Harikrishna Govindarajan
Toronto,ON
Summary
My passion lies in utilizing data and analytics to optimize programmatic campaigns. Collaborating with external vendors, ad-tech partners, and internal teams is a source of great satisfaction for me as it ensures seamless and successful campaign management. Ultimately, my objective is to create highly impactful and engaging programmatic advertising solutions that effectively connect brands with their target audiences.
Overview
9
9
years of professional experience
1
1
Certification
Work History
?????
Starcom – Publicis Groupe
08.2021 - 04.2024
- Specialized in programmatic activation (what system?) for one of Starcom’s Tier1 client; TD Bank, in (how much time?)
- Interacted with clients to plan and execute campaigns on a weekly basis
- Managed campaigns in various DSPs, creative associations and conducting internal QA audits
- Managed client YouTube campaigns
- Led campaign deliverables from planning through campaign setup, QA audit, launches, strategy execution, ad associations, reporting, troubleshooting and budgeting -
- Directed tactical responsibility and performance management for display/video marketing efforts and analysis of campaigns holistically
- Ensured clients' needs were met from both a relationship and technological standpoint.
- Resolved queries from internal and external teams regarding campaign improvements, strategy, tactics, creatives, reports and more.
- Evaluated and recommended media and ad tech partners to ensure clients took advantage of the latest advancements in programmatic trading
- Created strategic client DSP proposals, media plans, budget break down and comprehensive adhoc reporting.
- Performed daily checks on campaigns against KPI and optimized on a weekly basis
- Generate comprehensive, in-depth analytics and reporting, highlighting meaningful business trends and overarching stories that inform the business’s monetization practices
- Liaised with partners/publishers to tap into their relevant audiences
- Participated in DSP weekly connections to understand new offerings and improvements
- Attended client meetings with traders, publishers, agencies and tech partners to drive usage of our platform and manage client relations
- Reconciled campaigns to ensure that the client receives all planned media and is invoiced/credited properly.
Programmatic Campaign Manager
MediaEdge Communication
01.2019 - 08.2021
- Handled (how many) B2B clients - helping them achieve their goals through display and video advertising.
- Developed a strong understanding of campaign, ad server, impression, and user data that can help capitalize on key drivers of performance.
- Learned to identify opportunities for account growth - setting up of advertisers, insertion order, line items (tactics) in various Demand Side Platforms - creative allocation (1P and 3P), troubleshooting and creative performance reporting.
- Worked on (dozens? hundreds? specific numbers) of campaigns (top-mid-lower funnel strategies), creatives (Display, Native and Videos) and DSPs - document campaign structure, optimizations, and learnings.
- Worked with clients to develop campaign goals.
- Implemented and built best practices for bidding and budget management.
- Analyzed performance data to recommend optimization plans.
- Obtained experience with display ecosystem of ad networks, DSPs, first and third-party audience targeting - PMP/Preferred/Private Deal Set up – includes interaction with clients, AdOps and programmatic vendors.
Sr. Analyst
Accenture India
02.2015 - 07.2017
- Created new users, partners and advertisers in DBM
- Used Google policies for creative troubleshooting solutions
- Educated clients on DBM tool (DBM automation algorithm)
- Facilitated campaign optimization reaching the advertiser goal after deep analysis from reports like inventory availability, audience, conversions, impressions, clicks, etc.
- Troubleshooted TrueView campaigns, Light Box Ads and Programmatic Deals (PETRA).
- Helped implement third party tags/pixels in DFA/DCM.
- Coordinated with Ad Exchanges like Google Ad Exchange & AppNexus to resolve exchange level inventory issues.
- Troubleshooted discrepancies across different platforms such as DFA, DBM and 3rd party reporting tools.
Education
MBA - Digital Marketing
Indian School of Business Marketing
BBA -
Madras University
Skills
DSPs: DV360, TTD, Amazon, Quantcast, Bell, Yahoo, StackAdapt and Simplifi
AdServer: CM360 (trafficking knowledge, platform checks, standard reports, taxonomy & conversions tracking)
DMP: LiveRamp and Oracle Bluekai
Brand Safe 3P: DV and IAS tag wrapping (Monitoring and blocking)
Creatives: Creatives and tag management in DSPs, reporting, delivery, performance and troubleshooting
Campaign Planning: QA, optimization, Reporting and continuous improvement
Camp Type: Reach, prospecting, branding, retargeting, conversion - Using display, native and video
Collaboration AdOps, Billing, DSP weekly connects, creative agencies, 3P verification teams, Media planners, data analytics teams, platform support tickets, publisher reservation buys and YouTube buys
Analysis Actual performance Vs KPI, creative, geography, brand safety, KW, URL blocking, BLS studies, LI/IO performance, reach vs conversions, budget, bidding and delivery rate
Maintenance Campaign brief, creative tracker, pacing trackers, creative change requests, Weekly and monthly performance, experiments results, bidding history, change history etc
Reporting Intermediate experience in working with Excel, including pivots, Vlookup and charts
Certification
CM360, TTD, DV360, Amazon DSP and Quantcast platform
Timeline
?????
Starcom – Publicis Groupe
08.2021 - 04.2024
Programmatic Campaign Manager
MediaEdge Communication
01.2019 - 08.2021
Sr. Analyst
Accenture India
02.2015 - 07.2017
MBA - Digital Marketing
Indian School of Business Marketing
BBA -
Madras University
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