Muhilan Palaniappan
Media Consultant
Experience
Media Consultant
Freelancer
Delivered comprehensive programmatic video advertising product strategy for Sportradar DSP, conducting competitive assessment, identifying product gaps, and developing prioritized roadmap recommendations; created KPI framework for campaign performance monitoring and sales enablement materials.
Serving as ad tech product advisor for Guidepoint and Dedale Intelligence, delivering paid consultations on current and emerging ad tech market trends, product strategies, and monetization opportunities.
Managed paid advertising campaigns on Meta for clients in both cultural events and performance marketing, optimizing audience targeting and overall campaign performance.
Product Lead - DSP & Ad Server | Media Buying
Adform GmbH
Drove global buy-side product growth (DSP, Ad Server) by launching features including Recommendations, Automated Budget Allocation, Spreadsheet Manager, Maximize Video Ad Impact algorithm, and Deals Troubleshooting, ensuring brand consistency across advertiser touchpoints.
Partnered with cross-functional teams including creative and digital stakeholders to deliver scalable ad solutions, translating advertiser feedback into product requirements and optimization strategies.
Defined and tracked success metrics using data-driven analysis to drive continuous product improvements; scaled Maximize Video Ad Impact algorithm adoption by 10x across key accounts, delivering measurable campaign optimization impact.
Contributed to product roadmap prioritization through business case development and KPI-driven analysis, ensuring features delivered measurable business and user value.
Conducted competitive analysis across 5+ DSPs to identify market trends, differentiation opportunities, and inform strategic planning decisions.
Managed stakeholder communication through internal/external feature demonstrations, client roadmap updates, and executive competitive insights, bridging technical and non-technical audiences.
Group Head - Programmatic Advertising | Media Agency
EssenceMediacom Germany GmbH
Led media planning and buying strategy for programmatic advertising across major brands (Stellantis, Coca-Cola, Allianz, Nikon, IKEA, BSH Hausgeräte) with €10M+ annual media budgets across automotive, FMCG, insurance, consumer electronics, retail, and home appliances sectors, ensuring brand consistency across all digital touchpoints.
Managed 6-person programmatic advertising team on media strategy development, budget optimization, and KPI frameworks, consistently delivering performance targets and maximizing ROI through data-driven decision making.
Partnered with sales and commercial teams on three high-value new business pitches (Coca-Cola, Deutsche Bank, Siemens), translating data insights into compelling client strategies and stakeholder proposals.
Drove measurable brand impact for P&G FemCare through real-time programmatic optimization and testing: +25% brand awareness, +20% consideration, +18% purchase intent, +15% conversion rates.
Brand Marketer - Global Video Advertising
trivago N.V.
Pioneered video advertising as a growth channel, achieving 300% growth in India, 100% in UAE, and 50% in Poland for customer acquisition and direct response campaigns.
Managed 50+ ad tech vendor and publisher partnerships to optimize ad elasticity and ROAS; negotiated 20% cost reduction on platform fees and ad serving, increasing media value and efficiency.
Conducted 25+ annual A/B tests to identify high-performing media, audience segments, and ad formats; scaled campaigns through 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, CRM integration, and branded user retention analysis for video campaigns.
Built internal advertising consultancy from ground up, mentoring 3-person team on digital media buying, campaign execution, and optimization methodologies.
automated daily spend tracking and reporting by integrating data from ad servers and DSPs into internal dashboards and reporting solutions.
Assumed responsibility for TV media buying in Ireland from 2014 to 2015, achieving a notable 30% year-over-year revenue growth driven by direct and search traffic.
Industry Experience
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Experienced in Media and Entertainment, Tourism, Advertising, Information Technology, and Professional Services.
Business Area Experience
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Experienced in Marketing, Product Development, Strategy, and Business Intelligence.
Summary
Media strategist with 10 years' experience in global media planning and buying across paid, owned, and earned channels, plus 4 years in product commercialization. Proven track record managing international campaigns, optimizing media budgets (€10M+), and driving measurable brand impact through integrated digital and traditional media strategies. Strong expertise in audience segmentation, performance measurement, and cross-functional collaboration with creative and digital teams.
Skills
- Google Ads
- Dv360
- Cm360
- Google Analytics
- Amplitude
- Meta Ads Manager
- Amazon Dsp
- Adform
- Ttd
- Appsflyer
- Ias
- Nielsen Dar
- Sql
- Alteryx
- Tableau
- Microsoft Office (Excel, Powerpoint)
Languages
Education
Vlerick Business School
MBA, General Management · General Management · Belgium
PSG College of Technology
Bachelor of Engineering, Mechanical · Mechanical · India
Certifications & licenses
Data Analysis With Spreadsheets And SQL
Coursera
Predictive Analytics For Business
Udacity, in collaboration with Alteryx
Statistics
Experience
Global Experience
Expertise
Qualifications
Profile
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