- Discover Varun R Thakur’s inspiring journey from Amazon to Blue
- Learn how his global expertise meets a local, customer-centric vision
- Explore the future of Blue and BMS through his leadership
In this episode of our podcast Bluecast, we had the honour of speaking with Varun R Thakur, our Global CMO, and a key figure in this exciting new phase of growth for Blue and BMS. More than a conversation about marketing, it was a look into his personal story, the lessons that shaped him, and his vision for what lies ahead.
From Mumbai to the World
Varun was born in vibrant Mumbai, India, where his career began in the family business. Early exposure to international trade fairs sparked his desire to go further and create his own path. This ambition took him to Hong Kong and London for an MBA and later to Amazon and AWS, where he spent a decade working in Luxembourg and the United States.
At Amazon, he learned what it means to build global systems and scale new ideas from scratch, such as launching the refurbished products programme in 11 countries. He gained valuable insight into managing multicultural teams, focusing relentlessly on ROI, and recognising culture as a powerful strategic tool rather than an abstract concept.
Why He Chose Blue
After ten years at one of the world’s most influential companies, Varun sought a new challenge. Blue offered exactly that. As he explains, “I was looking for a place where I could apply what I had learned, but also step outside my comfort zone.”
What attracted him was Blue’s unique mix: the energy and creativity of a startup combined with BMS, a product he describes as “the most powerful platform I have seen in its category.”
The Vision: Unify, Scale, Humanise
Since joining Blue, Varun has focused on unifying the brand across continents while respecting the cultural identities of our offices in Brazil, Spain, and Argentina. His guiding principle is simple: think globally, act locally.
He is also redesigning the go-to-market strategy for BMS around a truly customer-centric approach. This includes surveys, focus groups, user experience testing, pain point analysis, and tailored content designed for specific audiences.
“It is not just about showcasing the product,” Varun notes. “It is about speaking directly to the customer’s needs and making them feel the platform was designed for them. Because it was.”
Lessons Beyond Marketing
Throughout the conversation, Varun shared personal lessons that continue to inspire his leadership. Among them, the advice from his father before he left to study abroad:
“Why are you trying to fit in, when you were born to stand out?”
He also reminded us that we only live once and should aim to be the protagonists of our own story, not background characters in someone else’s.
What’s Coming Next
Varun outlined clear priorities for the coming months, including:
- Launch of new web assets and a globally aligned brand
- Refined audience segmentation with highly personalised campaigns
- Reactivation of existing leads with a focus on conversion
- Expansion into emerging markets such as India and the Middle East
- Strategic positioning of BMS for each customer type
A Story Just Beginning
Varun’s arrival marks an important turning point for Blue and BMS. His global experience combined with a deep respect for local culture sets the foundation for meaningful growth.
As he concluded in our interview:
“We have the most complete platform on the market in our hands. Our challenge is to show the world why that is true.”
The journey has only just begun, and we are thrilled to take the next steps together.
