Raja Balachandran
Performance Marketing & Growth | Applied GenAI in Media & Content
What I doI build and scale performance marketing systems using applied GenAI — spanning paid media, creative automation, content operations, and the AdTech/MarTech stack behind
More
Taking the learnings and connections from my previous experience and tagging with some of the best problem solvers in the world to create tech for professional services. The Recent PastBringing the world of Programmatic advertisement to the Recruitment industry for efficiency through data and insights. The beginning As an experienced programmatic advertisement specialist with a vision of communicating the brand message to their audience with the most relevant ad, seamlessly across different devices and formats. I have been associated with the supply and demand side with in the ad-tech industry and now taking the experience and working with brands directly to help them create an in-house programmatic set up.
GTM Index
- CAPGEMINIJOB
- GTM Sales - Mktg Transform…1Y 7M
GTM Sales - Marketing Transformation Lead - UK & EMEA
Capgemini
Leading, shaping, and winning complex enterprise marketing operations and transformation programmes, with a clear focus on performance-led growth, efficiency, and measurable business outcomes. Owning and responding to large-scale client RFPs and competitive tenders from discovery and requirement interpretation through solution architecture, commercial modelling, and final proposal submission. Designing and pitching differentiated propositions across paid media, programmatic, content, and omnichannel activation, translating complex marketing operations challenges into clear executive and board-level value narratives. Positioning GenAI, automation, and operating model transformation as com…
- CONE (YC S22)JOB
- Founding Member1Y 10M
Founding Member
Cone (YC S22)
Founding member and Head of Growth at a YC-backed startup, owning performance, growth, and go-to-market from day one. Built Cone’s performance marketing and growth engine from scratch — spanning paid media, experimentation, messaging, funnels, and early revenue. Applied AI and automation to accelerate testing, creative iteration, and content velocity in a lean, zero-waste environment. Worked hands-on with founders, product, and engineering to translate customer signals into growth experiments and shipped improvements. Established the foundations for scalable growth across acquisition, activation, and monetisation as the company moved from early traction to repeatable GTM.
- JOVEOJOB
- VP, Partnerships & Revenue…2Y
VP, Partnerships & Revenue Growth
Joveo
Owned partner‑led revenue growth and performance media strategy, using platform partnerships to open, shape, and close enterprise opportunities. Built and ran strategic partnerships with platforms including Google and Indeed, creating joint go‑to‑market programmes that generated qualified demand and commercial pipeline. Led partner‑driven sales motions, working alongside enterprise sales teams to shape pitches, support proposals, and convert opportunities into signed client engagements. Owned performance marketing strategy and execution across programmatic, video, social, and omnichannel media, with direct accountability to ROAS and growth outcomes. Managed multi‑million‑dollar media in…
- PENNAJOB
- Head of performance media1Y 6M
Head of performance media
Penna
Built and led an in‑house performance marketing capability, bringing paid media and programmatic execution out of agencies and into the business. Owned performance media strategy and delivery across paid search, paid social, and programmatic channels, with clear accountability to efficiency and ROI. Set up and scaled a high‑performing internal team, including hiring, training, and capability development across performance media and analytics. Introduced platform‑led media execution and optimisation to improve transparency, control, and margins versus agency‑led models. Created a new revenue channel by productising internal performance and media capabilities for enterprise clients. Impr…
- Programmatic Specialist11M
Programmatic Specialist
Penna
- LOOPMEJOB
- Senior Adtech Partnership…7M
Senior Adtech Partnership Manager
LoopMe
Operated deep within the AdTech ecosystem, running programmatic campaigns across multiple DSPs and SSPs at scale. Worked across premium supply and demand partners to deliver measurable programmatic outcomes for global brands including Nike, PlayStation, and other enterprise advertisers. Owned campaign setup, optimisation, and performance analysis across mobile, video, and programmatic environments. Partnered closely with SSPs, exchanges, and measurement providers (IAS, MOAT, DoubleVerify) to ensure quality, viewability, and brand safety. Collaborated with product and engineering teams to improve platform capabilities, automate workflows, and enhance performance for advertisers and agenc…
- MOBFOXJOB
- Senior Account Mgr - Deman…11M
Senior Account Manager - Demand Partnership
Mobfox
• Identify potential DMP’s and understand their offerings and how it can benefit MobFox Ad Exchange. • Responsible for making key decisions for a large portfolio of clients and technically analyse the data to increase revenue. • Build successful relationship with data partners and initiate PMP’s and deals to suit the DSP’s requirements. • Liaise with product management team and suggest features and requirements for a new product based on opportunities identified from Demand side partners. • Provide effective ad solutions via our RTB ad exchange, ad network mediation or ad server to help boost revenue from mobile traffic. • Resolve basic technical issues for DSP’s, such as Time Out, Render R…
- Sales / Account Mgr3Y 11M
Sales / Account Manager
Mobfox
MobFox, a Matomy Media Group company, is a one-stop mobile advertising platform that allows Publishers to get the most out of their mobile ad inventory by offering a single gateway for RTB, worldwide direct sales and in-house advertising revenue, and Advertisers to run intelligent, optimised campaigns across our network of 20,000 mobile Publishers and many of the world’s largest third party exchanges. • Identifying key decision makers within prospected companies • Provide effective programmatic ad solutions via our RTB ad exchange, ad network mediation or ad server to help boost revenue from mobile traffic • Supporting in effectively communicating MobFox value and benefits via cold calls,…
- KOTAK LIFE INSURANCEJOB
- Channel Mktg Mgr - Chennai1Y 8M
Channel Marketing Manager - Chennai
Kotak Life Insurance
Channel Marketing Manager - Kotak Life Insurance Roles and Responsibilities • Lead the Channel Marketing team of Chennai region consisting three branches. • Effectively supported sales managers in the region by initiating and facilitating marketing activities, such as advertising, event marketing, tele-marketing and lead generation campaigns. • Has successfully coordinated various insurance product launches and been an integral part of the branding team. • Hold a successful track record of being the “Top Performer” across the country by over the set target within the allotted budget.
- Job: Joveo — VP, Partnerships & Revenue Growth · 2020-01 – 2022-01 — Owned partner‑led revenue growth and performance media strategy, using platform partnerships to open, shape, and close enterprise opportunities. Built and ran strategic partnerships with platforms including Google and Indeed, creating joint go‑to‑market programmes that generated qualified demand and commercial pipeline. Led partner‑driven sales motions, working alongside enterprise sales teams to shape pitches, support proposals, and convert opportunities into signed client engagements. Owned performance marketing strategy and execution across programmatic, video, social, and omnichannel media, with direct accountability to ROAS and growth outcomes. Managed multi‑million‑dollar media in…
- Job: Cone (YC S22) — Founding Member · 2023-03 – 2025-01 — Founding member and Head of Growth at a YC-backed startup, owning performance, growth, and go-to-market from day one. Built Cone’s performance marketing and growth engine from scratch — spanning paid media, experimentation, messaging, funnels, and early revenue. Applied AI and automation to accelerate testing, creative iteration, and content velocity in a lean, zero-waste environment. Worked hands-on with founders, product, and engineering to translate customer signals into growth experiments and shipped improvements. Established the foundations for scalable growth across acquisition, activation, and monetisation as the company moved from early traction to repeatable GTM.
- Job: Penna — Programmatic Specialist · 2018-08 – 2019-07
- Job: LoopMe — Senior Adtech Partnership Manager · 2017-12 – 2018-07 — Operated deep within the AdTech ecosystem, running programmatic campaigns across multiple DSPs and SSPs at scale. Worked across premium supply and demand partners to deliver measurable programmatic outcomes for global brands including Nike, PlayStation, and other enterprise advertisers. Owned campaign setup, optimisation, and performance analysis across mobile, video, and programmatic environments. Partnered closely with SSPs, exchanges, and measurement providers (IAS, MOAT, DoubleVerify) to ensure quality, viewability, and brand safety. Collaborated with product and engineering teams to improve platform capabilities, automate workflows, and enhance performance for advertisers and agenc…
- Job: Mobfox — Senior Account Manager - Demand Partnership · 2017-01 – 2017-12 — • Identify potential DMP’s and understand their offerings and how it can benefit MobFox Ad Exchange. • Responsible for making key decisions for a large portfolio of clients and technically analyse the data to increase revenue. • Build successful relationship with data partners and initiate PMP’s and deals to suit the DSP’s requirements. • Liaise with product management team and suggest features and requirements for a new product based on opportunities identified from Demand side partners. • Provide effective ad solutions via our RTB ad exchange, ad network mediation or ad server to help boost revenue from mobile traffic. • Resolve basic technical issues for DSP’s, such as Time Out, Render R…
- Job: Penna — Head of performance media · 2019-07 – 2021-01 — Built and led an in‑house performance marketing capability, bringing paid media and programmatic execution out of agencies and into the business. Owned performance media strategy and delivery across paid search, paid social, and programmatic channels, with clear accountability to efficiency and ROI. Set up and scaled a high‑performing internal team, including hiring, training, and capability development across performance media and analytics. Introduced platform‑led media execution and optimisation to improve transparency, control, and margins versus agency‑led models. Created a new revenue channel by productising internal performance and media capabilities for enterprise clients. Impr…
- Job: Mobfox — Sales / Account Manager · 2013-01 – 2016-12 — MobFox, a Matomy Media Group company, is a one-stop mobile advertising platform that allows Publishers to get the most out of their mobile ad inventory by offering a single gateway for RTB, worldwide direct sales and in-house advertising revenue, and Advertisers to run intelligent, optimised campaigns across our network of 20,000 mobile Publishers and many of the world’s largest third party exchanges. • Identifying key decision makers within prospected companies • Provide effective programmatic ad solutions via our RTB ad exchange, ad network mediation or ad server to help boost revenue from mobile traffic • Supporting in effectively communicating MobFox value and benefits via cold calls,…
- Job: Capgemini — GTM Sales - Marketing Transformation Lead - UK & EMEA · 2025-01 – present — Leading, shaping, and winning complex enterprise marketing operations and transformation programmes, with a clear focus on performance-led growth, efficiency, and measurable business outcomes. Owning and responding to large-scale client RFPs and competitive tenders from discovery and requirement interpretation through solution architecture, commercial modelling, and final proposal submission. Designing and pitching differentiated propositions across paid media, programmatic, content, and omnichannel activation, translating complex marketing operations challenges into clear executive and board-level value narratives. Positioning GenAI, automation, and operating model transformation as com…
- Job: Kotak Life Insurance — Channel Marketing Manager - Chennai · 2008-05 – 2010-01 — Channel Marketing Manager - Kotak Life Insurance Roles and Responsibilities • Lead the Channel Marketing team of Chennai region consisting three branches. • Effectively supported sales managers in the region by initiating and facilitating marketing activities, such as advertising, event marketing, tele-marketing and lead generation campaigns. • Has successfully coordinated various insurance product launches and been an integral part of the branding team. • Hold a successful track record of being the “Top Performer” across the country by over the set target within the allotted budget.
- School: University of Hertfordshire — Master's degree, Marketing
- School: Bishop Heber — Bachelor of Commerce (B.Com.), Business/Commerce, General
Skills
Playbooks
All playbooks →No playbooks indexed for this profile yet.
More GTM Engineers
Browse all →- Kumar SubhamDirector, GTM Engineering at DocuSign
DocuSignex-Capgemini
- Rich F.GTM Engineer | Think like an AE, build like RevOps
Diligentex-21M Advisors
- Niraj KhalpadaChief Data Officer @ Lendable.io | Former CDO @ Home Credit India & VP GTM Analytics @ Thomson Reuters | Agentic AI & Governance Specialist | Global CDO 100 | AIM 100 Influential AI Leaders | LBS Alum
Lendable
ex-Thomson Reuters
- Julien LaluetOperator-Investor | GTM Advisor | Backing founders. Building revenue.446rise
ex-Stackmint.ai
