Prasad Joglekar
Verified Expert in Product Management
Product Manager
New York City, NY, United States
Toptal member since October 5, 2021
Prasad is a computer engineer and Ivy-league MBA. He has managed teams that range from five to 50 members and P&Ls of more than $50M. He is an accomplished speaker and has featured on prominent media industry panels and shows. His professional experience has generally been in the US media and advertising industries as a product and general manager. Prasad is interested in solve challenging problems through the application of data and technology.
Project Highlights
Expertise
- Advertising
- Agile
- Digital Video
- Growth
- Over-the-top Content (OTT)
- P&L Management
- Product Management
- Strategy
Work Experience
Senior Vice President | General Manager
Comscore
- Led product, operations, and engineering teams to deliver roadmaps across six product lines on time, on budget, and within the expected contribution margin in 2020 and 2021 for a P&L for $100M TV/cross-platform product lines.
- Negotiated terms and delivered video measurement integrations with Comcast, Google, and Amazon, among others.
- Addressed morale issues across teams following substantive layoffs in late 2019 and kept voluntary attrition under 30%.
Executive Director, Marketing Science
Hearts and Science
- Ran the marketing science team for the AT&T account across wireless, wireline, DirecTV, cricket, and AT&T business and corporate.
- Partnered with the strategy team to define a new performance-based framework for the 2019/2020 upfront TV investment of around $400M.
- Established and staffed a data-warehouse team to build the backbone for all the $300M worth of AT&T performance digital reporting—search, social, and display.
Vice President, Data Solutions and Strategy
ViacomCBS
- Sourced, negotiated, and executed variable-cost contracts across major data vendors for Vantage's use; one renegotiation saved more than $4M annually.
- Conceived and built the first identity-based "crosswalk" at a major network to reduce addressable campaign's launch time to two weeks and campaign's overhead costs to under $10K.
- Developed and executed the strategy to grow product revenue by two times YoY at a net 20% margin.
General Manager, Head of Data and Analytics
DISH
- Sourced, negotiated, executed, and operationalized multi-year deals (sell-side) to license DISH set-top-box data, including those with ComScore and Nielsen. Deal NPVs were over $100M.
- Executed over 200 ROI and attribution studies across all major verticals and over 20 cross-platform attribution studies.
- Built a team of 13 engineers, mathematicians, and analysts.
- Managed a budget of $2M in technology services and R&D with outside vendors.
Project History
Programmatic Engine for TV Impressions
https://www.youtube.com/watch?v=FSmAmqXnZEMLed the design and the creation of a forecasting, bidding, and execution system for remnant TV impressions at DISH Media Sales.
DISH offers addressable (i.e. targeted) advertising capabilities through set-top-boxes. There are swathes of impressions that are unsold for various reasons. These are high-quality TV impressions.
I led and developed an idea to build a “bridge” that would offer these impressions to the programmatic digital marketplace, where the supply of high-quality video impressions is limited.
Identity Crosswalks at Viacom
Reduced the launch time of targeted advertisement campaigns from 13 to two weeks and overhead costs from more than $50K to $10K.
Viacom is a large broadcaster. Traditionally, Viacom’s advertisement sales have been 30-second spot-based, sold only on age and gender demographics. In order to compete with digital video, the company needed to improve its capability to do better targeting on demos such as income or propensity to buy products.
Planning a campaign against such more complex demos required a lot of time and vendor costs because Viacom did not have the necessary assets to do some of this work in-house.
Using my industry connections, I licensed a privacy-safe identity graph and brought it in-house. I then led the build for several tools on top of this to simplify the pre-sales process. The net result was our campaign launch time and costs reduced by 50%-80%.
Education
MBA in General Management
The Tuck School of Business at Dartmouth - Hanover, NH, USA
Bachelor's Degree in Computer Science
University of Pune - Pune, India
Skills
Tools
Jira
Paradigms
Agile
Other
SQL, Sales, Growth, Financial Modeling, Negotiation, General Management, Product Management, P&L Management, Team Management, Roadmaps, Strategy, Vendor Management, Advertising, Product Ownership, Data Analytics, Over-the-top Content (OTT), Digital Video, Programming, Databases, Python, Data Structures, Algorithms, Design, Operations
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