Interview with Roch Ferreira from Virtusa

Virtusa’s Fy2024 Sustainability Report spotlights how seamlessly sustainability has been adopted within its company culture, planning, and roadmaps. With the growing need for sustainable and CSR measures, how has Virtusa maintained its core functionalities while undertaking necessary steps toward a sustainable future?

Sustainability is seamlessly integrated into Virtusa’s core business framework and functions. Actually, it’s the fundamental mindset shaping all our strategies, operations, and decision-making instead of a being standalone initiative.

Setting this motto in stone has ensured that sustainability is the ingredient fueling our long-term value creation for clients, employees, and the broader communities we serve.

It’s quite true that actual transformation requires a disciplined, long-term commitment. This is why sustainability is rooted in every aspect of our operations.

We are one of the few companies within our industry that have signed up for SBTi (Science-based targets initiative). This allows us to commit to specific greenhouse gas emissions and climate impact goals. The results of our dedication? Earning an EcoVadis Gold Medal rating for 2 years, in the top 5% of all companies globally.

Moreover, we also extend this focus from our clients to the communities we serve. From restoring mangrove ecosystems in Sri Lanka and preserving significant UNESCO heritage sites to curating tangible CSR investments across schools and hospitals- the initiatives are central to our purpose-driven culture.

What truly sets this apart is its resonance across all levels of the organization—from employees to partners, vendors, and investors. People increasingly want to align with businesses committed to creating positive, lasting impact. Virtusa provides a platform where that commitment is a promise and a lived experience.

Sustainability is not just an environmental focus for us. It’s majorly about protecting the community we rely on while elevating our business performance. For us, this approach has made all the difference. And established Virtusa as a partner of choice for those seeking to drive innovation while advancing a sustainable future.

As the Global VP and Head of Corporate Marketing at Virtusa, how do you ensure brand consistency across different markets and industrial units while also catering to regional requisites?

Consistency doesn’t mean sameness.

The essential elements of our identity – values, brand voice, and purpose, must appear when our customers interact with us in any part of the world – Boston or Bengaluru. Our global governance framework and brand guidelines serve as our foundation.

But we also acknowledge each region needs its unique story. Our teams use localized strategies to deliver contextual messaging that maintains the core message across different regions.

The thing is technology supports this, too.

Virtusa has integrated AI tools that allow organizations to maintain a consistent tone while ensuring linguistic coherence across all market operations. Even the people representing the brand deliver genuine authenticity to every touch point because they incorporate reality and cohesion into our global platforms.

In your blog, From Crocs to Gator Tenderloin: Lessons from Unlikely Influences, you talk about the need for authentic connections. What could possibly shift in the relationship between tech service providers and their audiences in the upcoming years, especially with the rapid adoption of this modern tech?

Modern technological development requires prioritizing genuine and authentic relationships between people.

At Virtusa, our principle while molding successful relationships between clients, partners and employees focuses on trust, integrity, empathy, and mutual understanding. And all of this is despite the tensions and competition caused by the digital revolution.

The B2B landscape demands that businesses move their attention away from the software and tools required because the real drivers of solutions are the people behind them.

In the future, the success of your teams will belong to organizations that prioritize creating genuine networks. Those with direct, honest communication and mutual business and success goals will stand out from the rest.

In the end, authentic connections remain one of the core aspects that could separate marketing leaders from other businesses across digital systems.

Storytelling is the nucleus of effective business communication. Could you share some best practices for communicating brand values and differentiators to today’s crowded and competitive tech marketplace?

The simplest way to cut through the noise is to keep it human.

At Virtusa, we center our storytelling around our engineering-first mindset—not just what we build. We focus on who we build it for, why it matters, and the impact it creates.

The best stories are the ones people can see themselves in. They are genuine and show how creativity and execution come together to solve challenges that matter.

Marketers need buy-in from stakeholders to strategically lead and innovate. As a business leader, how do you suggest getting a grip on managing stakeholder expectations by demonstrating marketing’s impact on the revenue curve?

Communicating brand differentiators in a crowded tech market requires a balance – it’s something I abide by. Demand generation and brand building are crucial for business growth, no doubt but they must also work in tandem to create an engaging narrative that resonates with stakeholders.

Stakeholders are naturally focused on metrics and ROI. Still, they also seek the story behind those numbers—insights into how we’re shaping market perception, driving meaningful engagement, and building a brand people believe in and trust. This is where the actual value of marketing lies.

What sets marketers apart is their ability to weave the human element into this equation. By connecting awareness, trust, and revenue, they transform data points into stories that create lasting value and foster deeper relationships.

In a tech-driven world, this human connection is what makes the major difference between being a commodity and a trusted partner.

In a market where people need social proof but businesses have to respect client confidentiality, what’s your take on building a brand reputation across such a competitive market?

It’s a challenge, no doubt. When you can’t always showcase client stories, you must double down on what you can share.

One can focus on the problems that are being solved across the industry and how a team consistently shows up with creativity, integrity, and expertise. It’s important to highlight your people, culture, and broader contributions to communities and the environment.

People notice when you build a reputation on values, not just logos.

Simplicity is undervalued amidst the noise generated by Gen AI. But this modern tech is also a resource for digital tech service providers such as Virtusa. How do you maintain integrity between simplicity, creativity, and the prowess of Gen AI in curating a unique brand identity for Virtusa?

I see Gen AI as an amplifier—not a replacement.

It’s easy to get caught up in the complexity, but my goal is always to create experiences that feel seamless, thoughtful, and useful. That only happens when human creativity leads the way, with Gen AI supporting and accelerating the work.

Simplicity doesn’t just mean less. It means making things clearer, smarter, and more meaningful—whether in the offerings and solutions we build or the stories we tell.

At the nucleus of tech innovation, we often forget that engineers are the main drivers of quality and long-term success.  Do you think an engineer-first approach can prove to be beneficial in building a reliable community?

Without a doubt! After all, engineers are the ones turning ideas into reality. When you put them at the center, you create a culture that’s curious, driven, and deeply invested in solving real problems.

This mindset builds better solutions & offerings, better relationships, stronger teams, and lasting impact.

At Virtusa, “engineering-first” isn’t a mere tagline. It reflects how Virtusa shows up for its clients, communities, and each other, by focusing on shared purpose, execution, and meaningful outcomes.