Joyanta Mridha

Professional Experience

Senior Media Analyst | Feb 2025 to Present

Mars United Commerce, Toronto, ON

• Lead measurement strategy development across major retail media platforms, including Amazon Marketing Cloud, Walmart Scintilla, Kroger Precision Marketing, The Trade Desk, and Google Marketing Platform, guiding multi-million-dollar media investment decisions.

• Implement advanced measurement methodologies including Multi-Touch Attribution (MTA), Media Mix Modeling (MMM), and incrementality testing to quantify campaign effectiveness and optimize channel allocation.

• Architect audience-centric measurement frameworks using data clean room solutions to deliver privacy-compliant insights without compromising accuracy.

• Partner with cross-functional stakeholders across media, creative, strategy, and analytics engineering to translate business objectives into measurable KPIs and actionable measurement frameworks.

• Present strategic recommendations to senior client stakeholders, translating complex analysis into clear business implications and investment decisions.

• Mentor junior media analysts on technical methodologies, client communication, and project execution; contribute to talent development and knowledge-sharing across the Analytics group.

• Support new-business RFPs, annual planning initiatives, and the development of agency points of view and white papers.

AdTech Manager | Aug 2024 to Feb 2025

Mars United Commerce, Toronto, ON

• Served as the primary AdTech contact for agency teams, guiding campaign optimization through AdTech capabilities and resolving technical issues for 7-Eleven, Tractor Supply Company, and other enterprise retail media network accounts.

• Steered partnerships and integrations with AdTech and MarTech vendors across the retail media ecosystem.

• Supported operations for DMP, CDP, and Data Clean Room solutions, including audience segmentation, targeting, and platform integration.

• Partnered with the Analytics team on selecting, developing, and implementing MarTech, data governance, and measurement solutions for Retailer CX clients.

Marketing Technology Analyst | Apr 2023 to Apr 2024

Mars United Commerce, Toronto, ON (Contract - Part Time)

• Acted as primary client contact for technical marketing needs, presenting tailored MarTech stack solutions to senior stakeholders.

• Led the onsite tagging component of the retail media build for Tractor Supply Company, managing senior developers to automate Google Publisher Tag deployment across the eCommerce site, reducing manual workload by 75%.

• Incorporated first-party audience segments into onsite display campaigns via Google Ad Manager, driving an 18% lift in conversions from onsite display banners.

• Evaluated and implemented paid media best practices with a focus on omnichannel measurement strategy.

Digital Media Specialist | Jun 2021 to Aug 2022

Beatnik Digital, Dhaka, Bangladesh

• Led digital media operations for LG Electronics Bangladesh, owning media planning, buying, performance tracking, and budget management end-to-end.

• Developed standardized SOPs for media planning, buying, and reporting, reducing process inefficiencies by 20% for new account onboarding.

• Acted as primary client contact, delivering campaign insights, optimization recommendations, and media trend evaluations.

• Mentored junior team members through coaching and structured feedback, contributing to a 35% increase in media buying efficiency.

Digital Media Executive | Oct 2019 to May 2021

Mindshare (GroupM), Dhaka, Bangladesh

• Planned and managed digital media campaigns for Grameenphone (Telenor ASA), Bangladesh's largest telco, across paid social, paid search, display, video, and app channels.

• Achieved a 26% increase in campaign efficiency and met cost-savings targets in 2020 vs. 2019.

• Built automated reporting dashboards in Google Data Studio, cutting manual paid search reporting time by 50%.

• Delivered pre- and post-campaign analyses and regular performance reviews to client stakeholders.

Digital Marketing Executive | Jan 2019 to Sep 2019

Potato Digital, Dhaka, Bangladesh

• Managed and optimized digital marketing campaigns for Bajaj Auto and Bridgestone.

• Created pitch decks for advertising proposals, contributing to the acquisition of 2 new accounts.

Education

Postgraduate Certificate, Business Insights & Analytics

Humber Institute of Technology & Advanced Learning, Toronto, ON · Sep 2022 to Apr 2024

Bachelor of Business Administration (BBA), Marketing

Institute of Business Administration, Jahangirnagar University, Bangladesh · Jan 2015 to Dec 2018

Certifications

Digital Marketing Specialization

University of Illinois at Urbana-Champaign (Coursera)

Media & Marketing Track Certificate

Profitero+

Workflow Specialist Certificate

Asana

Technical Skills

Retail Media Platforms

Amazon Ads, Amazon Marketing Cloud (AMC), Walmart Connect, Walmart Scintilla, Kroger Precision Marketing, Criteo, Citrus

AdTech & Programmatic

The Trade Desk, Google Marketing Platform (DV360, SA360, CM360), Google Ad Manager, Meta Ads Manager, TikTok, Snapchat, Pinterest.

Data Clean Rooms & Identity

LiveRamp, Habu, Meta Advanced Analytics, Acquia, Hightouch.

Analytics & BI

Tableau, Power BI, Google Looker Studio, Azure Synapse, Databricks.

Programming languages & Tools

Python, R, SQL, Google Tag Manager, Google Analytics, Adobe Analytics.