Castrol's global martech transformation
A shared marketing automation roadmap across 6+ regions, bringing lead governance, consent and AI-powered journeys together.
6+ markets aligned
Sanika Y. Deshpande
Martech and Product Leadership · India
Marketing automation platforms, built to run across markets, not just one.
Founder first, platform builder now. I lead global martech programmes — lead lifecycle, consent, journey orchestration and applied AI — with a bias toward what a platform must do to earn its budget again next year.
- 6+
- regions on one shared marketing automation platform
- 4
- organisations, from founder-led startups to Fortune 500 programmes
- 2×
- founder in commerce and SaaS before enterprise platforms
— 01 / Capabilities
Where I operate
Three areas that show up on every platform I've run, regardless of which vendor's logo is on the login screen.
Platform strategy
The roadmap layer
Martech architecture that travels
One roadmap that serves several markets without splintering into several products — shared lead sources, scoring, grading and consent standards that every region can actually live with.
Marketing operations
The engine room
Journey orchestration & lifecycle management
Automated customer journeys, campaign orchestration and lead-to-pipeline handoffs, instrumented so marketing operations can see what's actually working.
Analytics & AI
The evidence layer
Data leadership can act on
Funnel and ROI reporting that reaches the executive table, and predictive AI used where it changes a customer journey — not where it decorates a slide.
Commercial case
The founder instinct
Business cases that survive a reorg
Every feature tied to a revenue or efficiency number, because that's how platform budgets get approved — and renewed the year after.
— 02 / Expertise
Skills matrix
What sits under product leadership and martech once you break it into its parts.
Product & leadership
- Global product strategy
- Product lifecycle management
- Go-to-market strategy
- Agile / SAFe delivery
- Budget & ROI ownership
Martech & AI ecosystems
- Marketing automation platforms
- CRM & commerce integration
- Consent & data privacy
- Predictive & applied AI
- Martech architecture
Data & growth analytics
- BI & executive reporting
- Funnel & campaign analytics
- Lead scoring models
- Conversion rate optimisation
- KPI & product metrics
— 03 / Career
Track record
Read top to bottom, newest first. Each stop added one layer to the next.
- 2024 – now
One martech platform, many markets
Marketing Automation Product Lead · BP Global Technology Center, for Castrol
Own the global roadmap for Castrol's marketing automation across 6+ regions: shared lead scoring and consent standards, executive analytics, and an AI roadmap for personalised journeys.
6+ regions on one platform
- 2022 – 2024
Engagement platforms for Fortune 500 brands
Senior Product Manager · Publicis Sapient
Shaped CRM and commerce platforms with global client leadership teams, and launched pilots in the martech and digital experience practice.
+27% customer engagement
- 2019 – 2022
Transformation at enterprise scale
Senior Consultant, Digital Transformation · KPMG India
Led automation and SaaS-migration programmes for global financial-services clients, with delivery teams across India, EMEA and Japan.
3 regions in one delivery rhythm
- 2019
Wiring commerce to CRM
Product Manager – e-Commerce · Innoviti Payment Solutions
Built a direct e-commerce channel for payment devices, integrated with automated merchant onboarding and KYC verification.
+33% digital sales
- 2017 – 2019
Building a community-led product
Co-founder · Codebarco Technologies
Co-founded a social commerce platform for independent sellers and grew it through referrals, content and search.
36,000 sellers in the community
- 2015 – 2017
Learning demand from the ground up
Founder, Startpillars Consulting · Head of GTM, deAzzle
Ran go-to-market for a SaaS platform helping small businesses go digital, and advised startups on product roadmaps alongside it.
68% reduction in CAC per merchant
— 04 / Selected work
Proof in practice
A few places where strategy became a platform, a process or a product.
Financial-services transformation
Automation and SaaS migration for global financial-services programmes spanning teams in India, EMEA and Japan.
3 regions, one delivery rhythm
Codebarco social commerce
A community-led platform for independent sellers, grown through referrals, content and search.
36,000 sellers
— 05 / Beyond work
The human side
Community and creativity have always been part of the work.
40,000+ women entrepreneurs
A community for economic empowerment, mentoring, market access and digital skilling.
Art with a purpose
100% of proceeds from her paintings are donated to social causes.
— 06 / Perspectives
What I'm thinking about
Learning notes and case studies on data-driven decision making, predictive AI and enterprise marketing automation.
— 07 / Credentials
The paperwork behind the record
Education, certifications and recognition.
Education
- MBA, Marketing Communication — Symbiosis International University
- BSc, Zoology
- Diploma in Entrepreneurship Management — Harvard Business School Online
Certifications
- Certified Scrum Product Owner — Scrum Alliance
- SAFe 5 Product Owner / Product Manager — Scaled Agile
- Certified Scrum Master — Scrum Alliance
Recognition
- Play to Win — bp
- Digital Leadership — Publicis Sapient
- Early Talent Award — KPMG