Working across
the boundaries.

I am Vice President and Head of Digital Marketing at Firstsource, based in Bengaluru. My work spans digital growth, MarTech, CRM, demand generation and AI-enabled marketing operations.

My work with AI did not begin with generative AI.

At Accenture, I worked across AI/ML operations, solution development, supervised-learning platforms, computer vision, natural language generation and natural language processing, alongside analytics and business operations.

Later, at Schneider Electric, my work included the assessment, incubation and industrialization of Digital marketing platforms, and AI solutions in pricing and commercial contexts.

Today, AI increasingly sits inside the marketing operating model itself: influencing how teams work, how content and campaigns are produced, how data is used, how decisions are made, and how marketing operations are designed.

That progression has made me particularly interested in a question that goes beyond AI tools:

How does an organization turn AI from an experiment into a durable business capability?

The map is not the territory.

A strategy, pilot or roadmap describes an intended future. Organisations live in the more complicated world of incentives, capabilities, competing priorities and human behaviour. Closing that gap is the recurring thread in my work and writing.

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