sujini indrakumar

Digital media and performance marketing professional with 6+ years of agency experience developing and executing integrated, omnichannel advertising strategies across financial services, healthcare, CPG, retail, and automotive. Experienced managing $15M+ in annual media investment across paid search, social, programmatic, video, CTV, OOH, audio, and experiential channels. Hands-on expertise across Google Ads, Meta Ads Manager, DV360, Campaign Manager 360, The Trade Desk, Amazon DSP, and TikTok, with experience spanning media strategy, audience targeting, campaign trafficking, ad operations, budget management, optimization, and performance reporting. Strong analytical background using Adobe Analytics, GA4, Power BI, and platform data to uncover audience insights, evaluate campaign performance, optimize media investment, and translate complex analytics into actionable recommendations. Experienced partnering with creative, analytics, digital, advertising, publishers, and agency stakeholders to deliver integrated campaigns from brief through execution and post-campaign analysis.

• Power BI
• Salesforce
• Tableau

1. Supervisor, Media Planning

   UM Canada (Omnicom Media Group)

   May 2025 to Present

   Toronto, ON

   Brands: Levi's, Sobeys, Nicorette, Tylenol, Reactine, Benadryl, Pepcid, Imodium • Manage $15M+ annual media investment across digital, social, search, programmatic, video, CTV, OOH, and experiential, overseeing multiple concurrent campaigns from planning through launch and post-campaign analysis. • Translate client briefs into tactical omni- channel media plans, audience strategies, channel KPIs, budgets, and execution timelines, aligning media activity with business and brand objectives. • Execute campaigns hands-on across Google Ads, Meta Ads Manager, DV360, Campaign Manager 360, The Trade Desk, Amazon DSP, and TikTok, managing campaign setup, trafficking, pacing, targeting, and optimization. • Coordinate creative assets, tracking requirements, trafficking, and QA with Ad Operations, creative, analytics, and agency teams to ensure campaigns launch accurately and on schedule. • Manage relationships with Google, Meta, TikTok, publishers, and programmatic partners, coordinating campaign activation, deliverables, troubleshooting, and performance requirements. • Monitor campaign delivery and KPIs, troubleshooting tracking, pacing, targeting, and delivery issues with platform and media partners to ensure campaigns remain on track and media investment is delivered efficiently. • Conduct channel, audience, creative, and conversion deep dives using platform data, GA4, Adobe Analytics, and Power BI to identify optimization opportunities and evaluate campaign effectiveness. • Develop data-driven recommendations for optimization, budget allocation, and future media strategy, translating performance findings into actionable insights for clients and senior stakeholders. • Lead weekly, monthly, and post-campaign reporting, ensuring data accuracy while summarizing performance against objectives, key learnings, and opportunities for future campaigns. • Brand examples: Lead annual media planning and strategy across CPG and healthcare brands, including audience research, brief development, media planning, channel selection, and campaign execution. Optimized Reactine digital campaigns using seasonal and audience insights, contributing to a 15%+ ROI improvement; led Nicorette’s NHL Smoke-Free campaign across digital, social, OOH, and experiential; managed integrated campaign execution for Tylenol; and supported localized media activations for Sobeys, Benadryl, Pepcid, and Imodium.

2. Senior Media Planner

   UM Canada (Omnicom Media Group)

   Dec 2023 to May 2025

   Toronto, ON

   • Supported social media campaign strategy and influencer activations to strengthen customer engagement across digital touchpoints. • Designed audience strategies and testing frameworks in collaboration with analytics teams to sharpen targeting precision and improve campaign ROI, delivering measurable uplift in engagement and conversion performance. • Managed agency-publisher relationships, contract negotiations, and campaign budgets — maintaining investment accountability across multiple brand plans while ensuring delivery against forecasted KPIs. • Produced strategic campaign insights and performance recaps for senior client and internal stakeholders, translating campaign data into forward-looking recommendations. • Mentored junior planners through structured training sessions, campaign playbooks, and platform best practices to improve execution quality and cross-functional collaboration.

3. Media Planner

   UM Canada (Omnicom Media Group)

   Nov 2022 to Dec 2023

   Toronto, ON

   • Executed multi-platform campaigns across social, search, video, programmatic, OOH, and CTV, with hands-on responsibility for campaign pacing, budget tracking, optimization, and performance monitoring. • Conducted audience research, competitive analysis, and market assessment to inform targeting and media planning decisions. • Collaborated with creative, client, analytics, and media partners to align campaign messaging, execution timelines, tracking, and measurement. • Built and maintained campaign reporting dashboards and performance summaries, synthesizing platform data into clear, action-oriented insights.

4. Associate Media Planner

   Critical Mass

   May 2021 to Oct 2022

   Toronto, ON

   Clients: City National Bank, Harley-Davidson (US) • Supported acquisition and performance marketing campaigns across Google Ads, Meta Ads Manager, DV360, and programmatic platforms. • Managed campaign trafficking, creative versioning, QA, reporting workflows, budget tracking, and execution under tight deadlines. • Used audience segmentation and A/B testing results to refine targeting and improve campaign efficiency, contributing to measurable CPA improvements. • Partnered with strategy and creative teams to align paid media tactics with campaign objectives and customer journey milestones.

1. Sheridan College

   Diploma, Business Administration (Marketing)

   Mississauga

2. University of Madras

   Bachelor of Commerce, Accounting & Finance