Niharika Gupta is a Paid Performance Specialist at TAG, where she leads the paid social strategy across the agency's client portfolio. Niharika has built a strong reputation for delivering performance-driven campaigns that connect back to the broader goals of the brands she works with. Her journey into marketing is one shaped by both curiosity and conviction, having been fascinated by the world of marketing from an early age, she pursued a Bachelor's in Computer Science in India before moving to Melbourne to complete a Master's in Management (Marketing) at the University of Melbourne. This unique combination of technical rigour and strategic marketing thinking continues to inform how she approaches her work today. At TAG, Niharika manages strategy, execution, and optimisation with a focus on measurable outcomes. But what truly sets her apart is her refusal to view paid performance as a siloed service. Where others might stop at the campaign dashboard, Niharika looks further and  considers how paid media fits within a client's overall brand positioning, their customer journey, and their long-term marketing objectives. For her, great paid social isn't just about hitting targets, it's about understanding the brand behind the brief and using that understanding to build campaigns that genuinely resonate with the right audience at the right time.