Marketing Analytics Manager · Commercial Analytics Translator · Amsterdam

Turning media data into strategic advantage.

Fifteen years building the measurement infrastructure that connects media investment decisions to commercial outcomes across 20+ markets, most recently at Royal Philips.

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15
Years experience
20+
Markets covered
€100M+
Media portfolio measured
Chaitanya Pappala
Key impact

What I've delivered

€100M+
Media portfolio oversight

Owned the KPI frameworks and governance routines senior leadership relies on for a media investment portfolio spanning 20+ markets, giving CoE leadership a single reliable view of spend efficiency.

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BeforeNo single view of media spend existed across 20+ markets and 8+ platforms. Budget imbalances between markets went unnoticed until it was too late to act on them.
BuiltArchitected a global media investment tracker consolidating spend across 15+ countries and 8+ platforms into one reliable view, used directly by the CoE, business units, markets, and agencies.
Became possibleThe tracker surfaced a market operating under a structurally insufficient media budget, directly triggering a global Media Sufficiency workstream. Global and local teams now plan media investment jointly.
~40%
Reporting reduction

Directed the design and rollout of the PH Performance Dashboard, reducing manual reporting by an estimated 40% (approximately 240 hours per week) across 60 market and global colleagues.

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Before60+ market and global colleagues across 20+ markets each pulled and reconciled their own reporting by hand, with no comparable view across regions.
BuiltDirected the design and rollout of a self-serve performance dashboard, defining the calculation logic and requirements behind it.
Became possibleManual reporting dropped by an estimated 40%, roughly 240 hours per week freed up. For the first time, the global marketing team had a comparable view across regions, surfacing the unequal budget distributions the Media Sufficiency workstream was built to address.
30+
Reports consolidated

Led the delivery of a fully automated QlikSense dashboard consolidating 30+ siloed reports across 8+ channels and 15+ countries into a single view from media investment to revenue and ROAS.

200+
Self-serve adoption

Defined requirements and led delivery of a self-serve analytics chatbot in Microsoft Teams, enabling 200+ colleagues to query campaign performance independently, before conversational AI tools were commercially available.

20+
Markets standardised

Standardised campaign taxonomy frameworks across 20+ markets, preventing the reporting breaks that happen when markets interpret campaign naming differently.

7
Amazon markets

Built the first scenario-based Amazon investment planning tool at Philips across 7 markets, replacing gut-feel decisions with evidence-based planning adopted by senior business leaders.

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BeforeNo structured planning approach existed for Amazon investment at Philips. Decisions on promotional spend, pricing, and conversion levers were made on instinct, with no way to quantify the trade-offs.
BuiltBuilt a scenario-based investment planning tool across 7 markets with adjustable levers for market share, promotional mechanics, conversion rates, and pricing, outputting estimated revenue, IGM%, and ROI.
Became possibleAccount managers had structured data to challenge Amazon in negotiations for the first time. Multiple reported being able to push back with evidence rather than instinct, prompting further investment in analytics infrastructure to sustain that confidence.
Career history

Experience

Royal PhilipsMedia & Data CoE
Amsterdam, Netherlands
Apr 2023 – May 2026
Global Marketing Analytics Lead
Media Measurement KPI Frameworks Data Governance
  • Architected the global media investment tracker across 15+ countries, consolidating spend across 8+ platforms into a single reliable view used by the CoE, business units, markets, and agencies. The tracker surfaced a critical market operating under a structurally insufficient media budget, directly triggering the creation of a Media Sufficiency workstream.
  • Directed the design and rollout of the PH Performance Dashboard for 60+ colleagues across 20+ markets, reducing manual reporting by an estimated 40% (approximately 240 hours per week).
  • Partnered with the global media agency to coordinate roadmap delivery and alignment across 20+ markets.
  • Provided the analytical evidence base for quarterly media review conversations with CoE leadership, translating complex multi-market data into the strategic framing used for investment decisions.
  • Standardised campaign taxonomy frameworks across 20+ markets, reducing downstream data reconciliation and establishing a consistent reporting foundation.
Royal PhilipsDigital Marketing & e-Commerce
Amsterdam, Netherlands
Dec 2019 – Mar 2023
Campaign Performance Data Manager
Campaign Analytics Dashboards KPI Frameworks
  • Led a cross-functional team of up to 10 people, internal colleagues, BI developers, data engineers, and outsourced analysts, across multiple projects.
  • Led the delivery of a fully automated QlikSense dashboard that replaced 30+ siloed Excel reports across 8+ channels and 15+ countries, giving senior leadership a unified data foundation for budget decisions.
  • Defined requirements and led delivery of a self-serve analytics chatbot in Microsoft Teams (2020 to 2021), completed before conversational AI tools were commercially available, enabling 200+ global colleagues to query campaign performance independently.
  • Designed the customer journey KPI framework covering awareness to purchase with channel-relevant metrics at each stage.
Royal PhilipsBrand Activation, Personal Care
Amsterdam, Netherlands
Oct 2016 – Dec 2019
Brand Activation Analyst
Amazon Analytics E-commerce Digital Shelf
  • Before any structured planning approach existed for Amazon at Philips, built the first scenario-based investment planning tool across 7 markets, with adjustable levers covering market share, promotional mechanics, conversion rates, and pricing.
  • Collaborated on the development of Rosetta, a central Amazon analytics database re-categorising product data into Philips taxonomy (ASIN to CTN mapping), supporting the calculation logic and implementation validation. Rosetta was adopted beyond the Personal Care team by other Philips business units without being formally mandated.
  • Originated a proxy-based traffic estimation methodology using index and ranking data, validated as accurate by Amazon counterparts and integrated with BrandView Pro to track share of voice and market share.
  • Built an inventory visibility tool tracking stock on Amazon to flag stockout risks, relied on by marketeers and Amazon account managers.
Infosys BPOPhilips Account
Chennai, India
Jul 2014 – Sep 2016
Process Specialist, Digital Analytics
E-trade Reporting SKU Analytics
  • Maintained and updated Excel-based Amazon reporting (ASIN to CTN mapping, sales and content coverage) across 7 markets, using data from supplier tools including Channelsight and ICECAT.
  • Built ad hoc analyses that became recurring reports, including Promotion Effectiveness reporting tracking promo and coupon code performance across markets.
Avance Consulting(wisestep.com)
Hyderabad, India
Jul 2010 – Jun 2014
Digital Analyst, promoted to Marketing Associate
SEO CRM Analytics A/B Testing
  • Ran SEO audits and keyword strategy to improve organic search visibility for key product terms.
  • Managed CRM email campaigns evolving from cold outreach into newsletters, with A/B testing across subject lines, design, and content.
Capabilities

Skills & expertise

Core Expertise
Marketing Mix Modelling Media Measurement Attribution Modelling Measurement Strategy Data Governance Stakeholder Management Analytics Programme Leadership
Technologies & Tools
Microsoft Excel SQL (working knowledge) Python (working knowledge) Power BI QlikSense Google Analytics 4 Adobe Analytics Media Effectiveness Analysis Campaign Taxonomy Design
Industry Knowledge
FMCG / Consumer Health Global Media Strategy Agency Management Executive Reporting Cross-Functional Leadership
From colleagues

What managers say

“I really enjoyed working with Chaitanya and will recommend him without hesitation. He led analytics across 20+ markets while helping shape how Philips approaches media measurement globally.”
Ivo Roos
Global Marketing Director, Royal Philips
“He stood out as a diligent, curious and smart data analyst, on whom we could rely 100%. His analytics reports were reliable and insight-driven, and his hands-on, can-do mentality was a life saver for our team during high turnover seasons.”
Jules Buijs
Product Owner Analytics, Royal Philips
“What consistently stood out was the level of trust he earned from stakeholders across the business. Chaitanya combines strong analytical rigor with a clear understanding of how insights need to translate into real business decisions.”
Daniel Batista Carvalho
Former manager, Royal Philips
“I consistently appreciated his analytical mindset and determination to solve complex problems. Chaitanya is particularly strong at tackling challenging analytical work, and approaches problems with curiosity and persistence.”
Sipke Overbeeke
Former manager, Royal Philips
Let's connect

Get in touch

Work authorisation: Holds EU long-term residence permit (EU Langdurig Ingezetene). No employer sponsorship required.

Open to senior analytics and media measurement roles in the Netherlands, bringing fifteen years of marketing and commercial analytics experience across 20+ global markets.

@ chaitanya@pappala.net in linkedin.com/in/chaitanya-pappala ⌖ Nieuw-Vennep, Netherlands