Gurugram: PerformAce Media, a Martech company specializing in data-driven and technology-enabled brand engagement, has announced the appointment of Ajhay Kumar as its new Chief Business Officer (CBO).
In this strategic role, Ajhay Kumar will lead the launch and expansion of PerformAce ConnectX, an innovative phygital marketing vertical.
The new vertical, under the leadership of Ajhay Kumar, aims to drive measurable brand growth through immersive experiences, proprietary entertainment and sports IPs, and high-impact community activations.
ConnectX has been positioned as the next growth engine for PerformAce Media, blending live and digital brand touchpoints to create stronger consumer engagement.
With over a decade of experience across Retail, Fashion, Travel, and Mental Health, Ajhay Kumar has contributed to the growth of leading Indian brands. He previously held leadership positions at MakeMyTrip and Goibibo, where he managed large-format campaigns and forged impactful partnerships.
He also co-founded Misohe, a recognized mental health platform. Known for reinventing physical experiences with digital amplification, Ajhay has established himself as a marketer who blends innovation with ROI-focused outcomes.
Focus areas for ConnectX under Ajhay Kumar
Under Ajhay Kumar’s leadership, ConnectX will operate across three core areas:
- Experiential marketing: Delivering high-energy activations that merge live brand experiences with digital amplification.
- Intellectual property development: Creating entertainment and sports IPs that brands can integrate into long-term consumer engagement strategies.
- Community engagement: Designing localized and purpose-led initiatives to foster deeper brand loyalty.
Speaking about the new vertical, Ajhay Kumar said, “PerformAce ConnectX is about setting a new benchmark for brand engagement. Today’s connected consumers expect experiences that are as meaningful as they are measurable. With my multi-sector entrepreneurial journey and PerformAce Media’s Martech capabilities, we aim to create platforms where innovation, creativity, and ROI come together.”
