Freehand hires B2C marketer to sell AI Teams

Freehand named Krshna Prashant its first marketing lead in the United States on September 21, tasking her with selling autonomous AI Teams that already process billions in payments inside enterprise systems at Meta, Johnson & Johnson and Pfizer.

The appointment comes weeks after a $75 million round co-led by Battery Ventures and NewRoad Capital Partners, with PSP Growth and Nexus Venture Partners participating.

CEO Nitin Jayakrishnan said the company deliberately hunted in B2C because the best consumer marketers make people feel and act, an instinct he said enterprise software has missed.

Prashant will build Freehand's brand, narrative and go-to-market function from scratch in San Francisco, defining how a category-creating company explains agents that make decisions and take action.

The product surface is not a dashboard but agents embedded in source-to-pay and ERP stacks, operating remotely through integrations that approve, reconcile and release payments across 60 to 70 countries.

Remote execution at that privilege level raises the stakes, since an agent authorized to move money becomes a high-value target if its credentials, prompts or tool permissions are compromised.

Freehand has not detailed in this announcement how it scopes least privilege, logs agent actions or isolates payment rails, which a CISO buyer will want before granting autonomous spend authority.

Prashant joins after nine years across Europe and Southeast Asia, most recently as Head of Campaigns for EU and Turkey at Delivery Hero where she ran product adoption and co-marketing across seven plus markets on a multi-million-euro budget.

Earlier she led marketing at Flash Coffee in Singapore through 30 plus store launches, managing a nine-person team to 80 percent unaided brand awareness, after stints leading CRM at Uber and brand marketing at Grab across eight markets.

At Grab she created the Personalised Social Impact Reports campaign, the company's first ESG and Social Impact Report, which won Silver at the WARC Prize for Asian Strategy in 2020.

She holds a BBA in Marketing and Strategy from Singapore Management University and publishes on narrative and marketing via her Substack Halfway Home.

If Freehand can prove its agents act safely inside live financial systems, Prashant's B2C storytelling will have something enterprise buyers actually believe.