About
Aashima is a consumer and product marketing leader with a focus on digital marketplaces…
Articles by Aashima
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What I learned building the career of my dreams
What I learned building the career of my dreams
Last month I completed half a decade of full time work experience. Over the years I have had the privilege to work with…
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How to Rock Your First Day at a Startup - 5 Tips Every 22 Year Old Needs to Know
How to Rock Your First Day at a Startup - 5 Tips Every 22 Year Old Needs to Know
Congratulations! So, you knocked your placements out of the park and bagged a good first gig, completed the formalities…
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Aashima Praveen posted thisI’m excited to share that I’ve started a new role at Improbable, working directly with Irina Nicoleta Scarlat. For the past decade, I’ve built my career as an operator - helping scale products, brands, and growth engines from the inside. That journey has given me a deep appreciation for the complexity of building products people love and businesses that keep customers at the heart of what they do. This next chapter is a little different :) I’m stepping into the world of venture building, working at the intersection of frontier AI products, Web3 and emerging technologies. It’s an opportunity to partner with exceptional founders and teams, explore what’s next, and help turn ambitious ideas into products that scale and create businesses with real-world impact. A huge thank you to everyone who has been part of my journey so far. I’m looking forward to learning, building, and sharing more as this adventure unfolds. Onwards 🚀
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Aashima Praveen shared thisThis post is a bit late as I was enjoying my well-deserved summer time off! A couple of weeks ago, I had the opportunity to speak at the Product Development Conference at Tech in Asia, Jakarta 🇮🇩 It was my first time in Indonesia, and I felt quite nervous speaking alongside APAC's tech trailblazers, but the experience turned out to be incredibly humbling. A special shoutout to Dilla Anindita, who did an outstanding job moderating the session and posing such fascinating questions around global thinking, scalability, and growth in tech! I am bullish on the thriving future of tech in Asia. The talent and opportunities here are incredible, and I can't wait to see more global unicorns emerging from this region. A huge thank you to everyone who came to listen and those I had the pleasure of meeting in person. You were such a warm and engaging audience, and you left me feeling so energized after the session. ❤️ I can't wait to be back, Jakarta. #TechInAsia #ProductDevelopment #GlobalStrategy #Consumertech #GrowthInTech #ProductMarketing #FutureOfTech
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Aashima Praveen shared thisCalling all folks in #Indonesia! 🇮🇩 Catch me live on Wednesday at the Tech in Asia Indonesia Product Development Conference at the Jakarta Convention Center! Dilla Anindita and I will discuss how to build a product and brand for global audiences, best in class go to market strategy, and all things growth and scalability! This is my first time In Jakarta and I’m looking forward to meeting the very talented product, marketing and tech community here! If you’re around, come say hi :) #techinasia #productconference #growth #globalproducts #productevents
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Aashima Praveen shared thisOn this #InternationalWomensDay, I'm thrilled to share that I'll be representing the UK at the United Nations Commission on the Status of Women! Securing a seat at the table is crucial for women, ensuring our voices are heard by key influencers, policymakers, and governments. Investing in women has significant impact on societal progress, yet it won't happen if we sit back and wait for the world to make it happen. It's our collective responsibility to champion all women - young women, women of colour, women from mariginalised communities. Without action, achieving gender equality may take 300 years. And I for one cannot wait that long. So here I am trying to make a difference in this lifetime. Let's commit to educating and empowering ourselves, igniting crucial conversations, and taking action. And while we're at it, let's not forget to take a moment to celebrate ourselves! #IWD2024 #Investandaccelerate #women #changemakers #unwomenuk
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Aashima Praveen shared thisYesterday was a challenging day at Bumble Inc., as some fantastic colleagues whom I've had the privilege of working bid farewell to the company. Having been in a similar situation before, I understand how tough it can be to navigate uncertainty, especially in an oversupplied job market. However, looking back, I can confidently say that being laid off ultimately made me stronger than ever. I have no doubt that these talented individuals will quickly rebound and find new opportunities. If you've been affected, please know that I'm here to support you—whether it's making introductions or just being a listening ear. And for those in my network who are still hiring in the US/UK, please fill out the sheet below so I can connect you with some of the best talent in marketing, product, growth, and CRM.Bumble cuts ~350 employees as dating apps face a reckoning | TechCrunchBumble cuts ~350 employees as dating apps face a reckoning | TechCrunch
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Aashima Praveen shared this🚨Rare Opportunity🚨 For folks in the UK who've been hitting me up for open PMM roles at Bumble, this is your chance to shoot your shot. You'll get to work with the amazing Allison Baxter on some seriously cool product launches lined up in 2024! #hiring #PMM #productmarketingAashima Praveen shared thisUK friends, know any stellar product marketers? Send them my way! Looking for a PMM with a few years of experience to join our Bumble Date team, ideally based in London. It's a big year for Bumble, so this role is certain to be working on some exciting things 😊 Check out the job description and let me know if you have any referrals or questions. https://lnkd.in/d4nS5KQb
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Aashima Praveen shared thisYesterday marked my three-year anniversary at Bumble Inc.! 🎉 Reflecting on this incredible journey filled with unforgettable moments, including witnessing Whitney Wolfe Herd lead the company to go public, I feel so grateful to have had the opportunity to serve the mission of making the internet a kinder place and helping the world make equitable and meaningful connections. I've had the privilege of being surrounded by role models who are a tremendous inspiration to women like myself. Women who are passionate, women who are hungry, and determined to change the world! 🌍 Last night was no exception. What better way to mark my "Bee-versary" than by receiving the Tech Women 100 award in London hosted by WeAreTheCity! I got the chance to meet the other winners - listening to the stories of these phenomenal women scripting their own narratives was truly inspiring. Gratitude fills me for this acknowledgment. It's humbling, considering I never envisioned reaching this point. I hope this recognition sets an example for all young women out there doubting themselves – believe in yourself, you've got this! 🌟 Special thank you to Vanessa Vallely OBE CCMI and WeAreTechWomen for creating this beautiful opportunity for me which I will cherish forever! #techwomen100 #womenintech #workanniversary #Bumble #leadershipawards
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Aashima Praveen shared thisI had a wonderful time discussing data and personalization in marketing at the CMO Summit by Inspired Business Media yesterday! My co-panelists Jennsen Fung and Lorraine Floyd FCIM shared insightful perspectives on how they're responding to the industry-wide push towards the use of AI and ML in marketing. A huge thank you to the lovely Lou Nylander 🌸 for moderating and all those who joined us for the panel! #CMOInspiredSummit #MarketingTrends #Personalization #DataDrivenMarketing #GrowthProductMarketing
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Aashima Praveen shared this🎉 Absolutely thrilled to be named a winner of #TechWomen100 2023! 🎉 I couldn't have achieved this without the support of all my colleagues and friends who continue to push me forward! Congratulations to all the other phenomenal women who were nominated, shortlisted, and those who made it to the final list! 🙌 I am honoured to be part of this community with such incredible potential and I can't wait to attend the in-person award ceremony in London later this year. A massive thank you to WeAreTechWomen Richard Pickard and everyone who has helped me get here! 💜
Aashima Praveen commented on a post
3mo
Massive congratulations to you Anmol Verma and the team. This looks incredible!
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Aashima Praveen liked thisAashima Praveen liked thisWe raised $3 million for Firi, led by 360 ONE, with Better Capital, Kunal Shah, Consumer Collective by Atrium and a bunch of founders and operators we really respect joining us. It’s a small step towards a much bigger idea we’ve wanted to build for a while, an opinionated beauty retailer. Most commerce businesses assume more selection is better. We think beauty is almost the opposite. There are over 3 lakh beauty products in the world. Most people don’t want to spend hours on Reddit, YouTube and decoding full ingredient lists to figure out what works. So we built systems that do this at scale. We’ve read through 50 million+ reviews and shortlisted about 3,000 products so far. 1%. The same person buys Caudalie Vinoperfect for mornings and uses Vaseline for slugging at night. What matters to us is whether a product is high quality and people buy it on repeat, irrespective of price. Today, these products pay the same platform tax as low-quality ones. We want to change that by giving distribution to high-quality products and brands, rather than deciding what to stock based on relationships or margins. We’re starting with skincare, haircare and bodycare in Gurgaon. Makeup, fragrance and everything else comes next. Karishma and I spent a good part of our careers building consumer products at Uber and Flipkart, and then the last couple of years going unusually deep into beauty, first with Honestly and now with Firi.. There’s a ridiculous amount left to build. Glad to have a high-conviction crew backing us, and an early team that’s hungry and high-agency. Abhishek Tessa Anjali Vaibhav Pranav Hitaysh Naveen Arjun Shiv Amiya Siddharth Dushyanth Nikhil Mridul Chanchal Ravi Manas Sundar S Ajay Sai Atharv Akshat Ajitesh Chirag Samridh
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Aashima Praveen liked thisAashima Praveen liked thisLovable is now in Slack. Tag @Lovable in any channel, or send it a DM. Build a new app, ship a change to an existing one, or get quick answers. It answers right in the thread, whether you're asking about a project, checking your data, or catching up on what's happening across your connected tools. An admin connects Slack once. After that, your team is recognized by verified email and can just start talking to it. Permissions carry over: people can see only data they have access to, and Lovable can only read channels it's invited into. Learn more: lovable.dev/slack
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Aashima Praveen liked thisAashima Praveen liked thisNext Award Submission: Dear jury, please Google this. Credits: Anoo Bhuyan Mrinalini Dogra Shasvathi Siva Anushka Kulkarni Daniel Kim Melissa Hobley
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Aashima Praveen liked thisAashima Praveen liked thisNew job. Meta. Consumer Marketing. I was going to write something about how this isn't just a career move, it's a homecoming, a leap of faith, a testament to the power of showing up - but then I read it back and wanted to throw my phone into the sea. So instead, here is a photo of me standing in front of a giant wall of emojis with my hands in my pockets. Classic! At the same time, I want to say a huge thank you to my team at Flix for everything! I'll always be cheering from the sidelines.
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Aashima Praveen liked thisAashima Praveen liked thisAfter almost ten years, I decided to hang up my boots at Coupang. I moved to Korea in 2017 expecting to join a company. I ended up joining an institution. A lot happened over the last decade. New businesses. New countries. Farfetch. Incredible wins, hard problems, and more lessons than I could probably write down. What has stayed with me is surprisingly simple. Move fast. Ruthlessly prioritise. Simplify. Then simplify again. People often think scale comes from doing more. I don’t anymore. This journey taught me that scale comes from the discipline to focus on what matters—and the courage to let everything else go. Somewhere along the way, those principles became my own. My second big takeaway was learning something about myself. For years I thought I was a marketer. Looking back, marketing was just the craft. What I’ve really enjoyed all along is building—taking on messy problems, creating clarity where there isn’t any, bringing great people together, and watching something grow. I probably understood that instinct long before I could put words to it. One more lesson: titles fade. People don’t. I’ve been fortunate to work with leaders who trusted me before I thought I was ready, and with teams that constantly challenged me to raise my own game. Whatever we built, we built together. That’s what matters. And then there’s Korea. We arrived expecting a career move. We left feeling like we’d found a second home. My family and I will carry those friendships and memories with us for the rest of our life. As I closed this chapter, I leave with something even more valuable than experience—a much clearer understanding of who I am. To everyone I had the privilege of working with across Coupang and Farfetch—thank you. What’s next is for another post. Till then Here’s to building again.
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Aashima Praveen liked thisAashima Praveen liked thisMarketing roles are disappearing. Backed by Sequoia Capital, Dust raised a $40M Series B in May, and is expanding its team in London while doubling down on IRL events. Headquartered in Paris, Dust is an AI operating system and orchestration platform that lets companies build, deploy, and manage custom AI agents on their internal data. Marketing roles won't be called marketing anymore. Marketers are becoming GTM engineers, growth engineers, or community leaders. Corgi, an AI insurance startup, is set to launch Corgi Cafe, a physical space in Shoreditch, to build market presence, community, and share of voice. Marketing teams will soon collaborate with agents in ways that didn't exist a year ago. On Dust, you can now build AI agents to monitor SEO keywords, analyse competitor content, and surface GEO insights. 𝗩𝗶𝗯𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 feels like the natural next evolution. Even legacy firms are adopting Claude Cowork and testing which connectors fit their workflows. Winners take all in this market, and more early-stage startups will lean on forward deployed engineering (FDE) to survive in a crowded field. Thanks to the Dust team: Faateh Dhillon, Nicole Kreider, Sophie Palmer, and Daniel Colaianni, for bringing GTM people together. Running into fellow fintech marketer Niki Leung was a lovely surprise, and a good excuse to get a leg day in on a Tuesday morning.
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Aashima Praveen liked thisAashima Praveen liked thisI'm incredibly humbled to share that I've been promoted to Partner at Grishin Robotics, thank you Dmitry Grishin and Verdi Israelyan for your trust in me. This is the culmination of years of dedication to a craft I've grown so fond of and can't imagine my life without. As cliche and meme-able as it sounds, working in venture capital consumes you. That said, it's not the "status", or the "power", or the dinner party stories that make this work special, it's the people. It's the founders, industry peers, and colleagues along the way that make every day feel new and exciting. To that end, my sincere gratitude to everyone that's made this journey so rewarding for me so far. In the fall of 2018 I quit my job and bought a one-way ticket to SF, moving across the country and betting on myself that a venture firm would take a chance on me. Like starting a company, life presents moments where high-risk, high-return bets are attainable. I do have the benefit of hindsight here, but if I had to, I would do it all again. The best is yet to come!
Experience & Education
Licenses & Certifications
Volunteer Experience
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Communications Team Lead
Global Shapers Community
- 2 years 1 month
Leading a team of 5 members as part of the communication committee.
Global Shaper volunteering to support SDGs as part of youth community for World Economic Forum.
Publications
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The Challenges faced by SMEs in the Textile Industry: Special Reference to Hand Printing Enterprises in Jaipur
Research India Publications
Courses
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Advertising and Creativity
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Applied Marketing
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Brand Management
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Communication Theory and Research
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Consumer Behaviour
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Corporate Communication & PR
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Creative Writing
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Digital Marketing Advanced
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Digital Marketing Basics
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Event Management
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Innovative Marketing
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Integrated Marketing Communication
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Marketing Research
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Principles of Marketing
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Quantitative Methods
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Visual Language
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Honors & Awards
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Dean's Roll of Honor
Dean, FLAME School of Liberal Education
Award for Academic Excellence
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FLAME - Merit Scholarship
FLAME University
Merit Based Tuition Scholarship awarded along with appointment as a research assistant for 4 years.
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Winner: Asia Pacific Google Online Marketing Challenge
Google
Winner for Google Online Marketing Challenge (GOMC), Asia Pacific 2014-2015. Worked on an Adwords Search and Display Campaign for Vega Auto, India's leading helmets manufacturer. We emerged successful out of 1,00,000 participants across 100 countries and our campaign reports were featured on the GOMC website.
Languages
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English
Native or bilingual proficiency
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Hindi
Native or bilingual proficiency
Organizations
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Harvard Business Review Ascend
Member
- PresentAn invite only community of HBR readers
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Global Shapers
Member
- PresentYouth chapter of the World Economic Forum
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AIESEC
Specialised Unit President
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Recommendations received
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LinkedIn User
7 people have recommended Aashima
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TECHx Media
AppsFlyer has released its annual mobile app trends analysis, highlighting how GenAI apps reshaped consumer behaviour and marketing strategies in 2025. The report shows rapid GenAI adoption across the global app ecosystem, with installs up 16% and category spend reaching US$824 million across iOS and Android. GenAI apps ranked among the fastest-growing categories, placing first on Android and fourth on iOS, driven by growing use in creative tools, productivity platforms, and AI assistants. For the first time, AppsFlyer also analysed AI agent usage, revealing how marketers are embedding AI into performance workflows. Around 57% of AI agent deployments focused on technical automation, while 32% supported business optimisation. Gaming, retail, and fintech marketers are already leveraging supervised automation to improve efficiency while retaining oversight. Beyond AI, the report highlighted continued momentum in the app economy, with global user acquisition spend rising 13% to US$78 billion, driven by strong iOS growth and increased investment from non-gaming apps. As Inna Weiner, VP Product, Data and AI at AppsFlyer, noted, GenAI adoption is accelerating among consumers, while marketers increasingly rely on AI to simplify workflows and drive efficiency. Read more: https://lnkd.in/gRaVc3aa #AppsFlyer #GenAI #AIinMarketing #MobileApps #AppEconomy #DigitalMarketing #AITrends #MarTech #TECHx #TECHxMEDIA 🔔 Follow TECHx Media & TECHx Arabic for timely, exclusive updates from the tech industry and beyond!
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Sophie Mckay
Ivan Zhao joins the Sachin and Adam show 🙌 Ivan Zhao sat down with Sachin Shah and Adam Miller for an in-depth conversation about Notion's vision in the next era of productivity. 📣 Part 2 drops next Monday, featuring our co-founders Akshay Kothari and Simon Last. It's a special behind-the-scenes look at the thinking and principles that drive us.
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