MAM
Lodestar UM taps Vijayalakshmi Ramesh to drive its strategy function
Mumbai: In a bid to strengthen the strategy function for the Southern market, media agency Lodestar UM has appointed Vijayalakshmi Ramesh as head of strategy – South.
In this new role, Vijayalakshmi will be responsible for enhancing the strategy product for existing and new clients for the South market and will be based out of Lodestar UM’s Bengaluru office.
In her previous role, Vijayalakshmi was associated with Mindshare. Her professional experience includes an analytics role at IMRB, account planning at HTA, Media planning at Mudra & Initiative Media, as well as a stint as a marketing strategist for IBM at GPJ.
“We are delighted to have Viji as an integral part of our strategy function,” said Lodestar UM CEO Nandini Dias. “Bengaluru is home to several established technology-based businesses and our office has shown a robust growth rate across categories in the region over the last couple of years. Bangalore office handles many prestigious businesses like Wipro, Accenture, PhonePe, Ather Energy, Exide Life, Inbisco, etc.”
“The ever-evolving media landscape compounds the challenge,” commented Lodestar UM executive vice president Laya Menon. “Viji’s deep understanding of this entire spectrum will further strengthen our product that’s underpinned by Lodestar UM’s philosophy of Better Science Better Art Better Outcomes.”
During her career of 18 years in media and communications, Vijayalakshmi has worked with both B2C and B2B clients extensively. Her vast area of experience ranges from FMCG, retail, fashion, technology (B2B & B2C), new age services and startups.
“Lodestar has several cutting-edge products & planning tools, and I would endeavor to strengthen our strategic offerings to our clients on the back of those products to drive better business outcomes. I am looking forward to working closely with Laya and the Lodestar UM leadership team in driving this agenda,” said Vijayalakshmi Ramesh about her new role.
MAM
Globale Media elevates Kritika Arora to senior director
The adtech firm bets on integrated brand and performance marketing as its next growth lever
GURUGRAM: Globale Media is not standing still. The Gurugram-based adtech company has promoted Kritika Arora to senior director of brand strategy and performance marketing, signalling a deliberate shift towards full-funnel marketing muscle as it accelerates expansion across global markets and moves into emerging digital ecosystems.
Arora, who has been part of Globale Media’s growth story since joining the firm, built her reputation running high-impact campaigns for leading global brands, combining brand-building instincts with data-driven performance outcomes. Her elevation puts her in charge of integrated brand and performance initiatives, with a mandate to drive strategic growth for clients while sharpening the company’s position as a full-funnel marketing operator.
She is clear about what excites her. “Globale Media’s vision of integrating brand and performance marketing to deliver measurable impact has always inspired me,” Arora said. “I’m excited to take on this expanded role and continue building innovative, data-driven strategies that help our clients scale sustainably. I look forward to working closely with our teams and partners to unlock new growth opportunities.”
Bhavesh Talreja, founder and chief executive of Globale Media, was equally direct about why the promotion matters. “Her strong understanding of both brand and performance ecosystems, coupled with her ability to drive measurable outcomes, makes her a valuable leader at Globale Media,” Talreja said. “Kritika has consistently demonstrated strategic vision and execution excellence, and we are confident that she will play a pivotal role in shaping our next phase of growth and strengthening our position as a global performance marketing powerhouse.”
Founded in 2017, Globale Media has grown into one of the faster-moving adtech companies operating across India, the Asia-Pacific and the Middle East and North Africa. Its business spans ROI-led user acquisition, programmatic advertising, influencer marketing, connected TV and app marketing. The company is building an integrated adtech platform underpinned by artificial intelligence, automation and data intelligence, with a pitch to clients built around transparency and scale.
The timing of Arora’s promotion is not incidental. As brands demand more accountability from their marketing spend and the line between brand and performance continues to blur, Globale Media is making a clear bet: that the firms who can hold both disciplines in one hand will win. Arora is now the person holding them.
