UST has promoted Tinu Cherian Abraham to Senior Director and Global Head of PR and Media Relations, expanding his leadership across more than 30 countries. With two decades of experience in technology and communications, and a strong track record at UST and previous roles at HARMAN and Ola, Abraham now leads the company’s global PR strategy.
UST’s announcement elevating Tinu Cherian Abraham to Senior Director and Global Head of PR and Media Relations marks a significant milestone in the company’s evolving communication strategy, and in Abraham’s own two-decade journey across technology, corporate communications and global media engagement. Based in Bengaluru, he now assumes responsibility for shaping and strengthening UST’s PR function across more than 30 countries, a mandate that reflects both the organisation’s expanding global footprint and his steady rise within its leadership ranks.
For Abraham, the new role is both a recognition of his contributions over the past six years and an opportunity to build on a communication framework he has helped refine. In his announcement, he expressed gratitude for the continued trust placed in him by UST’s Chief Marketing Officer Leslie Schultz and other senior leaders. He also acknowledged the support of his three-member global PR team—Neha Misri, Merrick Laravea and Roshni Das—whose work has been central to the PR function’s growth across regions. Abraham extended thanks as well to Chief People Officer Colleen Doherty and HR BSE Santhosh Mala Visvesvaran, underscoring the collaborative foundation underpinning his expanded responsibilities.
Abraham’s journey at UST has been marked by progressive leadership roles that have taken him through the company’s complex and geographically diverse communication landscape. Over the years, he has overseen global PR operations, government affairs, industry relations and key agency partnerships across the US, the UK, India, Spain, Bulgaria and Australia—regions that represent UST’s strategic centres of growth. His experience has allowed him to bridge cultural, regulatory and market expectations while sharpening UST’s positioning in enterprise technology conversations. Prior to this promotion, he served in consecutive leadership designations: Director and Global Head of PR and Media Relations, and Group Manager and Global Head of PR and Media Relations. Each role has deepened his ownership of the company’s global narrative and strengthened his ability to anticipate and respond to rapidly shifting industry dynamics.
Before joining UST’s communications leadership, Abraham built a solid foundation through senior roles at HARMAN India and Ola, where he managed a full spectrum of corporate communications functions. At HARMAN, he led media relations, crisis communication, product PR and corporate brand visibility. His time at Ola—one of India’s most closely watched tech ecosystems—exposed him to some of the country’s most intense media cycles and sharpened his instinct for high-velocity communication management. Experiences like these equipped him with the agility required for multinational communication leadership, especially in sectors that move as quickly as digital transformation and enterprise technology.
Interestingly, Abraham’s relationship with UST predates his current tenure. In the earlier chapter of the company’s journey, when it operated under the name UST Global, he contributed to communications spanning traditional PR, digital engagement, social media strategy, external stakeholder visibility and content development. His return to the organisation a few years later signalled both continuity and evolution, allowing him to bring back institutional knowledge while applying new learnings from his roles in India’s tech and automotive industries. This familiarity with the company’s history and culture has positioned him to lead with clarity and conviction at a time when UST is strengthening its brand identity across continents.
What sets Abraham apart is his unconventional entry into communications. He began his career in engineering, working in technical roles at some of the world’s most respected technology companies—Juniper Networks, Cisco and Infosys. This technical grounding has often informed his approach to storytelling and media relations, enabling him to decode complex technologies with fluency and communicate their value in ways that resonate across audiences. In a landscape where technology narratives increasingly require translation for business leaders, policymakers and media, this hybrid background gives him a distinct advantage.
His career has also included voluntary leadership roles with Wikimedia India, where he served as Head of Communications and later as an Executive Committee Member. These stints involved community engagement, public education, movement-building and advocacy—experiences that broadened his understanding of decentralised communication models and grassroots-led organisational storytelling. Such exposure offered a unique complement to his corporate roles, widening his perspective on how diverse audiences seek, share and rely on information.
As UST continues to expand its service offerings in cloud transformation, AI-driven solutions, cybersecurity and digital business platforms, the need for cohesive global communication has become central to the company’s strategy. Abraham’s promotion comes at a time when global PR leadership goes far beyond media engagement and reputation management; it now touches public policy discourse, employer branding, investor perception, and crisis resilience across multiple markets. With nearly two decades of experience in technology and communication, Abraham now steps into a role that will require orchestrating all of these elements at scale.
Colleagues within UST view the promotion as a natural extension of his contributions over the years. His leadership is often described as steady, detail-driven and relationship-centred—qualities that are increasingly vital in a world where companies must navigate regulatory shifts, geopolitical uncertainties, and the complexities of distributed workforce communication. His ability to build cross-regional PR frameworks, mentor emerging communication talent and strengthen agency partnerships has already been evident in the organisation’s strengthened global positioning.
For Abraham, the new title represents both acknowledgement and responsibility. It is a continuation of a long-standing association with UST—a company he has seen evolve across phases, milestones and global expansions. His expanded remit will likely shape how the company tells its story over the next decade, especially as it continues to position itself as a digital transformation partner for global enterprises.
In an industry where leadership often demands a mix of technical fluency, strategic communication and global awareness, Abraham’s trajectory reflects how these worlds increasingly converge. As he takes on the challenge of leading UST’s PR and media relations across more than 30 countries, his elevation signals not just a recognition of individual ability but also the company’s commitment to strengthening its voice in an increasingly competitive market.
For UST, the announcement is more than an internal promotion—it is an investment in global reputation, trust-building and narrative consistency at a time when technology companies must articulate value with greater clarity than ever before. And for Abraham, it marks the beginning of a new chapter rooted in experience, collaboration and a long-standing belief in the power of communication to shape how organisations are understood in a complex and changing world.
