Amulya Penuballi
Hyderabad
Summary
Strategic and collaborative Senior Media Planner with 4+ years' experience leading cross-channel campaigns for global FMCG brands. Skilled in client servicing, media strategy & buying, and performance analysis. 4th runner up of All Lions (24 Hours Media Brief) Competition and receiver of The Shining Star Award presented by the CEO of Starcom for my everyday contributions to the team
Overview
7
7
years of professional experience
Work History
Senior Media Planner
Starcom, Publicis Groupe
03.2025 - 08.2025
- Led strategic digital and performance media planning, owning full-funnel frameworks and annual planning cycles.
- Developed data-driven media strategies using audience segmentation, competitive insights, and cross-channel investment planning.
- Liased with the PR team handling a network of UGC creators and micro influencers, managed briefings across Facebook, Instagram and TikTok to drive engagement.
- Oversaw campaign execution and optimization across programmatic, video, social, search and display platforms, driving improvements in Viewability Rates, VCR, ROAS, VTR, CPM and CTR.
- Collaborated with analytics, programmatic, creative, and offline teams to deliver integrated media solutions and measurement frameworks.
- Presented strategic recommendations and campaign results to marketing clients, influencing media investment decisions.
- Managed and mentored Media Planners and Assistant Planners, ensuring high-quality output and effective workload distribution.
- Clients: Lindt Chocolates, Kellogg’s
Media Planner
Starcom, Publicis Groupe
01.2023 - 01.2024
- Owned day-to-day media planning including channel mix selection, budget allocation, KPI setting, and audience targeting.
- Acted as the primary client contact for the planning and execution of digital campaigns, presenting performance updates and optimization recommendations.
- Coordinated with vendors and platforms to negotiate proposals, evaluate opportunities, and optimize spend efficiency.
- Conducted deep performance analysis using dashboards and internal analytical tools like Oracle Moat, IAS, Datorama to improve campaign outcomes.
- Ensured flawless campaign launch through trafficking coordination, tracking validation, and pacing checks.
- Supported junior team members by reviewing reports, plans, and data accuracy.
- Clients: Kellogg’s
Assistant Media Planner
Starcom, Publicis Groupe
01.2022 - 01.2023
- Supported media planning and execution through data gathering, competitive analysis, and research to inform planning decisions.
- Prepared weekly and monthly performance reports across digital channels, highlighting key KPIs and optimization opportunities.
- Coordinated with vendors to manage asset delivery, timelines, and campaign documentation.
- Conducted QA for tracking links, placements, pacing, and delivery to ensure accurate execution.
- Managed billing, PO creation, reconciliation, and documentation for all digital campaigns.
- Assisted with campaign set-up, trafficking support, and marketplace research.
- Clients: Kellogg’s
Content Writer
Sambav EHR
05.2019 - 11.2019
- Wrote long-form and short-form content for marketing channels including website pages, email campaigns, and social media posts.
- Developed storytelling-driven content to highlight platform benefits, clinic success stories, and key product differentiators.
- Created pitch decks for the sales team to present Sambav EHR to potential clients.
- Helped define and refine Sambav EHR’s brand tone, ensuring consistency across product services, and marketing content.
- Translated complex healthcare and technical terminology into content aligned with the brand’s accessibility and simplicity standards.
Sales & Marketing Intern
The Climber – MyCaptain
06.2018 - 08.2018
- Supported lead generation and event marketing for online workshops.
- Boosted workshop visibility via targeted social promotions.
Education
PG Diploma - Advertising Account Management
Sheridan College
Canada06-2021
PG Diploma - International Business Management
Confederation College
Canada08-2020
B.A. - Mass Comm., English Lit., Political Science
St. Francis College
India05-2019
Skills
- Media Planning & Strategy
- Cross-Functional Collaboration
- Client Servicing & Communication
- Google Ads, DV360, CM360
- Meta, TikTok, Reddit & YouTube Ads
- Media buying
- Nielsen
- Social media advertising
- Maintaining Content Calendars
- Creating Traffic Sheets
- UTM Generation
- Canva
- Basic video editing skills
- Prisma Finance for Billing and Payments
- Monthly Billing and Reconciliation
- Print Toolkit
- Jira
- GWI / Vividata for Audience Research
- Authorize for drafting client contracts
- Datorama for data reporting
- Moat/IAS/Kantar for data reporting
- MediaTools for Blocking Charts
- Lens for TV Planning
- Campaign Analysis & Reporting
- Microsoft Excel, PowerPoint
- Content Development
Timeline
Senior Media Planner
Starcom, Publicis Groupe
03.2025 - 08.2025
Media Planner
Starcom, Publicis Groupe
01.2023 - 01.2024
Assistant Media Planner
Starcom, Publicis Groupe
01.2022 - 01.2023
Content Writer
Sambav EHR
05.2019 - 11.2019
Sales & Marketing Intern
The Climber – MyCaptain
06.2018 - 08.2018
PG Diploma - Advertising Account Management
Sheridan College
PG Diploma - International Business Management
Confederation College
B.A. - Mass Comm., English Lit., Political Science
St. Francis College