In today’s fast-evolving enterprise tech landscape, few professionals bridge deep technical expertise with strategic business impact as seamlessly as Ashwaray Chaba. With a stellar track record of influencing over $200 million in software licensing and services across top-tier organizations like Adobe, Twilio, and SAP, Ashwaray stands as a leading voice in enterprise architecture and digital transformation.
Turning Vision into Value: $150M Martech Transformation
Ashwaray’s architectural leadership came to the forefront during his time at Adobe, where he spearheaded the largest Martech transformation for a Fortune 500 coffeehouse chain. Overseeing a $150M license portfolio and a recurring $15M in annual services, his architecture vision didn’t just modernize systems—it reshaped how over 120 million global users, including 90 million+ loyalty members, experienced the a Fortune 500 coffeehouse chain. This transformation wasn’t just technical; it was personal, omnichannel, and deeply customer-focused.
From Pre-Sales to Platform Acceleration
At SAP, Ashwaray’s impact extended into pre-sales strategy, where he helped close or influence over $40M annually in SAP Cloud deals. His notable clients included Merck, Aramark, and Canadian Tire. A standout accomplishment was his design of the SAP Commerce Fast-Track Solution—an accelerator that cut implementation time by 68% and unlocked $4.4M in new services revenue. These accelerators not only improved time-to-value for clients but also enhanced operational scalability across the board.
Leading Teams and Building Capabilities
Leadership isn’t just about results—it’s about people. At Adobe, Ashwaray led a high-performance team of Enterprise Architects, responsible for delivering $5M+ in annual revenue with 80%+ billable utilization. His blend of coaching, enablement, and hands-on delivery ensured the team was not just productive, but continuously growing and innovating.
His leadership style emphasizes cross-functional collaboration, partnering closely with sales, marketing, and engineering to craft solutions that are technically sound and commercially compelling.
Architecting the Future: AI, CDPs, and Personalization
With a strong foundation in Commerce, Martech, and CDP platforms like Adobe Experience Cloud, Twilio Segment, and SAP Commerce, Ashwaray is now deeply focused on the intersection of AI and personalization. His exploration of Large Language Models (LLMs) and agentic architecture is shaping the next generation of AI-driven customer experiences. These innovations are not just about technology—they’re about redefining how enterprises engage customers in real-time, relevant, and highly personalized ways.
Recognition and Influence
Ashwaray’s contributions have not gone unnoticed. He was honored as Adobe’s Enterprise Architect of the Year (2024)—a testament to his strategic delivery, CXO-level influence, and cross-enterprise impact.
In His Words
“Technology should empower businesses to move faster, connect deeper, and serve smarter. My goal has always been to bridge architecture with business impact—to ensure every solution tells a story, drives ROI, and creates meaningful change.”
Ashwaray Chaba isn’t just building architectures—he’s architecting outcomes, ecosystems, and excellence. As enterprises accelerate their digital journeys, leaders like Ashwaray are at the forefront—translating complexity into clarity, and vision into measurable value.