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Award-winning marketer with nine years across Europe and Asia joins the $75M-backed AI supply chain company to build its brand and go-to-market engine
SAN FRANCISCO, CA – September 16, 2026; — Freehand, the company whose autonomous AI Teams manage supply-chain spend for Fortune 500 enterprises, today announced the appointment of Krshna Prashant as its first Marketing Lead — the company’s first marketing hire in the United States. The appointment comes weeks after Freehand raised $75 million in funding co-led by Battery Ventures and NewRoad Capital Partners, with participation from former U.S. Commerce Secretary Penny Pritzker’s PSP Growth 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 marketing hire in San Francisco, Prashant is responsible for building Freehand’s brand, narrative, and go-to-market function from the ground up – defining how a category-creating AI company explains itself to the world’s largest enterprises. Freehand’s agents already process billions of dollars in payments across 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 leading marketing campaigns for some of the fastest-growing consumer and technology companies across two continents.
Background
Prashant is a marketing leader with 9+ years of experience spanning Europe and Southeast Asia, with deep expertise in product marketing, partner marketing, go-to-market strategy, and insight-driven positioning.
Most recently, as Head of Campaigns for EU & Turkey at Delivery Hero, she drove product adoption and co-marketing activation across seven-plus European markets, managed a multi-million-euro promotional budget, and aligned C-level stakeholders and country general managers on integrated commercial and marketing growth plans.
Earlier, as Head of Marketing at Flash Coffee in Singapore, she led all marketing activations during a period of 30+ store launches, built and managed a nine-person team, and reached 80% unaided brand awareness through integrated campaigns.
Prashant began her career at Uber, where she led CRM and in-app communications for UberPOOL and driver lifecycle initiatives, before joining Grab as Brand Marketing Manager for Southeast Asia, leading regional campaigns across eight markets.
Recognition
At Grab, Prashant led the creation of the company’s first ESG and Social Impact Report — the “Personalised Social Impact Reports” campaign — which was awarded Silver at the WARC Prize for Asian Strategy (2020), one of the marketing industry’s most respected international honors for effectiveness and strategic excellence. The campaign used customer data and mobile technology to reframe and personalise Grab’s social impact across Southeast Asia, driving measurable gains in brand metrics.
Prashant holds a BBA with a double major in Marketing and Strategy from Singapore Management University. She is also a writer, publishing on narrative and marketing through her Substack, Halfway Home.
About Freehand
Freehand builds autonomous AI agents that run supply-chain spend for the world’s largest enterprises — taking on procurement, supplier management, and invoice and payment operations across complex categories such as logistics, direct materials, and MRO. Built on Freehand’s proprietary Category Context Graph, the agents reason across structured and unstructured data, understand contracts and policies, and execute decisions directly in enterprise systems, delivering measurable savings and fully auditable outcomes without adding headcount or outsourcing contracts. Headquartered in San Francisco, Freehand is backed by Battery Ventures, Nexus Venture Partners, NewRoad Capital Partners, and others. Learn more at freehand.ai.
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