Neha Malhotra joins Zee Live as senior vice president of marketing

Neha Malhotra has traded the studio for the stage. After building the marketing machine at Zee Music, the marketer takes charge as senior vice president, marketing, for the live business at Zee Live. With more than 15 years across media, entertainment and digital marketing, she arrives with a brief to drive the next phase of expansion. It is a big move in a business where audiences want experiences, and brands want to be in the room.

Malhotra has led high-impact marketing initiatives, built consumer-centric brands, driven business growth and developed innovative campaigns that have delivered strong audience engagement and commercial success. In her new role, she will spearhead the marketing function and draw on her expertise in brand building, consumer marketing, strategic partnerships, content-led marketing and business growth. The aim is to create deeper audience engagement. Few marketers bring such a complete toolkit to live entertainment.

The pedigree is clear. Most recently, Malhotra led the music marketing function at Zee Music, where she played a pivotal role in establishing and scaling the marketing team. She drove impactful campaigns across a diverse portfolio of music content and strengthened the label’s presence in a highly competitive market. A marketer who has built a team from scratch and then scaled it knows how to turn ambition into a working operation. Zee Live will need exactly that.

Before Zee Music, she served as partner and business head at OneNative Studio Pvt. Ltd. There she was responsible for strategic marketing management, business strategy and digital marketing solutions, helping brands accelerate growth through integrated and innovative marketing approaches. The stint gave her the view from the other side of the table, as a business owner rather than a department head. That perspective matters when live events live or die on partnerships and commercial returns.

Earlier, at Saregama India Ltd., Malhotra led pan-India music marketing and audio monetisation across multiple languages. She oversaw comprehensive marketing strategies, audience growth initiatives and revenue enhancement programmes for one of India’s most iconic music companies. Leading across languages is a useful skill for a live business that must connect with audiences in many markets.

Malhotra is an alumna of Welingkar Institute of Management and Ramrao Adik Institute of Technology. She combines strong business acumen with a data-driven approach to marketing. Her deep understanding of consumer behaviour and passion for media and entertainment enable her to craft innovative strategies that deliver meaningful business impact and build lasting audience connections. Outside work, she enjoys travelling, music and sports, which keep her inspired, energised and creatively engaged.