Zoya has joined GHS as a manager for the LF/VL team. With over a decade of experience, she specializes in providing strategic interventions for digital communications. She leverages data-driven insights to develop actionable plans with a strong focus on ROI. In her past role, she has successfully led integrated media campaigns for marquee government projects like the Swachh Bharat Mission. Zoya has also led mandates for global companies in the software, consumer goods, green energy, and aviation space. Along with this, she has been teaching a course on Digital Marketing for beginners.
In the last 4 years, Zoya co-founded and expanded Aslee, an organization that collaborates with largely women-run manufacturing units to produce eco-conscious apparel, accessories, and homeware. Through this journey, she has become even more committed to challenging her own unsustainable consumption patterns and making more conscious choices every day.
Zoya’s interest in communications started from an early age when she realised she was far more interested in the ads on TV than the programming. Since then, she has been endlessly fascinated by decoding and understanding consumer behaviour and learning what makes simple lines like “Thanda Matlab Coca-Cola” and “Maybe she’s born with it…” live on for decades. In keeping with this interest, Zoya did a three-month project with an organization that coupled AI with Anthropology to understand the motivators of voting behaviour in the 2019 general elections in the state of Uttar Pradesh.
When not at work, Zoya enjoys catching up on mindless reality TV, learning improv comedy, taking her dog for walks, and contemplating what colour her hair should be next.