SHAILESH WAINGANKAR
I build the measurement capabilities, governance and cross-functional alignment that help organisations invest more confidently, improve performance and connect marketing with commercial growth.
Nearly 20 years across Standard Chartered, Nielsen and Omnicom.
Relocating to Milton Keynes, UK.
01 / EXPERIENCE AT A GLANCE
12 markets
Built and scaled a global marketing effectiveness capability.
≈£1.17bn cumulative
Informed marketing investment decisions across client and in-house roles, 2020–2026.
70+ MMM studies
Translated measurement insights into actionable investment and optimisation recommendations.
US$2M+ annually
Delivered net-new sales through consultative client engagement at Nielsen.
Selected achievements across roles and programmes. Investment reflects cumulative spend covered by measurement and advisory work, not budgets directly owned. GBP value is an approximate conversion from US$1.57bn at an October 2026 exchange rate.
02 / THE VALUE I BRING
Connecting insight, investment and action.
My experience spans how marketing is planned, how its contribution is measured and how evidence is embedded in business decisions.
Investment Effectiveness
Help leaders understand marketing contribution, evaluate investment trade-offs and identify opportunities to improve allocation.
Marketing Mix Modelling, investment governance, brand and commercial measurement, performance optimisation.
Customer Intelligence
Connect customer value, audience understanding and acquisition outcomes with marketing priorities.
Customer insights, cohort understanding, first-party audience applications and executive decision support.
Capability & Transformation
Build frameworks, reporting routines and cross-functional partnerships that make measurement a repeatable management discipline.
Global standards, market enablement, stakeholder alignment, reporting automation and capability building.
03 / SELECTED WORK
Evidence behind the experience.
01
Building a global marketing effectiveness function
Established and scaled a capability across 12 markets, moving from ad hoc spend reporting to integrated investment governance and commercial impact measurement.
Read case study
02
Using measurement to inform investment allocation
Established an ongoing MMM programme, identifying opportunities to improve marketing effectiveness by approximately 15%.
Read case study
03
Making customer intelligence accessible
Built the Bank’s first Client Insights Dashboard, bringing customer value and profile information together for more than 50 stakeholders.
Read case study
04 / CAREER
Agency strategy. Measurement consulting. In-house transformation.
I bring experience from three sides of the marketing investment decision: shaping strategy, advising on effectiveness and embedding measurement inside a complex organisation.
STANDARD CHARTERED · Singapore | January 2023–Present
Executive Director, Global Head of Marketing Planning & Effectiveness, Wealth & Retail Banking
Established and currently lead the global function across 12 markets, connecting investment governance, customer intelligence and measurement with business priorities.
NIELSEN · Singapore | May 2020–December 2022
Regional Director, Marketing Effectiveness, APAC
Led regional effectiveness consulting, solution development and commercial growth, with P&L accountability and more than US$2M in annual net-new sales.
OMNICOM MEDIA GROUP · Jakarta | August 2016–April 2020
Head of Strategy, OMD & PHD Indonesia
Executive committee member leading integrated media and digital strategy, client consulting, new-business development and strategic talent development. Contributed to double-digit agency revenue growth and led more than 20 new-business wins over four years.
EARLIER EXPERIENCE
A foundation in strategy, insight and growth
Built a foundation in media strategy, consumer insight and commercial growth through roles at MediaCom, Starcom MediaVest Group, Star India and Madison Media, alongside co-founding Momyumm.
Download CV — awaiting upload
[CV PDF LINK TO BE ADDED]
05 / HOW I LEAD
Clear thinking. Shared priorities. Stronger teams.
I bring business, marketing, finance and technical teams together around a shared understanding of the problem and what success looks like. My approach combines analytical rigour, clear communication and constructive challenge, helping teams translate complex evidence into practical decisions.
Align around the decision
Start with the business question, clarify responsibilities and agree how evidence will be used.
Balance consistency with context
Establish common standards while recognising different market priorities and levels of data maturity.
Build lasting capability
Create reusable frameworks, accessible reporting and practical guidance that help teams become more confident and self-sufficient.
06 / AI-ENABLED PRODUCTIVITY
More time for decisions. Less time on manual reporting.
Automated reporting and analytics workflows using Microsoft Copilot, reducing turnaround from several days to a few hours and lowering reliance on external agencies.
A practical example of using AI to improve resource efficiency and free capacity for higher-value work.
07 / ABOUT
Analytical foundations. Commercial perspective.
My background in statistics underpins a career spanning media strategy, regional consulting and financial services. I combine analytical depth with P&L experience and collaborative leadership to help organisations strengthen both decision-making and team capability.
Mini MBA in Marketing, Marketing Week with Mark Ritson, 2021.
Postgraduate Diploma in Applied Statistics, University of Mumbai, 2006–2007.
Bachelor of Science in Statistics, University of Mumbai, 2003–2006.
Outside work, my interests include geometric art, music production and DJing.
08 / CONTACT
Let’s discuss where I can add value.
Relocating to Milton Keynes, UK, and exploring senior leadership opportunities in marketing effectiveness, customer intelligence and analytics.
Download CV — [CV PDF LINK TO BE ADDED]
© 2026 Shailesh Waingankar
Marketing Effectiveness & Customer Intelligence