About · a conversation, not a CV
Hi. I'm Yashika.
a marketer who lives somewhere between the spreadsheet and the sketchbook.
I started with journalism, moved into marketing, spent time inside e-commerce and brand businesses, learned to think in numbers, and somewhere along the way realised I still wanted to make things.
So now I'm somewhere in the middle. Between strategy and storytelling. Between commercial thinking and creative instinct. Between the spreadsheet and the sketchbook.
I started by learning how to ask questions. Then I learned how to turn the answers into stories, and eventually, into brands.
The person behind the work
Not one archetype.Four of them, arguing.
Why? What if?
Curious. Always asking if there's another way to do this. It shows up most in the things I make when nobody asked.
Makes things.
Campaigns, brands, stories, films, content, visual worlds. The bit that stops this from being purely analytical.
Reads the P&L.
Consumers, categories, positioning, pricing, GTM, growth. The bit that makes the ideas commercially credible.
Observe. Question.
Investigate, find the insight, tell the story. Where all of this started.
Off the clock
before the spreadsheets, there was a ball.
On the court.
I've played basketball since I was a kid. First for my school team, then for my college team.
When the season changed, it was throwball and handball. And somewhere in school, a little gymnastics too.
Teams taught me to pass, call the play and run back on defence. I still work that way.
- throwball
- handball
- a little gymnastics
The road so far.
What I believe
Good strategy should make things clearer, not more complicated.
Good creative should make people feel something.
And the best marketing usually sits somewhere in between.
How I work
- Brief
- Notice
- Move
- Make
- Measure
- Learn
and then usually back to “notice”. it’s more of a loop.
In my own words
"Results-oriented marketing professional with demonstrated expertise in…"
I like solving messy problems. Especially the ones that look simple until you start pulling at the thread.
"My core competencies include brand strategy…"
I think about why people care, what makes a brand different, and what needs to happen to make the idea actually work.
"Outside of work, I enjoy creative pursuits."
When I'm not working, I tend to make things nobody asked me to make. Proof →