Lakshmanan V.
Director, Business Relationship Manager @Sony Pictures Entertainment
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WORK HISTORY
Director, Business Relationship Manager @Sony Pictures Entertainment
Culver City, CA, US
Implemented the Customer Data Platform (CDP) solution from ActionIQ (AIQ), enabling the use of 1st-party data and web traffic to gain deeper insights into the customer journey.* Collaborated with the AIQ technical team and Internet Services Group (ISG) to analyze and understand tag configurations across multiple SPE-owned sites, ensuring accurate data capture.* Utilized AIQ tag data for retargeting by configuring outbound activation integrations with major DSPs such as Meta, Google DV360, theTradeDesk.* Implemented the Meta CAPI (Conversion API) integration for AIQ tags, enabling the secure transmission of multiple event types (with external IDs) from backend servers to Meta Events Manager, facilitating audience activation in Meta Business Manager.* Established data pipelines from the OSDS store to AIQ through the AWS Data Gateway ensuring seamless data flow and integration.* Deep knowledge of the programmatic advertising ecosystem, including the roles of DSPs, SSPs, Ad Exchanges, Ad Networks, and their impact on digital marketing strategies.* Developed an end-to-end in-house Activation Platform for SPE & SCA (OSDS – One Sony Data Store), enabling data scientists to build and deploy audience segments for marketing operators to activate on Meta, Google DV360, and LiveRamp.* Automated the delivery of custom audience segment files, ensuring compliance with formatting and encryption requirements for platforms such as Meta, Google DV360, and LiveRamp.* Collaborated effectively with cross-functional stakeholders, across Sony group companies including platform owners, marketers, legal, privacy, data scientists, and developers across multiple time zones, facilitating seamless communication and project execution.* Created audience segments for A/B testing, defining target groups (eligible for ads) and control groups (suppressed from ads), and tracked user engagement and conversion, measuring whether it led to ticket purchases for movies.
EDUCATION
Crescent Engineering College, University of Madras
Bachelor of Engineering (B.E.), Electronics and Communication Engineering
Southern Illinois University, Carbondale
Master of Science (M.S.), Electrical Engineering
ABOUT LAKSHMANAN V.
Results-driven Audience Marketing specialist, focusing on audience segmentation, customer data platforms (CDP), and digital marketing analytics. Proven ability to design and implement marketing technology solutions, optimize audience targeting, and deliver actionable insights. Skilled at collaborating with cross-functional teams and leveraging first-party data to drive audience activation and enhance marketing ROI.
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