Mumbai: Edtech major upGrad on Friday announced the appointment of Abdul Wajid Shaikh as head of performance marketing for India.

In his new role, Shaikh will be driving end-to-end performance marketing across digital platforms. He will also work towards streamlining and automation of the entire performance marketing processes to facilitate profitability, said the company in a statement.

Welcoming Shaikh on board, upGrad CEO-India, Arjun Mohan said, "We are thrilled to have yet another LifeLong learner, Abdul who joins the upGrad family. Aligned with our vision, he brings with him deep domain expertise, given his decade-long experience with other digital brands. I am confident that Abdul joining our dynamic performance marketing vertical will help us scale newer heights while staying true to our vision and core beliefs.”

Shaikh comes with more than a decade of experience in the digital marketing industry. He has had stints with brands like WhiteHat Jr, Flipkart, Viu OTT, InMobi, Mobiclicks.

Talking about his new role, Shaikh shared, "Being part of upGrad is going to be an exciting new phase for me. The edtech space is booming with potential and prospects waiting to be explored. And upGrad is at the cusp of new possibilities and opportunities. I resonate with upGrad as a brand and its philosophy of Lifelong Learning. While I am enthused to bring all my experience and expertise to bolster upGrad's presence, I am also excited about picking up new skills along this journey."