In the ever-evolving world of digital experience and enterprise technology, few professionals stand out as clearly as Ashwaray Chaba. With a career spanning industry giants like Adobe, SAP, and Twilio, Ashwaray has influenced over $200 million in software licensing and services revenue — a testament to his strategic foresight, technical depth, and leadership acumen.
From Architect to Architect of Change
Currently serving as a Managing Principal Enterprise Architect at Adobe, Ashwaray leads with purpose and precision. He directs a high-performing team of enterprise architects generating $5M+ in annual services revenue and achieving 80%+ billable utilization — metrics that reflect both operational excellence and client impact.
One of his most notable achievements? Spearheading Adobe’s largest Martech transformation at Fortune 500 coffeehouse chain, overseeing a $150M licensing portfolio and a $15M/year services engagement. This initiative not only delivered hyper-personalized omnichannel experiences to over 120 million users, but it also positioned a Fortune 500 coffeehouse chain to unlock $1B+ in operational efficiencies over three years.
Transforming Enterprise Experience at Scale
Ashwaray’s success is rooted in his ability to blend enterprise architecture leadership with commercial strategy. His work at SAP resulted in the design of the SAP Commerce Fast-Track Solution, accelerating implementation timelines by 68% and creating $4.4M in new services revenue. At Twilio, he enabled data-driven personalization through platforms like Segment, demonstrating his breadth across Martech, CDP, and cloud-native architectures.
What sets Ashwaray apart is not just his technical expertise, but his CXO-level engagement — influencing decisions through architecture storytelling, ROI modeling, and platform visioning.
Recognized Leadership and Impact
Ashwaray was named Enterprise Architect of the Year (2024) at Adobe, reflecting his strategic delivery, leadership, and cross-functional collaboration. Whether it’s coaching global technical teams, managing escalations, or leading enablement initiatives, Ashwaray consistently builds systems — and teams — that scale.
His core competencies include:
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Enterprise Architecture & CX Transformation
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Martech & Commerce Cloud Platforms (Adobe, SAP, Twilio)
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AI-Driven Personalization & LLM Integration
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Revenue Governance, Deal Support, and Technical Pre-Sales
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Stakeholder Engagement and Thought Leadership
The Future of Enterprise Architecture
As AI and agentic systems become core to digital experiences, Ashwaray is already integrating large language models (LLMs) and intelligent design into next-gen personalization strategies — preparing global enterprises for what’s next.
In a landscape that rewards speed, scale, and customer obsession, Ashwaray Chaba continues to redefine what enterprise architects can do — not just as technical leaders, but as strategic business enablers.