What is your background?
I was born in India and spent the first 25 years of my life there. After completing my undergraduate degree in Electrical Engineering, I worked for a couple of years at manufacturing plants in remote parts of the country. I came to the United States to complete my Master’s Degree in Engineering Management from Cornell University (Go Big Red!).
I was introduced to Digital Marketing during one of my projects and I got so fascinated by it (the sheer granularity level in targeting and the fact that it is so fast paced) that I decided to specialize in the field and start building my career in this rapidly changing industry. Being an engineer, I am a technologist at heart and love using data and to solve business problems for clients.
What are your responsibilities at (un)Common Logic?
I am an SEM analyst with a major focus on Paid Search. I perform data analyses and optimize online marketing campaigns for clients in different industry sectors. I also manage online marketing budgets and formulate account strategies in partnership with my account teams.
What’s your favorite thing about working at (un)Common Logic?
Without a doubt, the TEAM! Everyone in the office is very supportive and encouraging. It is an open culture where you can just ask anyone for help no matter the level of seniority and they would be happy to assist you. Since this industry is very fast-paced and there is so much to learn, everyone makes it a point to regularly share whatever they have learned so that we can move forward as a team. Such a positive environment (even during some highly stressful days) makes me want to go to work every day!
What’s the most challenging aspect of your job?
Since we have clients across many different industry sectors, it becomes imperative to formulate optimization strategies or analyze data from the client’s eye. I am currently working with clients from 5 different sectors and one challenge that I sometimes face is to take a step back and brainstorm about the optimum strategy or metric that would be the most beneficial to the client. Since there are so many ways of looking at the same data, it is not difficult to sometimes fall down a rabbit hole (either focus on just one vertical of the client’s business or just one metric). I love facing this challenge since it reminds me to take a holistic approach and to identify opportunities that can benefit the client’s business.
Anything big happening this year outside of work?
I got my first ever car in the United States! While I was in New York, I never thought I would be owning a car so soon in life but after moving to Texas, I quickly realized it is not a luxury but a necessity here!
What makes Austin special?
I have only been in Austin for less than a year, but I have started to see why people love this city. It is a young city with something for everyone to do from hiking, swimming, to partying! Additionally, if you don’t want to do anything else but sit back, relax with a drink and listen to live music, this is the place to be!
What makes you (un)Common?
I have had achievements in both the martial arts and the music world (I have been National Taekwondo champion & National Champion among Acapella Groups in India).
What’s the biggest digital marketing change you think will occur by the end of 2018?
With the increasing popularity of tools like Siri & Alexa, voice search could be on the rise. I had read about an article that suggested that by 2020, more than 50 percent of all search queries will be voice search. This might change digital marketing keyword strategies since when people type, they usually type in a few keywords but when they speak, they use entire sentences.