Yashita Sandhu

My route in was not a straight line. I read Hotel Management at Huddersfield, moved into corporate social at Cybage, and took an MS in International Business with Analytics at Hult in San Francisco to put proper measurement behind the instinct. The hospitality background matters more than it sounds. Both jobs are about noticing what a stranger actually experienced, rather than what you intended them to.

At Cybage I ran corporate and employer-brand social across three platforms, worked with HR and Talent Acquisition on recruitment-facing campaigns, and built the monthly reporting that went to leadership. At PepsiCo I work on campaign and always-on social measurement: listening, competitive benchmarking, paid and organic performance, and the weekly reporting that brand and paid-media teams plan against.

Defining a metric so two people compute it the same way. Telling a real movement apart from noise. Saying clearly when a number cannot answer the question that was asked, which is more often than most reporting admits.

The three pieces of work on this site are self-directed. I built them because the failures they address, sentiment-blind share of voice, tests called on a p-value alone, engagement rates that disagree with themselves, are ones I have watched cause real arguments in real reporting meetings. I wanted to be able to show the fix rather than describe it.

Everything published on this site runs on synthetic or public data. Nothing from PepsiCo or Cybage appears anywhere. No exports, no screenshots, no indexed figures, no anonymised client numbers.

That is a deliberate position rather than a gap. Social listening runs on public conversation by definition, so the method can be shown in full without touching anything an employer owns. What I can discuss in an interview is the decisions the work drove. What I will not do is publish an employer's numbers.