Mumbai: Zee Entertainment Enterprises on Tuesday appointed Amrit Thomas as chief data officer to strengthen its overall capabilities in data analytics across all aspects of decision making.

In this new role, Thomas will report into Zee president- technology and data Nitin Mittal and will be based out of the Technology & Innovation Centre in Bengaluru.

“Digital transformation has been a key focus area for the company, and it is committed to building robust and innovative capabilities that redefine the entertainment industry experience for viewers across formats and screens,” said Zee in a statement. “Amrit’s appointment is in line with this approach, aiming to build out the central data & analytics function, democratising information and through that, sharply improving the company’s capability to anticipate, understand and meet the needs of its consumers and customers, thereby creating repeatable, insight-led revenue models.”

A business and marketing professional, Thomas carries experience in driving transformation across categories like personal products, skincare, beverages, and sports across emerging and developed markets.

In his previous stint, he was the CEO, strategic advisor, and investor for a retail-tech start-up. He was also associated with Diageo for 13 years, where he was responsible for the digital and marketing transformation of the organization. His previous stints include Hindustan Unilever, where he led the western region personal product sales team and later, the beverages business of the Company. He also spearheaded a direct-to-consumer start-up venture setting up and scaling phone-commerce home delivery service.

Thomas is an alumnus of Harvard Business School, Indian Institute of Management, Bangalore, and Indian Institute of Technology, Madras.