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Friday, October 22, 2021

From selling men’s face washes to creating Facebook app monetization products, Kaushik Subramanian

Kaushik Subramanian Left McKinsey to join Facebook partly in 2018 because he always felt “tired and sleep-deprived” at a consulting firm.

After consulting on M&A projects at the intersection of consumer and technology in countries from the US to Indonesia, Kaushik will find himself “on a flight almost every week”. The burnout of “High-Flying Consultant Life” was genuine.

But the priceless lesson they McKinsey Were found in

Understanding how companies make product decisions to help them merge and gain access to ‘WhatsApp’ opportunities in the market, they gained quality insights that have served in their current role at Facebook.

By the end of 2017, a tech recruiter got in touch with London-based Kaushik. Facebook was hiring for core product roles in the UK from engineering to UI / UX.

Kaushik was planning to make a global product from London, “It was when I started to think that I had learned everything McKinsey had to offer.” They contacted me, I had a few calls, and they got the march [2018] Added to

Kaushik, who boosted audience network in Facebook India Forum

In his role as Global Lead, Business PM at Facebook, Kaushik continues to play a key role in building and scaling the audience network – a platform that helps users monetize their app by showing them highly targeted ads. .

He explained,

“Facebook has a large third-party ad business that helps app publishers monetize their businesses by creating personalized experiences for users. The Audience Network product was moving out of California, and I helped build that business in London. “

They say I am learning how to develop and scale a technology business, bringing expertise from my earlier life.



Creating and managing products on Facebook

Over the last two and a half years, Kaushik has accelerated the development of the in-app bidding product of the Audience Network, and has expanded third-party partnerships with leading advertising technology players in the ecosystem.

Bidding helps application publishers conduct real-time auctions between ad networks and select the highest bidder to sell their inventory. This helps them to get better value per perception and maximize their revenue.

In addition, real-time bidding is a far more open and fair process of app monetization than the traditional vertical stacking of ad networks, where developers were offered an average historical price per impression.

EdTech Talk at Facebook F8 Developer Conference
EdTech Talk at Facebook F8 Developer Conference

Kaushik explains, “Historical pricing is an inefficient way to sell advertisements because it does not guarantee the future price for the inventory. We built a real-time bidding system, which is reasonable and fast. Whichever network makes the bid gets the most for delivering ads to users. Developers also get to promote their monetization. ”

Facebook’s in-app bidding product launched in June 2018, and has effectively changed the way ads are distributed to third-party apps.

“The net effect of technology in terms of upliftment of people is amazing. To know that thousands of app developers are making money through the products you create… that is why you go to work every day, ”says Kaushik.

Company data shows that the number of bidding apps has increased 7X, and more than one billion users watch an audience network advertisement per month.

At the World Economic Forum in Davos in 2016
At the World Economic Forum in Davos in 2016

In addition to bidding, Kaushik also oversees a team of product managers who create a suite of offerings within the Facebook audience network.

One of them Monetization manager Is a tool that helps publishers manage their ad placements, track ad performance and achieve maximum revenue through a single window.

From product-market fit to product roadmap and testing to strategies like GTM, Indian Techie has done it all. In fact, in his previous role, Kaushik has sold men’s grooming products in small towns in India.

FMCG to Europe and South Asia His journey to consult Big Tech is fascinating.



Early life and education

Born and raised in a middle-class family in Pune, Kaushik defines his early years as “lack of information”.

“My father was a scientist and my mother was a teacher. After that we had no access to career counseling. Therefore, life choices were restricted due to lack of information. Even the law was not part of our idea, ”he says.

With a keen interest in Tech, he did Computer Engineering at Maharashtra Institute of Technology in Pune. He called himself HTML, WordPress and Yahoo! Also taught! GeoCities (a popular web hosting service from the 90s).

He explains, “I was always interested in new technology and taught myself how to build a basic product catalog. In my final year of college, I did a project on cloud-based SaaS; it was new technology back then.”

Days of MICA (2015-2016)
Days of MICA (2015-2016)

Kaushik later went on to create a “bridge degree” from MICA in Ahmedabad – a place that pulled him “out of the engineering bubble”. However, he “wanted to do more”.

He says, “I used to read a lot of biographies. After reading The Road Ahead by Bill Gates, I wanted to do something that could top me. I realized that most of the successful people were international MBAs, and I wanted to do as well. “

To improve his shot at a foreign B-school, the 20-year-old MICA graduate took a campus offer and joined L’Oreal India in 2010 as a summer trainee.

He was soon ready to market L’Oréal’s men’s grooming brand (Garnier) to North Bengal and Sikkim – an experience that would give the future manager one or two tips on how to run a business and “sell products”. Will teach things

INSEAD graduate in 2016
INSEAD graduate in 2016


FMCG Product Lessions

When Kaushik joined L’Oreal, little did he know that selling men’s face washes in Siliguri (a wholesale center in North Bengal) would come as a culture shock?

He recalls, “I had to sell and distribute for Garnier in Darjeeling, Gangtok and Assam. The locals told me that things move slowly here. There was no digital preparation, no billing system … We worked on an Excel sheet. For FMCG companies, digital means opening a Facebook page. “

In the five years spent at L’Oreal, Kaushik moved from an apprentice to lead, international product manager – Garnier, where he was responsible for product innovation in sub-categories in South Asia.

Garnier Men Team in India
Garnier Men Team in India

He worked in the product pipeline from concept to launch, adding cross-functional teams to build several new brands, and managing P&L for the brand over $ 100 million, increasing it to three digits annually. In short, L’Oréal served as their finishing school for product management.

He says, “It taught me that FMCG was big but without technology. I also learned how a global consumer company thinks about ecommerce. Do they work with Amazon or do they use their own sales channels Make? “

To build his learning at the “intersection of consumer and digital”, Kaushik earned an MBA from INSEAD (in France) – finally realizing his international B-school dreams in 2016.

Sales of men's beauty products in small cities in India taught them some business lessons
Sales of men’s beauty products in small cities in India taught them some business lessons

In the same year, he joined McKinsey in London to consult for global retail, ecommerce and payment companies. Two years later, he joined Facebook.

After McKinsey, says Kaushik, “Take to moving was always an exit plan. There are many similarities between consumer and technology. The difference is that you can experiment daily with a product, ship instantly, and globally.” … unlike a shampoo, which takes a year to go to market. “

“At Tech, with just a few lines of code, you can create value from nothing,” he says.



Tech and the future of his career

Facebook product leaders hope to return to India in a few years to “democratize opportunity” and address information shortages.

He said, “The current wave of edtech, for example, is an opportunity for democratization. With better access to education from Shillong to Kota, India’s information shortage is going away. This is huge for me.”

“My long-term vision is to enable real change in India through providing a successful business and employment, doing something in education or in the public sector. This is the place where there is growth, I don’t think anyone sitting in the valley can solve anything in Indore, ”he said.

Kaushik hopes to return to India and enable real change
Kaushik hopes to return to India and enable real change

Every week, Kaushik spends hours talking to people in startups and the VC ecosystem to understand the future of tech. This is a new trend every year, he says, “Three years ago, it was Big Data, last year it was AI / ML; this year, it’s GPT-3.”

With the dramatic change in consumer behavior in the epidemic, Kaushik believes that the future of technology will be about making online conversations more offline, where users can talk through text and audio.

“There will be an increased application of AI in our day-to-day tasks,” he says. He also expects AR / VR to go mainstream and change customer service and interactions.

The product leader says, “It’s not yet intuitive because there are deployment and infrastructure issues. But there is a lot to be built into the B2B infra space.”

Damini Sharma
Experienced Senior Content Writer with a demonstrated history of working in the information technology and services industry. Skilled in SEO Copywriting, Web Content Writing, Storytelling, Blogging, and Social Media. Strong media and communication professional with a mass communication focused in Journalism from Sjmc davv indore.
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