Max New York creates in-house post for media planner

Max New York Life has brought in Shuchi Singhal (pictured) as an in-house media planner to supervise all media activities in the company across the parent brand and Max Vijay, their retail initiative.

Singhal, who moves from Mindshare, will hold the position of AVP, marketing, and will be responsible for guiding the media agency, negotiating best deals and evaluating and getting the maximum value and visibility for the brand.

"With marketing budgets being substantial and the need for tracking ROI and other measures of success (budgets being utilised effectively and efficiently), a subject matter expert is better equipped to plan better and bring higher efficiencies," said Anisha Motwani, EVP marketing and chief marketing officer – new markets SBU, Max New York.

In the two and a half years she spent with Mindshare prior to the current assignment, Singhal managed the media responsibilities of Motorola, Virgin Mobile, Amex, Timex and Volvo. Before that, she was heading the Delhi media office of Lodestar, the media arm of Draftfcb.