Mumbai: Mindshare, the flagship media agency of GroupM, has appointed Siddharth Sethi as leader- Digital for Mindshare India.

Sethi’s last stint was as director India for Xaxis, GroupM‘s audience buying company.

He is taking over the position which was vacant since Ashok Lalla quit in May 2012. Lalla is now with Infosys as global head- digital marketing.

In his new role, Sethi will be responsible for boosting the agency’s full-service digital offerings geared towards actively pushing adaptive planning, performance and digital analytics to the fore.

Based out of Mumbai, he will report into Mindshare South Asia leader Ravi Rao.

Rao said, “We are very fortunate to have someone with such integrated expertise at the helm of our digital offerings. Siddharth‘s experience of having led Xaxis in India will be another factor in enhancing the overall digital offering as well his entrepreneurial culture will take Mindshare into a league of its own, well within the Original Thinking Framework for all brands. He is technologically savvy, understands the brand space and is performance driven.”

On his move to Mindshare, Sethi said, “I am delighted to be joining an agency with such an impressive digital portfolio. Over recent years Mindshare has really built a strong digital team with some really impressive digital and social media campaigns under its belt. I am really looking forward to building on this reputation.”

Sethi has over 12 years of experience in media management, marketing and product management. He has spent the last seven years focused on helping digital startups create products and revenue streams.