Freehand Hires Krshna Prashant as First Marketing Lead

Strategic Shift in Enterprise Marketing

Freehand, the artificial intelligence firm specializing in autonomous AI Teams that manage supply-chain expenditures for Fortune 500 companies, has appointed Krshna Prashant as its inaugural Marketing Lead. This appointment marks a significant milestone as Prashant serves as the company’s first marketing hire in the United States. The move follows closely on the heels of Freehand securing a robust $75 million funding round. This capital injection was co-led by Battery Ventures and NewRoad Capital Partners, with additional participation from PSP Growth, founded by former U. S. Commerce Secretary Penny Pritzker, and Nexus Venture Partners.

The decision to bring on a leader with a consumer-focused background represents a deliberate strategic pivot for the enterprise software provider. Nitin Jayakrishnan, co-founder and CEO of Freehand, emphasized the necessity of this approach in bridging the gap between technical capability and human engagement.

“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.”

Building a Category from Scratch

In her new capacity based in San Francisco, Prashant is tasked with constructing Freehand’s brand identity, narrative framework, and go-to-market operations from the ground up. Her role is pivotal in defining how a category-creating AI company communicates its value proposition to the world’s largest enterprises. The stakes are high, given that Freehand’s agents already process billions of dollars in payments spanning 60 to 70 countries. The client roster includes major industry giants such as Meta, Johnson & Johnson, and Pfizer.

Prashant views the opportunity as a chance to define a market rather than simply participate in one. She highlighted the transformative nature of the technology she will be promoting.

“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.”

A Proven Track Record Across Continents

Prashant brings nearly a decade of experience leading marketing initiatives for some of the fastest-growing consumer and technology firms across Europe and Southeast Asia. Her most recent role was Head of Campaigns for EU & Turkey at Delivery Hero. In this position, she drove product adoption and co-marketing activations across more than seven European markets. She managed a multi-million-euro promotional budget and aligned C-level stakeholders and country general managers on integrated commercial and marketing growth plans.

Prior to Delivery Hero, Prashant served as Head of Marketing at Flash Coffee in Singapore. During her tenure, she led all marketing activations during a period of over 30 store launches. She built and managed a nine-person team and successfully achieved 80% unaided brand awareness through integrated campaigns.

Her career began at Uber, where she led CRM and in-app communications for UberPOOL and driver lifecycle initiatives. She subsequently joined Grab as Brand Marketing Manager for Southeast Asia, leading regional campaigns across eight markets. At Grab, she spearheaded the creation of the company’s first ESG and Social Impact Report. The initiative, titled the “Personalised Social Impact Reports” campaign, won Silver at the WARC Prize for Asian Strategy in 2020. This campaign utilized customer data and mobile technology to reframe and personalize Grab’s social impact across Southeast Asia, driving measurable gains in brand metrics.

Technology Behind the Brand

Freehand distinguishes itself by building autonomous AI agents that handle supply-chain spend for the world’s largest enterprises. These agents manage procurement, supplier management, and invoice and payment operations across complex categories including logistics, direct materials, and MRO. The technology is powered by Freehand’s proprietary Category Context Graph, which allows the agents to reason across structured and unstructured data, understand contracts and policies, and execute decisions directly within enterprise systems.

This approach delivers measurable savings and fully auditable outcomes without requiring additional headcount or outsourcing contracts. Headquartered in San Francisco, Freehand continues to expand its influence in the enterprise AI space, backed by investors such as Battery Ventures, Nexus Venture Partners, and NewRoad Capital Partners. For more information, visit freehand.ai.