Hi, I’m
Deepak Mallesh
Bangalore
Summary
Dedicated and results-driven professional with 12 years of experience in the Adtech and Digital Marketing field. Proven expertise in video and adtech management, product development, digital marketing strategy, and project management. Adept at leveraging analytical skills, technical knowledge, and a strong understanding of the Software Development Life Cycle (SDLC) to drive successful campaigns and product launches. Multi-talented Senior Manager well-versed and highly effective at developing, executing and directing key improvements to enable business enhancements and growth. Visionary leader with solid success leading business operations toward growth.
Overview
12
years of professional experience
Work History
VerSe InnovationBangalore
Senior Manager: Ad-Tech
05.2022 - Current
Job overview
- Led video and adtech initiatives for Dailyhunt INDIA & ME, JOSH, and Publicvibe as a Senior Manager
- Developed and implemented effective project management strategies for seamless task execution
- Contributed to product development by offering valuable insights into new ideas and product vision
- Demonstrated proficiency in quality assurance and test planning using tools like Jira, SQL, and Confluence
- Gained extensive experience in engineering and problem-solving
- Assisted in preparing accurate and timely reports and presentations for senior management
- Leveraged expertise in product management to enhance project success
- Proactively identified and solved problems, sharing innovative ideas and inspiring teams
- Owned the entire product lifecycle, implementing Agile Methodology and creating roadmaps with defined timelines
- Ensured a seamless user interface and user experience for Ad products
- Implemented analytics and utilized data insights for informed decision-making
- Familiarity with concepts such as VAST, JSON, HTML/MRAID, Ad tag, Ad request & response journey, App installs, fraudulent activities, Viewability and its IVT, and Targeting group with OTR
- Provided additional value with comprehensive knowledge of the OTT platform and understanding of Publisher's/Advertiser's CRM
- Applied hands-on experience in testing and data analysis, utilizing basic SQL skills for querying and analyzing digital data.
Verse InnovationBangalore
Manager: Ad-Tech
07.2020 - 05.2022
Job overview
- Managed video and adtech operations for Dailyhunt and JOSH platforms as an Adtech Manager
- Applied analytical skills and project management expertise to enhance Software Development Life Cycle (SDLC) processes
- Significantly contributed to quality assurance and test planning processes
- Demonstrated proficiency in using tools such as Jira, SQL, and Confluence
- Built Ad-products using best practices, leveraging data to meet demand upon launch
- Provided technical assistance and documented solutions
- Coordinated with the sales team to address client queries, implement new Ad products, and facilitate integration
- Demonstrated excellent communication skills for effective cross-team collaboration and actively participated in client meetings to analyze hardware problems
- Proficient in platforms including Google Analytics, Google Ad Manager, DV360, MOAT, DoubleVerify, IAS, Nielsen DAR, Appsflyer, and Branch
- Prioritized and managed open issues, conducting research, diagnosis, and troubleshooting for various problems
- Escalated unresolved issues to the appropriate internal teams, documenting technical knowledge and creating guidelines for Ad Operations
- Offered key recommendations for app and mobile web optimization based on data analysis
- Conducted testing on app/web platforms, writing test cases for new Ad features.
VerSe InnovationBangalore
Assistant Manager: Ad Tech
12.2018 - 07.2020
Job overview
- Played a pivotal role in the video and adtech team at Dailyhunt as an Associate Manager, actively contributing to product development and quality assurance
- Applied analytical skills and project management expertise to streamline processes within the team
- Demonstrated proficiency in utilizing tools such as Jira, SQL, and Confluence
- Exhibited excellent problem-solving skills in addressing various challenges
- Conducted sandbox testing using tools like Charles proxy, emulator, and inspect element to gain insights and troubleshoot concerns
- Took ownership of reported Ad operations issues, ensuring resolution and closure
- Leveraged expertise in digital marketing, providing additional value from a publisher-side perspective
- Demonstrated an in-depth understanding of OTR, Impressions & Click beacon, Viewability, Third-party Trackers, and Ad-types
- Implemented waterfall model strategies for campaigns including Direct, Program S2S, Ad Network, and RTB
- Maintained digital dashboards for multiple accounts, ensuring accurate and up-to-date information
- Collaborated closely with Ad-operations to understand and resolve various reported issues through effective testing methodologies.
Disney + HotstarMumbai
Assistant Manager
07.2017 - 12.2018
Job overview
- Contributed significantly to the business by educating stakeholders on emerging technologies and opportunities
- Tracked online campaigns, prepared performance analysis reports post-campaign, and provided recommendations for corrective modifications to concurrent programs
- Developed and maintained sales proposals and collateral, including publishing rate cards
- Transformed raw data into valuable metrics such as Performance, Interaction Rate, and Frequency distribution
- Collaborated with the marketing team to optimize the implementation of owned-media campaigns and cross-platform promotions
- Managed a local digital team, overseeing the work of 5 Campaign Analysts
- Created work plans, pricing estimates, and risk assessments for prospects
- Collaborated with the Head of Digital and the brand team to develop, execute, refine, and measure the digital strategy
- Took full end-to-end responsibility for all digital marketing activities across various sports tournaments
- Measured and reported on the performance of all digital marketing campaigns
- Collaborated with other functional teams and business units to provide governance and guidance to team members and stakeholders
- Closely monitored premium assets like Pre/Mid/Post-roll Video, Billboard, Key Moment Features, and Native for error-free delivery
- Worked closely with the Revenue and Procurement team for Ad serving invoicing.
Disney + HotstarMumbai
Tech Lead
02.2017 - 07.2017
Job overview
- Led technical efforts by gathering and analyzing requirements, providing recommended solutions
- Ensured timely deliverables, including code, configuration, documentation, and controls, with a focus on absolute quality
- Collaborated closely with Project Managers, Solution Architects, Development Teams, Testing Teams, and service owners (Accenture, Adobe, Ooyala, AdTech, Voiro, DFP), among others
- Conducted thorough testing on new builds for Desktop, Android, iOS, and Mweb, ensuring all test cases functioned well from the Advertising perspective
- Raised bugs with relevant teams and service owners, facilitating bug resolution
- Implemented, tested, trained, and signed off on new Ad features, contributing to the enhancement of advertising capabilities
- Managed the integration of third-party approaches, ensuring internal impression numbers aligned with 3rd party metrics (Nielsen, Atlas, ComScore, Sizmek, Google) within market standards
- Developed tools using VB Macros to fetch data across various Ad servers, creating presentable reports, and optimizing workflow for the Digital Operations team
- Played a key role in creating and managing Audience and Retargeting Tags using AD IDs, particularly for BLS
- Oversaw the management of the Data Management Platform (DMP) and facilitated the distribution of required data to teams across Hotstar
- Functioned as a Product Manager in the development of the CRM tool (Sherlock), which supported lead generation for the Sales Team, Ad server integration for campaign creation and reporting, and integration with SAP for invoicing, compliance, and audit revenue
- Managed various e-tools, including eCRM (Customer Relationship Management), websites' CMSs (Content Management System), and DMP (Database Management Platform).
Disney + HotstarMumbai
Senior Executive
12.2014 - 02.2017
Job overview
- Compiled and reported daily advertising statistics, conducting inventory forecasts for effective planning
- Managed and optimized various types of digital campaigns using diverse ad servers
- Prepared weekly and monthly reconciliations, overseeing and managing advertiser's inventory
- Communicated campaign statuses to Sales Persons, Product and Revenue statutory teams, and Agencies
- Resolved issues promptly and provided updates
- Successfully surpassed all quotas and revenue goals by strategically allocating inventory, maximizing margins, and accurately forecasting, while enhancing targeting efficiency
- Ensured quality assurance for creative elements, including HTML5, Flash, 3rd party Ad tags, VAST, VMAP, and Video
- Ensured compatibility with the website
- Demonstrated effective inventory management, revenue optimization, and problem resolution to contribute to the overall success of digital campaigns.
Zedo India Pvt. LtdMumbai
Ad Operations Executive
02.2013 - 12.2014
Job overview
- Generated daily, weekly, and monthly delivery reports detailing campaign status and activity
- Set up CPM and performance-based CPC/CPA/Direct campaigns for optimal client performance
- Managed online advertising campaigns through platforms like ZEDO, Microsoft Atlas, DFP, DFA, DCM, OpenX, Live Rail, Google AdWords, APT Yahoo!!, and Open Ad Stream
- Conducted daily campaign management, performance measurement, optimization, quality checks, analysis, and reporting to ensure campaigns met client performance goals
- Responsible for creative setups, quality checks, campaign delivery reporting, screenshots, and troubleshooting
- Maintained regular interaction with clients to address concerns and provide updates
- Utilized a variety of coding and rich media technologies, including HTML/HTML5, Flash, Java, and others
- Leveraged skills in video encoding, computer graphics, and Internet marketing technologies to ensure the correct appearance and desired formats of ads in online advertising.
Theorem India Put. LtdMysore
Quality Assurance Analyst
01.2012 - 02.2013
Job overview
- Conducted quality checks and testing of rich media creatives using the Media Mind Platform to ensure they met the standards set by Media Mind and IAB
- Ensured that rich media creatives passed all aspects of testing, including Functional, Site Specifications, Tracking (impressions, clicks, post-click, and user actions), Browser Testing, Smart Versioning Test, and Data Capture Test
- Played a crucial role in maintaining the quality and compliance of rich media creatives, contributing to a seamless user experience and meeting industry standards
- Implemented rigorous testing procedures to validate the functionality and performance of media creatives across various specifications and platforms
- Collaborated with cross-functional teams to address any issues identified during the testing process, ensuring prompt resolution and adherence to quality standards
- Provided valuable insights and feedback to improve the overall quality assurance process for rich media creatives.
Education
B G S I T - Mandya, Karnataka
Engineering in Computer Science
05.2011
Marimallappa's Pre-University College - Mysore, Karnataka
Pre-University in P C M B
05.2007
Skills
- Project Management
- Product Development
- Quality Assurance
- Agile Methodology
- Engineering
- Problem-Solving
- Analytics
- CRM (Customer Relationship Management)
- Sales Proposals
- Campaign Optimization
- Digital Marketing
- Communication
- Team Collaboration
- Leadership
- Strategic Planning
- Data Analysis
- Internet Marketing Technologies
- Cross-Functional Collaboration
- Confluence, JIRA, FIGMA
- SQL, HTML5/MRAID, JSON, XML, JS
- Ad Tag , VAST, VMAP
- Google Analytics
- Viewability partner integration (MOAT, DoubleVerify and IAS (Integral Ad Science)
- OTR - Nielsen DAR
Personal Details
- Date of Birth: 03-May-1989
- Marital Status: Married
Accomplishments
- Awarded and Rewarded several occasions as an Ace Performer across organizations.
- I was insisted by the Multiple clients to be accountable for their Campaigns.
References
References available upon request.
Timeline
Senior Manager: Ad-Tech
VerSe Innovation
05.2022 - Current
Manager: Ad-Tech
Verse Innovation
07.2020 - 05.2022
Assistant Manager: Ad Tech
VerSe Innovation
12.2018 - 07.2020
Assistant Manager
Disney + Hotstar
07.2017 - 12.2018
Tech Lead
Disney + Hotstar
02.2017 - 07.2017
Senior Executive
Disney + Hotstar
12.2014 - 02.2017
Ad Operations Executive
Zedo India Pvt. Ltd
02.2013 - 12.2014
Quality Assurance Analyst
Theorem India Put. Ltd
01.2012 - 02.2013
B G S I T - Mandya, Karnataka
Engineering in Computer Science
Marimallappa's Pre-University College - Mysore, Karnataka
Pre-University in P C M B
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