DDB Mudra Group appoints Shaleen Sharma as vice president, Strategic Planning & Analytics, TracyLocke India

He will serve as the lead strategist across the agency's clientele and service offerings.

Shaleen Sharma, partner and chief strategy officer at Wireframe, has been brought on board at TracyLocke India as the company's vice president for strategic planning and analytics. Shaleen will report to Sameer Mehta, head, business & operations, TracyLocke and be the lead strategist across the agency's clientele and service offerings that include shopper marketing, trade marketing and retail solutions.

Having worked across various categories, he brings with him a significant understanding of consumer engagement, brand management and building strategic marketing platforms that combine digital, media and entertainment domains. His experience of 16 years is expected to add impetus to TracyLocke India.

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 and footfalls.

Says Sharma, "There are pivot points in life, where you realise, quite clearly, the next set of challenges you want to solve and the kind of people you want to work with. TracyLocke 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 realise that my next opportunity for value creation lies here. It will be a privilege to be a journeyman with this Brotherhood!"

Sameer Mehta, head, business & operations, TracyLocke has this to share: "At TracyLocke, we believe in Bottom-Up Grassroots approach to enable our clients with a business solution, which is powered by the Shopper insights. Shaleen's understanding and digital expertise will only add to our vision of providing Technology lead Shopper insights and shopper experiences encompassing path-to-purchase across the retailers and e-tailers."

Founded in 1913, TracyLocke claims to be the world's largest and most awarded shopper marketing and retail solutions agency. It offers a gamut of services including shopper consultants, retail audit, merchandising solutions, store identity programs, navigation solutions, shopper engagement programs, modern trade activation, digital and technology solutions along with specialist solutions.

DDB Mudra Group is an integrated marketing communications and services network comprising 10 agencies offering diversified and specialist services under one roof.