Arwinder Kaur

Surfing the Next Wave of Marketing Transformation

Arwinder Kaur

Vice President - Marketing

Grazitti Interactive

Marketing has never stood still, and neither has Arwinder Kaur. With nearly three decades of experience, she has seamlessly transitioned from traditional marketing to AI-driven, customer-centric strategies, redefining digital experiences. Her journey began in market research and business analytics at Kirloskar Group and Birla AT&T Communications (now Idea Cellular), where she provided data-driven insights for product launches, direct marketing, and CEOlevel decisions. In 2000, she entered the tech industry at Sun Microsystems, evangelising Java adoption and creating GTM strategies for ISVs. Arwinder spent 17 years at IBM, holding diverse roles across brand marketing, external communications, GTM for Cloud and Security solutions, Partner Marketing, and global ABM. She then joined Capgemini to lead the Marketing & Creative Services CoE in India, where she introduced capability-led marketing model that enhanced stakeholder engagement and operational efficiency. Now, as Vice President of Marketing at Grazitti Interactive, she spearheads AI-powered digital marketing innovations, shaping brand positioning, demand generation, and customer engagement. Honoured as the Economic Times’ “Most Promising Tech Marketer of the Year” and Enterprise IT World’s “Future CMO” in 2020, Arwinder is an expert in ABM, Partner marketing, Demand Management, and data-driven growth strategies.Beyond marketing, she is a passionate advocate for D&I and mentorship. With her ability to blend creativity, analytics, and emerging technology, she consistently pushes boundaries, redefines strategies, and elevates brands in the ever-evolving digital landscape.

How do you tailor marketing strategies to different corporate cultures?

Having led marketing at Capgemini, IBM, Intel, Sun Microsystems, AT&T Communications, and now Grazitti Interactive, I’ve learned that adaptability is the key. Each organization has its own DNA, growth trajectory, and cultural dynamics, requiring a tailored marketing strategy to drive business impact. At Capgemini, I scaled marketing services operations and accelerated digital transformation for the CoE. At IBM, my focus was on Account-Based Marketing (ABM) and Partner Marketing, working closely with sales and the broader ecosystem. My roles at Intel and Sun Microsystems centered on platform adoption among ISVs and developers, while at Birla AT&T (now Idea Cellular), I spearheaded product, service launches and market expansion. Success in marketing comes from aligning strategy with business objectives and becoming a trusted partner to stakeholders. Large MNCs rely on structured teams to drive brand equity, customer acquisition, and Customer experience, while midsized SaaS and IT services firms demand lean, execution-focused approach. At Grazitti, my focus is on lead generation, pipeline acceleration, and digitalfirst growth. Transitioning from global, martechdriven campaigns to a cost-conscious, hands-on execution model has reinforced my ability to adapt, align, and drive impactful marketing outcomes.

What are the biggest marketing misconceptions in India, and how do you challenge them?

Throughout my career, I’ve seen marketing misconceptions persist. One major myth? Branding matters less in B2B than B2C. In reality, it’s the foundation of trust, credibility, and long-term loyalty, making it just as vital for IT/ITES firms. Another misconception? Digital marketing is just about ads. The truth—it’s a strategic mix of SEO, AI-driven insights, content marketing, and omnichannel engagement. At IBM, we leveraged retargeting to nurture leads. At Grazitti, we emphasize thought leadership, online communities, and data-backed digital strategies for sustained impact. Marketing isn’t just promotions—it’s holistic, data-driven, and customer-centric.

Is marketing success about brand impact, revenue growth, or something more?

Marketing success isn’t defined by a single metric—it’s a blend of brand impact, revenue growth, and customer experience. A strong brand establishes trust, recall, and differentiation, driving demand and customer acquisition. However, true success lies in sustaining engagement and fostering long-term loyalty beyond the first sale. Marketing must not only accelerate pipeline and influence revenue but also work closely with sales to convert MQLs into wins. Yet, retention and advocacy are equally critical. Personalization, omnichannel strategies, and value-driven content ensure customers stay engaged, loyal, and invested in the brand. The winning formula? Brand Equity + Revenue Impact + CX Excellence—driven by continuous innovation. Marketing isn’t just about visibility; it’s about shaping strategy, fueling growth, and building lasting relationships

What inspired you to pursue soft skills and image consulting alongside your corporate role?

I am naturally curious, striving to stay versatile in an ever-evolving professional world. Recognizing that success extends beyond technical expertise, I pursued soft skills training to complement my background in marketing, communication, branding, and people management. True impact comes from a balance of strategic thinking and interpersonal excellence—skills like executive presence, emotional intelligence, and storytelling. This journey has refined my ability to mentor professionals, helping them communicate with clarity, build influence, and drive meaningful engagement. Marketing isn’t just about selling—it’s about building relationships and shaping perceptions. By integrating corporate strategy with human connection, I am trying to help individuals navigate their careers with confidence and lasting impact.

What’s the one marketing strategy you swear by, and how does it strengthen your leadership?

Marketing is a blend of art and science, and for me success lies in a customer-centric, data-driven, and personalized approach. My early career in market research and business analysis honed my ability to extract insights and drive strategic decisions, shaping my passion for market intelligence, customer behavior, and experiential marketing. Customers today expect precision, relevance, and meaningful engagement. At Grazitti, my team harnesses behavioural data, intent signals, and performance analytics to craft high-converting campaigns. By actively listening to customers on social media and integrating feedback from sales, client success, and product teams, I ensure marketing efforts translate into tangible business outcomes.