Karthik Manoharan

The Storyteller Who Builds Brands

Karthik Manoharan

Associate Vice President - Global Marketing & Branding

KaarTech

For Karthik Manoharan, marketing isn’t just about strategies, numbers, or conversions. It’s about storytelling. As the Associate Vice President – Global Marketing & Branding at KaarTech, he believes a great story has the power to connect, convince, and convert. “The moment I craft a compelling story and make you believe in it, my job as a marketer is done,” he says. With 18 years of global experience, Karthik’s career is a testament to adaptability and leadership in an ever-evolving business landscape. He started in sales, thriving on the front lines, engaging customers, and closing deals. But he soon realised the real magic happens before sales—in marketing, where brands are shaped, perceptions are built, and businesses position themselves for success. From cold calls and traditional outreach to today’s digital-first landscape, Karthik has driven this transformation. His exposure across 20+ countries has sharpened his understanding of diverse markets, consumer behaviours, and cultural nuances. At KaarTech, he leads global branding, strategic marketing, and customer engagement while mentoring young professionals to discover their passion for sales and marketing. His journey began with TCS in Chennai, fulfilling his dream of joining the Tata Group. Today, he continues to craft success stories at KaarTech, shaping its brand narrative on a global stage. Here, he shares his insights with TradeFlock.

How does KaarTech stand out in a competitive market, and what role does technology play?

KaarTech isn’t a startup, nor a large enterprise, this means our approach must be unique. Our focus is on strategic branding and valuedriven marketing, ensuring our brand voice stands apart. The best marketing happens when customers become advocates, so we prioritise customer-led storytelling—testimonials, industry panels, and self-authored case studies that enhance credibility. Technology has revolutionised marketing. From Excel sheets and CRM tools a decade ago, we now leverage Gen AI, social platforms, and advanced analytics to drive hyper-personalised engagement, automate processes, and ensure KaarTech’s message reaches the right audience at the right time.

What have been the biggest lessons and setbacks in your career?

The biggest lesson I’ve learnt is that fearless action creates opportunities. At TCS, with just 1.5 years of experience, I was entrusted with leading an on-site customer visit for American clients. Many would hesitate, but I stepped up, proving that confidence and initiative set you apart. That moment shaped how I approached every challenge in my career. This mindset propelled me toward my next major milestone at KaarTech. I didn’t just suggest expanding into Qatar, I brought it to life. Without an office, contacts, or a predefined plan, I arrived in a new country, built the business from the ground up, and took on the role of country manager and a sole signing authority for this foreign entity. It was a bold move, but it reaffirmed my conviction that true growth comes from stepping beyond your comfort zone. Setbacks are a part of the journey, and one of my most challenging moments came when I was laid off in Singapore. With my visa linked to my employer, I had only a month to chart my next course. Rather than backing down, I saw it as an opportunity, I sort expert advice, applied for a higher visa category based on my eligibility visa and landed a senior role in a major enterprise. That experience reinforced that resilience is just as vital as ambition. Looking back, every challenge has proven one truth: bold decisions define your path, and resilience turns obstacles into steppingstones.

What are the biggest marketing challenges today, and how are you tackling them?

The biggest challenge today is data overload. There’s an abundance of information, making it harder to ensure the right message truly reaches and impacts the audience. This is especially difficult in B2B marketing, where buying decisions aren’t impulsive but shaped by multiple touchpoints. To tackle this, we focus on consistent engagement throughout the buyer’s journey, ensuring our messaging influences decisionmaking at every stage. By leveraging personalisation, value-driven storytelling, and data insights, we create meaningful interactions that build trust and guide buyers toward informed decisions.

Your motto is "Raise your own benchmark." Can you share a recent breakthrough?

In marketing, no matter how much you plan, unexpected challenges arise. A recent test of my limits was delivering a high-stakes project, a coffee table book envisioned by our CEO, Maran Nagarajan, for KaarTech’s 20th-anniversary event. With less than five weeks to execute, I had to meticulously plan, conduct interviews, design, rewrite content, and production while coordinating internal and external teams. Initially, I wondered, “Can I make this happen?” But with relentless focus and teamwork, I turned that into, “I made it happen.” This experience reinforced my belief that true leadership is about navigating challenges, pushing boundaries, and transforming ambitious visions into reality.

As a Hollywood movie enthusiast, is there a film or scene that resonates with your marketing strategy?

Absolutely! The Wolf of Wall Street has a scene that perfectly represents my marketing approach—the iconic “Sell me this pen” moment. Most people in the scene describe the pen’s features, but the real salesperson creates demand by making the buyer realise they need it. That’s marketing. It’s not about bombarding customers with product details but understanding their pain points, aspirations, and decisions. Great marketing makes customers realise a product’s value before it’s even pitched. The modern marketer doesn’t just sell; they create need and engagement.