Tinu Cherian Abraham Exits UST After a Long Leadership Stint

Leading Global PR and Media Relations at UST

Tinu Cherian Abraham, Senior Director and Head of Global PR & Media Relations at UST, is set to move on from the technology services company, bringing to a close a significant chapter in a career spanning more than two decades across technology, consumer and multinational organisations.

With more than 22 years of professional experience, including over 13 years in communications leadership roles at multinational technology and consumer companies, Cherian has established himself as a senior communications professional with a broad network across Indian and international media, corporate communications, PR and business leadership circles.

At UST, Cherian has led Global PR & Media Relations with a global team and agency network, overseeing communications across more than 30 countries.

His responsibilities have covered corporate reputation, executive visibility, thought leadership, media relations, public relations, government relations and crisis communications.

Under his leadership, UST and its senior executives have secured visibility and media coverage across leading international and Indian publications, including The Wall Street Journal, Forbes, The New York Times, Harvard Business Review, CNBC, BBC, Financial Times, The Guardian, Fortune, The Australian and Australian Financial Review, among others.

Building a Strong Media and Communications Network

Beyond international media relationships, Cherian has developed long-standing connections across India’s media fraternity, particularly among senior journalists, editors and media leaders covering technology, business and corporate affairs.

He has also built an extensive network among India’s corporate communications and PR professionals through ICG, bringing together professionals from across the communications community.

His network extends beyond conventional PR circles, with a demonstrated ability to connect people, build communities and develop relationships that create value beyond the traditional boundaries of a communications function.

Bringing a Commercial Approach to Communications

A notable aspect of Cherian’s career has been his commercial orientation toward communications. Over the years, he has helped create opportunities that translated into multi-million-dollar business outcomes by combining relationship-building, communications expertise and an understanding of broader business priorities.

This approach has allowed him to position communications not only as a reputation-building function but also as a contributor to business growth and strategic objectives.

Career Spanning Technology and Consumer Brands

Cherian’s professional journey has included leadership positions at UST, HARMAN and Ola, along with earlier technology roles at organisations including Infosys, Cisco and Juniper Networks.

His career began more than two decades ago in technology and subsequently evolved into senior global communications, PR and reputation leadership roles.

The breadth of this experience has given him exposure to different business environments, industries and organisational structures while building expertise in global communications and stakeholder engagement.

Looking Ahead to the Next Chapter

As Cherian prepares to move on from UST, he is expected to explore senior leadership opportunities across Global PR, Corporate Communications, Communications, Public Affairs and broader strategic roles.

His combination of international and Indian media relationships, corporate reputation expertise, industry networks and commercial orientation could position him for roles requiring both communications leadership and strategic business understanding.

People familiar with his work describe his strengths as extending beyond communications, particularly his ability to bring together people, opportunities and organisations and turn those connections into meaningful relationships.

Cherian Reflects on His UST Journey

Commenting on his upcoming move, Cherian said, “UST has been an incredible chapter in my career. I am grateful to my team, colleagues, leaders and agency partners around the world for their trust, collaboration and support. I’m excited about what lies ahead.”

His departure marks the end of an important phase in his communications career, with his next professional move expected to be announced in due course.