Make Retail & Commerce Media
Drive Measurable Growth

Resonant helps consumer brands audit their stack, activate and optimize campaigns, personalize customer journeys, and prove incremental impact.

The Problem

Commerce Media Is Growing. Clarity Isn’t.

Most ambitious brands don’t have a technology problem. They have an alignment problem.

Their AdTech, MarTech and creative all work - just not together. When story and system drift apart, data leaks, dashboards lose truth, and performance stalls.

Resonant fixes that alignment.

We align your marketing story, data systems, and execution into one connected growth engine - so performance stops stalling and revenue starts moving.

We work with a small number of SaaS, AdTech and MarTech brands at a time, going deep rather than wide across APAC, India and the US.

What We Do

We don't sell tools. We don't run campaigns for commission. We engineer marketing alignment — making sure your agency, your technology and your media all point in the same direction. We work in two ways.

Stack Audits

Understand whether your media, data, technology, and measurement systems are helping or limiting growth.

We assess:

  • Retail and commerce-media platforms

  • AdTech and MarTech architecture

  • Audience and first-party data use

  • CRM, CDP, and personalization workflows

  • Tracking, attribution, and measurement

  • Agency and vendor responsibilities

Outcome: A prioritized roadmap showing what to fix, improve, consolidate, or stop.

Personalization

Use customer signals to make campaigns and journeys more relevant.

We help brands develop:

  • Audience and segmentation strategies

  • Personalized campaign journeys

  • CRM and commerce-media activation

  • Trigger-based messaging and automation

  • AI-assisted content and decision workflows

  • Testing and experimentation plans

Outcome: More relevant customer experiences that improve conversion and retention.

Campaign Activation & Optimization

Turn strategy into campaigns that work across the commerce journey.

Support includes:

  • Retail-media campaign planning and activation

  • Marketplace and programmatic audience deployment

  • CTV and premium-video activation

  • Cross-channel budget and audience strategy

  • Campaign troubleshooting and optimization

  • Agency and platform coordination

Outcome: Better-connected campaigns, clearer decisions, and improved media efficiency.

Incrementality & Measurement

Move beyond platform-reported ROAS to understand what marketing actually changed.

We help teams:

  • Define meaningful business and campaign KPIs

  • Review attribution and measurement gaps

  • Design incrementality tests

  • Connect media exposure with commercial outcomes

  • Build practical reporting frameworks

  • Improve agency and platform accountability

Outcome: Greater confidence in where marketing is creating real growth.

Choose a focused diagnostic, an implementation sprint, or ongoing senior support based on where your commerce-media program needs help.

Clear Ways to Work With Resonant

  • A focused assessment for brands that need an independent view of their current activity.

    Best for: CMOs and media leaders concerned about fragmentation, performance, or accountability.

    Includes:

    • Leadership and stakeholder interviews

    • Campaign, platform, and measurement review

    • Identification of performance gaps

    • Prioritized recommendations

    • Executive findings session

    Duration: 2 weeks

    Outcome: Immediate clarity on the most important opportunities and problems.

  • A deeper examination of how media, data, technology, agencies, and measurement work together.

    Best for: Brands preparing to scale commerce-media investment or reconsider their operating model.

    Includes:

    • AdTech and MarTech stack assessment

    • Retail-media and marketplace review

    • Audience, data, and personalization audit

    • Measurement and incrementality framework

    • Partner and workflow evaluation

    • 90-day implementation roadmap

    Duration: 4–6 weeks

    Outcome: A practical blueprint for improving performance and operational efficiency.

  • Hands-on support to improve a priority campaign, launch, or customer journey.

    Best for: Brands that need results from a defined commercial opportunity.

    Includes:

    • Campaign and audience strategy

    • Channel and platform planning

    • Activation support

    • Personalization and testing

    • Measurement design

    • Weekly optimization reviews

    Duration: 6–8 weeks

    Outcome: A live, measurable improvement initiative rather than another strategy presentation.

  • Item Senior strategic and operational leadership without a full-time hire.

    Best for: Brands navigating multiple platforms, agencies, markets, or transformation initiatives.

    Support may include:

    • Commerce-media strategy and governance

    • Agency and vendor leadership

    • Campaign and investment oversight

    • Capability development

    • Executive decision support

    • Implementation orchestration

    Duration: 3–6 months

    Outcome: Stronger decisions, coordinated execution, and internal capability.

Selected Credentials

What Makes Us Different

  • Strategy Connected to Execution - We move beyond recommendations, helping teams activate, optimize, and implement what matters.

  • Independent, Senior Guidance - Our recommendations are not shaped by media commissions, platform quotas, or preferred technology partnerships.

  • The Whole Commerce Journey - We connect retail media, marketplaces, programmatic, CTV, CRM, personalization, and measurement rather than optimizing each in isolation.

  • Measurement Beyond Reported ROAS - We help brands distinguish attributed results from genuinely incremental business growth.

  • Flexible Specialist Support - When implementation requires additional expertise, Resonant brings in vetted specialists while retaining senior strategic oversight.

Global Strategy.
Bangalore-Built Execution.

Commerce-media challenges are global. The right solutions require senior strategic judgment, specialist execution, and the ability to move quickly.

Resonant combines global marketing and AdTech leadership across the U.S., APAC, India, and the Middle East with access to Bangalore’s deep ecosystem of media, data, technology, analytics, and AI talent.a

This allows us to:

  • Apply global standards with local market understanding

  • Build specialist teams around each engagement

  • Move from strategy into practical implementation

  • Prototype, test, and optimize solutions efficiently

  • Deliver enterprise-quality work without traditional agency overhead

Whether you are improving retail-media performance, connecting fragmented platforms, personalizing customer journeys, or strengthening measurement, Resonant provides senior leadership with flexible execution capability.

Ramakrishnan Raja, Principal, Resonant speaking at the Asian American Advertising Federation

Why Clients Choose Resonant

Senior Judgment. Practical Execution.

Resonant works between traditional consulting and agency execution.

  • Independent: Recommendations are not influenced by media commissions or platform sales.

  • Hands-on: We help implement and optimize, not simply diagnose.

  • Cross-functional: Media, data, technology, personalization, and measurement are considered together.

  • Flexible: Specialist capabilities can be brought into an engagement when implementation requires them.

  • Outcome-focused: The goal is measurable commercial progress, not additional complexity.

Led by Ramakrishnan Raja

Ramakrishnan Raja, Principal, Resonant speaking at the MarTech Summit, Bangkok

Ramakrishnan (Ram) Raja is a retail and commerce-media strategist with more than 25 years of experience across the United States, India, Southeast Asia, and the Middle East.

He has led marketing and digital transformation for organizations including Coca-Cola, Microsoft, Disney, Sanofi, and EXPO 2020. He also launched IPG Mediabrands’ AdTech capability in Southeast Asia and has built and optimized growth systems across media, CRM, data, technology, and customer experience.

Through Resonant, Ram helps consumer brands improve commerce-media performance by combining senior strategic thinking with practical activation, personalization, optimization, and measurement.

Industry Voice & Recognition

Ramakrishnan Raja featured in Campaign Asia Magazine
A collage of seven diverse professional headshots of women and men in business attire, set against blurred backgrounds.
Ramakrishnan Raja moderating a sessions at the Data Demystified Summit in Bangkok, Thailand

Find Out What Is Really Driving Growth

If your commerce-media activity is fragmented, difficult to measure, or failing to produce its full value, Resonant can help identify the problem and turn the findings into action.

CTA: Book a 30-Minute Commerce Media Review

This gives Resonant one clear commercial journey:

Health Check → Audit → Growth Sprint → Fractional Engagement

It is specific enough to buy, while leaving room for your broader AdTech, CTV, MarTech, AI, and leadership expertise.