Summary
Overview
Work History
Education
Skills
Certification
Accomplishments
Timeline
Generic

RAHUL SINGHAL

London,UK

Summary

Programmatic advertising professional with expertise in Amazon DSP. Proficient in driving growth through data-driven strategies, trading through advanced campaign optimisation, and managing large budgets for display, video & native ads. Skilled in using analytics to enhance customer acquisition and revenue, with strong leadership in managing cross-functional teams and innovating in competitive environments. Adept in scaling businesses through strategic planning and emerging marketing technologies.

Overview

9
9
years of professional experience
1
1
Certification

Work History

Ecommerce Account Manager

Mindshare (GroupM)
London
04.2023 - Current
  • Amazon DSP Lead: I lead the Amazon DSP team of 6 people for Unilever, overseeing a budget of around £2.5 million yearly. The role involves developing and executing data-driven Amazon advertising strategies, utilising expertise in the DSP platform, ad operations, campaign trading and analysis to drive business growth.
  • Campaign Activation Expertise: I have comprehensive trading experience via Amazon DSP, spanning on-site display ads, off-site targeting, and OLV advertising and Sponsored ads through curated deals. This expertise enables me to effectively reach and engage target audiences across the Amazon ecosystem through managed and self-serve campaigns.
  • Global Exposure: As the campaign lead, I planned and executed the campaigns aligned with the Unilever global learning agenda, managing an additional budget of £200K on DSP which involves exploring new product features and testing them against the standard approach to measure their effectiveness and presenting back to the global alongside other Unilever markets.
  • Amazon Marketing Cloud (AMC): Utilized AMC for advanced audience insights and campaign optimization. Being the first in the agency to incorporate AMC into DSP campaigns, enabling data-driven decision-making and improving ad performance by 23% MoM.
  • Peak Event Promotions: To drive sales during Prime Day & Black Friday, I developed and executed targeted DSP campaigns with strategic phasing. Incorporating best practices like dayparting, automated pause rules for lost buy box ASINs and AMC lookalike targeting, not only boosted campaign efficiency & minimised waste but over-achieved sales targets by 131%.
  • New Product Development (NPD) Launches: For the launch of a new Amazon-only product, I played a pivotal role in crafting and implementing the Amazon advertising strategy. Leveraging my expertise in Amazon DSP, I developed and executed a comprehensive campaign plan. This included launch planning, budget allocation, ad creative development, ad server tracking, ensuring brand safety and performance optimization, resulting in impressive sales and 12% market share gains QoQ.
  • Team Development: Led comprehensive training sessions for both internal teams and clients, equipping them with in-depth knowledge of Amazon DSP. These sessions enabled team members to enhance campaign performance and helped clients develop tailored creative strategies, driving impactful advertising initiatives.
  • Cross-functional collaboration: Working closely with internal programmatic and AV teams, synchronising the Amazon DSP strategy with Prime Video, Twitch & FreeVee campaigns. This alignment enables us to build a robust audience funnel, leveraging the DSP to re-target and convert users exposed to the messaging across these platforms.
  • Retail Media Campaigns: Alongside Amazon DSP, working on the Criteo platform for managing campaigns across all business categories for Unilever on Tesco. Working on other retail media campaigns across major retailers such as Tesco(managed), Asda & Ocado driving sales growth and market penetration.
  • Reporting & Insights: Delivered comprehensive reports with actionable insights, using tools like PacVue & Helium10 to gather data, driving continuous e-commerce performance improvements. Presenting to the clients every quarter leading the DSP performance results and the upcoming strategies.

Account Manager- Performance Marketing

Digidukan Media
Jaipur, India
09.2020 - 10.2022
  • Understanding client goals and needs to help generate a comprehensive advertising strategy.
  • Build processes for effective planning and execution of campaigns via propeller ads DSP which helped Increase the company's sales by 55% in 1 fiscal year.
  • Providing recurring optimisation recommendations ensuring all issues are addressed and errors are solved.
  • Understanding the client's competitors and the industries they are involved in.
  • Identifying areas of upselling/cross-selling opportunities and ensuring these are considered.
  • Positively representing the company at networking events.

Manager- Digital Sales & Strategy

Digidukan Media
Jaipur, India
07.2017 - 08.2020
  • Worked closely with numerous traders ensuring smooth onboarding and execution of campaigns on SSPs following all checks.
  • Assessed campaign spending to maximise Return On Investment(ROI).
  • Operated real-time targeted audience attribution among various inventories (Incentive, Non-Incentive, DSPs, Websites, Emails) to optimise traffic and allocate budgets.
  • Handled clients worth more than £1M scaling the firm's business by 400% in less than 1 year.
  • Maximised impact of financial resources, taking calculated risks and governing budgets appropriately.

Business Development Manager

Clicks2Install
Gurgaon, Haryana, India
03.2017 - 06.2017
  • Managed multi-channel advertising campaigns to support sales objectives.
  • Crafted campaigns using market understanding, consumer analysis, and advertising psychology.
  • Close monitoring of business and deliverables with team members and senior management.
  • Identified more than 200 traders, analysed and rated them, brought them on board under the company's umbrella and delivered 50M (avg.) of revenue in a short span of 4 months.
  • Proactively involved in the entire team to plan, pitch, implement and optimise the sales.

Sr. Executive- Performance Marketing

Infinite Mobility
New Delhi, India
03.2016 - 02.2017
  • Developed & optimised campaigns based on market research to understand key customer segments better.
  • Used multi-source data to determine sales and delivery terms for advertising services.
  • Generated ideas and concepts for paid ad content, monitoring spend against performance for continued profit improvements.
  • Represented the organisation to the public at trade conferences and conventions, onboarded new potential clients worth 100M generating 70% of the firm's revenue.
  • Well experience in working with large data sets.

Education

Master of Business Administration - Marketing

Institute of Management Technology
Ghazaibad, India
01.2020

Bachelors of Technology - Computer Science & Engineering

Sir Padampat Singhania University
Udaipur, India
05.2016

Skills

  • Amazon DSP
  • Programmatic Buying
  • Campaign Management
  • Performance Marketing
  • E-Commerce Advertising
  • Client Relationship Management
  • Retail Media Management
  • Proficiency in MS Tools
  • Financial Accountability
  • Attention to detail

Certification

  • Amazon DSP Advanced Certification
  • AMC Foundation Certification
  • Amazon Sponsored Ads Certification
  • Amazon Ads Retail Certification
  • Core Commerce Certification
  • Google Analytics Certification
  • Google Ads Display Certification
  • My SQL for Data Analytics & Business Intelligence
  • MOS Microsoft Certification

Accomplishments

  • Star of the Month- Unilever Dec 2023
  • Employee of the Year 2016-17
  • President- Student Union at the University for Academics, Co-Curricular Activities & Sports of 700 students for 2 consecutive years.

Timeline

Ecommerce Account Manager

Mindshare (GroupM)
04.2023 - Current

Account Manager- Performance Marketing

Digidukan Media
09.2020 - 10.2022

Manager- Digital Sales & Strategy

Digidukan Media
07.2017 - 08.2020

Business Development Manager

Clicks2Install
03.2017 - 06.2017

Sr. Executive- Performance Marketing

Infinite Mobility
03.2016 - 02.2017

Master of Business Administration - Marketing

Institute of Management Technology

Bachelors of Technology - Computer Science & Engineering

Sir Padampat Singhania University

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