Zee Elevates Mahalakshmi Nellissery To Senior Vice President, Influencer Management
Mahalakshmi Nellissery has been elevated to senior vice president of influencer management at Zee, taking an organisation wide mandate for the group's influencer strategy and creator led initiatives.
- Role: senior vice president, influencer management, Zee
- Remit: influencer strategy, creator led initiatives, brand partnerships and revenue opportunities across the Zee ecosystem
- Previously: senior vice president, network management, at ZEE5 from June 2023
- Before that: vice president, content management, at ZEE5 from April 2018
- With the group since: 1996, as an executive in corporate communications
What Mahalakshmi Nellissery Has Run At Zee
Close to every commercial function the group has. She joined Zee Entertainment Enterprises in 1996 as an executive in corporate communications and has since worked across advertising operations, sales strategy, syndication, international business development, content management and network management. Between 2010 and 2018 she was head of international business development and programming at Zee International, and before that director of syndication at Zee Entertainment Enterprises, expanding syndication across India and overseas markets.
Her earlier roles include more than three years at Zee Media Corporation as senior manager for sales planning and strategy from January 2004, and, further back, manager for ad operations and inventory management. Reflecting on the run, she cited setting up the dubbing vertical, growing the syndication business and building BTS infrastructure among the things she helped build from scratch.
Why A Syndication Career Points At The Creator Economy
Because both jobs are the same job at different scale. Syndication is the business of taking content someone else made, finding the market that wants it, and pricing the rights. Influencer management is that, with a shorter production cycle and a person instead of a catalogue.
Announcing the move on LinkedIn, Nellissery said she will focus on scaling creator initiatives, building brand partnerships and developing revenue opportunities as the creator economy evolves, working across the Zee ecosystem rather than inside one business unit. Broadcasters have spent several years treating creators as a media buy. The mandate here is structured as a business line. More appointments.
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