London, UK · Global Talent Visa

Chintan
Soni

AI Evangelist · MarTech Architect · Digital Strategist

I translate digital complexity into boardroom clarity. 20+ years architecting performance, programmatic & AI-driven growth — now building the next wave of agentic marketing intelligence.

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Chintan Soni

Hands-on Paid Media & Programmatic

Brands Served

McDonald'sDominosAbbottMaricoGodrejAsian PaintsIndira IVF

Proof of Work

Case Studies

Real outcomes from real campaigns. Each case study represents a complex challenge solved with precision data, smart technology, and strategic thinking.

McDonald's India · mcdelivery.co.in

McDonald's drove 2X growth in delivery orders using granular Ads Data Hub insights

McDonald's India wanted to gauge the effectiveness of their marketing investment by analysing the impact of each impression on driving more delivery orders. Bespoke view-attribution and exposure-path analysis was deployed to unlock key signals for the brand.

Approach

Leveraged Ads Data Hub & CM360 to analyse 7M+ users exposed to ads at granular level
Segregated audiences into effective frequencies and time-band exposures
Exposure path-analysis to identify creative combinations driving highest conversions
Multi-touch attribution across video platforms to identify optimal media mix

Order Rate Growth

5–8

Optimal Exposure Frequency

"The depth ADH and CM360 offer is unmatched. Evolving attribution science with new tools is key to getting elevated, actionable insights." — Arvind RP, Director Marketing Digital, McDonald's India

Raymond India · Madison Media · tSync (Proprietary)

Raymond maintained 80–97% Google Search SOV during high-decibel offline bursts using Madison's tSync

During major campaign bursts (TV + Print + Radio), Raymond's Brand Search Queries spiked — but Search budgets were running equal-spread across the day, causing complete budget exhaustion within 4–5 hours and SOV collapsing to 20% for the rest of the day. Competitors then captured the demand Raymond's own media spend had created.

Approach

Built tSync — a proprietary tool that reads the offline media schedule in real time and automatically adjusts Google Search bid strategy to match burst windows
Identified high-BSQ periods triggered by GRP-heavy TV spots and front-loaded search budgets to those windows
Implemented automated bid multipliers that activated 15 minutes before each offline burst, preventing SOV leakage to competitor keywords

80–97%

SOV During Burst Windows (vs 20% without)

93%

Click-to-Visit Ratio (vs 69% without tSync)

"Syncing offline media schedules with search bidding in real time — the kind of integration that prevents brand-funded demand from leaking to competitors." — Chintan Soni, Built tSync at Madison Media · GEP Campaign, Raymond India

Client Portfolio

Brands I've Worked With

Across categories, budgets, and growth stages — from challenger D2C to listed conglomerates.

D2C & Consumer

7 brands

Kaya.in

Raymond

Liebherr

Abbott

Blue Star

Bajaj Electricals

True Elements

FMCG & Retail

4 brands

Marico

Godrej

Pidilite

Asian Paints

Real Estate

3 brands

Godrej Properties

L&T Realty

Lodha

QSR & Food

3 brands

McDonald's

Domino's

Licious

Healthcare

2 brands

Indira IVF

Zydus Healthcare

20+

Brands across 5 categories

Industry verticals

₹100Cr+

Media managed across portfolio

D2C challengers to listed FMCG giants — full-funnel performance to brand equity measurement across every engagement.

Expertise Map

Where I Add the Most Value

AI Agent Building & GTM

mFunnel.aiLLM Pipelines

Programmatic & AdTech

DV360CM360DMP/CDP

Data & Attribution

BigQueryADHTV→Digital

Performance Marketing

SearchSocialPaid Media

C-Suite Advisory

Board DecksP&L Ownership

CRO & Experimentation

A/B / MVTMS Clarity

Paid Media Platforms

Google AdsMeta AdsTikTok AdsLinkedIn AdsDV360CM360

Data & Analytics

BigQueryGoogle ADHGA4GTM / SGTMLooker StudioGCloud

CRM & MarTech

SalesforceZoho CRMCAPI / ECLAppsFlyerFirebaseKochava

CRO & Dev

MS ClarityHotJarHTML/CSSPHP/MySQL

Language of Performance

Metrics I Live
& Breathe

Whether it's a D2C brand chasing CAC efficiency or a legacy FMCG building salience — I speak the full measurement stack, from bottom-funnel returns to long-run brand equity.

⚡

Performance Metrics

Efficiency · Returns · Acquisition · Revenue

CACCustomer Acquisition Cost

RoASReturn on Ad Spend

CM1Contribution Margin 1

CM2Contribution Margin 2

LTVLifetime Value

CPLCost per Lead

CPQLCost per Qualified Lead

CPVCost per View

AcOSAdvertising Cost of Sale

SOVShare of Voice

🧠

Brand Building Metrics

Awareness · Salience · Consideration · Equity

R&FReach & Frequency

Eff. Freq.Effective Frequency

TOMATop of Mind Awareness

Spont. Aware.Spontaneous Awareness

Ad RecallAd Recall Lift

Awareness ScoreBrand Awareness Score

Consid. ScoreConsideration Score

PI ScorePurchase Intent Score

CPUCost per Uplifted User

Career Arc

Where I've Created Impact

Oct 2022 – Present

mFunnel.ai

Founder & Chief Operating Officer

Architected end-to-end GTM for an Agentic AI Marketing platform targeting SMBs
23% uplift in 60-day retention through rigorous multivariate testing
LLM-driven discovery and automated lead qualification pipelines
Shaped AI-first brand positioning: trust, integrity, performance

AI / LLMGTM StrategyProduct-Led Growth+23% 60-Day Retention

Sep 2013 – Sep 2025 · 12 Years

Madison Communications

Vice President — Performance & Programmatic

Personally accountable for £80M+ annual paid media investment across Search, Social & Programmatic
Scaled agency digital spends 118% YoY using TV+ strategy and 1P data infrastructure
Increased profitability 43% YoY through workflow automation and process redesign
Led cross-functional teams of 120+ across performance, analytics, creative and programmatic
Designed advanced attribution frameworks (BigQuery, ADH, GCloud)

£80M+ Budget118% YoY Growth43% Profitability Uplift120+ Team

Earlier Roles

Pixel4 · Ticketvala · EHG

Group Head & Online Marketing Leadership

Pixel4 Media: Scaled revenue from $7K → $260K/month; traffic from 40K → 1.5M users
Ticketvala: Tripled sales while reducing CPA by 65%
Everyday Health Group: Delivered 300% YoY revenue growth

37× Revenue Growth3× Sales300% YoY

mFunnel.ai · AI Evangelist

Building Agentic Marketing Intelligence

Purpose-built AI agents that automate and optimise every layer of the marketing stack — from media buying to lead qualification.

🔮

PRISM — Agency Intelligence Platform

Insights powered by data across consumer, category, competition and content — a single command centre for agency-wide strategic intelligence.

Agency Intelligence

Prototype Live

View Prototype ↗

📺

CTVX — Connected TV Planning

Planning tool for CTV at micro-markets level, connected across YouTube and OTTs — precision reach where your audience actually watches.

CTV · Planning

Coming Soon

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AdIntelligence — Competitive Ad Insights

Stop guessing what your next best ad could be. Leverage live insights from competitor ads across Google, Meta and LinkedIn Ad Libraries to generate your next winning creative.

Creative AI · Ad Library

Prototype Live

View Prototype ↗

💎

NegIQ — Stop Paying Twice

NegIQ finds keywords where you already rank #1 organically and calculates exactly how much you're wasting on paid search for the same traffic. Every pound saved is margin returned.

SEM · SEO

Prototype Live

View Prototype ↗

📊

Media Planning Agent

Autonomous cross-screen planning synthesising first-party data and market signals into optimised channel strategies — across digital, CTV, OOH and beyond.

Planning

Coming Soon

🤖

Lead Qualification Agent

Voice and conversational bots that qualify, score, and route leads in real-time — replacing costly SDR workflows with intelligent automation that never sleeps.

VoiceBot · LLM

Coming Soon

Engagement Fit

Is This the Right Engagement?

Good advisors qualify engagements as carefully as clients choose them. Paste your brief or role description and get an honest, AI-powered assessment — including when I'm not the right fit.

✓Strong fit: Performance marketing overhaul, programmatic strategy, AI agent roadmap, MarTech architecture, attribution framework, D2C growth

✗Weaker fit: Deep software engineering, early-stage fundraising, pure creative direction, legal/regulatory compliance

Paste your brief for an instant honest assessment

ChintanSoni

Case Studies

Brands I've Worked With

Where I Add the Most Value

Metrics I Live& Breathe

Where I've Created Impact

Recognition & Influence

Building Agentic Marketing Intelligence

Is This the Right Engagement?

Chintan
Soni

Metrics I Live
& Breathe