EXCELLENCE GROUP has appointed Saurabh A as Head of Marketing, tasking him with strengthening the company’s core business and leading new-category brand launches in emerging markets. His role builds on the firm’s decade-long presence across the UAE and India, emphasising collaboration, trust and sustained growth.
Saurabh A’s appointment as Head of Marketing at EXCELLENCE GROUP comes at a moment of both reflection and ambition for the service-based multinational that has steadily built its reputation across the UAE and India over the past decade. His elevation is not merely a change in designation, but a marker of the company’s evolving journey—from a fast-scaling organisation to a trusted client partner with aspirations that extend into new categories and emerging markets.
For Saurabh, the role carries a personal resonance shaped by his close association with the firm’s growth story. He describes his journey with EXCELLENCE GROUP as a joy, rooted in the experience of watching the organisation scale to greater heights while staying anchored in its values. That sense of continuity, combined with a mandate to push boundaries, defines the challenge ahead. As Head of Marketing, Saurabh steps into a position that will require balancing the strengthening of the company’s core business with the careful orchestration of new-category brand launches in high-growth markets.
EXCELLENCE GROUP today stands as a leading multinational in the service sector, with more than ten years of proven expertise across two highly competitive and culturally diverse regions. Operating in both the UAE and India has given the organisation a nuanced understanding of global best practices alongside local market realities. Over the years, it has earned recognition not just for the services it delivers, but for the manner in which it partners with clients—positioning itself as an extension of their teams rather than a transactional vendor. This client-partner approach has been central to its growth and continues to shape its strategic priorities.
Saurabh’s leadership philosophy aligns closely with this ethos. He speaks of a collaborative team environment underpinned by mutual respect and a shared hunger to keep improving. In an industry where marketing often risks becoming siloed or overly tactical, his emphasis on collaboration suggests a broader, more integrated vision. Marketing, in this framework, is not simply about promotion or visibility; it is about reinforcing trust, articulating value, and ensuring that the brand promise is consistently delivered across touchpoints.
Strengthening the core business will be a key pillar of Saurabh’s mandate. For a service-based organisation like EXCELLENCE GROUP, the core is inseparable from credibility and consistency. Marketing here must amplify what the company already does well—its domain expertise, delivery capabilities, and client relationships—while ensuring that these strengths are communicated clearly to existing and prospective partners. This involves sharpening the brand narrative, aligning messaging across regions, and deepening engagement with stakeholders who have been part of the company’s journey over the last decade.
At the same time, the role demands an outward-looking perspective. EXCELLENCE GROUP is preparing to steer new-category brand launches across high-growth emerging markets, a move that signals confidence in both its operational maturity and market insight. Emerging markets present immense opportunity, but they also require sensitivity to local dynamics, consumer behaviour, and competitive landscapes. Saurabh’s task will be to ensure that each new category launch is grounded in a strong understanding of market needs, supported by clear positioning, and executed with precision.
This dual focus—consolidation and expansion—reflects a broader trend among established service firms that are looking to diversify without diluting their core identity. For EXCELLENCE GROUP, success in new categories will depend on how effectively it can transfer the trust it has built in its existing businesses to new offerings. Marketing will play a crucial role in this transition, acting as the bridge between legacy strengths and future ambitions.
Saurabh’s appointment also highlights the growing strategic importance of marketing leadership in service-based multinationals. As competition intensifies and differentiation becomes more challenging, marketing leaders are increasingly expected to contribute to business strategy, not just brand communication. In Saurabh’s case, his remit spans both strengthening the existing business and shaping the go-to-market approach for new ventures, placing him at the intersection of strategy, growth, and brand stewardship.
His emphasis on “getting better” speaks to a culture of continuous improvement that EXCELLENCE GROUP appears keen to nurture. In fast-changing markets like the UAE and India, standing still is rarely an option. Client expectations evolve, technology reshapes service delivery, and new competitors emerge with disruptive models. A marketing function that is attuned to these shifts can provide early signals, helping the organisation adapt and innovate proactively.
Internally, Saurabh’s role is likely to involve close collaboration with leadership teams across functions and geographies. Aligning marketing efforts with operational realities, sales objectives, and long-term vision will be critical to ensuring coherence as the company scales further. Externally, his leadership will influence how the brand is perceived by clients, partners, and prospective markets—particularly as EXCELLENCE GROUP introduces itself in new categories and regions.
For EXCELLENCE GROUP, the appointment underscores confidence in leadership that understands the organisation’s DNA while being prepared to challenge it. Having witnessed the firm’s growth firsthand, Saurabh brings continuity and context to the role, even as he is tasked with driving change. This combination of institutional knowledge and forward-looking ambition can be a powerful asset in navigating the complexities of expansion.
As the company looks ahead, the marketing function under Saurabh’s stewardship is poised to become a central driver of growth and differentiation. By reinforcing the core business, the brand can continue to deepen trust in its established markets. By thoughtfully launching new categories in emerging markets, it can unlock fresh avenues for scale and relevance. The success of these efforts will depend not only on creative execution, but on strategic clarity, collaboration, and a relentless focus on value creation.
In many ways, Saurabh’s journey mirrors that of EXCELLENCE GROUP itself—rooted in steady growth, shaped by collaboration, and driven by an appetite to keep raising the bar. His appointment as Head of Marketing signals a new chapter in the company’s evolution, one where marketing is positioned as both a custodian of the brand’s legacy and a catalyst for its future.
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