OLX has announced the appointment of Sapna Arora as its Chief Marketing Officer (CMO). In her new role, Sapna will be responsible for leading the brand marketing initiatives of the company.
Previously, she has served in various leadership roles at Procter & Gamble, Reckitt Benckiser, Nestle and Bennett Coleman and has extensive experience of nurturing billion-dollar brands such as Pantene, Whisper, Tampax, Tide, Stouffer’s, and Mortein, among others.
A marketing innovator, Sapna has extensive experience in leading major brands through a creative turnaround and in inspiring engagement with consumers in new ways. She is known to understand her brand’s audiences and has led various campaigns and interventions that have received critical recognition. Her experience spans building brands, creating new product categories, expanding businesses to newer markets, and leading innovative and fully-integrated marketing programs. Prior to joining OLX, Sapna was a Partner at Matrix Atlantic Capital, where she worked closely with entrepreneurs to unlock growth opportunities.
Sushil Kumar, General Manager, OLX India said, “OLX has been at the forefront of creating the thriving digital classifieds industry in India. We have been, in the past, able to develop a differentiated market standing synonymous to the pre-owned goods in India. As the brand takes the next big leap in its positioning in India, Sapna will spearhead the brand’s marketing journey with her accomplished vision and experience. She has worked on some of the most iconic brands in India and we look forward to her contribution in our next phase of growth.
Talking about her new role at OLX, Sapna Arora said, “I admire OLX’s strong brand recognition, high consumer awareness, and rich brand heritage. It’s a product that can help consumers upgrade their lives within their means, builds upon the cultural shift of shorter ownership cycles while extending the product’s life; thereby contributing in reducing the carbon footprint. I am excited to be working on the brand.”
An alumnus of St. Stephens College, Delhi University, Sapna holds an MBA Degree from IIM Bangalore.
India is amongst the top two growth markets for OLX globally. With 50 million users in India, OLX India comprises a key chunk of the global user base at OLX. The focus of the company for the next year is to double car sales business, see a two-fold rise in monthly active users from 5 crore to 10 crore and grow jobs segment. With the development of the right technology infrastructure, OLX aims to further strengthen and develop its business model to offer a superior customer value that will be key to differentiation in the industry.
In line with these initiatives, OLX unveiled a major upgrade to its app and web experience in India along with a new, innovative brand identity, as part of a global brand reform in March this year. It was targeted to appeal the global millennials as it brings a refreshed approach to upgrading the lives of its users by making smart choices. The tagline – SET HAI was a connotation of a feeling of contentment that a user experiences after making a smart choice at varying life situations.