She has worked at various technology and media companies, including Google, Amazon and News Corp, Yodlee (YODL), and Polyvore.

[4][5] Singh Cassidy was born in 1970 in Dar es Salaam, Tanzania, to parents of Indian Punjabi Sikh descent.

[9] In 1998, Singh Cassidy moved to Silicon Valley and joined e-commerce startup Junglee as head of business development.

In 2004, she became head of Google's international operations in Asia Pacific (APAC) and Latin America (LATAM), becoming VP in 2005 and then president of those markets in 2008.

Singh Cassidy is credited with building Google's presence across 103 countries in Asia Pacific and Latin America.

[8] Singh Cassidy raised $7.9 million in seed funding from Accel Partners, Harrison Metal, Joel Hyatt, Venky Harinarayan & Anand Rajaraman.

[17] In 2012, Joyus raised a second round of funding totaling $11.5 million from Interwest and Time Warner, as well as existing investors.

[28] In March 2023, Singh Cassidy announced the removal of 700-800 roles across Xero, representing approximately 15% of the employee base.

Crew Group, Inc. (JCG),[31] StitchFix, TripAdvisor (TRIP),[32] Ericsson (ERIC),[33] and Urban Outfitters (URBN)[34] and was as an advisor to Twitter.