Jiveshdeep Singh Sandhu,Business Head – Marketing & KPO services, Altruist Technologies Pvt Ltd, speaks to the India Employer Forum, about his key achievements in marketing, the transformative role of AI and automation in reshaping the GCC landscape. He also shares his insights and guidance for emerging marketers and much more.
He said, “I have experience in driving transformational growth across different sectors and geographies, including India, APAC and the Middle East and have built scalable solutions that can deliver measurable impacts. Currently, I serve as business head for Marketing and KPO Services at Altruist Technologies Pvt Ltd, one of the diversified conglomerates that originated in the Tricity area of Chandigarh. Here, I have established a Global Capability Centre (GCC) in marketing.
In my current role, I have transformed a loss-making southeast asian business into a profitable one within 12 to 14 months. My approach in all these years is to blend strategic vision with operational excellence and build a sustainable ecosystem that outlasts an individual campaign. As a business head at CMO Axis and NewBase Singapore, I followed a 3-step approach, which is Clarity, Control and Momentum.
I have established marketing teams and marketing GCCs across sectors. One thing I have learnt is that the key isn’t choosing between technology and human talent, but creating an orchestration between these two things. The breakthrough comes with “Augmented Specialisation”
In building a high-performance and future-ready team, the key is not only about upskilling teams but also about creating a purpose-driven capability-building approach. It’s a three-pillar framework that includes cross-functional expertise, developing strategic thinking and technology fluency. It’s about creating professionals who think like business owners, not just as specialists. Future-ready teams are not built through standard curricula, they have to be cultivated through exposure to real-time challenges.
My advice to aspiring marketers in the current ecosystem is “master the art of strategic storytelling, develop fluency in data science, become business translators while not just focusing only on metrics by developing cross-functional expertise & innovative thinking”. The future belongs to the marketers who can think like strategists, execute like operators and innovate like entrepreneurs.”
About Jiveshdeep Singh Sandhu
Jivesh has over 23 years of leadership experience across automotive, technology, infrastructure, training, and marketing services. He has driven transformation across India, Southeast Asia, the Middle East, and Africa. He has led global marketing and CXO branding for brands like Nissan, Toyota, and JCB, and turned around a Southeast Asian business to profitability within 8 months. His expertise spans P&L leadership, business operations, GTM strategy, and digital transformation across startups and Fortune 500s. He has built Global Capability Centres, scaled KPOs and marketing firms, and led functions from talent to legal.
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