CtrlShift CEO Deepika Nikhilender heads to Xaxis

Xaxis has appointed Deepika Nikhilender as APAC senior vice president. Nikhilender will be steering the Xaxis APAC’s product, supply, programmatic trading, ad operations, and marketing science practices across the region.

Prior to joining Xaxis, Nikhilender was the CEO of CtrlShift, an independent global audience solutions company, applying her experience to product innovation and solutions for clients in the data-driven marketing arena. Nikhilender is also a returning talent to GroupM as she was one of the founding members of the then newly-created Mindshare in the region. She headed the Singapore office and went on to lead the business planning and product domain in APAC for Mindshare.

Over the last 20 years, Nikhilender  has gained experience across the Asia Pacific region in the marketing and communications domain, working across multiple categories and more than 100 brands. She is seen as a maven and veteran in the media industry in the APAC region, and has garnered deep knowledge of the Asia Pacific markets, consumer culture and its diverse market environments.

“Nikhilender’s addition to the Xaxis APAC leadership team is timely as we continue to establish our outcome media leadership position and enable the right products alongside aggressive and ambitious plans of growth. Her ability to understand client needs and to adapt these to outcome-driven products that deliver clients measurable value will be crucial,” said Arshan Saha, Xaxis APAC president.

Nikhilender said: “I’m tremendously excited to return to the GroupM family and be part of one of the most dynamic and strategic areas of growth. I’m especially looking forward to building solutions for clients to achieve their desired outcomes whilst navigating this complex digital ecosystem in the diversity of Asia.”


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