Abhinav Kumar

Tata Consultancy Services: Chief Communications & Marketing Officer – Global Markets

Abhinav Kumar heads up the Marketing, Communications and Government Affairs divisions for all International markets, including North America, Europe, UK, Latin America, APAC and MEA. Managing an executive team of 5 regional CMOs and Global function heads for Communications, Branding, Sponsorships (US$170m deal portfolio) and Operations, who work with TCS’ regional CEOs to strengthen the company's brand and reputation across its 45 country global markets presence. The market remit under this team's charge accounts for supporting and enabling over US$ 19 billion in revenues, which demonstrated industry leading growth in 2018-19 (Revenue growth rate - UK: 25%, Europe: 17.6%, APAC: 12.6%, North America: 8.2% and Latam: 7.6%) on the back on an industry #1 ranking in Client Satisfaction, for the 6th year in a row. In this position, Abhinav reports in to the Corporate Headquarters of the company in Mumbai, and also oversees the company’s strategic relationship globally with the World Economic Forum (WEF), including the Group Chairman and company CEO’s agendas and engagement at Davos.

Recognized with over 70 awards for excellence in Communications & Branding, his team has established the company as the #1 fastest growing brand in the IT Services Industry from 2010-2019. The brand value of the company has risen from US$ 2.3 billion in 2010 to US$ 12.8 billion in 2019. Its brand awareness among executives went up by 2X to 84% in the same period. In 2016, Abhinav was listed in the Holmes Reports ‘Innovator 25” a honor list of the most creative marketing leaders in EMEA, who are driving change in an era of disruption.

Abhinav previously served as the CMO for Europe (2011-2017) and the CCO for Europe (2008-2011). In this capacity he has helped significantly raise TCS' profile and reputation in the market, making it an industry top 3 company in media share.  He led the company’s strategic engagement with national governments and with multilateral organizations such as the World Economic Forum and European Union Institutions.  His team also successfully negotiated and governed major brand sponsorships including Ferrari, Garmin-Cervelo, Amsterdam Marathon, London Marathon and the Berlin Marathon among others. He was also responsible for the company’s business turnaround strategy in France, which saw the operation grow tenfold.   

Prior to this, Abhinav established and led the marketing and communications division for TCS' Latin America operations, covering 14 countries. He successfully introduced the TCS brand to this region and built a powerful marketing unit to promote awareness of the company’s brand and drive customer preference for its services. During his tenure (2004-2008), news coverage on TCS went up by 300%, revenues by over 100% per annum and customer penetration grew to include 14% of the top 500 Latin American firms.  He helped launch the company’s BPO (Business Process Outsourcing) business in the region, by playing an instrumental role in the acquisition and integration of a major Chilean BPO firm into TCS in 2005. As part of the management team, he also co-ordinated strategic planning for the region. Prior to this, he was based at TCS' corporate office in Mumbai, India reporting to the Chief Operating Officer and managing initiatives in strategic planning, sales strategy and corporate affairs.  He was part of the team that worked on the preparations towards the company’s successful US$ 1.2 billion IPO in 2004.

Abhinav holds a Masters in Business Administration (MBA) from the Indian Institute of Management (IIM) Calcutta and a honors degree in Economics from Delhi University.  He serves as a board member at EICC (Europe India Chamber of Commerce), Member of IMD’s CMO Roundtable, Member of Ipsos Mori’s Reputation council, Advisory board Member of the Think Tank Free Trade Europa and is a Member of the Press Club of Europe and Friends of Europe. He is a founder of the CCO (Chief Communications Officer) Network on LinkedIn.

Currently based out of the firm’s Brussels office, Abhinav has lived and worked in six countries (Belgium, Chile, France, India, Switzerland & Uruguay) and speaks two European languages - Spanish and French. He is a regular speaker at various universities, parliaments and industry events worldwide on communications, trade and economic issues.  He has two sons, with whom he shares a passion for discovering the world, and a wife who is a Human Resources director.