Prathab Kunasakaran Email & Phone Number

Singapore

Singapore

• Developed and executed strategies to expand the publisher network, resulting in a 25% increase in the number of publishers within one year
• Managed a team of publisher development managers, providing guidance, training, and support to drive optimal performance and achieve revenue goals – 6% growth in profitability
• Established and maintained strong relationships with key publishers, negotiating favorable terms and ensuring their ongoing satisfaction and engagement – increase client engagement by 8% YoY
• Conducted market research and competitive analysis to identify emerging trends and opportunities for business growth, launch of APAC Advertiser Guidebook for global marketers
• Monitored and analyzed affiliate program performance, providing actionable insights and recommendations to optimize conversion rates, improve retention, and maximize revenue, Growth in APAC Sales Revenue by 13% YoY
• Assumed Business Lead for APAC region in last 6 months to lead the overall team of 22 members, developed Business Plan with key growth areas such as New Business Goal and Client Servicing Revenue with market.

Singapore

• Worked on key client strategy for Temasek, Air China, The Coca Cola Company, Hasbro, LVMH, Richemont achieved 8% programmatic adoption rate
• Implement Supply Path Optimisation across the group with average 10% savings on media spend
• Increase direct publisher investment by 300% in 24 months duration
• Lead commercial discussion and partnership for larger supply partnership and investment – TikTok, NBCU, VEVO, Fremantle, Activision Blizzard, Achieved average 45% best in market commercial value
• Assumed additional role for new product development for CTV/OTT and addressable media for Finecast, signed 5 new broadcasters regionally
• Coaching and mentorship with local team member to develop best supply strategy and personal brand development, retained 65% of the talents

Singapore

• Initiated larger group adoption via Programmatic Guaranteed maturity on new business stream at annual growth of USD3.1mil
• Facilitated mapping of suppliers between DSP (Demand Side Platform) and SSP (Supply Side Platform) and maintain relationships in support of GroupM Trading and Investment, 30% adoption on Preferred Partners
• Structured and setup business intelligence dashboard on Datorama for automatic tracking & monitoring programmatic advertising performance and cost, increased efficiency by 20% at average
• Developed new platform and technology ideas through partnership for luxury, automotive, finance and travel verticals
• Created strategy and process on Xaxis Brand Safety and Fraud initiative, improved fraud traffic exposure by 3%

Singapore

• Evaluated platforms and build supply side partnership to launch Xaxis Own and Operated Marketplace with Liverail and AppNexus, centralised 35% of publishers within 3 months of the launch
• Signed 190 major publishers in 1st year of marketplace operations
• Identify and recruited Team across the region – 11 people
• Managed operations across the region to manage yield and monetisation strategy to optimize revenue opportunity with annual growth at USD1.2mil

Singapore

• Managed Publisher team across SEA – 5 team members
• Initiated overall platform evaluation and project management of programmatic transformation, managed trading with key regional Agency Trading Desk with annual revenue of USD1.2mil in the 1st year of operation
• Manage profit target, margin, and cost control
• Experimented publisher commercial negotiation best practices, maintain network and health rate, achieved 70% network access across Southeast region

Malaysia

• Started remotely to work as first employee to launch the business in Malaysian market, 3 months of networking to establish brand awareness with major publishers
• Negotiate and closed deals with major publishers such as The Star, Astro Group and Media Prima, increased reach by 20% within 6 months
• Ranked Admax Network SEA Ad Network of Choice in 2014 by Malaysia Marketing Association, 60% satisfaction from buyers on unique inventory and quality
• Closed major campaign deal worth USD300,000 with U-Mobile

Bachelor'S Degree, Mass Communication/Media Studies, 2Nd Class Upper

High School Diploma, General Studies