Gurgaon: PerformAce Media, a Martech company delivering data-driven, tech-enabled brand engagement solutions, has announced the appointment of Ajhay Kumar as its new Chief Business Officer (CBO).
In this strategic role, Ajhay will spearhead the launch and expansion of PerformAce ConnectX, an innovative phygital marketing vertical aimed at helping brands unlock measurable growth through immersive experiences, proprietary entertainment & sports IPs, and high-impact community activations.
Ajhay brings over a decade of diverse experience across Retail, Fashion, Travel, and Mental Health. A seasoned marketer and entrepreneur, he has driven scalable growth for some of India’s leading brands. His career highlights include conceptualising and managing large-format campaigns, building influential partnerships at MakeMyTrip and Goibibo, and co-founding Misohe, one of India’s renowned mental health platforms. He is widely recognised for reinventing physical experiences and amplifying them with digital innovation.
Leading this new vertical, Ajhay will position PerformAce ConnectX as the company’s next growth engine by combining live and digital touchpoints. The vertical will focus on three key levers:
- Experiential Marketing: bespoke, high-energy activations that merge live brand moments with digital reach.
- Intellectual Property Development: creating ownable entertainment and sports properties for long-term brand integration.
- Community-Based Engagement: localised, purpose-led experiences that foster authentic and lasting consumer loyalty.
“PerformAce ConnectX is about setting a new standard for brand engagement,” said Ajhay Kumar. He further added, “In today’s always-connected world, consumers expect experiences that are as meaningful as they are measurable. By combining my entrepreneurial experience across multiple industries with PerformAce Media’s Martech expertise, we will create platforms where innovation, creativity, and ROI converge — helping brands build relevance and revenue at the same time.”
With Ajhay at the helm, PerformAce Media aims to elevate phygital brand engagement, driving both innovation and measurable impact for clients across industries.
