TCS names Amit Tiwari global martech head

TCS appoints Amit Tiwari as global head of Marketing Technology & Digital, unifying AI-led martech, creative and digital teams to drive growth.

Tata Consultancy Services’ decision to appoint Amit Tiwari as global head of Marketing Technology & Digital marks a significant moment in how large enterprises rewire their marketing organisations for an AI-first, integrated martech future. From a Global Martech Alliance (GMA) lens, this move underlines a growing industry-wide shift: marketing leaders are being tasked not only with brand and demand, but with architecting full-stack, data‑driven marketing engines that sit tightly aligned with enterprise technology, CX and business growth.​

TCS creates a unified, AI-led marketing technology mandate

Tata Consultancy Services has elevated Amit Tiwari to the newly created role of global head of Marketing Technology & Digital, bringing together digital marketing, creative and marketing technology (Marketing CTO) capabilities under a single global mandate. By creating this role, TCS is signalling that modern marketing must be treated as an integrated stack—where campaigns, content, data, AI, automation and platforms are orchestrated as one system rather than as siloed functions.​

In his new position, Tiwari will partner closely with TCS’ industry, services and geography marketing teams to design and run a unified marketing framework that integrates technology, data and AI-led capabilities across the lifecycle. This framework is expected to link digital experiences, brand storytelling and demand generation with enterprise-grade martech infrastructure, aligning marketing execution more tightly with TCS’ broader digital platforms and technology systems.​

Announcing the development on LinkedIn, Tiwari framed the elevation as the natural next chapter in a career built on the belief that the most impactful marketing is grounded in strong technology. He highlighted that he has always viewed marketing and technology as partners that perform best when they evolve together—a philosophy that also underpins his book “Mar-Tech: A Marriage Made on Earth,” which explores marketing in the age of martech.​

Marketing at the intersection of creativity, data, AI and martech

In his note, Tiwari described today’s marketing landscape as one that lives at the crossroads of creativity, data, AI and technology, where differentiated experiences are powered by both powerful ideas and robust systems. By fusing Digital Marketing, Creative and the Marketing CTO teams, the new structure at TCS is designed to reimagine how the company engages clients, builds brand awareness, generates demand and competes through advanced martech and AI.​

From a GMA perspective, this mirrors how leading enterprises are increasingly treating martech councils and centres of excellence—as platforms to standardise stacks, govern data, embed AI responsibly and accelerate experimentation at scale. TCS’ integrated construct positions marketing as an end‑to‑end capability: from insight to idea, from idea to execution, and from execution to measurement and optimisation, all within one connected ecosystem.​

Tiwari emphasised that the AI-led engine TCS aims to build is “full-stack,” encompassing the ability to strengthen relationships, accelerate outcomes and drive measurable growth across both new deals and renewals. This approach aligns with how global B2B leaders are reframing martech not just as a support function, but as critical infrastructure for revenue operations, account-based strategies and lifecycle marketing.​

A career built on digital transformation, brand and martech leadership

Tiwari’s elevation builds on more than two decades of leadership across marketing, digital transformation and strategy, combining hands-on martech execution with brand-building and demand generation. He joined TCS in 2021 as global head of the Marketing Demand Centre, where he led integrated marketing strategies focused on building demand generation and demand creation engines, with clear metrics to measure sourced and influenced pipeline for TCS’ global business.​

Prior to TCS, Tiwari served as Vice President – Marketing at Havells India Limited for over four years, where his understanding of business and digital significantly shaped Havells’ portfolio and contributed to business growth. At Havells, he oversaw brand, product and marketing strategies across both B2C and B2B segments, helping strengthen the parent brand as well as key sub‑brands such as Lloyd, Crabtree, Standard and Reo.​

Before his tenure at Havells, Tiwari spent close to a decade at Philips India, holding leadership roles in marketing, brand, communication and digital for the Indian subcontinent. His responsibilities included business strategy, marketing operations, brand building, market development and fully integrated campaigns designed to tell cohesive product and brand stories across channels. Earlier in his career, he worked with agencies such as Maxus India, ZenithOptimedia and Lintas Media, building expertise in media planning, communications and integrated marketing—experience that rounds out his understanding of both client and agency ecosystems.​

This blend of global brand stewardship, digital experimentation and martech implementation is central to why Tiwari’s move into a consolidated martech and digital role is strategically important. It reflects a broader industry trend GMA tracks: organisations want marketing leaders who can translate technology investments into brand equity, demand and measurable business outcomes.​

Implications for the martech, data and CX ecosystem

For the global martech community, TCS’ move underlines a few critical shifts that Global Martech Alliance councils regularly surface: the convergence of marketing operations, technology leadership and creative strategy into unified teams; the rise of AI‑led decisioning as a default; and the pressure to connect every marketing action back to revenue and customer value. By giving a single leader responsibility across digital marketing, creative and the marketing technology stack, TCS is effectively formalising this convergence.​

This evolution is particularly relevant to GMA’s MarTech, Data & CX Council, where peers increasingly discuss how to operationalise AI, automation and data governance while preserving creativity and customer empathy. Tiwari’s remit—to build a unified, AI-led, full-stack marketing engine—echoes the council’s focus on integrating platforms, simplifying stacks and leveraging data responsibly to improve both experience and performance.​

The appointment also illustrates how enterprises are moving from fragmented martech ownership to centralised, strategic stewardship. Rather than treating martech as a cluster of tools managed by disparate teams, organisations like TCS are looking to treat it as a coherent architecture, with clear accountability for adoption, optimisation, integration and return on investment. For vendors and martech innovators, this means buyers are thinking in terms of ecosystem fit, interoperability and AI-readiness, not just features.​

What this means for marketers navigating martech and AI

From the vantage point of Global Martech Alliance, TCS’ elevation of a martech‑savvy marketing leader into a global, cross-functional role offers several takeaways for CMOs, marketing technologists and digital leaders. First, it reaffirms that the future of marketing leadership will be hybrid: equally fluent in strategy and storytelling, as well as platforms, data, AI and measurement. Leaders like Tiwari, who combine brand, digital transformation and martech implementation, are increasingly being tasked with orchestrating end‑to‑end marketing engines.​

Second, the emphasis on an AI-led, full‑stack marketing engine signals that AI will be embedded across the lifecycle—from audience insights and segmentation to creative optimisation, media planning, lead qualification and pipeline analytics. This aligns with themes GMA tracks globally: AI is no longer a side project; it is becoming the fabric of modern marketing operations, raising new questions around governance, skills and cross‑functional collaboration.​

Third, Tiwari’s own philosophy—that the most powerful marketing sits on a foundation of strong technology—highlights how critical martech literacy has become for marketing professionals at every level. As more organisations follow TCS’ lead in formalising martech leadership roles, marketers will increasingly be expected to understand how data flows, how platforms interconnect and how AI models are applied to drive outcomes.​

In his LinkedIn message, Tiwari expressed gratitude to the leaders, colleagues and teams who supported his journey, and spoke of his intent to keep learning, building and creating impact in this new chapter. That sentiment reflects another pattern GMA observes: as marketing and technology converge, the most effective leaders cultivate not just technical and strategic fluency but also a collaborative, learning‑driven culture across their organisations.​