Sapru will be tasked with helping to expand the company and provide its data teams with the necessary capabilities to collect and use behavioural data.

Before joining Snowplow, Sapru was second employee and sales leader at Tessian between 2016 and 2020, including during a Series B funding round in 2019. 

Snowplow runs a behavioural data management platform that allows users to track, contextualise, validate and model customers’ behaviour across different digital channels.

Alex Dean, chief executive and co-founder of Snowplow, said: “With Abhirukt’s experience in growing businesses and driving sales, we’re excited to help more companies unlock their behavioural data and use it in more meaningful ways.”