Open to opportunities

richa asthana

@richaasthana

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Programmatic & paid social marketing specialist translating DV360 data into high-performing campaigns and growth.

Finland

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What I'm looking for

I’m looking for a role where I can run DV360 and paid social campaigns end-to-end—owning audience strategy, optimisation, and reporting—while partnering with stakeholders to turn performance data into clear decisions and measurable growth.

I’m a marketing specialist focused on programmatic activation and paid social, with hands-on DV360 experience and an emphasis on translating data into decisions. I’ve supported campaign performance through DSP architecture, audience targeting, pacing, and practical buy/bid execution.

In my current role at Backbone Consultancy, I activate media plans in DV360—building campaigns, insertion orders, and line items with geo and audience targeting. I also run mid-flight optimisation and produce client-facing campaign reports covering delivery, viewability, and CTR.

Earlier, I led LinkedIn campaigns for Lindström’s healthcare vertical, achieving 12% monthly follower growth through targeted organic and paid social. With experience across 23 markets, I coordinated sustainability and circular economy communications while managing translation agency and terminology projects.

Experience

Work history, roles, and key accomplishments

Current

Programmatic Activation Specialist

Current

Backbone Consultancy

Jan 2025 - Present (1 year 6 months)

Activated programmatic media plans in DV360, managing campaigns, insertion orders, line items, geo targeting, and audience targeting. Built audience strategies and produced client-facing campaign reporting on delivery, viewability, and CTR.

Geo Targeting Audience Targeting Pacing Buy Types Bidding Custom Intent Amazon PDP Remarketing Frequency Capping HubSpot Power BI CTR Mid Flight Optimization Brand Safety

Training & Support Materials Coordinator

Kemira Oy

Jan 2024 - Jan 2025 (1 year)

Coordinated DV360 campaign activation and supported audience targeting and segmentation for campaign delivery. Managed SharePoint support materials for SAP PLM and supported Floodlight tag & GTM-related work, pacing sheets, reporting, and stakeholder training/webinars.

DV360 Audience Targeting Audience Segmentation SharePoint Floodlight Tags GTM Reporting Webinars Campaign Manager Bid Strategy Brand Safety

Brand & Communications Coordinator

Lindström Group

Jan 2021 - Jan 2023 (2 years)

Planned and executed LinkedIn lead-gen and brand campaigns across 23 markets, achieving 12% monthly follower growth for the healthcare vertical through organic and paid social. Managed brand communications across markets and coordinated translation and sustainability-related projects, including support for global website renewal and localized rollouts.

LinkedIn Ads Campaign Manager LinkedIn marketing Paid Social Google Analytics Content Strategy SEO Translation Management

Education

Degrees, certifications, and relevant coursework

Haaga-Helia University of Applied Sciences

Master of Business Administration, Communications & Marketing

2022 - 2025

Activities and societies: Led LinkedIn campaigns (organic and paid), coordinated sustainability/circular economy communications across 23 markets, and managed external translation/terminology projects.

Completed an MBA focused on Communications & Marketing, leading LinkedIn campaigns for Lindström’s healthcare vertical and achieving 12% monthly follower growth. Coordinated sustainability and circular economy communications across 23 markets, including management of external translation agencies and terminology projects.

University of Lucknow

Bachelor of Business Administration, Business Administration

2006 - 2009

Activities and societies: DV360 campaign activation for Brita India, including audience targeting and an eight-week optimisation period.

Earned a Bachelor of Business Administration and activated a DV360 display campaign for Brita India using a four-audience targeting strategy. Optimised over an eight-week period to achieve a CTR above the India display benchmark.