16 Jaspreet Arora from TCS | How I lead my marketing function: From support function to strategic business partner

Marketing in complex B2B is no longer just about running events or creating more content. But how do you build intimate, trust-led relationships in the Nordics when your global corporate engine moves at the scale of 600,000 employees? Tata Consultancy Services (TCS) is one of the largest tech services companies in the world. With nearly 60 years in business and a presence in over 50 countries, they operate at a massive scale. Still, the TCS Nordic team takes strategic global goals and localizes them to match the specific market maturities, industry focuses, and cultural demands of Sweden, Finland, Norway, and Denmark. In this episode, we’re happy to have Jaspreet Arora, Head of Marketing, Nordics at TCS, as our guest. Over her 17-year career at TCS spanning India, the UK, and now the Nordics, Jaspreet has seen marketing evolve from a traditional corporate support function into a true strategic advisor. She shares her insights on regional differences in marketing, there have been – from speed and scale to trust-led and collaborative approaches, and why successful B2B engagement in the Nordics relies on building trust, intimate roundtables, and relationship-led activities rather than mass outreach. Also, you’ll hear practical ways to navigate a matrix organization, how to manage dual reporting lines, and Jaspreet's best practices for communicating the value of marketing. Connect with Jaspreet on LinkedIn.