Banya Saikia
Noida
Summary
Results-driven Digital Advertising Leader with 15+ years of experience in programmatic media, CTV/display ecosystems, traditional media and high-value campaign management. Proven expertise in DSPs, RTB optimization, and revenue growth, with a strong track record of retaining clients, managing $40M+ portfolios, and driving 35%+ performance lifts. Adept at bridging stakeholder needs with data-driven strategies.
Overview
17
17
years of professional experience
Work History
Deputy General Manager
Samsung Ads
Gurugram
01.2025 - Current
- Spearhead programmatic strategies for Samsung’s CTV ecosystem, boosting campaign performance by 35% via audience segmentation and real-time bidding.
- Lead cross-functional teams to integrate Samsung Smart TV into agency media plans, expanding revenue by 40% YoY.
- Monitor daily KPIs and budget allocation, ensuring 95%+ spend efficiency across high-value accounts. Like Haleon, Reckitt Benckiser
Chief Manager
Samsung Ads
Gurugram
03.2022 - 12.2024
- Spearheaded strategies to enhance advertising growth for clients within the Samsung CTV ecosystem, resulting in 35% average increase in campaign performance.
- Developed and executed mid-term and long-term territory plans to expand the advertising business across the Samsung Smart TV platform, achieving 40% increase in year-over-year revenue.
- Collaborated with agencies and brands to seamlessly integrate the Samsung Smart TV platform into their media mix, optimizing campaign performance and maximizing RO.
- Directed comprehensive market analysis to identify key growth opportunities, providing actionable insights that informed strategic business decisions and resulted in the launch of 2 successful new advertising products.
- Developed mid/long-term territory plans, exceeding sales targets by 102% through programmatic optimizations.
- Collaborated with 20+ agencies to align ad spends with business goals, retaining 90% of key accounts.
Head of Regional Sales
Affinity global Inc
Gurgaon
05.2021 - 03.2022
- Cultivated and managed relationships with key accounts, achieving a 25% increase in client retention through proactive communication and tailored solutions.
- Managed regional sales teams, achieving 25% higher client retention through tailored programmatic solutions.
- Optimized pricing strategies with revenue teams, maximizing profitability for premium ad inventory.
- Analyzed sales data and market trends to identify growth opportunities and areas for improvement, providing data-driven recommendations that optimized sales performance.
Senior Manager - Brand Solutions
JioSaavn India Limited
07.2020 - 04.2021
- Primary contact for FMCG/retail advertisers, forecasting and securing $5M+ in ad revenue.
- Leveraged qualitative/quantitative research to pitch JioSaavn’s ad offerings, increasing CTR by 22%.
- Provide consistent communication with Ad Ops, Client Services, and Finance.
Group Head (Brand Solutions)
Radio Mirchi (ENIL)
07.2011 - 04.2020
- Managed a $10Mn portfolio across radio, digital, and TV sponsorships, delivering 15% YoY growth.
- Led a team of 4 to design multimedia campaigns, improving client ROI by 30%.
- Innovate strategies for product integration and provide end to end marketing solution.
- Conceptualized multi-media solution for client, managing activity PNL and ensuring profitability.
Sales and Trade
Jet Airways India Ltd.
07.2008 - 06.2011
- Develop and maintain relationships with corporate clients, travel agencies, and other key stakeholders.
- Negotiate contracts and agreements with corporate clients and travel partners.
- Act as the primary point of contact for key accounts, ensuring high levels of customer satisfaction.
- Provide personalized solutions to meet the travel needs of corporate clients.
- Analyze market trends, competitor activities, and customer preferences to identify growth opportunities.
- Develop and implemented sales strategies to expand the customer base and increase market share.
- Monitored sales performance and adjust strategies as needed to achieve targets.
- Collaborated with the revenue management team to optimize pricing strategies and maximize profitability.
- Participated in industry events, trade shows, and conferences to promote the airline and build a professional network.
Education
Post Graduate Diploma - Business Management
Alliance Business Academy
BangaloreBachelor - Hotel and Hospitality Administration
Bangalore
BangaloreHigher Secondary Examination & Senior Secondary Examination -
Shiksha Bharati Public School
New DelhiSkills
- CTV Advertising
- Digital Sales Strategies
- Ad Campaign Management
- Media Planning & Execution
- Agency & Brand Collaboration
- Product Integration
- Sales & Account Management
- Client Relationship Management
- Business Development
- Sales Reporting
- Business & Financial Acumen
- P&L Management
- Team Leadership
- Communication (written & verbal)
Hobbies and Interests
- Travel
- Gardening
- Reading
Personal Information
- Place of Birth: Assam
- Date of Birth: 09/19/86
- Gender: Female
- Marital Status: Married
Timeline
Deputy General Manager
Samsung Ads
01.2025 - Current
Chief Manager
Samsung Ads
03.2022 - 12.2024
Head of Regional Sales
Affinity global Inc
05.2021 - 03.2022
Senior Manager - Brand Solutions
JioSaavn India Limited
07.2020 - 04.2021
Group Head (Brand Solutions)
Radio Mirchi (ENIL)
07.2011 - 04.2020
Sales and Trade
Jet Airways India Ltd.
07.2008 - 06.2011
Post Graduate Diploma - Business Management
Alliance Business Academy
Bachelor - Hotel and Hospitality Administration
Bangalore
Higher Secondary Examination & Senior Secondary Examination -
Shiksha Bharati Public School
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