When Asmita Dubey started her career in advertising in 1997, the job was still largely about creating campaigns. Based in India, she worked on Suzuki ads and a James Bond campaign for Ericsson, learning the fundamentals of brand building. Then, computers started to arrive on everyone’s desks.
Dubey, who had studied maths and statistics at university, was fascinated by the potential of these machines. She moved into planning and media so she could learn computer-based skills including Excel, and how to work with large datasets. Later came e-commerce, then search, TikTok, and social listening. Each new technology added another layer to the marketer’s toolkit—and another set of skills Dubey felt she needed to learn.
