New Delhi: Lifestyle consumer electronics brand boAt has appointed Damandeep Singh Soni as new VP – growth. He will be responsible to drive the company’s function to make it the largest D2C company in India. He announced the development on his LinkedIn.

Prior to this, Soni was working as a senior advisor – marketing and growth at multiple startups like Whitehat Jr, Limeroad, Editorji, Snapchat and others to help their business grow, develop marketing strategies, and drive monetization strategies and revenue growth.

With over 20 years of experience, Soni has had an illustrious career. He was the India head for Line, a chat app, between 2014 and 2016. Later, he joined Mobikwik as a CMO and growth head for a period of two years. Soni also had a brief stint with Milkbasket as VP – marketing. He also started a few ventures of his own. Some of the other brands that he worked at includes Infosys, Wecash, and Nokia.

boAt is one of the first digitally native brands to record a revenue of Rs 500 crore in FY19-20. It was started in 2016 with a target audience of youth interested in fashionable consumer electronics. The product range has expanded to include an extensive catalog of headphones, earphones, wearable, speakers, travel chargers, and premium cables.