River, the Bengaluru-based electric scooter manufacturer, has appointed Saraswathi Anand as head of marketing.

Anand will lead the marketing strategy across brand, digital and customer experience functions. Her primary focus will be to strengthen River’s brand positioning and scale awareness across new and existing markets.

She moves from Network18 Media & Investments, where she was assistant vice president - marketing and product.

Aravind Mani, co-founder and CEO, River, said, “We’re thrilled to have Saraswathi join us as Head of Marketing. She will play a critical role in shaping the brand narrative as we go forward. As River continues with its rapid expansion plans, her expertise in building brands that connect on a deeper level with consumers will be invaluable.”

Anand added, “I am excited to join River at this crucial time and help grow the company. I love steering and building brands in new market dynamics. River has already created a niche for itself in the urban cities and I am excited to utilise my deep understanding of regional markets to grow River hyperlocally.”

In a career spanning over two decades, she has also worked with Radio Mirchi, Accenture and Zee Entertainment Enterprises.