KARTHIK MG

Media Strategy & Planning:

• Drove global strategic marketing changes – defined digital best practices, optimal channel mix, media principles for ~$1 billion media spend; Potential revenue uplift of $150 million
• Embedded Media ROI (sales from media) in Europe marketing ecosystem – greater coverage (40% spend to 70%), 84% recommendation adoption, 17% higher ROI from 2019 to 2020.
• Introduced monthly digital KPI tracking in UK in 2020 for dynamic insights & campaign changes – 20% rise in Digital Media ROI; scaled across Europe in 2021
• Developed proxy Media ROI product – enabled data-driven media planning & optimization for 500+ smaller brands covering ~30% global media spend
• Piloted non-traditional campaign ROI measurement: influencers, web series, live-streams (France, UK, Brazil) – learnings adopted for future campaigns
• Co-created brand guidance framework in Europe to measure media impact on brand health KPIs – used for campaign creatives & long-term brand strategy; scaled to 4 more markets in 2021

People & Processes:

• Automated data ingestion & output generation for Media ROI – 33% quicker turnaround time
• Training – Conducted multiple knowledge sessions for Europe marketing & analytics teams to drive integration; Designed training program for new marketing analytics hires.
• Recruitment lead for marketing analytics – led 15+ team to onboard 25+ new hires in 2021.

• Developed algorithm & user flows for Global Resource Allocator for optimal allocation of $2 billion marketing budget; adopted by 10 markets since launch.
• Measured ROI for 2018 FIFA World Cup sponsorship – Learnings adopted for future tournaments.
• POC for UK, Germany, Netherlands, Russia – higher ROI in 3/4 markets via recommendations.
• Automated Media ROI deck creation – reduced TAT from ~3 days to ~2 hours

• Built Workers’ Compensation pricing model for US insurance firm – $3 million potential savings
• Built E2E clustering & segmentation tool for internal product – potential TAT reduction by 67%