Carro names regional head of performance marketing

Carro has appointed Aakash Kumar Gupta as regional head of performance marketing. In the newly-created role based in Kuala Lumpur, Gupta (pictured) is responsible for enhancing performance marketing and digital analytics across the brand's key markets across APAC. He is also building solutions that drive user acquisition and increase Carro's presence in markets.

Gupta told A+M that he is "super excited to join this dynamic unicorn brand at a very exciting stage in its growth path". He added that the market is dynamic, evolving continuously and it’s a fantastic time to be in this role. Gupta works closely with Katherine Teo, regional head of marketing based in Singapore, to redefine digital transformation and optimisation capabilities within local markets. 

According to Gupta, his first order of business is to deeply entrench himself in Carro's business and identify strategic opportunity levers to drive best in class solutions in line with the company's customer-first approach. He will also actively build a team of digital and performance specialists across all markets to further strengthen Carro's digital capabilities.

Gupta joins from Invictus Blue where he was head of digital performance for three years.He also worked at Havas as associate director, digital; Mediabrands as manager, performance marketing; as well as Adobe as account executive, digital.

In January, Carro beefed up its marketing team by bringing Teo on board. She currently oversees brand, digital, social, and PR efforts for the brand and reports to co-founder and CEO Aaron Tan. She was previously M&C Saatchi Singapore's head of digital for more than four years and also worked at Leo Burnett as a social media lead.

The company entered Malaysia in 2019 by investing US$30 million into Malaysia-based car bidding platform myTukar. Since then, myTukar has ironed out plans to expand its on-ground presence by opening close to 25 facilities, including showrooms and retail experience centres nationwide in 2022.

It is also opening a series of retail experience centres in the style of its flagship outlet in Puchong South. According to myTukar, the one-stop-shop concept offers customers with end-to-end used car services, including service and maintenance.

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