Muhilan P.
Digital Marketing Consultant (Freelancer) - Video Advertising Strategy
Experience
Feb 2025 - Aug 2025
7 monthsDigital Marketing Consultant (Freelancer) - Video Advertising Strategy
Sportradar AG
- Delivered a comprehensive 80-page assessment of Sportradar's programmatic video advertising offering, identifying key gaps and growth opportunities.
- Developed a strategic roadmap with actionable recommendations for new features, leading to expanded video targeting capabilities, video-assisted conversion tracking, and prioritized partnerships for ad attention and brand lift measurement.
- Established a KPI framework for performance monitoring of video campaigns, enabling data-driven optimization and alignment with business objectives.
- Delivered a training workshop to a 20-member sales team on programmatic video advertising value propositions, emphasizing branding strategies and performance optimization in Sportradar DSP.
Aug 2021 - Nov 2024
3 years 4 monthsDüsseldorf, Germany
Product Lead (Business Product Manager) - DSP, Product Commercialization
Adform GmbH
- Drove product marketing for buy-side platforms (DSP, Ad Server), enabling 1,000+ advertisers worldwide; executed go-to-market strategies for features including Recommendations, Automated Budget Allocation, Maximize Video Ad Impact algorithms, and real-time optimization tools.
- Increased client adoption of the Maximize Video Ad Impact algorithm by a factor of 10, resulting in expanded campaign performance and usage across key accounts.
- Collaborated with cross-functional teams of 15+ members, including commercial and technical stakeholders; monitored campaign performance, analyzed audience behavior and usage patterns, and collected advertiser feedback to inform optimization strategies.
- Conducted quarterly market and competitor analysis covering 5+ DSP platforms including DV360 to identify digital marketing trends, bidding techniques, and opportunities for campaign improvement.
- Delivered monthly actionable insights on campaign performance, KPIs, and best practices to senior management through presentations and reporting.
Mar 2018 - Jul 2021
3 years 5 monthsDüsseldorf, Germany
Group Head - Programmatic Advertising
EssenceMediacom Germany GmbH
- Managed end-to-end media buying and campaign execution with annual budgets exceeding €10M for major brands including Stellantis (Automobile), Coca-Cola (FMCG), Allianz (Insurance), Nikon (Consumer Electronics), and IKEA (Retail).
- Directed a team of 6 traders in strategic campaign execution, optimizing media buying decisions, budget allocation, and KPIs to consistently achieve performance targets and maximize ROI.
- Supported 3 high-value new business pitches for Coca-Cola, Deutsche Bank, and Siemens by delivering data-driven insights and tailored digital advertising recommendations in client meetings.
- Accelerated programmatic advertising adoption within P&G's FemCare business unit through real-time optimizations and auction insights, driving measurable improvements in brand awareness (+25%), consideration (+20%), purchase intent (+18%), and conversion rates (+15%).
Jan 2012 - Feb 2018
6 years 2 monthsDüsseldorf, Germany
Global Video Advertising, Brand Marketing
trivago N.V.
- Pioneered video advertising as a media buying channel for customer acquisition and direct response, achieving growth rates exceeding 300% in India, 100% in the UAE, and 50% in Poland.
- Managed strategic partnerships with 50+ ad tech vendors and publishers to maximize video advertising performance, ad elasticity, and return on ad spend (ROAS).
- Negotiated contract terms with demand side platforms including DV360, securing a 20% reduction in platform fees, ad hosting, and serving costs, directly increasing media value and campaign efficiency.
- Applied test-and-learn methodologies conducting 25+ A/B tests annually to identify high-performing media, audience segments, and technologies, scaling campaigns with data-driven budget optimization and pacing strategies.
- Led cookie sync and data transfer initiatives with Google processing 100M+ monthly impressions to enable post-view attribution and branded user retention analysis for video campaigns.
- Mentored and developed a team of 3 into an in-house video advertising consultancy, providing training on digital media buying, campaign execution, optimization best practices, and serving as subject matter expert for technical consultation.
Summary
Senior Digital Media Buyer with 10+ years of experience leading campaign strategy and execution across Google Ads, DV360, Meta, Amazon DSP, and other programmatic platforms. Proven track record managing €10M+ digital campaigns for major brands including Coca-Cola, P&G, and IKEA, while optimizing ROI, budget pacing, and KPI achievement. Knowledgeable in campaign optimization, tracking implementation, attribution models, brand safety, and cross-device performance analysis. Strong leadership background mentoring teams and collaborating with cross-functional stakeholders to drive data-driven advertising strategies and exceed client objectives. MBA qualified with professional German (B2) and fluent English.
Languages
Tamil
NativeEnglish
AdvancedGerman
IntermediateEducation
Vlerick Business School
MBA, General Management · Belgium
PSG College of Technology
Bachelor of Engineering · Mechanical · India
Certifications & licenses
Data Analysis With Spreadsheets And SQL
Coursera
Predictive Analytics For Business
Udacity
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