with visits and leads rising week over week.
- Established a scalable marketing operating system by templatizing high-value assets — one-pagers, decks, budgets, process documentation — and lead a team of 10 across earned, owned and paid marketing, including events, PR, CRM, social and paid media.
xAI (now SpaceXAI) — Senior Director, Global Marketing Feb 2025 – Mar 2026
Owned social-first global marketing strategy across xAI and X, spanning consumer and enterprise ecosystems.
- Created the first monetization of owned channels in platform history, generating approximately $3M in revenue within one year.
- Led B2B and sales enablement strategy and materials across X and xAI in support of global revenue goals exceeding $1.5B.
- Scaled AI-driven optimization and client-facing incrementality measurement across the marketing and creative strategy organization, building tools for internal teams, clients and end users.
- Led a team of 30, owning team structure, brand positioning and go-to-market execution with cross-functional alignment across Product, Analytics, Content Partnerships, Creators, Comms/PR and Design.
- Built brand partnership programs with top sports leagues and content partners, opening new revenue channels across key verticals.
Group Black (Portrait Media Group) — SVP, Strategy & Innovation May 2023 – Jan 2025
Executive leader for a fast-growing media start-up; owned the P&L across strategy, product and client growth.
- Structured and led a strategic partnership with NBCU / Peacock worth $150M+ in projected revenue, spanning content, distribution and brand integration.
- Delivered 2x YOY revenue growth, from $30M to $60M+, leading a team of 10 across new capabilities, growth-audience strategy and client relationships.
- Launched three new product lines, including Prism, an AI-driven MarTech tool engineered to drive customer connectivity, conversion and resonance among high-value growth audiences.
- Pioneered a first-of-its-kind creator partnership with the X platform, designed to elevate diverse voices and reach mass audiences through culturally resonant programming.
- Developed integrated brand and growth strategies for P&G, Ford, McDonald's, Unilever, Amazon, Eli Lilly and Target.
Snap Inc. — Head of Integrated Strategy & AR Innovation Apr 2022 – May 2023
Founding leader of the ARcadia division; co-led a $100M+ P&L.
- Defined the go-to-market approach for Snap's enterprise AR business, building ARcadia from founding into a 25+ person division focused on next-generation augmented reality.
- Created and pitched customer-centric brand and technology solutions to Verizon, Coca-Cola, T-Mobile and Live Nation, blending AI and AR to deliver immersive, measurable marketing effectiveness.
- Led Snap's own brand campaign development across TV, digital and social.
- Implemented strategy-forward measurement frameworks and customer-first design practices that proved campaign efficacy and set a new standard for creative accountability.
- Represented Snap as a thought leader at Disney Digital Days, the 3% Conference and Snap Innovation Summits.
TBWA Chiat Day (Omnicom) — Director, Integrated Comms Strategy Mar 2019 – Mar 2022
Owned a $100M+ P&L across strategy, innovation and media.
- Led a team of 15 running the Omnicom integrated practice for the $1B Nissan business, spanning TV, OOH, audio, digital and social, and partnering directly with the client CMO and Digital Media, Innovation and MarTech leads.
- Grew awareness, consideration and preference for Nissan, and ran media-mix modeling to guide budget allocation and prove incremental impact.
- Spearheaded OneSandbox, a MarTech tool that secured $300K in Omnicom investment and routed $250M+ in client funds through the system.
- Built and scaled the integrated strategy discipline across Accenture, Meta, Hilton and Mayo Clinic, driving $25M+ in new business and 20% YOY growth.
- Worked hands-on with innovation teams at Google, Amazon and Meta to take emerging products from beta to market, earning a Think With Google case study.
- Co-hosted and produced The Disruptor Series, a globally syndicated podcast with TBWA/Omnicom Chair Rob Schwartz, grown to 100K+ listeners per episode.
Ogilvy & Mather — Sr. Strategy & Innovation Lead 2011 – 2019
Advanced from Account Executive to Strategist, Senior Strategist and Sr. Strategy & Innovation Lead over eight years.
- Launched Ogilvy Canada's first Content and Integrated Strategy practice, growing the P&L from $900K to $25M+ and the team to 8 over three years.
- Grew the Kimberly-Clark account 10x to $9M, winning new business across the full portfolio — Huggies, Kleenex, Kotex, Cottonelle, Viva — with integrated comms and content strategy connecting media, creative, sales and loyalty.
- Led integrated campaigns across TV, OOH, audio, digital and social for Huggies, Dove, Dove Men+Care and Heart & Stroke, growing awareness, consideration and preference; ran media-mix modeling for Kimberly-Clark and Dove.
- Led the Effie Gold-winning campaign for Huggies that shifted brand perception and grew preference to overtake Pampers as the number one hospital choice, with a 27% sales increase.
- Named a 'Change Leader' by Ogilvy's Global CEO and tasked with replicating the integrated growth model at Ogilvy NY and across WPP Global.
- Partnered with CMOs, CDOs and Innovation leads at Motorola, Google, Samsung, Unilever, Kimberly-Clark, BlackRock, Nestlé, Ikea, Ford and Kraft-Mondelez.
(additional experience on LinkedIn)
Notable Recognition
- Effie Gold — Huggies campaign (Ogilvy); industry recognition for marketing effectiveness and real business impact
- Think With Google case study — recognized for innovative, measurable digital marketing effectiveness (Nissan)
- Ogilvy Global 'Change Leader' — one of a select group chosen to scale a new model of integrated marketing globally
- The Disruptor Series Podcast, co-host and producer — Adweek Podcast of the Year, 100K+ listeners per episode
- Invited speaker — Disney Digital Days, the 3% Conference and Snap Innovation Summits
Extracurriculars
Upright Citizens Brigade NY
Scholarship Recipient, Sketch Writing + Improv
Standup Comedian - NYC 2016 - 2021
Education
AI / Business Leadership Credentials:
Generative AI for Executives & Business Leaders, IBM
AI For Leaders - Harvard Business School
Design Thinking & Innovation - Harvard Business School
Mark Ritson MiniMBA Marketing
University of Toronto
Hon. BA, English
CAAP Accreditation (Canadian Association of Advertising Professionals)
Academic Excellence award