At Shift, everyone brings their own mix of ideas, personality, and expertise to the table. As our Paid Media Specialist, Ashar Wasim brings a love of data, problem-solving, and a curiosity about how things work. From optimizing ad campaigns to digging into analytics, Ashar enjoys strategy, research, and implementation of paid campaigns. The reward is seeing the numbers move in the right direction (preferably skyrocketing, but he’ll also take inching). We chatted with Ashar to learn more about his career journey, what keeps him motivated, and a few things you might not know about him.
Tell us a little about yourself.
We are! (Translation: I graduated from Penn State in 2022 with a degree in Marketing and Management.) I’ve worked across several areas of digital marketing, including social media, SEO, content writing, graphic design, Google Ads, conversion optimization, and analytics.
Prior to my time at Shift, I was at Amazon as an Area Manager, managing a team of 10–20 associates. That experience gave me a different perspective on leadership, process improvement, and problem-solving.
What part of your work energizes you the most?
Seeing positive data. It’s rewarding when campaign optimizations have an impact on a client’s metrics and ultimately bring them quality customers.
I enjoy looking at data to find problems and opportunities and then figuring out how to improve performance month over month and year over year.
What’s one thing you’ve learned about digital marketing?
Don’t get too focused on just one part of marketing. Everything is connected. I like looking at the whole customer journey, from the first click all the way through the purchase or service. Social media, SEO, paid advertising, websites, conversion optimization, and data all play a role. Understanding how they work together can make a big difference.
What’s your favorite part of working with a team?
I love having the freedom to collaborate with our team when I see a growth opportunity and explain my recommended approach.
My favorite moment is when that “aha!” moment happens…when someone looks at what you’re explaining and you can practically see the wheels turning.
Do you have a side project, creative hobby, or personal pursuit you’d like to share?
I’m currently learning to play electric guitar, and I’ve also been experimenting with creating AI-generated music using SUNO.
Outside of that, I love cooking (especially BBQ and pasta) and I’m a chess player and a big technology enthusiast.
Tell us something people might not know about you.
I moved to the United States from Pakistan when I was eight years old. It was a big adjustment, and there were definitely challenges along the way, but that experience helped shape who I am today.
If you could give a TED Talk on any topic with no preparation, what would it be?
How to effectively use AI for business.
I think AI is an incredibly useful tool, especially in digital marketing. And when you make a mistake, you can usually fix it. The important thing is not to stress, learn from it, and keep moving forward.
What’s one piece of advice that’s stuck with you?
Stay calm, especially when things get stressful or you’re working on a short timeline. Consistency matters when it comes to performance. The first round of data from a new ad campaign or group may not be perfect. You have to give it time, monitor, make adjustments, and keep improving.
What are some fun facts about you?
I’m a fan of American Truck Simulator and I’d love to drive a real truck someday.
The Lightning Round…
Coffee or tea?
Tea
Beach or Mountains
Neither
Something you want to learn?
Electric Guitar
Salty or Sweet?
Salty
Early Bird or Night Owl?
Night Owl
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