Horizontal marketplace OLX India has announced the appointment of Sapna Arora as the new chief marketing officer (CMO).

As per the press release, Sapna Arora (LinkedIn profile) has been entrusted to lead the brand marketing initiatives of OLX India in her new capacity as the CMO. Arora boasts a demonstrable industry experience, having lead major brands through innovation, creativity and consumer-engagement activities.

An alumni of the prestigious Indian Institute of Management, Bengaluru, Arora has over 18 years of work experience from her time at Procter & Gamble, Reckitt Benckiser and Bennett Coleman and Co. Ltd., among other firms. Prior to joining OLX India, she was serving as the Director of Matrix Atlantic Capital.

Commenting on the development, Arora expressed admiration for OLX’s strong brand recognition and consumer awareness. “OLX’s product is built upon the cultural shift of short ownership cycles with a long-term objective, thereby reducing carbon footprint,” she said. “I am excited to be working on the brand.”

General Manager of OLX India, Sushil Kumar, said the Naspers-owned firm has developed a differentiated market synonymous with used goods in India. “As the brand takes the next big leap in its positioning in India, Arora will spearhead the brand’s marketing journey with her accomplished vision and experience,” Kumar added.

Earlier in January, the company announced expansion of sales team across 25 Indian cities. This was soon followed by the promotion of the then Chief Revenue and Strategy Officer Sushil Kumar as the new General Manager. Going forward, OLX India is focusing on doubling business of its used cars and recruitment segment. In that respect, entering partnership with German used-autos platform Frontier Car Group (FCG) and acquiring recruitment marketplace AasaanJobs holds significance.

Besides, OLX Group has been undertaking India-specific revamp of web and app experience, accompanied by the launch of new logo and tagline. The company claims a market share of 85 percent in the c-to-c online trade and 77 percent market share of the used cars business in India. Besides Kinnevik-backed Quikr and OLX India, no other firm has a bearing on horizontal classified space in the country.

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