EXECUTIVE PROFILE
Rochelle Chhaya, COO
A marketing and communications specialist with 13 years of
experience in both digital and investment capabilities, Rochelle
Chhaya has a passion for creating new digital solutions that
integrate multiple touchpoints and deliver holistic consumer
experiences for brands. As Chief Operating Officer of
OMD APAC, Chhaya is tasked with mapping out what the
future client-centric, digitally powered and data-led
agency model will look like for the network. Formerly
the Chief Digital Officer for Omnicom Media Group
APAC, Chhaya has comprehensive knowledge and
experience to tackle the operational challenges and
opportunities that arise when developing an agency
model for the future. Chhaya also shares her
experience and knowledge with the industry,
serving as a Board Member of the Interactive
Advertising Bureau (IAB) SEA & India.an algorithm to show waiting times
in each McDonald’s throughout
Singapore. “The system automatically
starts a media campaign to drive
burger sales, or pauses the ad campaign.
If waiting time is above 10 minutes,
we can pause all delivery ads for that
location because we have enough
demand,” Chhaya explains.
Clearly, this is more than running an
ad campaign – it’s understanding how
media and digital work in tandem to
drive growth. “Where exactly should
they be seen? How exactly should they
measure ROI, measure success?” asks
Chhaya. The agency partners with
technology giants such as Google and
Facebook to accrue local insights on
a global scale so businesses can learn
how to advertise appropriately and
measure the success of their cam-
paigns as well as areas for improve-113http://www.gigabitmagazine.com