Radio Mirchi promotes Yatish Mehrishi as EVP and regional director

He joined Radio Mirchi as station director, Delhi and cluster head, North India in 2009.

In yet another managerial restructuring, Yatish Mehrishi will take charge as executive vice-president and regional director, Radio Mirchi West and Central India.

Mehrishi joined Radio Mirchi as station director, Delhi and cluster head, North India in 2009. In May 2011, Entertainment Network India (ENIL) promoted him as regional director, North.

Mehrishi says that the new role will be a little more challenging since it's a larger footprint than what he was handling earlier. "In terms of revenues and even the number of stations, the market dynamics is very different from my earlier mandate. Earlier, I was handling about eight stations and now, it's turned out to be 16, so it's a larger picture,"

he adds.

Mehrishi holds a Masters degree in marketing from the Nirma School of Management. He joined Monsanto India as regional sales manager in 2000. He moved to PepsiCo India Holdings as territory development manager in 1998..

In 2005, Mehrishi joined Motorola as regional marketing manager. In three years, he was promoted as brand manager to drive the brand portfolio for the Southwest region. This was his last stint at branding and marketing, before he joined Radio Mirchi in 2009.