Karthik Shankar

Actively Managed Digital Billing of $1.5 - 2B

Generated returns of over 10-12% of annualized billing across Media, Ecom, Influencer, Technology , Data disciplines

Product ideation, implementation, go-to market including pricing and commercial models for trading products

100+ media pitches [Amazon, Unilever, Maruti, Coke etc] managed & won across auditors like KPGM, R3, Ubiquity , Mediasense

Managed over 5+ Direct reports 14 overall and 25+ cross functional collaboration including nexus, agencies, finance and investment teams

C-suite management across partner, client and internal stakeholders

led development and implementation of investment strategize for both short-term and long term

Identify and research programmatic opportunities (partners, platforms, process gaps) and use a data-driven approach to write project proposals/white papers

Drive awareness and adoption of Amazon DSP features across internal stakeholders, sales teams and collaborate with marketing teams to develop and implement marketing campaigns for internal and external audiences

Organize events, workshops and webinars with subject matter experts and ad tech platform experts to create awareness about media and programmatic trends

Own business review to deep dive into key input and output metrics for programmatic supply, and partner with Finance and other stakeholders to drive resolution to identified action items

Collaborate with other worldwide customer success teams, business teams and technical product managers to continuously innovate and redesign programs to better serve customers

Create operational metrics and business reporting

Help develop long-term business strategies and influence cross-functional project development for Amazon India

Set up & rolled out 'GroupM Premium Supply (GPS)' a curated programmatic supply marketplace (Video & Display) for GroupM India

Launched Global Media product offerings in India

Lead Media Measurement Framework - GroupM India (Brand Safety, Ad Verification & Viewability)

Champion e-Commerce and e-com activation platform partnerships for GroupM India (Amazon, Flipkart, BigBasket, Kenshoo, Intentwise, Etc.)

Review media plans for efficiencies and effectiveness and work with clients on JBPs and AOPs

Oversee digital media planning and buying, partnerships & deals of over 120 + clients across 5 GroupM agencies

Clients handled in the following categories (FMCG, Consumer Durable, Cloud platforms, Beverages, E-commerce) worth over $70+ M in the designated region

Evaluate Annual partnerships, pricing to deliver efficiency and drive GroupM trading agenda

Liaised partnership deals with digital, eCommerce and data platforms such as Google, Amazon, Facebook, PayTM, Lotame, Zomato, Twitter and other platforms by bringing in monetary and non monetary benefits for the clients

Worked on media deals to execute pricing and positioning strategies for both agencies & clients and set up systems to monitor their effective implementation

Evangelized digital best practices (digital / integrated media buying, data partnerships, 3rd party measurements, programmatic trading, IAB guidelines, media trends and new opportunities) to both internal and external stakeholders

Published POVs on media platforms like OTT, Native, eCommerce etc and emerging platforms like voice, AR /VR, etc

To establish YuMe's presence and build its network and brand in APAC and ME markets

Actively involved in digital partnerships, publisher acquisition & management, Marketing (Social and Direct), in these markets

120+ partners deals across screens with over 3B+ video ad impressions resulting in over $12M in revenue in the designated region

Setup quality guidelines in line with IAB (viewability, brand safety) standards for partners to trade effectively

Worked with product teams to evaluate platform requirements

Actively involved in building sales strategies - agency deals (planning, pricing, inventory and performance) across APAC & ME regions

Marketing campaigns (including creative strategy and media planning)

Set up and managed a team of 4 reporting across functions

Traveled extensively in APAC & ME markets to connect with publishers and agency partners

Part of Core team in setting up a India's first video ecosystem - (start up), responsible for building revenue ground up till $2M.

Developed GTM strategies for cloud based video delivery platform (PAAS) for Enterprise & Media houses and successfully scaled them

Developed both demand and supply side of the business with national and international media & tech platform partnerships

Experienced in collaborating with cross various functions (Development, Partners, Finance) with in org to achieve desired business outcomes

Hired & managed a team of 4 people across functions