Hi, I'm Tooba

UC Berkeley Haas School of Business

• Managed $300K+ in revenue using Quickbooks software and organized 14K+ research participants into custom-built database • Created and implemented social media and digital communication strategies that led to 45% increase in online engagement

Google

Partnerships Manager, Gemini. Lead partnerships and campaigns across sports and music, including with McLaren F1 team and Coachella.

Google

Activations & Engagements (Cultural Marketing), Google Pixel. • Lead content campaigns for Google Pixel across cultural programs and partnerships including with Coachella, NBA, WNBA, NWSL, McLaren Formula 1 team, and The White Lotus, focused on building premium brand equity via fandom and growing product ecosystem. • Collaborate closely with leagues/teams/partners to develop strategy and content across tentpole moments and create integrated activations focused on breaking through via premium immersive IRL experiences, driving awareness and conversation amongst KOFs. Extend reach through mass media and social, driving conversation and deepening engagement. • Develop and execute content strategies for influencer and talent partners aimed at driving product awareness and differentiation, building social proof and winning overall premium share.• Manage and execute paid social campaigns aimed at delivering brand lift, including for global new product launches; holiday shopping periods; and athlete partner-led work. •

Google

Global Consumer Marketing, Pixel & Nest • Created and executed global go-to-market plans for Pixel and Nest product launches (including Pixel 6 Pro, 6, and 6a; Nest Wireless Doorbell; Nest Wifi Pro), from strategy to asset creation to launch campaigns. • Developed and owned 2022 global Nest go-to-market strategy. Global Evergreen Content, Nest • Led Nest Evergreen Content program, which creates evergreen and educational content to support Nest product launches, optimized for various marketing channels and localized for individual regions.

Human Rights Watch

• Coordinated $40M+ in donor contributions and identified new outreach opportunities that increased donor engagement by 8%. • Organized lobbying efforts at the CA State Capitol to successfully sign into law SB 1391, a landmark California juvenile justice bill.

Boeing

• Utilized HTML/CSS/JavaScript to create and implement an internal employee directory platform. • Designed, built, and tested end-fire helical antennas, and utilized 3D printing to create implementable satellite components.

UC Berkeley Center on the Politics of Development

• Analyzed the designs of 500+ global security institutions for a U.S. government-sponsored international research project on Security Institutions and Violent Instability. • Coded a custom-built database that quantifies information on security institutions of 87 developing countries from 1980-2015.

The Berkeley Group

• Pro bono consultant for high-impact projects in the social sector. • Produced 10-week project plans and led a 6-person team through research, development, and implementation of strategy for a family homelessness nonprofit.

Goodby Silverstein & Partners

• Created and executed global branding and marketing campaigns for clients including Cheetos, Doritos, Sam Adams, and Xfinity. • Developed go-to-market and growth strategies for clients that increased sales revenue and boosted overall brand awareness. • Managed media planning and buying, multi-channel content creation, and research and analytics for product launch campaigns. • Owned the creation of product marketing strategies by identifying consumer pain points and proactively developing solutions.

Google

Global Campaigns, Pixel & Nest • Develop and execute fully integrated global go-to-market campaigns for Pixel and Nest product launches, including Pixel 8, 8 Pro; Pixel 7, 7 Pro, 7a; Pixel Fold; Pixel Tablet; Pixel Watch; Pixel Buds Bro • Lead end-to-end global out of home campaigns for Pixel launches, including overseeing creative development, optimization testing, and localization • Created and lead Google’s Devices & Services Inclusive Marketing Consultants group, which champions Google's Inclusive Marketing standards and partners with people across the organization to ensure all work is reviewed from a DEI lens. • Helped lead and execute Google Pixel’s sponsorship of the 2023 GRAMMYs, including coordinating influencer activations and on-the-ground support at events.