Nikhil researches the evolution of performance marketing, including retail media, paid and organic search, TV, and creative. He helps clients master various channels. Nikhil’s passion for apprehending what “performance” means, now that nearly every channel parades as “performance” and contends with data deprecation, comes from his empathy for performance marketers. He was a performance marketer at GE and then evangelized cross-channel video advertising and creative testing for performance marketers. Nikhil earned a BA from Wesleyan University and an MSc from The London School of Economics.