I’m Tushar Warrier – a B2B marketing leader based in Melbourne, currently the marketing lead for Asset Management Services at McMillan Shakespeare (ASX: MMS).
I’ve spent 18 years at the intersection of sales and marketing. Across that time – at Interleasing, Heineken, News Corp, and through Green Hat – I kept seeing the same thing: organisations with sound strategies that simply didn’t survive contact with reality.
This site is my attempt to understand why.
A thread that runs through my career is early, pragmatic engagement with emerging tools – not as experimentation for its own sake, but as a response to real commercial constraints. In 2009, I was involved in one of India’s early large-scale Facebook integrations, delivering 300k engagements before social had established commercial playbooks. In 2017, I worked on AR-led activation ahead of mainstream adoption. More recently I’ve applied AI through structured prompts, synthetic buyer perspectives and automated research workflows to sharpen messaging and accelerate decisions. The pattern is consistent: new tools, applied practically, to make marketing more effective.
The Strategy Paradox is a research-led series examining why B2B marketing strategy fails to translate into action. It draws on academic research, analyst data, and a career spent watching the gap between strategic intent and actual execution up close.
My approach is grounded in Behavioural Economics and Consumer Psychology – I’m less interested in what buyers say than in how they actually decide. That distinction tends to be where the real problem lives.
You can find me on LinkedIn or reach me at tushar.warrier(at)gmail