Open to senior engagements · London, UK

Rahul Upadhaya

MarTech Business Director · EssenceMediacom, UK

Data, Tech & AI Consulting · Choreograph, EMEA

15 years architecting data-driven marketing technology strategies for global enterprise clients. Trusted advisor to Major UK Telco (BT Group), Coca-Cola, Sports Brand, and Energy Provider · Global — bridging complex AdTech ecosystems to measurable commercial outcomes across EMEA and global markets.

View Engagements
15+
Years Experience
$10B+
Media Spend Assessed
40%
Avg. RFP Saving
30+
Global Markets
Rahul Upadhaya
Rahul Upadhaya
MarTech Business Director · WPP
Data, Tech & AI Consulting · Choreograph, EMEA
AdTech CDP MMP SKAN Privacy Full Stack GCP Automation DCR BI
📍 London, United Kingdom
Core Competencies

What I Bring to the Table

A multidisciplinary skill set spanning strategy, technology, and execution — with deep specialisation in the global AdTech and MarTech ecosystems.

📡
MMP & SDK Deployment
End-to-end MMP consultancy within Flutter environments — AppsFlyer, Kochava, Adjust, and Singular. SKAN implementation and IDFA mitigation planning.
🔒
Privacy-First Measurement
Server-side tracking architectures, ATT strategy, and 3PC deprecation readiness. Future-proofing client measurement in cookieless environments.
🏗️
CDP Implementation
CDP evaluation, RFI/RFP management, and deployment for regulated industries. Deep knowledge of Segment, mParticle, Tealium, and Salesforce 360.
🏦
Data Clean Rooms
Deployed DCR solutions via Snowflake, Habu, InfoSum, and LiveRamp — unlocking first-party data insights for major global advertisers.
📊
RFI / RFP Leadership
Rigorous benchmarking and commercial negotiation across MarTech vendors — consistently delivering 40% reductions on quoted pricing.
🤖
Full Stack Development
React (frontend), Python/Flask (middleware), SQLAlchemy (ORM), GCP Cloud Run — multi-tenant SaaS systems and AI-powered voice/booking automation.
🗺️
Technology Roadmap
Aligning MarTech and AdTech investments to strategic business objectives — prioritising capability gaps and sequencing tool adoption with business use cases.
🎓
Training & Enablement
Structured programmes for planning, local market, and client teams across AdTech tools, analytics platforms, and data literacy — across 30+ EMEA markets.
Selected Work

Enterprise Engagements

Nine live interactive microsites built as client deliverables — each one a fully deployed AdTech or MarTech strategy presentation.

01 / 11
Telco Provider · UK

Mobile Measurement Strategy

£17.3M revenue misattributed — resolved via MMP.

Full MMP evaluation across 100+ RFI criteria and 5-vendor RFP — AppsFlyer winning by 42%. ATT deployment strategy, deep linking implementation, and growth roadmap for a major UK Telco's 9M-user app ecosystem.

MMP / RFPATT StrategyDeep LinkingAppsFlyer
June 2025View project →
02 / 11
Sports Brand × FMCG Brand

Data Clean Rooms & Privacy-First Marketing

76% of digital ad revenue locked in walled gardens.

Strategic DCR assessment — InfoSum vs Habu platform comparison, GDPR compliance architecture, and a cookieless measurement roadmap addressing 3PC deprecation and IDFA collapse.

Data Clean RoomsInfoSumHabuGDPR
March 2022View project →
03 / 11
Energy Retailer

Surge in CRM & Paid Media App Attribution

58% surge in CRM data collection post-deployment.

End-to-end paid media attribution framework — multi-touch attribution, SKAN integration, and cross-channel measurement. 71% revenue increase via paid app campaigns.

Paid MediaAppsFlyerMTASKAN
2022View project →
04 / 11
Energy Provider · Global

AdTech IT Strategy & Assessment

$32M in media spend protected from 3PC deprecation.

Combined IT and business AdTech strategy for Energy Provider · Global's $200M global media operation — first-party data architecture, deprecation readiness, and GCP-based data pipeline recommendations.

AdTech Strategy3PC Deprecation1PDGCP
July 2023View project →
05 / 11
Financial Services Provider · UK

CDP Evaluation & Architecture

32 use cases mapped — Segment scored 7.75 vs 6.40.

CDP vendor evaluation for a major UK banking client — system context and MarTech architecture diagrams, SDK vs SDK-less vs hybrid analysis, FS compliance scoring against 7-day DSR requirements.

CDPSegmentmParticleFS Compliance
2025–2026View project →
06 / 11
MMP Partner · Technical Education

SKAN 4.0 Interactive Demo

SKAdNetwork demystified for engineering teams.

Fully interactive SKAN technical guide — conversion value configuration (0–63), Flutter SDK implementation, AppsFlyer Conversion Studio walkthrough, and live SKAN 4.0 simulation.

SKAdNetworkSKAN 4.0FlutteriOS Privacy
2025–2026View project →
07 / 11
Sports Brand · MMP Partner

Sportswear MMP Strategy

End-to-end MMP evaluation and attribution framework.

Mobile measurement strategy for a global sportswear brand — MMP vendor assessment, multi-touch attribution, SKAN integration, and cross-channel paid media measurement roadmap.

MMPAttributionSKANPaid Media
2022View project →
08 / 11
SaaS Platform

AI-Powered App Development on GCP

Fully automated multi-tenant SaaS — offline, voice, SMS, web & WhatsApp booking.

Full-stack AI SaaS platform built on GCP Cloud Run — multi-tenant architecture serving optician, garage and retail clients. Features voice AI booking, WhatsApp automation, SMS confirmations, website chatbot, reporting dashboards and pipeline management. React frontend · Flask/SQLAlchemy backend · PostgreSQL · Cloud Run.

GCPReactFlaskMulti-TenantVoice AIWhatsAppSaaS
2025–2026View project →
09 / 11
Infrastructure & Security

GCP Security Protocols & Data Governance

Enterprise-grade security architecture on Google Cloud Platform.

Comprehensive GCP security protocol documentation — data encryption at rest and in transit, IAM role-based access control, VPC network isolation, Cloud SQL private connectivity, Secret Manager integration, and GDPR-compliant data handling policies for multi-tenant SaaS deployments.

GCP SecurityIAMGDPREncryptionVPCCloud SQL
2025–2026View project →
10 / 11
Enterprise · MarTech Architecture

Composable CDP Architecture

Modern composable CDP framework — modular, warehouse-native data activation.

Reference architecture for composable CDP design — decoupled data collection, transformation, and activation layers. Covers warehouse-native CDP patterns, reverse ETL, identity resolution, and real-time segmentation across enterprise marketing stacks.

CDPComposableWarehouse-NativeReverse ETLIdentity
2025–2026View project →
11 / 11
Enterprise · Server-Side GTM Reference Guide

Server-Side Google Tag Manager

sGTM architecture demystified — from client-side to server-side tagging.

Comprehensive sGTM reference guide covering server-side tagging architecture, GCP deployment, vendor configurations (Google Ads, Meta CAPI, TikTok, Amazon DSP), Consent Mode v2, OneTrust integration, and e-commerce event mapping across 8 ad platforms.

sGTMServer-SideConsent Mode v2Meta CAPIGCP
2025–2026View project →
Career History

15 Years of Progression

From campaign delivery to enterprise strategy — a track record built across WPP, global brands, and independent ventures.

Jan 2024 – Present
EssenceMediacom, UK
MarTech Business Director
  • Digital transformation for Major UK Telco — GCP, GMP, GA4, omni-channel attribution
  • MMP SDK deployment consultancy within Flutter environments (AppsFlyer)
  • Led WPP Open as agentic marketing platform for a major UK Telco across media, data & creative
  • UK Bank CDP evaluation (Segment vs mParticle); SKAN education microsites
Jul 2023 – Dec 2023
Mediacom International
Business Director, Marketing Technology – Global Energy Provider
  • I.T. Strategy — aligned global marketing technology roadmap to enterprise IT architecture
  • Global cookieless strategy — led deprecation readiness across 30+ markets
  • Data Clean Rooms — Snowflake, Habu, and InfoSum activation for first-party data insights
  • MMP Global Rollout — mobile measurement programme across key international markets
  • Adobe MarTech Stack Optimisation — Adobe Analytics, Launch, and Audience Manager deployment
Jan 2022 – Jun 2023
Mediacom Worldwide (WPP)
Associate Director, Ad Tech – Global Data Solutions
  • Built and led the Ad Tech consultancy practice for Coca-Cola, Sports Brand, and Energy Provider · Global
  • Mobile Marketing Maturity frameworks — install tracking to LTV modelling
  • Data Clean Room activations: Snowflake, Habu, InfoSum, LiveRamp
  • Authored white papers and POVs on SKAN, server-side tracking, and CDP adoption
Aug 2019 – Dec 2021
Mediacom, London
Global & EMEA Ad Ops Manager — Sports Brand
  • Primary technical expert for a global sports brand globally across all channels and markets
  • Owned global digital tech stack processes and taxonomy across 30+ markets
  • Adobe Marketing Cloud and Salesforce MC deployments; Google Ads Data Hub DCR
  • Managed two senior executives and a five-person offshore team
Jan 2014 – Aug 2019
Mediacom MENA, Dubai
AdOps Manager (Acting Head of Ad Operations)
  • 58% surge in CRM data collection via Kochava deployment in Adobe architecture
  • 71% revenue increase via paid app campaigns
  • Dubai Lynx 2015 Gold — Best Use of Screens & Audio
  • Clients: Luxury Brand, FMCG Brand, PSA, Sports Brand, Reebok, AIG + Saudi Arabia / GCC markets
Jul 2012 – Dec 2013
Ikoo, Jabbar Internet Group
Campaign Manager Lead – Online Media (GCC)
Multi-regional campaign delivery across North America, EMEA, and APAC. SME on Firefly Video, Vizu, and Brandshield product launches. Trained seven-person offshore team in India.
Technical Skills

Tech Stack

Hands-on proficiency across the full AdTech, MarTech, and development ecosystem.

Ad Serving & Analytics
CM 360, Atlas, Adform, SizmekExpert
GA4, GA 360, Adobe AnalyticsExpert
GTM, Adobe Launch, TealiumInter
MMP & Mobile Attribution
AppsFlyerExpert
Kochava, Adjust, SingularExpert
SKAdNetwork (SKAN 4.0)Expert
CDP & MarTech
Segment, mParticleInter
Tealium, Adobe AEMInter
Salesforce Marketing CloudInter
Data Clean Rooms
InfoSum, HabuInter
Snowflake, BigQueryInter
LiveRampInter
Full Stack Development
React / Vite (Frontend)Expert
Python / Flask (API)Expert
SQLAlchemy / PostgreSQLExpert
Cloud & Biddable
GCP: Cloud Run, Cloud SQLInter
DV360, Facebook BM, TikTokInter
Wrike, SOW, Resource PlanningInter
Development Expertise

Built, Not Just Advised

Beyond strategy — hands-on full stack capability to design, build, and ship production systems.

⚛️
React
Frontend

Component-based UIs with Vite, hooks, and state management. Built multi-tenant SaaS dashboards, TCard Kanban boards, scheduling modules, and interactive microsites — all production-deployed on GCP Cloud Run.

React 18 Vite Hooks Tailwind
🐍
Python
Middleware & API

Flask REST APIs with JWT auth, multi-tenant routing, and CORS handling. Powers the middleware layer of AI Fix Pro's SaaS platform — connecting React frontends to PostgreSQL via SQLAlchemy with full GCP Cloud Run deployment.

Python 3 Flask JWT Auth REST APIs
🗄️
SQLAlchemy
Database ORM

ORM-based data modelling on PostgreSQL with multi-tenant per-schema isolation, row-level security, and connection pool management on GCP Cloud SQL. Handles all job, booking, and analytics data for the SaaS platform.

SQLAlchemy PostgreSQL Multi-Tenant GCP Cloud SQL
Recognition & Credentials

Awards & Certifications

🥇
Dubai Lynx 2015 Gold
Best Use of Screens & Audio — campaign excellence across MENA markets.
🥉
Dubai Lynx 2015 Bronze
Consumer Products Category — integrated digital campaign execution.
🥈
Digital MENA Silver 2017
Best Integrated Digital Campaign — cross-channel strategy and delivery.
📜
GMP Certified
CM 360, DV 360, SA 360 — Google Marketing Platform suite, Advanced level.
🏅
Google & Meta Certified
GA4 Basic & Advanced, Google Tag Manager, Google Tech Infrastructure, Facebook Blueprint.
🎓
B.Eng. Information Technology
D.R. A.P.J. Abdul Kalam Technical University, Lucknow, India.