March 30, 2016

Deepkia Nikhilender, former Mindshare-GEMS CEO, joins CtrlShift’s veteran leadership team


CtrlShift, an audience-focused marketing solutions company, announced today that it has appointed respected industry veteran Deepika Nikhilender as its new Managing Director.  Nikhilender joins a slew of other industry leaders and luminaires who have built the innovative, audience-focused company on a strong foundation of technology, data, and solutions delivery.

Based in Singapore, Nikhilender will report to CEO and Co-founder, Rene E. Menezes.  As Managing Director, she will have full leadership responsibility over two of CtrlShift’s most prominent business units: Marketer Solutions and Publisher Solutions.

“CtrlShift was formed as a merger of three trail-blazing companies in 2014.  The assembled talent and assets of the combined companies have provided us with a solid foundation for strong future growth.  While we have been relatively tight-lipped about some of the advances we have made to date, that is about to change.   Our track record of attracting top talent in the industry, as evidenced by Deepika’s decision to join us, is further evidence of our strong foundation and ambitious future plans,” said Reza Behnam, Co-founder and Chairman of CtrlShift.

Rene Menezes added: “We are very proud to be able to attract talented, proven leaders like Deepika. She is an innovative  leader who is equally adept at harnessing the science of audience building as well as applying the art of story telling.  With her market- and product- expertise and leadership, we aim to accelerate our growth plans.  Deepika’s addition in such a critical role will further strengthen our leadership bench as we continue to build a world-class business, with world-class talent here in Asia. I look forward to working closely with her.”

While reflecting on the evolving role of the founders of CtrlShift, Pete Yoong, added: “Reza, Rene and I, couldn’t be happier to welcome Deepika to the leadership team. Deepika will work closely with Rene to further elevate our execution and delivery across all facets including platform development, data enrichment, solutions delivery and audience targeting.  This will allow all three founders to focus more time and effort on the strategic direction of the company and board-level responsibilities.”

Nikhilender brings over 20 years of experience across all aspects of media, including planning, account leadership, analytics, research, strategy and office leadership. Before joining CtrlShift, Nikhilender led Business Planning for Mindshare Asia Pacific, delivering actionable communication strategies for clients, and was also CEO of Growth & Emerging Market Solutions (GEMS), creating valuable differentiation for a wide range of clients aiming to achieve growth in such environments.

“As one of the most prominent independent players in Southeast Asia, CtrlShift is charting new territories in helping marketers and publishers reach and monetize audiences at scale. This is evidenced by the impressive list of local, regional and multinational clients they serve.  CtrlShift has a strong battle-tested platform, a strategically designed product roadmap and an amazingly strong team.  I couldn’t be more excited to join CtrlShift’s team and contribute in my own way in raising the bar on how we find, and communicate with, audience segments at scale,“ said Nikhilender.

  • The former Mindshare CEO of Growth and Emerging Market Solutions (GEMS), a maven in the regional media and marketing industry with over 20 years of experience, joins CtrlShift as Managing Director.  
  • Reza Behnam, Co-founder and Chairman, and Pete Yoong, Co-founder and Director, transition into non-executive positions on the board of directors.  Rene Menezes, Co-founder and CEO, will resume his roles as CEO and Executive-Director.

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