The leading media & entertainment company, Zee Entertainment Enterprises Ltd. (Zee) has announced the appointment of Amrit Thomas as the Chief Data Officer to enhance its overall capabilities in data analytics across all aspects of decision making of the company effective immediately.

Amrit will report to Nitin Mittal, President – Technology & Data, ZEE, and will be based out of the Technology & Innovation Centre in Bengaluru.

Thomas comes with over 30 years of experience across marketing, sales, and business and has worked across FMCG and sports sectors, Economic Times reported.

Prior to ZEE, he was a strategic advisor and investor for a retail-tech start-up.

Earlier, he was also associated with Diageo for 13 years, during which he also headed Royal Challengers Bangalore (RCB), the Bengaluru franchise of the Indian Premier League, as chairman.

He has also worked at Hindustan Unilever for over 16 years, where he was category head of the beverages business.

ZEE said that digital transformation has been a key focus area for the company, and it is committed to building robust and innovative capabilities that redefine the entertainment experience for viewers across formats and screens.

“Amrit’s appointment is in line with this approach, aiming to build out the central data and analytics function, democratizing information and through that, sharply improving the company’s capability to anticipate, understand and meet the needs of its consumers and customers, thereby creating repeatable, insight-led revenue models,” ZEE said in a statement.

Thomas has completed his post-graduate certification in Artificial Intelligence from the University of Bath – UK and is an alumnus of the Indian Institute of Management, Bangalore, and Indian Institute of Technology, Madras.