PerformAce, a leading martech company known for its data-driven and tech-enabled brand engagement solutions, has appointed Ajhay Kumar as Chief Business Officer (CBO). In this pivotal role, Ajhay will spearhead the launch and growth of PerformAce ConnectX, a next-generation phygital marketing vertical aimed at delivering measurable brand growth. The initiative will focus on immersive brand experiences, proprietary entertainment and sports IPs, and high-impact community activations, helping brands create deeper consumer connections.
“Ajhay will drive the launch and expansion of PerformAce ConnectX, a cutting-edge phygital marketing vertical designed to deliver measurable brand growth through immersive experiences, proprietary IPs in entertainment and sports, and impactful community activations,” the company stated.
Ajhay brings over a decade of rich, cross-industry experience spanning Retail, Fashion, Travel, and Mental Health. His professional journey includes leadership roles at MakeMyTrip and Goibibo, where he was instrumental in shaping high-growth strategies. As the co-founder of Misohe, a mental health platform, Ajhay demonstrated his ability to combine purpose-driven innovation with technology-led execution.
Renowned for reinventing physical experiences through digital amplification, Ajhay is expected to bring a unique blend of creativity and ROI-focused strategy to PerformAce’s offerings. Under his leadership, ConnectX will work to redefine how brands engage with their audiences, combining live brand activations with digital extensions that amplify reach and impact.
The vertical also aims to create IP-led properties and hyperlocal community initiatives that foster long-term loyalty and sustainable brand-consumer relationships. By integrating data insights with experience-driven marketing, ConnectX will help brands craft meaningful interactions that deliver measurable business outcomes.
Ajhay’s appointment marks an important milestone for PerformAce as it continues to expand its portfolio of marketing innovations. With ConnectX, the company is positioned to bridge the gap between physical and digital engagement, enabling brands to thrive in today’s hybrid experience economy.
