Ashmita is currently building WhatsApp’s portfolio of offerings for businesses, shaping how companies use the platform to connect with customers and drive growth. From 2021 to 2023, she led teams of people managers and individual contributors to enable commerce on Facebook and Instagram. During this time, she drove the development and launch of a new ad format, Shops ads, bringing it into general availability, and enhanced organic buyer commerce experiences across Storefront, Product Description Pages, Cart, Ratings & Reviews, and Questions & Answers. Between 2019 and 2020, Ashmita led the product team responsible for shaping the Services strategy across Meta’s family of apps, influencing product direction to build appointment booking on Instagram and helping unlock a revenue potential of approximately $16B. Earlier, from 2017 to 2018, she developed, launched, and scaled Facebook’s flagship Lead Generation advertising product. Working closely with engineering, she built the product from the ground up, repositioned it with vertical-based use cases, and doubled its revenue to reach an annual run rate of over $XB+ USD.