Devansh Solanki, media planning & buying. I turn a brief into a channel-mapped, forecasted plan, then reconcile it against real spend every week.
I plan campaigns like a strategist, measure them like an analyst, and pitch them like a storyteller.
Marketing grad from Seneca Polytechnic, with hands-on experience across media planning, paid channel strategy, and campaign execution, grounded in Harvard Business School case studies and real platform fluency across Google Ads, Meta, Pinterest, and Amazon.
Before marketing, I trained in mechanical engineering. The first-principles habit of modelling, testing, and stress-checking a system before trusting it now shows up in how I build a media plan before a dollar gets spent. A second postgraduate diploma in Supply Chain & Logistics sharpens the same muscle: allocation, timing, flow: the problems a media plan solves for attention instead of freight.
Pick a plan.
Open the math.
FW26 integrated media plan: $1.5M across 9 paid channels over 116 days, split 40/30/30 across upper, mid, and lower funnel.
"Summer Product Launch 2026": a $25K always-on digital plan across 6 channels (Search, Meta, YouTube, Programmatic) built in Excel, with the full budget, forecast, and agency-fee model working underneath. Open the sheet yourself.
Halloween 2026: a CAD $2.0M national plan across TV/CTV, OOH, paid social, and retail media, flighted against the ten weeks that actually sell candy. Sourced cost benchmarks, reach and frequency, share of voice, and a three-scenario sales model.
Hypothetical portfolio exercise. Not a client plan and not affiliated with Mars Wrigley.
"What The Football," FIFA Women's World Cup 2023. A 4C's-framework read on Nike's athlete-first push across TV, digital, and social.
Navigating a celebrity lifestyle brand into a regulated, stigmatised cannabis market, through PESTLE, VRIO, and 6 Forces.
Closing ASICS's lifestyle-footwear and digital-engagement gap vs Nike and Adidas, with product rebalancing and a digital flywheel plan.
| Line item | Source | Value |
|---|---|---|
| Total media planned | 01.1Roots Canada FW26 | $1.5M |
| Projected revenue, base case | 01.1Roots Canada FW26 | $6.22M |
| BFCM week alone | 01.1Roots Canada FW26 | $2.25M |
| Total media budget | 01.2Rove Concepts, Summer 2026 | $25.0K |
| Total payable incl. fees + VAT | 01.2Rove Concepts, Summer 2026 | $27.6K |
| Forecasted leads, blended | 01.2Rove Concepts, Summer 2026 | 1,350 |
| Blended cost per lead | 01.2Rove Concepts, Summer 2026 | $18.52 |
| Total working media budget (CAD) | 01.3M&M's Canada, Halloween 2026 | $2.0M |
| Halloween week alone | 01.3M&M's Canada, Halloween 2026 | $420K |
| Planned impressions | 01.3M&M's Canada, Halloween 2026 | 157.5M |
| Net reach, adults 18 to 54, base case | 01.3M&M's Canada, Halloween 2026 | 74% |
| Spend share of voice | 01.3M&M's Canada, Halloween 2026 | 21% |
| Incremental retail sales, base case (modelled) | 01.3M&M's Canada, Halloween 2026 | $2.67M |
| Nike women's segment revenue | CH.02Nike Football, 2024 | $8.58B |
| Campaign digital reach | CH.02Nike Football | 370M+ |
| Football product sales lift | CH.02Nike Football | +21% |
| U.S. cannabis market size | CH.03Martha Stewart × Canopy | $439M |
| ASICS revenue | CH.04ASICS 2024 | $4.2B |
8 certs.
The whole stack.
Certified on the platforms the plans actually run on, from programmatic to retail media.
Programmatic buying in Google's DSP: campaign and insertion order setup, audience and inventory targeting, bid strategy, brand safety, and measurement.
View credential ↗Pinterest advertising strategy, campaign planning, audience targeting, and media planning best practices for brand and performance campaigns.
View on Credly ↗Planning and structuring Amazon Ads campaigns across Sponsored Products, Sponsored Brands, and DSP fundamentals for retail media strategy.
View credential ↗Meta advertising fundamentals across Ads Manager, audience building, creative strategy, and campaign measurement on Facebook and Instagram.
Verify credential ↗8-course program: digital marketing, SEO, SEM, email marketing, e-commerce, analytics, and customer acquisition. Completed May 2026.
Verify credential ↗Building and optimising Google Search campaigns: keyword strategy, bidding, quality score, and performance measurement.
View credential ↗Customer acquisition, audience engagement, content promotion, campaign optimisation, and marketing performance measurement.
View credential ↗Data-driven performance measurement, attribution models, and campaign optimisation based on real metrics and analytics tools.
View credential ↗Open to media planning and media roles, full-time, and taking on freelance media plan and campaign management projects. Toronto-based, remote-friendly.
A self-initiated $1.5M integrated media plan for Roots Canada's Fall/Winter 2026 campaign, repositioning the brand with 18 to 34 Urban Nostalgics while protecting the loyal 35 to 55 Heritage Loyalists base. 9 paid channels, 116 days (Sept 1 to Dec 24).
An always-on digital media plan built for Rove Concepts' Summer Product Launch 2026 (Sept 1 to Nov 30). $25,000 in media spend across six channels, modelled channel-by-channel down to CPC, CPM, CPV, click-to-lead rate, and cost per lead, with agency fee and VAT rolled into a total-payable figure. DSPs: DV360 and The Trade Desk. Client POC: Jordan Reyes.
A CAD $2.0M national working-media plan for English and French Canada, built around the ten weeks that sell Halloween candy (31 Aug to 8 Nov 2026). Four channels, one job each: TV/CTV builds reach, OOH sits on the route to the grocery store, paid social carries costume and party culture, and retail media closes at the basket. Every cost benchmark is sourced, converted at the live USD/CAD rate, and adjusted for Canadian pricing, so every downstream number traces back to one assumptions tab.
| Metric | Downside | Base | Upside |
|---|---|---|---|
| Net reach, A18 to 54 | 68% | 74% | 80% |
| Total GRPs | 755 | 820 | 886 |
| Impression share of voice | 19% | 20% | 22% |
| Incremental retail sales | $0.82M | $2.67M | $5.65M |
| ROAS, retail sales basis | 0.41× | 1.34× | 2.82× |
Sales impact applies a published short-term advertising elasticity (0.05, 0.12, 0.20) to the change in media weight versus prior year. Net-revenue ROI lands below 1.0× in the downside and base cases, and the model says so plainly: short-term elasticity ignores long-term brand effect and next-season carryover, so it reads as a floor, not a verdict.
Hypothetical portfolio exercise. Not a client plan and not affiliated with Mars Wrigley. Media cost benchmarks are real and sourced in the workbook; brand-level figures (baseline sales, prior-year spend, category spend) are illustrative and labelled as assumptions.
Download the working .xlsxFull campaign analysis of Nike's women's football push starring 11 elite athletes across TV, digital, and social. Applying the 4C's framework to dissect clarity, consistency, credibility, and competitiveness.
Strategic analysis of the joint venture between Martha Stewart Living Omnimedia and Canopy Growth, examining how a lifestyle celebrity brand navigates a regulated, stigmatised industry through PESTLE, VRIO, and 6 Forces frameworks.
Full strategic assessment of ASICS addressing their competitive gap in lifestyle footwear and digital community engagement. ASICS holds $4.2B revenue but lags Nike and Adidas in lifestyle and digital segments driving industry growth.