Meet Vidhya Srinivasan: On AI, global strategy, and leading with curiosity

After just two months at Prophix, Chief Marketing Officer Vidhya Srinivasan is already making her mark: bringing a blend of big-picture thinking and practical execution to a company poised for its next phase of growth. We sat down with Vidhya to hear what she’s thinking about strategy, AI, and the path forward for modern B2B marketing. From building her own digital twin to hiking 14,000-foot summits in Colorado, Vidhya brings intention and energy to everything she does. And when it comes to marketing? She’s focused on one thing: impact.

What made Prophix stand out

When considering a new opportunity, Vidhya looks for three things: a meaningful market, a strong cultural fit, and room to grow.

“Prophix checked all the boxes,” she said. “I was drawn to this space. We’re in a category with a massive total addressable market, and I saw real potential to evolve how organizations think about financial performance. But beyond that, I spent time with the team, with the board, with [CEO] Alok Ajmera. It felt like a company where I could contribute, fit in, and grow.”

Before joining Prophix, Vidhya was Chief Marketing and Product Officer at Magnet, an HR tech company. She’s held senior roles across product, engineering, and marketing, an uncommon trifecta that gives her a uniquely well-rounded lens on strategy and execution.

Where marketing can move the needle next

Vidhya’s approach is grounded in progress. She’s focused on strategic iteration. And she’s clear on where marketing can create the most impact next.

One of the first areas that caught Vidhya’s attention was analyst engagement. Specifically, the opportunity to strengthen those relationships and shape how Prophix is perceived in the broader market. “Showing up consistently and confidently in those conversations helps us build mindshare with buyers and partners,” she said.

Another opportunity? Turning our existing customer base into a strategic asset.

“With over 3,000 customers around the world, there’s incredible potential to grow our marketing strategy through their voices and experiences,” she said. “I want us to create a more connected lifecycle from prospect to customer to advocate and build campaigns that reflect the full value of that journey.”

AI, digital twins, and practical productivity

Vidhya’s perspective on AI is refreshingly grounded: “It’s not about replacing anyone. We want to help the team work smarter and scale their impact.”

She’s already putting that belief into practice with a little help from her own “digital twin.”

“I created a vegan chef Gemini bot at home that helps me invent new recipes,” she said, laughing. “It knows my preferences, my macros, and my favorite ingredients. That same concept of training a GPT to think like you is how I believe AI will become most useful. As a personal productivity partner.”

At Prophix, that approach is shaping how her team explores AI tools for content creation, demand generation, and campaign targeting. She sees particular opportunity in intent-based platforms and AI-assisted SDR tools: “Instead of throwing more people at a problem, we’re looking at how AI can help us scale with quality.”

And while she doesn’t think AI is being overhyped, she does think it’s underused.

“We’re only scratching the surface. I’d love to see more people building power-user workflows and training digital twins. Having the tools is a start. Knowing how to use them purposefully is what really matters.”

Brand as a growth engine

Scaling global awareness is a key priority for Vidhya especially in regions like EMEA, where the opportunity for growth and visibility is significant.

“It’s about how we show up... our tone, our presence, our message and how that translates into stronger market positioning,” she said.

Vidhya is also focused on the bigger picture and how a strong marketing strategy fuels pipeline growth.

“As we launch AI-driven offerings, we need a strong narrative that cuts through the noise. We’re thinking not just about SEO, but also AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization),” she said. It’s a continuation of the thinking we’ve shared around Prophix One Intelligence and how AI can drive more meaningful outcomes for finance teams.

“We’re rethinking how people discover Prophix and why they choose to stay engaged.”

What drives her, on and off the clock

When asked about the defining moments in her career, Vidhya doesn’t name a singular milestone. Instead, she points to mindset.

“I’ve pivoted a few times: from finance to tech, from product to marketing. At each point, I asked, ‘Why not try?’ I don’t spend much time worrying about failure. That’s just not how I’m wired. I grow by doing.”

Outside of work, she finds clarity in the mountains. A dedicated hiker, Vidhya and her husband are aiming to cover 200 miles this year, and they’ve already passed the halfway mark.

“I’m not a beach person,” she admits. “I get restless after 15 minutes. But being on a summit, with that stillness and sense of accomplishment? That’s something I’ll never get tired of.”