When Yash Chhabra arrived in Superior in the fall of 2023, the culture shock was immediate and unmistakable.

Originally from Jaipur, Rajasthan, India, Chhabra found himself navigating unfamiliar weather, food and social customs far removed from home.

“Jaipur and Superior are very different,” he said. “In India, there are so many festivals – there’s something almost every week.”

The food was another adjustment.

“I miss the spices,” he said. “I often add my own seasonings to the cafeteria food.”

And then there was the weather.

“It’s completely opposite. I had never seen snow before moving here.”

Over time, however, Superior has become more than just a place to study – it’s become home. Chhabra credits the welcoming community at the University of Wisconsin-Superior, where he is pursuing a bachelor’s degree in computer science with a minor in mathematics, for helping him find his footing. Along the way, he’s also discovered an unexpected passion: marketing.

A Family Rooted in Science and a Love of Tennis

Chhabra comes from a family steeped in STEM. His father, Dr. B.K. Chhabra, is an ENT surgeon, and his mother, Dr. Sonu Chhabra, is a radiologist. His sister, Deeja, lives in Florida and works in data science.

“Since middle school, I’ve had an interest in math,” Chhabra said.

But academics weren’t the only thing that brought him to UW-Superior. Tennis played a pivotal role.

“Tennis has been a big part of my life since I was 11 or 12,” he explained. “When I started thinking about college, I contacted tennis coaches in the U.S. and found that UWS had a strong tennis program.”

Since arriving on campus, Chhabra has become a dedicated member of the UWS men’s tennis team – and a remarkably busy student.

Wearing Many Hats on Campus

Chhabra lives and works on campus and currently balances three on-campus jobs alongside his studies and athletics.

“I’m a tutor in math and computer science, a calculus grader, and an ambassador for the Educational Success Center,” he said.

Then came job number four – one that would open the door to a new professional interest.

Discovering Marketing Through Real-World Experience

In September 2025, Chhabra began working as a website developer and analytics intern at Superior Effect Marketing. In a blog post for the company, he reflected on his first impressions of the role – and the person who hired him.

“During the summer of 2025, I met Summer Nitsch, the CEO of Superior Effect Marketing. Our first meeting left a big impression on me,” he said. “She was super excited, energetic and passionate about what she was doing.”

Their conversation quickly turned to how Chhabra’s technical skills could intersect with marketing.

“We talked about my skills as a web developer and how web design plays a potential role in marketing. Websites are usually the first impression a business gives its customers,” he explained.

They also discussed how he could contribute beyond web development.

“We talked about how I could bring my technical knowledge to the company and help in any way possible, Chhabra said. “That conversation made me feel excited to work with her because I could see myself applying my skills in the real world.”

A Valued Member of the Team

Nitsch is equally enthusiastic about Chhabra’s contributions.

“Yash has been an absolute breath of fresh air to our team,” she said. “He comes to the office ready to hit the ground running and is always willing to help wherever needed, while still completing his work.”

She also praised his character and mindset.

“He is kind, respectful, polite, and hardworking. He tackles complicated problems while keeping a positive attitude. We hope he remains a team member for many years – he’s definitely part of the Superior Effect family.”

Strong Ties to UW-Superior

Chhabra is not the only UW-Superior student or alum connected to Superior Effect Marketing. Current UWS student Sharan Kanugovi recently joined the team as an intern. Emily Rein, the company’s digital marketing and social media manager, is a UWS graduate, as is account manager Tony Baker.

Former intern and UWS graduate Katie Aho has since transitioned into a career in healthcare.

A Supportive Campus Experience

Reflecting on his time at UW-Superior, Chhabra expresses deep appreciation for both the academic environment and the relationships he’s built.

“I love the computer science program here,” he said. “We’re not a big university, but we have great professors who really give you one-to-one attention.”

Beyond the classroom, he values the campus community.

“I’ve met so many new people. I have a very diverse friend group, including both domestic and international students.”

He’s especially grateful for the trust placed in him at Superior Effect Marketing. “I’m thankful to Summer for trusting me and my skills,” he said. “Working there, it really feels like a family.”

Looking Ahead

After graduating in the spring of 2027, Chhabra plans to pursue a career as a software engineer. As for graduate school, the decision is still up in the air.

“I don’t really want to pursue a master’s degree,” he said. “But I think my mom would kill me if I didn’t.”