Kadavakolu assumed his current position in 2023. He led key campaigns including the group’s data-driven CRM strategy and Aster’s group-wide loyalty program, MyWellth. The loyalty program grew to 2.7 million members from 2.4 million, while the CRM program focused on 1.8 million members across 160 cohorts. Kadavakolu was previously based in Japan, as executive director for global marketing and branding at Rakuten Inc.