Zee Live, the live entertainment division of Zee Entertainment Enterprises, has appointed Neha Malhotra as Senior Vice President, Marketing. In her new role, Malhotra will lead the division's marketing function, with responsibilities spanning brand development, consumer engagement, strategic partnerships and business growth.
The appointment brings Malhotra to Zee Live with more than 15 years of experience across the media, entertainment and digital marketing sectors. Her professional background includes marketing leadership roles at Zee Music, OneNative Studio and Saregama India.
At Zee Live, Malhotra will oversee marketing strategies for the company's live entertainment business, focusing on strengthening brand visibility, developing audience relationships and supporting the division's expansion plans.
Her responsibilities will also include content-led marketing initiatives and consumer-focused campaigns aimed at connecting entertainment properties with audiences across different markets.
Before taking up the new position, Malhotra was associated with Zee Music, where she led the music marketing function. During her tenure, she was involved in developing and expanding the marketing team, managing campaigns across the label's music portfolio and supporting its positioning in the Indian music market.
Her experience at Zee Music included working on marketing strategies for different categories of music content, with an emphasis on audience engagement and campaign execution.
Malhotra previously served as Partner and Business Head at OneNative Studio, where her responsibilities covered strategic marketing management, business planning and digital marketing solutions.
At the company, she worked on integrated marketing approaches for brands, combining business strategy with digital communication and campaign development.
Earlier in her career, Malhotra worked with Saregama India, where she led pan-India music marketing and audio monetisation initiatives across multiple languages.
Her responsibilities at Saregama included developing marketing strategies, supporting audience growth and overseeing initiatives related to revenue generation from audio content.
The experience across music labels, digital marketing and business strategy forms part of her background as she moves into a broader marketing leadership position within Zee's live entertainment operations.
Malhotra is an alumna of the Welingkar Institute of Management and the Ramrao Adik Institute of Technology.
The appointment comes as Zee Live continues to develop its marketing activities around live entertainment properties, audience engagement and partnerships.
Her new position places her in charge of coordinating marketing priorities across the division, including brand-building initiatives and campaigns intended to support consumer reach.
With experience in music marketing, content promotion and digital strategy, Malhotra will now oversee the marketing function for Zee Live's entertainment business, bringing together brand communication, audience development and commercial marketing responsibilities under her leadership.
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