Radha Pranaya Annakula
Berlin,BE
Summary
Results-driven media buying professional with a strong track record of success in the mobile advertising industry. Demonstrated growth from junior to senior roles, showcasing a deep understanding of performance marketing, campaign optimization, and strategic scaling. Skilled in managing high-tier clients across diverse sectors including gaming, e-commerce, travel, and quick e-commerce. Proficient in utilizing DSP tools to implement data-driven strategies that drive maximum return on ad spend (ROAS).
Overview
11
11
years of professional experience
Work History
Senior Account Manager
PIA Media Gmbh
03.2020 - 08.2024
- Oversaw substantial mobile advertising budgets, achieving a 20% increase in
ROI. - Innovated by deploying effective mobile advertising techniques (in-app, video, native, programmatic), resulting in a growth in user engagement and a reduction in customer acquisition costs.
- Conducted advanced A/B testing on audience segmentation, bid strategies, and ad placements.
- Mentored and trained junior & mid-level account managers on campaign execution, data analysis, and strategic scaling.
- Cultivated strong relationships with advertising networks, publishers, and tech partners, staying ahead of industry trends, resulting in an increase in partnership acquisitions
- Provided strategic guidance aligning mobile advertising with client objectives, driving a increase in client satisfaction and retention
- Led cross-functional teams for seamless campaign management, creative excellence, and ongoing optimization, resulting in an increase in campaign effectiveness
- Assessed and addressed client needs and challenges by analyzing their specific business requirements, market dynamics, seasonality, key events, and other relevant factors, contributing to a growth in client satisfaction, which helped expand the clients market share.
Associate Media Buyer
Koneo Mobile
03.2019 - 03.2020
- Executed and optimized multiple campaigns using the internal DSP(MobMonkey), ensuring efficient performance and strategic delivery.
- Oversaw and managed a diverse client portfolio, across e-commerce, travel, utility, and mobile gaming brands, such as Trendyol, Postmates, Nike, Momox, Joom, CSR, and C2W, with monthly portfolios averaging 4D00k.
- Collaborated with internal creative and analytics teams to refine ad placements, frequency capping, and dynamic creative optimization
- Produced comprehensive quality analysis reports for clients, leading to a 20% improvement in campaign budgets.
- Demonstrated proficiency in utilizing third-party tracking tools such as Tune, Adjust, Appsflyer, Singular, and App-annie, reducing tracking discrepancies and increasing data accuracy
- Proactively monitored and identified click fraud, implementing stringent compliance measures against publishers, which led to a 20% decrease in fraudulent clicks and a reduction in ad spend loss due to fraud.
- Conducted network-level compliance analysis to combat fraud, including click injection, abnormal CTIT (Click-to-Install Time), device hijacking, and IP pattern anomalies, resulting in a 25% increase in campaign security and a 10% decrease in fraudulent activity.
Campaign Manager
Glispa Gmbh
03.2018 - 02.2019
- Managed a diverse client base spanning e-commerce, travel, utility, and mobile gaming industries in the SEA&EMEA regions, overseeing monthly portfolios averaging 400k and achieving consistent QoQ growth of 10%
- Successfully handled client accounts within the food delivery, e-commerce, gaming, and travel sectors, resulting in a 20% increase in ROI and a 10% boost in customer retention rates
- Proficiently resolved campaign setup, tracking, and billing issues, reducing troubleshooting time by 25% and ensuring billing accuracy
- Conducted tracking integration, cohort analysis, and compliance checks to derive actionable insights from app campaigns
- Provided clients with comprehensive performance analyses
- Assessed and addressed client needs and challenges by analyzing their specific business requirements, market dynamics, seasonality, key events, and other relevant factors, contributing to goal achievement
- Collaborated in budget preparation and maintained vigilant oversight of campaign-related activities to optimize resource allocation.
Quality Assurance Engineer
Uber Maps
01.2014 - 09.2018
- Worked on the Uber maps project, which involved designing, testing, and developing online maps
- Performing manual testing on functionalities of the application
- Creating test scenarios, test cases, and test data for the application
- Raising, reproducing bugs, and documenting the bug reports
- Executing test cases and generating test summary reports
- Experience in quality management software and processes
- Prepared and executed test cases as per system requirements
Education
Digital Marketing Specialization -
Coursera
12.2021
Bachelor of Information Technology -
Jyothishmathi Engineering College
03.2011
Skills
- Account Management
- Business Development
- Media Planning & Forecast
- Core understanding of attribution providers
- Proficient in Google Suite
- Paid Social - Facebook
Personal Information
- Title: Senior Media Buyer
- Date of Birth: 01/01/1992
- Nationality: Indian
Timeline
Senior Account Manager
PIA Media Gmbh
03.2020 - 08.2024
Associate Media Buyer
Koneo Mobile
03.2019 - 03.2020
Campaign Manager
Glispa Gmbh
03.2018 - 02.2019
Quality Assurance Engineer
Uber Maps
01.2014 - 09.2018
Digital Marketing Specialization -
Coursera
Bachelor of Information Technology -
Jyothishmathi Engineering College
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