SAP appoints Maurishca Dsouza as senior industry advisor-media

SAP has announced the appointment of Maurishca Dsouza as senior industry advisor – media. In her new role, Dsouza will work closely with SAP’s leadership and cross-functional teams to shape strategic go-to-market initiatives, strengthen industry thought leadership and support business growth for media clients across India.

Based on her remit, Dsouza will focus on building market awareness for SAP’s media solutions, supporting pipeline development and driving strategic demand generation. Her role involves partnering with internal stakeholders across sales, marketing, product and industry teams to align SAP’s offerings with the evolving needs of media organisations in the region.

Prior to joining SAP, Dsouza was associate director – ads strategy at JioStar. In this role, she was involved in developing advertising strategy and supporting monetisation initiatives within a complex and competitive media environment. Her work required close collaboration with sales and product teams, as well as ecosystem partners, to drive activation, retention and monetisation outcomes at scale.

Across her earlier roles spanning media, technology and financial services, Dsouza has built experience in revenue and business strategy, advertising monetisation and go-to-market planning. Her background includes working on integrated strategies that connect commercial objectives with product capabilities and market demand. She has consistently worked with cross-functional stakeholders to translate strategic priorities into execution frameworks that support sustainable growth.

Dsouza brings over nine years of professional experience across media, technology and lending sectors. This exposure has enabled her to develop a broad understanding of how digital platforms, data-led decision-making and evolving consumer behaviour intersect within media and adjacent industries. At SAP, this experience is expected to contribute to strengthening the company’s engagement with media organisations navigating digital transformation.

Commenting on her appointment, Dsouza said, “I’m excited to join SAP at a time of rapid transformation in the media industry. I look forward to collaborating with senior leaders to unlock strategic value, deepen engagement, and accelerate business-led transformation across the media ecosystem.”

The media sector continues to undergo significant change, driven by shifts in content consumption, advertising models and technology adoption. SAP’s focus on industry-specific solutions positions it to support media companies as they address these challenges through data integration, operational efficiency and new revenue opportunities. Dsouza’s role is aligned with this approach, combining industry insight with strategic advisory capabilities.

Through this appointment, SAP aims to further enhance its impact across the media ecosystem in India by deepening relationships with clients and supporting more informed, outcome-led transformation initiatives. Dsouza’s experience in strategy, monetisation and go-to-market execution is expected to play a role in advancing SAP’s objectives within the sector.