25+ years of measurable commercial impact

Led digital advertising commercial operations for Yahoo across the Asia Pacific region, managing a portfolio spanning search, display, and native advertising across 6+ markets including Singapore, India, Hong Kong, and Southeast Asia. Responsible for agency relationships, publisher partnerships, and direct sales revenue across the region.

Designed and implemented a user email retention programme for Yahoo's India and emerging markets operation, where retention rates were among the lowest globally. Root causes included complex and unlocalised signup forms, users forgetting passwords, limited inbox engagement, and the network constraints of 2006-era connectivity.

The programme diagnosed these friction points and built a structured solution that delivered a 50% improvement in retention rates. Yahoo's global team recognised it as a scalable model and adopted it as the international template — making it one of the first initiatives from the India office to achieve global rollout.

Diagnosed canonical tag issues across the Times Internet network that were causing duplicate page penalties from both Google and Yahoo search algorithms. Designed a solution combining banner standardisation, ad reduction, and a new internal promotion unit that cleaned up the page architecture, resolved the SEO penalties, and standardised ad formats to global IAB standards.

The initiative delivered faster page load times, a 1.5x increase in time spent on site, and a 3x recovery in SEO traffic. Internationally compatible ad formats simultaneously unlocked programmatic demand from global buyers, more than doubling overseas advertising revenues.

Developed and executed an ROI-driven marketing and editorial strategy across social media platforms for Paramount's Asia portfolio. Launched and scaled YouTube channels for Nickelodeon Bahasa, Nick Japan, MTV Japan, Comedy Central Indonesia, and Paw Patrol Japan, achieving 10x growth in video views and 15x growth in monetisation across YouTube and Facebook in 2021.

Nickelodeon Bahasa reached 1 million subscribers in under two weeks — the fastest of any Paramount channel globally at the time. Paw Patrol Japan and Nick Japan surpassed the revenues of established Asian channels within three months of launch, driven by significantly higher Japanese CPMs. Built a Tableau dashboard to monitor and report performance across all local and global social platforms.

Structured and closed multimillion dollar content distribution and production partnerships across Southeast Asia, spanning YouTube, Facebook, and OTT platforms. Partnerships covered kids entertainment, music, and general entertainment properties across Thailand, Vietnam, Indonesia, and Japan.

Led the digital commercial function for ESPN STAR India over five years, establishing the revenue framework, sales processes, and partner relationships for one of Asia's largest sports media properties during the formative period of digital sports content in India.

Launched Super Selector, a fantasy cricket game sponsored by Samsung, engineered to work across three payment channels simultaneously: offline through Sify's cybercafé network, online through Fabmall, and on mobile via IVR and SMS. Extended the fantasy platform to Formula 1 and the English Premier League, with the EPL edition sponsored by Nokia. Launched VAS services for Kaun Banega Crorepati enabling viewers to play along with the live TV show — engagement that at peak overwhelmed the SMS infrastructure, a measure of the audience scale achieved.

As a full-time retainer engagement through DigiAdapt, served as Head of Business for Singapore and CTV lead for Southeast Asia over nine months. Built the CTV publisher supply base across Indonesia, structured DOOH agency partnerships with OMD, GroupM, IPG, and Publicis in Singapore, and engineered a curated SSP supply path connecting OMD Indonesia's preferred publishers directly to their DSP buying infrastructure.

Extended the Lemma SSP infrastructure to deliver a whitelabel solution for a leading APAC performance network, enabling exclusive publisher inventory to route across multiple DSPs and unlocking significant programmatic revenue potential.