Headline

Performance Marketing Leader | Search, Social, Programmatic & Commerce | Managing $24M+ Global Media Investment

About

Performance marketing and digital media leader with over 9 years of experience across Paid Search, Social, Programmatic, E-commerce, and digital platforms, working across global brands and markets in energy, FMCG, and retail. Currently an Associate Director - APAC Platform Central Project Lead at WPP Media, supporting the Google account across the APAC region. My role focuses on platform excellence, AI adoption, campaign testing, automation, governance, and strategic regional initiatives - working with market teams, practice leads, platform partners, and global stakeholders to scale best practices and drive more efficient ways of working. Previously, I led Search, Programmatic, and E-commerce performance across global bp brands including Castrol, Aral, BP Pulse, Wild Bean Café, Amoco, ampm, and Thorntons. I also worked across Mars brands including Pedigree, IAMS, Whiskas, Sheba, Galaxy, Snickers, M&M’s, and Orbit across APAC and MEA. Over the years, I’ve built expertise across: • Digital Media & Performance Marketing • Paid Search - Google Ads, SA360, Microsoft Ads • Programmatic - DV360 and Amazon DSP • E-commerce & Marketplace Advertising - Amazon, Walmart, Shopee & Lazada • Campaign Testing, Experimentation & Optimization • AI, Automation & Smart Bidding • Cross-channel Media Strategy • Regional Program & Stakeholder Management • Team Leadership & Capability Building I’m particularly interested in the intersection of AI, digital media, automation, and platform innovation - finding ways to simplify operations, improve activation quality, scale best practices, and drive sustainable business growth. Recognized with GroupM Choreos nominations, including a finalist spot, for campaign innovation and performance impact. I also enjoy helping the next generation of digital marketers. If you're looking to break into Performance Marketing, prepare for Paid Search interviews, transition into digital marketing agencies, or build your Google Ads and digital marketing skills, feel free to book a 1:1 session with me on Topmate. 📅 Book a session: https://topmate.io/shiromani_pandey/

Location

Gurugram

AI stack

claude

gemini

openai

Work experience

Associate Director - APAC Platform Central Project Lead at WPP Media, Aug 2026 - Present · 3 mos, Gurugram · Hybrid, Promoted to Associate Director, taking on the APAC Platform Central Project Lead role for the Google account, focused on platform excellence, AI adoption, testing, automation, and strategic initiatives across APAC.

Senior Manager - Paid Search, Social, Programmatic & Ecommerce at WPP Media, Nov 2023 - Jul 2026 · 2 yrs 9 mos, Gurugram · Hybrid, Brands: bp (Castrol, Amoco, Aral, bp pulse, Thorntons, Wild Bean Cafe) | Mars (Pedigree, IAMS, Whiskas, Sheba, Galaxy, Snickers, M&M's, Orbit and other leading brands) · Led a team of 16 specialists across regions, driving Paid Search and Commerce strategy for global energy and FMCG brands. · Managed over $26M in annual media investment, overseeing planning, forecasting, execution, and performance optimization across multiple markets. · Directed performance marketing programs across Google Ads, Microsoft Advertising, Amazon Ads, Walmart Connect, and Apple Search Ads. · Partnered with global and regional stakeholders to align media strategy with business objectives and growth priorities. · Drove AI-enabled and data-driven optimization frameworks, accelerating automation, testing, and performance improvements at scale. · Led end-to-end performance governance, reporting, and strategic recommendations across international markets. · Mentored and developed high-performing teams, fostering a culture of collaboration, accountability, and continuous improvement. · Two-time nominee for the GroupM Choreos Awards for outstanding contribution to innovation and business transformation.

Manager - Paid Search at WPP Media, Mar 2022 - Oct 2023 · 1 yr 8 mos, Gurugram · Hybrid, Brands: Mars (Pedigree, IAMS, Whiskas, Sheba, Galaxy, Snickers, M&M's, Orbit and other leading brands) · Successfully managed and optimized paid search campaigns across 20+ countries, meeting and exceeding client KPIs. · Led a team of search professionals, providing mentorship, training, and guidance to achieve collective goals. · Drove strategic media planning, budget forecasting, and pacing to ensure optimal ROI for clients. · Created comprehensive monthly reports, showcasing performance insights and opportunities for continuous improvement. · Shortlisted for the prestigious GroupM Choreos’22 Newbie in the Spotlight award.

SEM Head at GenZforyou - Digital Marketing Agency, May 2020 - Mar 2022 · 1 yr 11 mos, Delhi, India, · Developed innovative SEM strategies, conducting thorough market research and ideating with cross functional teams. · Designed and executed online marketing campaigns, increasing search engine returns and traffic for clients. · Collaborated with design, writing, and marketing teams to align advertising requirements with client goals. · Orchestrated SEM analytics monitoring, optimizing budgets for maximum ROI on paid adverts. · Stayed updated on emerging advertising trends and PPC strategies to ensure campaign relevance. · Presented monthly SEM reports, reflecting campaign performance and recommendations for enhancement

Senior SEM Specialist at Cognizant, Oct 2018 - Apr 2020 · 1 yr 7 mos, Gurugram, Haryana, India, · Conducted comprehensive keyword research, delivering accurate forecast reports. · Optimized ad copy and landing pages to enhance lead quality and user engagement. · Managed Google Ads, Google Analytics, Merchant Center, Account, and Billing, ensuring seamless operations. · Engaged with clients through calls and meetings, addressing inquiries and ensuring client satisfaction. · Played a pivotal role in mentoring new hires and contributing to team growth. Stayed updated on emerging advertising trends and PPC strategies to ensure campaign relevance.

Education

Master of Business Administration, Marketing, Guru Jambheshwar University of Science and Technology (GJUST), Hisar