Team Pumpkin Names Swati Nathani CEO, Targets 20% International Revenue by 2030

Marketing and communications agency Team Pumpkin has appointed co-founder Swati Nathani as its new chief executive officer, replacing a founder-led management structure with a systems-driven approach as it targets 20% of revenue from international markets by 2030.

Nathani, who previously served as chief business officer, steps into the role after 14 years of building the agency alongside co-founder Ranjeet Kumar. The agency, founded in 2012, now employs 350 people across offices in India, Toronto, and Dallas.

The leadership change signals a shift from founder-led execution to building scalable systems and leadership teams, Nathani told afaqs!. “Now 14 years down the line, you know this CEO title just made me relook at the mindset I had… From becoming a problem-solver sort of person, I need to become somebody who creates machinery to keep the business growing,” she said.

AI integration and workflow automation

Team Pumpkin has integrated artificial intelligence into content production, video creation, creative work, pitches, and media buying for over two years. The next phase involves embedding AI deeper into daily workflows, including task assignment based on employee skills and availability.

The agency aims to reserve human input for insights and creative thinking while automating routine management tasks. Nathani noted that while AI has increased efficiency, it has not automatically reduced client fees. “Clients have started questioning whether AI-led efficiencies should mean fewer billable hours and lower fees,” she said, adding that the agency continues to invest heavily in AI tools, particularly for video production.

Efficiency gains vary depending on team expertise, she pointed out. “If I can produce a video in two or three iterations, the higher margin comes from my expertise—not just the AI,” she said, noting that others may need up to 10 attempts for the same output.

AI’s impact on margins has been limited so far, but Nathani expects that to change as tools improve and assets become easier to edit and manipulate. Some clients, she added, have set strict limits on AI-generated creative work due to concerns about authenticity.

Business model and client mix

Team Pumpkin has expanded from digital and social media into PR, SEO, performance marketing, influencer marketing, production, and technology, driven by client demand. Its portfolio includes brands such as Prega News, Care Hospitals, Vision Express, BigBasket, APL Apollo, and B-Natural.

Despite its integrated offering, about half of the agency’s clients still purchase only individual services, Nathani said. Content remains the primary revenue driver, serving as a common thread across offerings. The business mix has also shifted, with retainers now accounting for 70% of revenue, down from 85–90%, as project-based work grows—particularly in technology and website development.

International growth and challenges

Team Pumpkin’s international operations are relatively young, with the Toronto and Dallas offices established around three years ago. The agency keeps client-facing work overseas while execution remains in India, though it is building local capabilities for PR and influencer marketing, where market-specific relationships matter.

International business currently contributes 7–8% of revenue, with a goal to reach 20% by 2030. Nathani said the agency initially expected its India-based cost structure to be a significant advantage in North America but found the reality more complex, requiring more rounds of pitching and proof of capability.

The agency is also helping Indian D2C brands enter overseas marketplaces such as Amazon.com, Noon, and Walmart Canada, providing support with licensing and setup. This provides another route to build overseas business—by taking existing Indian client relationships into international markets rather than relying entirely on acquiring new clients abroad.

Datos clave

Aspect	Details
New CEO	Swati Nathani, co-founder and former chief business officer
International revenue target	20% by 2030 (currently 7-8%)
AI integration timeline	Over 2 years, with deeper workflow embedding planned
Office locations	India, Toronto, Dallas; 350 employees

Emerging services: AI engine optimisation and regulated industries

Team Pumpkin is exploring areas such as AI engine optimisation (AEO)—optimising brand content for conversational, long-tail queries featured in AI-generated answers. The agency has developed internal tools to track brand rankings across AI platforms and has begun advertising on platforms like ChatGPT.

Another focus area is communications for regulated industries, where marketing restrictions are tighter. For Nathani, the larger change is not simply about adding more services but about getting more mandates from the same client while building technology and processes that allow the agency to execute them differently. “The outlook for the next four or five years in 2030 is where my targets have been set,” she said.

Source: afaqs! – https://www.afaqs.com/news/digital/team-pumpkin-eyes-20-international-revenue-by-2030-as-swati-nathani-takes-over-as-ceo-12591585