Snehil Singh

• Coordinate closely with sales teams to develop an effective reporting and measurement solution for Lowe's RMN.
• Developed detailed product roadmaps, prioritizing features based on user needs and business goals.
• Built strong relationships with strategic partners, opening up new channels, including
• Collaborated with engineering teams to deliver high-quality products on time and within budget constraints.
• Established successful go-to-market plans for multiple products focussed on closed loop reporting & external integrations, ensuring smooth launches and maximum adoption rates.

LOWE'S One Roof Media Network Platform

Leading the product roadmap in the Lowe's retail media network initiative. This is a phased approach, integrating with the leading AdTech products to boost the business (GAM, Yahoo, DSP, Neustar, iRi, Pinterest, YT, ADH) and eventually building the product suite in house.

Currently in progress of developing the inhouse campaign manager which will provide the functionality of launching, managing and optimizing the media campaigns. The future states will include the inhouse ad server and holistic reporting platform.

On the reporting and analytics front, our current focus is holistic user identification across channels and platforms/devices (ID resolution) and building the media reporting and measurement (synthetic control based lift analysis) on top of this. Also, in the discovery phase of integrating with the walled garden data clean room solutions for stay future proof with cookie deprecation.

• Established criteria for each milestone within product roadmap as means to measure developmental progress.
• Managing team of 15+ people and managing the performance and career progression (4 leads as directs). Setting team’s KPIs, Goals, Mission & Vision
• Conduct performance reviews monthly and periodically including maintenance of critical quality metrics for members.
• Attend management meetings and communicate the team’s concerns to the management
• Conducting weekly Sprint team meetings and bring Agile into practice. Liaison between Product, Business and Tech teams. Communicate any changes in the team, or any updates from the Management Meetings and to discuss issues and concerns and contribute towards WBR, MBR, and QBR sessions
• Ensure that high quality advertising solution are delivered to the advertisers to help them reach their performance goals quickly and stay active and healthy.
• Work with technical account management, sales, development, and external product teams to identify and solve issues blocking advertiser performance.
• Creating product positioning strategies designed to achieve optimal market penetration.
• Conceptualized and deployed enhanced product features and optimized implementation for use in marketing strategies.

Ads Data Hub- a master cross reference table and identification environment service that allows Target/Roundel to connect directly with customers who are targeted using DCM, GAM, DV360. This enables Target and Vendors to share the ad exposure files, since Target has Google ID and #hashkey, this can be used to map vendor's ad exposure data to Target store sales.

Drill- Automate and streamline report creation process to improve scale, accuracy, and quality. Reduce the manual effort of 2 hours per report to 20 mins. Specifically, remove Domo copy+paste, greatly decrease the time to create, and improve quality of TMN vendor report deliverables Data is currently based on existing Domo / Excel data connections. This tool connects directly with BigRed and makes data transformations to provide finessed reporting metrics in the downloadable UI.

Optimus-

CHARTER/VISION: Provide optimization services using machine learning that aims to optimize 100% of our digital impressions thereby meeting Roundel campaign goals BUSINESS GOAL: We aspire to build high fidelity in-flight insights and optimization ecosystem for Roundel Operating System to consistently deliver favorable (ROAS) outcomes. Reduce the 600 hours of manual effort weekly invested by the optimization team. Our promise is to provide an intuitive optimization platform that will: Leverage 1st party guest data, live events, real-time sales and past campaign results to provide a saleable tool to improve campaign outcomes. Ensure we are delivering smartly across our media channels using right mix of channel and campaign tactics This fulfills core Roundel advertiser objectives by: Increasing customer investment by using technology that provides transparency around campaign execution Reduce the time it takes to optimize in-flight campaigns Increase efficiency of in-flight campaigns and help onboard more advertisers

TECHNOLOGY GOAL: Ability to create automated optimization recommendations and implementations to achieve the committed goal for a given campaign by integrating with all the right data signals, ad servers, internal APIs. etc

DFP bulk uploader-This Tool helps to upload the image, url and Alt text through Automation. Reduce the 250 hours of manual effort invested by the activation team.

DFP Image Upload : An Automation project for uploading and associating the creatives to the Line Items in DFP. The processes are

1. Getting data from salesforce api for a given date

2. Downloading the creative images from shared path that needed to be uploaded in DFP

3. Genearting/correcting the alttext of the creative images by OCR engine

4. Verify and upload to the google DFP.

5. Reporting the creatives upload status.

DFP screengrab automation The screengrab Automation V2 is a combination of web application / chrome extension which helps to capturing the screenshots. This version eliminates the DFP portal dom dependency and use the DFP API.

Planned Modules :

• API - Rest API service which performs the below operations
• Receives the screengrab input xl sheet and stores into Database
• Running cron job for getting the data from DFP based on the input received
• This job will perform the data retrieval (Ad Units, Key Values, Creative Details, Type) from DFP API.
• After Receiving the Data from DFP API The Decision controller will choose the target URL for preview based on the DFP Data.
• Generating preview URL and stores into database
• User Interface
• Interface for uploading the screengrab data from salesforce.
• Chrome Extension
• Retrieving the queued preview URL's from API.
• Taking screenshots based on the data from API module

Role and Responsibilities

• Managing team of 10 people and managing the performance and career progression (2 leads as directs). Setting team’s KPIs, Goals, Mission & Vision.
• Conduct performance reviews monthly and periodically including maintenance of critical quality metrics for members.
• Attend management meetings and communicate the team’s concerns to the management.
• Conducting weekly team meetings to communicate any changes in the team, or any updates from the Management Meetings
• Worked on the overall lifecycle of campaigns from pre & post-sales strategies like real-time media Optimizations across various media channels, Campaign booking & forecasting, Reporting, Media planning, Pitch Decks for AEs, etc.
• Experience in setting up, transition and scale-up processes across functions and regions (EU5, US, India)

Lead the transition of Media recap reporting from Target US to Target India and lead the team of 10 members in training, forecasting volumes and defining the operational health metrics. I have also lead the efforts of project insights, exploring various in-house & external measurement tools and help deliver the value of media campaigns with data driven approach for the vendors of Target.

Some Key areas of focus
• Join the existing Target US reporting team and lean/create the training content for Target India
• Scaling process centralization and standardization
• Improved the usage of measurement tools and create custom media metrics for tier 1 vendors
• Contributed in creating data forecasting tools – ROAS forecaster, statistical significance calculator
• Created Performance dashboards in Salesforce and DOMO, making finessed visualizations using accurate data points to enable leadership take better data driven business decisions
• Implementing QA process to measure accuracy
• Conducting process training/coaching sessions
• Onshore stakeholder management
• Mentoring to groom potential leads
• Headcount forecasting

Lead the efforts of Target India Digital Media team to maximize vendor’s revenue on target.com. Worked at the strategic end of Ad Operations for Target India. Scaling Digital Advertising solutions to meet organizational requirements.

Some Key areas of focus
• Lead the National team of ~15 members enthusiastic team
• Transitioning Advertising operations from North America
• Scaling process centralization and standardization
• Automating manual tasks to reduce workload, ergo saving project costs and increasing productivity
• Implementing process metrics to measure team excellence & productivity
• Working with third party vendor (Merkle) to ensure 24 hour support model for NA region
• Implementing QA process to measure accuracy
• Conducting process training/coaching sessions
• Onshore stakeholder management
• Mentoring to groom potential leads
• Headcount forecasting

Managed the campaign trafficking, optimizations and reporting for the vendors of Target. This includes, creating and executing media plans, pushing them to DFP and troubleshoot live issues on Target.com.

This also included working on migrating outsourced ad operations segment from agencies to in-house for Target. I have recently travelled to Minneapolis to train the on-shore team on migrating the tier-1 clients and now working with the Target India team (10 members) to roll out the execution process. I’m also a part of the media strategy team and am working on creating value addition for our vendors including the incremental sales.

Same Role as Senior Media Optimization SME & Lead on a contractor position with Target.

Lead the support team of 12 analysts and handling the EMEA region DFP support for the client Google (onshore role). I’m responsible for technical level validations/sign off and helping out the team in complex ad serving issues.

I was also involved in the project level planning, data analysis and meeting the client’s targets. Working closely with the content and training teams to upgrade and ramp the members of the team. Handling first level of escalations from the client Google and quality analysis of the tickets incorrectly handled.

• First line troubleshooting platform support to internal ad campaigns pertaining to use of DoubleClick, AdSense and AdWords.
• I was responsible for the trafficking and delivery of all advertising related projects, traffic ad campaigns within DFP and DFA ad serving environment as well as monitor & Q/A campaign progress.
• Responsibilities included daily management of Digital Advertising Campaigns, including ad trafficking, pacing, optimization, and reporting.
• Assisting clients with the prerequisites of having a feature enabled in their DFP account.
• Work with Product Management, Marketing, Engineering, and other teams to inform, test, and implement product and operational improvements.
• Accountable for all client activity, reviews client deliverables for quality, to make sure successful execution of campaign and process.
• Serve as point of contact for projects led by our Escalation Management Team to improve client experience and internal operational effectiveness.
• Troubleshooting ad tags implementation; Dealing with: - Website publishers; - Ad Networks; - Agencies;

Project : BIC

Project Duration : June 2013 - October 2013

Assigned Role : Software Developer

I was working as a java developer responsible for building the design following spring mvc framework, analysing the existing code base for more efficient approach and helping newly joined team members. I have worked on creating jsp and corresponding controller classes.

Project : ARISTOS-NIS
Project Duration : April 2012 - January 2013

Standard Role : Web Developer

I was working as a senior programmer in java development. Worked on creating design document and production monitoring.

Project : TDCT
Project Duration : July 2011 - December 2011
Standard Role : Software Developer

I have been a part of Discovery team, responsible for analysis of code (pmd rules) and report generation using various tools like Cloc, jdepend etc. Also worked on writing macros in VB for automating the process of discovery.