WPP Media has appointed Kedar Shetye as director – performance marketing, strengthening its leadership in a segment that is increasingly central to business growth and accountability. Based in Mumbai, Shetye will be responsible for leading performance strategies across platforms, aligning paid media execution with client business objectives, and guiding teams to deliver measurable return on investment at scale.

As per a LinkedIn update, the appointment marks a significant milestone in Shetye’s nine-year journey across India’s digital marketing ecosystem. In his new role, he is expected to play a key part in shaping WPP Media’s performance marketing roadmap, reflecting the agency’s sharper focus on data-led, outcome-driven digital solutions.

“I’m thrilled to start this new chapter with WPP Media,” Shetye said. “Performance marketing is about blending analytics, experimentation, and creativity to drive real growth. I look forward to building campaigns that deliver tangible results while mentoring high-performing teams.”

Shetye brings with him extensive experience across leading agencies and brands such as The Brand Saloon, Performics, Croma, toothsi, Performics India, Ethinos Digital Marketing and Logicserve Digital. Over the years, he has led end-to-end performance initiatives across Google, Meta, programmatic platforms and LinkedIn, with responsibilities spanning P&L ownership, team mentoring, performance audits, multi-channel restructures and successful new-business pitches.

He has managed annual media budgets exceeding Rs.100 crore, delivering full-funnel campaigns across sectors including retail, D2C, BFSI, apps and technology. His work has consistently focused on optimising ROAS and driving revenue outcomes at scale, while supporting digital transformation and go-to-market strategies for diverse clients.

Known for his analytical rigour and execution-focused approach, Shetye combines channel planning, experimentation frameworks and conversion optimisation to address complex growth challenges. At WPP Media, he is expected to spearhead high-impact performance campaigns, nurture cross-functional talent and further strengthen the agency’s reputation as a leading player in ROI-driven digital marketing.