KUALA LUMPUR, MALAYSIA — Aravind Menon has been appointed as the Managing Director for Malaysia at Xaxis, GroupM’s outcome media specialist, and INCA, GroupM’s influencer marketing solution. He will be reporting to both Arshan Saha, Xaxis CEO Asia-Pacific, and Chanchal Chakrabarty, GroupM CEO, Malaysia. As part of his remit, Aravind will manage and lead Xaxis’ and INCA Malaysia’s strategy and operations. This includes spearheading future digital development as well as client transformational initiatives and mentoring new talent.
Aravind, who brings 18 years of experience to the role, was previously the Head of Supply & Product Development in GroupM’s Trading Team, where he led the group’s digital investment strategy across key partners and created high-value supply and trading strategies for clients. In 2020 Aravind became Secretary of the Malaysian Digital Association, a council representing Malaysian corporations including digital publishers, platforms, advertising agencies, creative agencies, and digital service providers.
“In a year where the industry has seen unprecedented change, we are lucky to have trusted leaders who can navigate the change. Aravind has a track record of fostering, collaborating, and championing our integrated approach in transforming digital media into business outcomes. His deep expertise combined with our cutting-edge AI in programmatic and creativity will bring incredible value to our operations in Malaysia. I am thrilled to welcome him into his new role in leading Xaxis and INCA for Malaysia,” said Arshan Saha, Xaxis CEO, Asia Pacific.
Chanchal Chakrabarty, GroupM CEO, Malaysia, added, “Xaxis represents the silver bullet in AI and programmatic, and the Malaysian market is ripe with opportunity to target audiences digitally. I have great confidence that Aravind’s leadership will further elevate our team towards our global goal of making advertising work better for people. His experience in developing and delivering innovative and scalable media partnerships will help us spearhead the advertising revolution and contribute to the overall growth and success of GroupM Malaysia.”
In his new role, Aravind will leverage his experience at GroupM to further advance Xaxis’ innovative programmatic solutions, including digital out-of-home (DOOH) advertising and proprietary Artificial Intelligence technology.
Reflecting on his appointment, Aravind said, “I am excited to grow Xaxis and INCA’s business in Malaysia. The agencies have been producing some of the most exciting programmatic and influencer marketing solutions for years now and there is clearly phenomenal room for growth in the Malaysian market. I look forward to building and scaling the agencies to even greater heights and delivering exception value for our clients.”
