Astha Harlalka

Simulated Consumer Testing with AI

• LLM Integration & AI Technology Creation: Built an AI tool using Flask, LLMs, and Selenium to simulate 25+ customer personas and evaluate website content, UX, and key marketing elements such as message clarity, CTA effectiveness, and brand perception, saving over 12,000 hours of manual review across 1,000+ websites.
• UX Optimization & Business Impact: Engineered automated testing and persona flows with Selenium, enabling a 25% increase in website usability scores and driving adoption of strategic recommendations by client teams.
• Insight Validation: Benchmarked persona feedback across multiple LLMs, applying a 70% agreeableness threshold to reduce hallucinations and ensure high-confidence insights for optimizing conversion funnels, UX, and content performance.

Associate Manager

• Revenue Growth: Created A/B testing frameworks, analyzed marketing data using SQL and Python, and optimized ad delivery improving return on ad spend (ROAS) by ~30%, generating $7.2M in incremental revenue for clients.
• Data Analytics and Ad Optimization: Decreased trafficking errors by 13% month-on-month, saving an estimated 40+ hours/month of manual rework, through deep analysis of delivery KPIs using SQL and Tableau.
• Process Automation: Proposed and delivered automation initiatives that cut manual workload by 25%, strategically positioning the team to scale services and manage $2M in added revenue from a key Media & Entertainment account.

Ad Operations Analyst

• Process Improvement: Led global ad operations process evaluation to identify pain points and drive compliance improvements across 15+ countries, enabling 3,500+ error-free campaign deliveries (an unprecedented milestone).
• Performance Analysis: Analyzed CM360 trafficking logs, QA failure rates, and time-to-live metrics to identify workflow inefficiencies, improving efficiency by 48% and reducing turnaround time by 42%.
• Ad Fraud & Viewability Analysis: Reduced invalid traffic exposure by ~35% using IAS (Integral Ad Science) insights, improving ad spend efficiency and media delivery quality across campaigns.

Analyst

• Customer Acquisition and Media Optimization: Designed and executed A/B tests to evaluate creative and media performance, increasing click-through rates (CTR) by 25% and reducing customer acquisition costs (CAC) by 18%.
• Project Management: Effectively managed coordination and optimized task assignment to maintain ~95% team utilization.
• Ad Trafficking: Streamlined ad trafficking processes, reducing errors for special request projects and saving ~120 hours/week.