---
title: "Ashish Upadhyay - Account Director in Delhi | Tal"
description: "Meet Ashish Upadhyay, 5× Award-Winning Digital Media Strategist | Media Planning & Buying | Performance Marketing | Programmatic | Full-Funnel | based in Delhi. AI stack includes meta, notion, and openai."
image: "https://tal.club/meet/ashish-22/share-image"
---

# Ashish Upadhyay on Tal

## Headline

5× Award\-Winning Digital Media Strategist \| Media Planning & Buying \| Performance Marketing \| Programmatic \| Full\-Funnel \|

## About

Award\-winning Digital Media Strategist \| Media Planning & Buying \| Performance Marketing \| Programmatic \| Full\-Funnel \| B2B ABM \| Hyperlocal I don’t just plan media — I engineer growth\. With 6\+ years navigating India’s most competitive advertising landscape, I’ve built campaigns that don’t just look good on dashboards — they move the needle where it matters most: sales, market share, and brand equity\. From launching Honda motorcycles to architecting hyperlocal campaigns for McDonald’s new store openings, from growing ETS \(TOEFL/GRE\) quarter\-on\-quarter to managing ₹6Cr\+ monthly budgets for LG across 8 product verticals — I’ve done it all, and I’ve done it with awards to back it up\. 🏆 2023 — Millennial Media Planner of the Year 🏆 2023 — Young Guns of the Year 🏆 2022 — Maddies Award \| LG Refrigerator Innovation 🏆 2022 — Mcube Gold \| Best Mobile Innovation 🏆 2021 — Alive Now Gold \| Best Content Marketing What I bring to the table: 📊 Media Planning & Buying — Full\-funnel strategies across Search, Social, Programmatic, Display & Native 🎯 Performance Marketing — ROI\-driven campaigns on Google Ads, Meta, DV360, LinkedIn & more 📍 Hyperlocal Activation — Precision geo\-targeting for store launches, regional rollouts & market penetration 🤝 B2B ABM — Account\-based marketing with Demandbase, LinkedIn & intent\-led targeting 📱 Cross\-Platform Expertise — Google Ads \| Meta \| LinkedIn \| Twitter/X \| Snapchat \| Quora \| DV360 🔍 Data & Optimisation — Post\-campaign analysis, budget reallocation & continuous performance refinement Industries I’ve dominated: Auto \| QSR \| Consumer Tech \| FMCG \| Ed\-Tech \| Retail \| B2B SaaS Brands I’ve scaled: LG · Honda \(HMSI\) · McDonald’s · Microsoft · H&M · ETS \(TOEFL/GRE\) · Delhivery · Somany · Blackberry · LT Foods · Bodycare Currently leading media strategy as Account Director at Madison World \(Madison North\), managing some of India’s most exciting accounts with a performance\-first mindset\. Open to conversations around strategy, partnerships, or just good media talk\.

## Location

Delhi

## AI stack

meta

notion

openai

perplexity

## Work experience

Account Director at Madison World, Nov 2025 \- Present · 8 mos, Gurugram, Haryana, India, Leading full\-funnel media strategy and buying operations for a powerhouse portfolio at Madison North — one of India’s most respected independent media agencies\. Key Accounts: HMSI \| McDonald’s \| ETS \(TOEFL/GRE\) \| LT Foods \| Blackberry \| Delhivery \| Somany \| Bodycare \| CNH What I do here: HMSI \(Honda Motorcycles & Scooters India\) — End\-to\-end account ownership: from annual media planning and media buying to publisher negotiations and campaign delivery across multiple vehicle launches\. Built full\-funnel strategies that drive awareness, consideration, and final sales conversion simultaneously — not sequentially\. McDonald’s India — Redefined hyperlocal marketing for QSR\. Designed precision geo\-targeted campaigns for new store launches and product rollouts; engineered app\-install campaigns that meaningfully reduced McDonald’s dependence on costly third\-party food aggregator platforms\. ETS — TOEFL & GRE — Cracked the code on performance media in the competitive test\-prep space\. Built hyper\-targeted campaigns that delivered consistent QoQ sales and market share growth by identifying and penetrating underperforming geographies while doubling down on strong ones\. 🔑 Skills in action: Media Planning · Media Buying · Digital Strategy · Programmatic Advertising · Performance Marketing · Hyperlocal Marketing · Publisher Negotiation · Budget Management · Campaign Optimisation · Full\-Funnel Marketing · Google Ads · Meta Ads · DV360

Account Controller at Madison World, Aug 2024 \- Dec 2025 · 1 yr 5 mos, Delhi, India

Account Manager at Madison World, Nov 2022 \- Aug 2024 · 1 yr 10 mos, Delhi, India

Media Planning Manager at PHD, Apr 2022 \- Nov 2022 · 8 mos, Gurugram, Haryana, India, PHD Media is a global media agency \(Omnicom Group\), and here I managed two of India’s most complex and demanding accounts simultaneously\. LG Electronics India — Managed media planning across an entire product universe: Home Appliances \(Refrigerator, AC, Microwave, Dishwasher\), Home Entertainment \(TV\), Computers, and B2B verticals\. No two categories are the same — each required a bespoke audience strategy, platform mix, and messaging approach\. Built and executed them all\. 🏆 Won Maddies Award 2022 for LG Refrigerator Innovation campaign\. Honda Motorcycles & Scooters India \(HMSI\) — Executed high\-impact performance media campaigns for H’ness CB350, Honda Activa, and Shine — driving strong engagement and measurable sales lift\. 🏆 Won Mcube Gold 2022 for Best Mobile Innovation on Honda campaigns\. — Owned post\-campaign analysis end\-to\-end: identifying what worked, what didn’t, and delivering sharp optimisation recommendations that improved ROI on every successive campaign\. 🔑 Skills in action: Media Planning · Performance Marketing · Programmatic · Google Ads · Meta · DV360 · Budget Optimisation · Campaign Analytics · Auto Vertical · Consumer Tech · Post\-Campaign Reporting

Senior Media Planning Executive at PHD, Apr 2021 \- Apr 2022 · 1 yr 1 mo, Gurugram, Haryana, India

Media Planning Executive at dentsu international, Mar 2020 \- Apr 2021 · 1 yr 2 mos, Gurugram, Haryana, India, Carat is a Dentsu agency — and this is where I cut my teeth on enterprise\-level B2B media strategy, managing one of the most sophisticated accounts in the industry\. Microsoft India — Planned and executed complex B2B ABM and B2C campaigns across LinkedIn, Meta, Twitter, Quora, and Display/Mailer vendors — managing a ₹6Cr\+ monthly budget with precision and accountability\. — Worked on Microsoft Tete\-e\-Tech, a flagship B2B content marketing initiative aimed at enterprise decision\-makers\. The campaign earned us the Alive Now Gold Award 2021 for Best Use of Content Marketing — a testament to the strategic depth and execution quality of the work\. — Continuously monitored campaign performance data, made real\-time optimisation calls, and improved delivery efficiency while driving down cost per acquisition across platforms\. H&M India — Supported digital media campaigns for one of the world’s most iconic fashion retail brands, contributing to always\-on brand presence and seasonal launch strategies\. 🔑 Skills in action: B2B ABM · LinkedIn Ads · Demandbase · Meta Ads · Programmatic · Display Advertising · Media Planning · Budget Management · Content Marketing · Enterprise Marketing · Cost Optimisation

Digital Marketing Intern at dentsu international, May 2019 \- Jun 2019 · 2 mos, Gurgaon, Haryana, India, Worked on various platforms like Google AdWords, Facebook, OTT, and AMS\. Learned consumer targeting of various brands like Microsoft, Intel, DS group, HnM, Havells and many more\. My seniors helped to learn end to end process of online marketing and also about different roles of client servicing, Media Planner, Media Activation Team, etc\. • Rajnigandha\- DS group Mother’s Day campaign\. • Weekly Reports for Havells, Microsoft, and Intel\. • Learned how to optimize the campaign and what should be the media strategy for any brand\. • Worked and learned consumer targeting of various brands like Microsoft, Intel, DS group, HnM, Havells and many more\. • Worked with media planners to understand Target Audience and how to select publishers\.

Intern at ITC Limited, Nov 2018 \- Dec 2018 · 2 mos, Gurgaon, Haryana, India, Classmate\- ITC ESPB Role \- Sales and Sales Strategy 1\. Strategy to increase sales of Classmate Rs 5 pen was the project assigned to me by ITC sales Asst\. 2\. Covered Noida, Rohini, Central Delhi, Connaught Place, Alipur and Narela\. 3\. 400\+ shop covered which also included wholesalers 4\. Was working under Area Executive and Area Manager understanding the problem of both Distributors and AM/AE\. 5\. I worked with the salesman and understand how do they work and what is the problem they are facing and also worked with some other salesman of Reynolds and Nataraj and see how differently do they work\. 6\. I led the salesforce of different areas assigned to me\. 7\. Promoted my pen with the placement of POP material and also inspected the problem of various wholesalers\. 8\. Monitored salesman and helped them to operate the application by the company\. 9\. After this, I summarized and then presented to Sales Asst\.

## Education

Post Graduation Diploma in Management, Marketing and Digital Marketing, New Delhi institute of Management

Bachelor of Business Administration, Business Administration and Management, General, New Delhi institute of Management

[View the original profile](https://tal.club/meet/ashish-22)

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