Sr. Executive - Advertising Operations

Job Description:

Sr. Executive – Advertising Operations

About the Role

We are looking for a hands-on and analytically driven professional to independently manage FirstCry's advertising operations and monetization function.

The role will primarily focus on digital advertising operations, overseeing and enhancing advertising platform integration & operations, programmatic monetization, yield optimization, and revenue performance across FirstCry's digital properties, while liaising with internal stakeholders and external ad-tech partners.

The ideal candidate should have a good understanding of Google Ad Manager (GAM), programmatic advertising, header bidding, SSPs, AdX, digital ad operations, and GA4. The role will involve working closely with internal technology, product, content, and sales teams, as well as external ad-tech partners, to ensure smooth ad delivery and maximize advertising revenue and yield.

Key Responsibilities

Ad Operations & Revenue Optimization

• Manage and optimize advertising inventory across FirstCry's digital properties across India and International markets.
• Monitor daily performance, including impressions, fill rate, eCPM, revenue, viewability, and other key monetization metrics.
• Own and improve key monetization and yield KPIs.
• Identify performance issues and revenue opportunities and drive corrective action.
• Manage direct campaign delivery and performance.
• Monitor ad quality, policy compliance, and invalid traffic, and drive issue resolution.
• Create and maintain regular revenue and performance reports.

Google Ad Manager & Programmatic Monetization

• Manage and optimize ad setups using Google Ad Manager (GAM), WordPress plugins, ad layouts, and related ad technologies.
• Monitor and optimize performance across AdX and other programmatic demand partners.
• Optimize demand, yield, revenue, and floor prices across SSPs, ad networks, and other monetization partners.

Header Bidding & Ad Technology

• Develop a thorough understanding of header bidding and Prebid.
• Coordinate with internal technology teams and external partners on the implementation, troubleshooting, and optimization of ad-tech solutions.
• Evaluate and implement new ad formats, placements, wrappers, video players, and monetization solutions.
• Troubleshoot ad implementation issues and drive timely resolution.

In-house Ad Platform – Integration & Product Operations

• Oversee and manage the day-to-day operations, integration, setup, and enhancement of the advertising platform.
• Liaise with the platform/vendor partner on ongoing maintenance, enhancements, issue resolution, platform support, and operational requirements.
• Work with internal technology, product, and business/sales teams to identify, prioritize, and implement platform enhancements and new features based on business and advertiser requirements.
• Coordinate with the platform partner and internal teams on feature development, testing, releases, and implementation of enhancements.
• Monitor platform performance and proactively identify opportunities to improve usability and business KPIs.

Analysis & Reporting

• Analyze advertising and revenue data to identify trends, opportunities, and potential issues.
• Prepare weekly and monthly performance reports, including annual revenue projections.
• Present insights and recommendations to the team and management.
• Maintain documentation related to ad setups, partners, performance, and operational processes.

Required Skills & Qualifications

• 3+ years of experience in Digital Advertising, Ad Operations, Programmatic Advertising, Publisher Monetization, or a related field.
• Graduate or post-graduate degree with relevant work experience.
• Hands-on experience with Google Ad Manager (GAM).
• Good understanding of programmatic advertising and the digital advertising ecosystem.
• Working knowledge of:
• Google AdX
• Header Bidding
• Prebid
• SSPs and DSPs
• CPM, eCPM, Fill Rate, Match Rate, Viewability, and other advertising metrics
• Experience working with publishers, ad networks, SSPs, or ad-tech companies is preferred.
• Strong analytical skills and proficiency in Excel and reporting tools.
• Ability to troubleshoot issues and coordinate with technical teams and external partners.
• Good communication and stakeholder management skills.

Preferred Skills

• Experience working on a publisher or digital media platform.
• Familiarity with web advertising technologies and concepts such as JavaScript tags, ad tags, and browser-based advertising.
• Exposure to video advertising and video monetization.
• Understanding of Google Analytics or other web analytics platforms.
• Experience working with header bidding wrappers or Prebid-based setups.