MUMBAI: BIG 92.7 FM vice president sales and north operations head Praveen Malhotra has been further elevated to the position of National Sales Head for the Integrated Sales Unit, which will be responsible for ad sales for not just BIG 92.7 FM but also NTR Sales, Sales of BIG Street and of BIG Digital.

She will also be responsible for the sales function of any new business unit that might be introduced in the future. The integrated sales unit shall take charge of the revenue generation function with immediate effect.

Malhotra started her career in 1992 with Times of India in the space selling division and post a successful stint of three years, moved on to STAR India Pvt Ltd. in 1995. At Star India, Malhotra was handling the complete portfolio of Star Channels and thus was involved in some of the most strategic initiatives undertaken by the organization. Malhotra was the key to driving the Star Plus channel to number one slot and successfully completed her six year stint with the Channel.

In 2001, she joined Radio City 91.1 FM in the capacity of Sr. Vice President and Station Head. At Radio City, she was instrumental for the entire set up and management of the Delhi radio station. After achieving stupendous success in Delhi, Malhotra further went on to set-up and launch Radio City in Lucknow.

She was also the Vice President, Business Development for Zenith OptiMedia, heading the media buying functions and has extensive experience across domains like air-time sales, programming and marketing. Her achievements include driving successfully the Radio City launch at north as well as a nomination for News Corp’s Global Excellence Awards.