Meet the
Founder.
A media leader who has sat on every side of the table — brand, agency, and platform — before building Goel.
"Every brand I've worked with — as a marketer, an agency lead, or a platform partner — faced the same problem: media spend nobody could fully account for. Goel exists to close that gap."
Nikita built Goel after a decade spent inside the rooms where global media budgets get decided — most recently as Associate Media Director at Procter & Gamble, where she governs cross-channel portfolio across North America and built the Digital Commerce Accelerator Framework that reversed a multi-year share decline and unlocked millions in incremental digital commerce revenue.
Her path runs through IBM in India, Wavemaker (GroupM) in the UAE, Deloitte Digital and Holt Renfrew in Canada, and P&G in both Canada and the US — the same geographies Goel now operates from. At each stop, the pattern repeated: agencies optimized for relationships, not revenue. Goel was built to be the exception — every dollar of media audited like a financial ledger, not reported on a vanity dashboard.