MUMBAI: Entertainment Network India Limited (ENIL) has promoted Yatish Mehrishi to the post of chief revenue officer with immediate effect. In his new post, Mehrishi will be reporting to ENIL COO, Hitesh Sharma.

Talking about the development, Mehrishi said, "It feels good to be recognised by the company. It is a privilege and honour to lead the revenue function of Radio Mirchi. These are exciting times for the radio industry, with the Phase III auctions beginning soon; it is a great opportunity to lead Mirchi into the next phase of growth and further strengthening its leadership position in India. As I embark on the new platform I brace myself for exploring the potential, both personally and professionally."

The new role will require Mehrishi to be accountable for driving better integration and alignment between all revenue-related functions including revenue management.

Prior to Radio Mirchi, Mehrishi was with Motorola as the brand manager for three years. He has also worked across sales and marketing functions in Pepsi, Airtel and Motorola. Mumbai based Mehrishi told Radioandmusic.com, "It is a wonderful experience working in a media firm. Here you work with different sectors like FMCG, automobile, real estate and others."

In 2009, he joined Radio Mirchi as the North India, Delhi and Cluster station head. He was promoted as the North regional director in April 2011. In October 2012, he was elevated as the EVP and regional director West and Central.