Marketing leader whose work has received WARC recognition joins the $75M-backed AI supply chain company to build its brand and go-to-market engine

Freehand, the company whose autonomous AI Teams manage supply chain spend for Fortune 500 enterprises, today announced the appointment of Krshna Prashant as Marketing Lead and the company’s first marketing hire in the United States.

The appointment comes weeks after Freehand announced a $75 million Series B funding round co-led by Battery Ventures and NewRoad Capital Partners, with participation from PSP Growth, founded by former U.S. Commerce Secretary Penny Pritzker, and Nexus Venture Partners.

“We deliberately went looking for someone from the B2C world,” said Nitin Jayakrishnan, co-founder and CEO of Freehand. “The best consumer marketers know how to make people feel something and act, and that instinct is exactly what enterprise software has been missing. Krshna has done that at scale across two continents. Bringing a B2C sensibility to B2B is how we intend to build a brand people remember, not just a product they buy.”

As Freehand’s first U.S. marketing hire, Prashant will be responsible for building the company’s brand, narrative and go-to-market function from the ground up, helping define how a category-creating AI company communicates its value to some of the world’s largest enterprises.

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According to Freehand, its AI agents process billions of dollars in payments across approximately 60 to 70 countries for customers including Meta, Johnson & Johnson and Pfizer.

“Freehand is doing something that has never been done at this scale, replacing legacy software and outsourced labor with AI Teams that actually make decisions and take action inside enterprise systems,” said Krshna Prashant, Marketing Lead at Freehand. “My job is to give that a voice. As the first marketing hire in the U.S., this is a rare chance to build a category, not just market a product.”

Prashant joins Freehand after nearly a decade of marketing experience across consumer and technology companies in Europe and Southeast Asia.

Background

Prashant is a marketing leader with more than nine years of experience spanning Europe and Southeast Asia, with expertise across product marketing, partner marketing, go-to-market strategy and insight-driven positioning.

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Most recently, as Head of Campaigns for EU & Turkey at Delivery Hero, she worked across European markets on product adoption, co-marketing activation, promotional initiatives and integrated commercial and marketing growth programs.

Earlier, as Head of Marketing at Flash Coffee in Singapore, Prashant led marketing initiatives during a period of rapid retail expansion and helped develop the company’s brand and customer acquisition strategy.

Prashant began her career at Uber, where she worked on CRM and in-app communications for UberPOOL and driver lifecycle initiatives. She later joined Grab as Brand Marketing Manager for Southeast Asia, contributing to regional campaigns across multiple markets.

Recognition

At Grab, Prashant was involved in the creation of the company’s “Personalised Social Impact Reports” campaign, which received Silver at the 2020 WARC Awards for Asian Strategy.

The campaign used customer data and mobile technology to communicate Grab’s social impact across Southeast Asia through personalized reporting and customer engagement.

Prashant holds a BBA with a double major in Marketing and Strategy from Singapore Management University. She also writes about narrative, marketing and related topics through her Substack, Halfway Home.

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