MUMBAI: DDB Mudra Group has appointed Shaleen Sharma as TracyLocke vice president, strategic planning & analytics.

Reporting into TracyLocke head- business & operations Sameer Mehta, Sharma will be the lead strategist across the agency’s clientele and service offerings that includes shopper marketing, trade marketing and retail solutions.

Having worked across various categories, he brings on board a significant understanding of consumer engagement, brand management and building strategic marketing platforms that combine digital, media and entertainment domains.

Sharma is currently working on the development of a qualitative tool that reveals human needs and motivations and places them in a contextual and cultural framework. The primary application of this tool is about driving a deeper connect between brands and their consumers. He has also developed a real time web analytics tool that is capable of integrating all the brand variables, like sales, click through rates, foot falls etc.

“There are pivot points in life, where you realize, quite clearly, what is the next set of challenges you want to solve and the kind of people you want to work with. Tracy Locke, and by extension the DDB Mudra Group, signifies that pivot for me. Everything they are engaged with, be it, their client portfolio, the kind of work they are doing and the ambition they have for their future, makes me realize that my next opportunity for value creation lies here. It will be a privilege to be a journeyman with this Brotherhood,” said Sharma.

Mehta added, “At TracyLocke, we believe in Bottom-Up grass roots approach to enable our clients with a business solution, which is powered by the shopper insights. Shaleen brings in relevant experience in shopper engagement strategies aligning it with brand management and building strategic marketing. His understanding and expertise on digital will only add to our vision of providing technology led shopper insights and shopper experiences encompassing path-to-purchase across the retailers and e-tailers.”