MAM
Sushma Jhaveri new MediaEdge national planning head
MUMBAI: Media planning and buying agency Media Edge has appointed Sushma Jhaveri as National Planning Head. Jhaveri’s appointment is part of an overall restructuring at Media Edge. She will be based out of Mumbai.
Says Media Edge president Anupriya Acharya, “We have created this new position as a move to significantly enhance focus on our strategic media product. Sushma’s rich experience across a plethora of clients and categories makes her the ideal person to head the agency’s planning function. Her expertise at handling communication tools will be well exploited in her current role where she will be working with the proprietary Medialab and other tools to get the best business solutions for our clients.”
Jhaveri’s last assignment was at Synovate as the business head on Media Research. Her prior assignments have been with leading agencies like Group M, Mindshare Fulcrum, Carat India, and Contract. In Group M she was part of the Consumer Connect Group (CCG) and worked on clients like ICICI group, Star Network, Castrol, Blow Plast, Britannia, Kodak, Disney. Prior to this, she had a long stint in Fulcrum on the HLL business where she handled some of their key categories including Oral Care, Fabric Wash, Deodorants and Home care.
“Mediaedge has some very powerful tools that give exciting solutions for brand communications. With the company poised for aggressive growth, it makes the new assignment even more challenging and exciting,” says Jhaveri.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
