Srinivasa Raju Urs
Product Leader | Portfolio & AI Strategy | Incubation->PMF->GTM
I’m a product leader who moves seamlessly from scaling established platforms to incubating AI‑led, zero‑to‑one innovations. My work blends commercial strategy, PMF discipline, and cross‑domain product thinking across Media, AI, Sustainability, and Industry
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0. I bring strength across three high‑value areas: - Product strategy and GenAI infusion - New product incubation grounded in PMF experimentation - Commercialization, monetization, and GTM strategy for global B2B products.
GTM Index
- TATA ELXSIJOB
- Product Mgr - New Product…1Y 4M
Product Manager - New Product Incubation & Strategic Initiatives (CPO Team)
Tata Elxsi
In the CPO team at Tata Elxsi, I drive product innovation across AI, sustainability, and Industry 4.0. My work spans shaping new product concepts, validating early‑market signals, and building GTM paths for scalable commercialization.
- Product Mgr - Product Stra…1Y 2M
Product Manager - Product Strategy & GTM (Media & Communications, Portfolio Products)
Tata Elxsi
Drive GTM and product strategy for a global B2B media technology portfolio spanning Test Automation, QoE (Quality-of-Experience) Measurement, and Remote Device Management—leading monetization, competitive positioning, and AI‑led product bets that enhance ACV, customer adoption, and expansion.
- Product Mgr - Media Qualit…5Y 2M
Product Manager - Media Quality Platform (Test Automation & QoE)
Tata Elxsi
A next-generation test automation solution to help OTT service providers and Broadcaster, across the globe, deliver superior quality of experience to their end customers. Focus on innovations to bring customer empathy right into the development life cycle itself so that the service provider can assess and optimize the quality of experience delivery before it bothers the paying customers.
- Senior Software Eng10M
Senior Software Engineer
Tata Elxsi
Design and development of set-top-box software components like applications, middleware, conditional access integration
- Software Eng2Y
Software Engineer
Tata Elxsi
Design and development of set-top-box software components like applications, middleware, conditional access integration
- MULTICHOICE GROUPJOB
- Technical Lead2Y 2M
Technical Lead
MultiChoice Group
Built, End-to-end monitoring solution to track the delivery of video assets as per the SLA Dashboards for data visualization and insights Robust test automation framework which can withstand inconsistencies in application performance and behavior
- Automation Architect2Y 3M
Automation Architect
MultiChoice Group
Built automation framework solutions to enable automation of STB testing. Key focus on productive scripting, robust test execution, and quicker result analysis
- LIBERTY GLOBALJOB
- Automation Specialist1M
Automation Specialist
Liberty Global
Program to proactively identify and resolve the stability issues of the STB applications. Focus on engineering the operational conditions and user behaviors to test the stability
- ALTECH UECJOB
- Senior Software Eng3Y 4M
Senior Software Engineer
Altech UEC
Program to maintain and manage a family of STB products for periodic updates and features enhancements
- Job: Tata Elxsi — Product Manager - New Product Incubation & Strategic Initiatives (CPO Team) · 2025-04 – present — In the CPO team at Tata Elxsi, I drive product innovation across AI, sustainability, and Industry 4.0. My work spans shaping new product concepts, validating early‑market signals, and building GTM paths for scalable commercialization.
- Job: Tata Elxsi — Product Manager - Product Strategy & GTM (Media & Communications, Portfolio Products) · 2024-01 – 2025-03 — Drive GTM and product strategy for a global B2B media technology portfolio spanning Test Automation, QoE (Quality-of-Experience) Measurement, and Remote Device Management—leading monetization, competitive positioning, and AI‑led product bets that enhance ACV, customer adoption, and expansion.
- Job: Tata Elxsi — Product Manager - Media Quality Platform (Test Automation & QoE) · 2018-10 – 2023-12 — A next-generation test automation solution to help OTT service providers and Broadcaster, across the globe, deliver superior quality of experience to their end customers. Focus on innovations to bring customer empathy right into the development life cycle itself so that the service provider can assess and optimize the quality of experience delivery before it bothers the paying customers.
- Job: MultiChoice Group — Technical Lead · 2016-07 – 2018-09 — Built, End-to-end monitoring solution to track the delivery of video assets as per the SLA Dashboards for data visualization and insights Robust test automation framework which can withstand inconsistencies in application performance and behavior
- Job: Liberty Global — Automation Specialist · 2016-05 – 2016-06 — Program to proactively identify and resolve the stability issues of the STB applications. Focus on engineering the operational conditions and user behaviors to test the stability
- Job: MultiChoice Group — Automation Architect · 2014-01 – 2016-04 — Built automation framework solutions to enable automation of STB testing. Key focus on productive scripting, robust test execution, and quicker result analysis
- Job: Altech UEC — Senior Software Engineer · 2010-08 – 2013-12 — Program to maintain and manage a family of STB products for periodic updates and features enhancements
- Job: Tata Elxsi — Senior Software Engineer · 2009-09 – 2010-07 — Design and development of set-top-box software components like applications, middleware, conditional access integration
- Job: Tata Elxsi — Software Engineer · 2007-08 – 2009-08 — Design and development of set-top-box software components like applications, middleware, conditional access integration
- School: Deakin University — Master of Business Administration - MBA
- School: MICA | The School of Ideas — PG Certification, Digital Marketing
- School: Adichunchanagiri Institute of Technology, Chikmagalur — Bachelor's degree, Computer Science
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