Summary
Overview
Work History
Education
Skills
Websites
Certification
Timeline
Generic
Radha Pranaya

Radha Pranaya

Berlin

Summary

Senior Programmatic Media Buyer and Customer Success Manager with 6+ years of expertise driving mobile advertising campaigns and business growth across global markets. Skilled in managing $2K–$1M budgets, optimizing campaigns through advanced attribution and fraud prevention, and fostering strong client relationships. Proven track record in business development, cross-selling, and strategic partnership management to boost revenue and expand market presence. Proficient in DSPs, attribution tools, and data analytics platforms to deliver measurable ROI and client success.

Overview

11
11
years of professional experience
1
1
Certification

Work History

Senior Programmatic Media Buying Manager

PIA MEDIA GMBH
03.2020 - 12.2024
  • Spearheaded global programmatic buying strategies across Dsp's (Moburst, Applovin, and Pocketmath) overseeing $1M+ monthly media budgets across Tier 1 geo's and diverse verticals (e.g., gaming, e-commerce, travel).
  • Led full campaign lifecycle from strategic planning to execution and scale, achieving a 50% improvement in ROAS and 22% reduction in CPA YoY.
  • Built advanced A/B testing frameworks and placement-level optimization strategies, resulting increase in campaign effectiveness.
  • Directed fraud mitigation strategy using post-install metrics (e.g., CTIT, Uninstalls), cutting low-quality traffic via real-time SSP and publisher auditing.
  • Played a key role in cross-functional initiatives involving sales, finance, and product, ensuring accurate forecasting, invoicing, and campaign profitability.
  • Led targeting strategy for iOS & Android UA campaigns, improving install quality.
  • Collaborated with attribution partners (Appsflyer, Adjust) and tracked performance via postbacks and tracking links.
  • Managed and optimized paid social media campaigns alongside programmatic media buying efforts, leveraging platforms such as Meta Ads and TikTok to complement UA strategies and maximize cross-channel performance.
  • Drove strategic upsell/cross-sell motions with agency and direct advertiser clients, contributing to uplift in gross revenue.
  • Conducted QBRs, built Tableau dashboards, and used Excel (VLOOKUP, Pivot Tables) for deep data analysis and client presentations.

Customer Success Manager

Koneomobile Gmbh
02.2019 - 03.2020
  • Owned end-to-end client relationships across 20+ global accounts, managing campaign strategy, performance insights, and Cross-team coordination.
  • Increased customer retention by 40% by delivering value-focused QBRs, performance deep-dives, and data-backed growth roadmaps.
  • Translated advertiser goals into actionable paid media strategies across CPI, CPA, and CPM buying models, aligning delivery with ROAS and LTV targets.
  • Streamlined campaign onboarding by creating frameworks for tracking setup, postbacks testing, and fraud monitoring reducing setup time by 50%.
  • Collaborated with product and engineering teams to prioritize feature requests and shape the roadmap based on real client use cases and feedback loops.
  • Led media planning and campaign strategy across new verticals and geo's, supporting up to $150K/month in incremental budget scaling.
  • Acted as internal advocate for clients during operational escalations, driving resolution and client satisfaction.

Junior Media Buying Manager

Glispa Gmbh
02.2018 - 02.2019
  • Supported UA execution across multiple DSPs and ad exchanges with focus on performance buying, targeting user quality and post-install engagement KPIs.
  • Conducted granular campaign QA, bid strategy tuning, and creative refreshes, driving 18% lift in install-to-action conversion rates.
  • Built dashboards and reports to track campaign pacing, margin contribution, and fraud signals in partnership with 24Metrics and internal BI tools.
  • Drove experimentation with new traffic sources, SSPs, and targeting cohorts, contributing to 4 new high-performing inventory partnerships.
  • Assisted in deal structuring and negotiations with ad network partners and publishers to improve inventory quality and campaign scalability.

Quality Assurance Engineer

Uber Eats
01.2014 - 01.2018
  • 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

Bachelor of Science - Computer Science And Engineering

Jawaharlal Nehru Technological University Hyderabad
India
06-2013

Skills

  • Programmatic Media Buying
  • Business Development
  • Mobile Advertising (iOS & Android)
  • Campaign Optimization
  • Attribution & Tracking
  • Paid Social - Facebook, Snapchat, TikTok, Twitter
  • Creative Strategy & A/B Testing
  • Proficient in MS word, Excel and Powerpoint Also proficient in Google Suite
  • Client & Stakeholder Management
  • Understanding of Ad tags, creatives, SDK, pixels, re-marketing, & audience targeting
  • Media Planning & Reporting
  • Ad Operations & QA

Certification

Digital Marketing Specialization , Coursera

Timeline

Senior Programmatic Media Buying Manager

PIA MEDIA GMBH
03.2020 - 12.2024

Customer Success Manager

Koneomobile Gmbh
02.2019 - 03.2020

Junior Media Buying Manager

Glispa Gmbh
02.2018 - 02.2019

Quality Assurance Engineer

Uber Eats
01.2014 - 01.2018

Bachelor of Science - Computer Science And Engineering

Jawaharlal Nehru Technological University Hyderabad

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