The person behind the plans.

I’m Hitali Makkar. Eleven years in digital media, the last five leading integrated digital for a premium automotive portfolio at dentsu International.

That seat covered $40M in annual media investment and a 22 to 25 person integrated team spanning strategy, planning, activation, ad operations and analytics. Every channel sat with a specialist. My job was to hold the strategic pen above their craft, not to override it.

The work I am proudest of is a dealer-network turnaround. Qualified leads had fallen 18% year over year despite steady brand investment. The diagnostic pointed at a top-heavy funnel with no mid-funnel consideration architecture and no retargeting tied to configurator behaviour. Rebuilding it full-funnel delivered a 41% brand-search lift, 22% lower cost per lead and 34% more qualified dealer leads over two years.

The hardest part was never the analysis. It was the six-week conversation about moving 22% of brand budget into mid-funnel consideration, a decision that needs trust rather than decks. That trust was built across three years of small consistent decisions before the big one landed.

I came to Canada in 2023, completed an MBA at Thompson Rivers University, and have been building toward a senior seat in Canadian media since. I am authorized to work here and need no sponsorship. Earlier in my career I led across BFSI, FMCG, retail, aviation and healthcare, which is the flex I keep in reserve.

• MBA · Thompson Rivers University, Canada2024 – 2025 · Grade A+
• MBA, Marketing · IILM Graduate School of ManagementDelhi NCR
• BBA, Marketing · S.D. College 

Certifications

• Facebook Blueprint · Media Planning ProfessionalMeta · 2021
• Google Analytics Individual QualificationGoogle
• Google Ads Search CertificationGoogle
• Squared Online · Digital MarketingGoogle