Meet the teamBabs Rangaiah

Consultant. Coach. Center Fielder.

Babs Rangaiah

Babs Rangaiah

Babs Rangaiah leads strategic engagements at Traction. Additionally, he is the founder and CEO of the executive coaching firm cc:babs, where he combines decades of executive marketing experience with extensive leadership and coaching education. He is a graduate of Columbia University’s Advanced Coaching certification program and worked as an executive at such blue chip corporations as Unilever, IBM and Paramount.

In his most recent role as an SVP at Paramount, he led on-air promotions, media, performance marketing and data solutions for ViacomCBS and the launch of Paramount Plus. Before joining Paramount, Babs was Executive Partner, Management Consulting at IBM, where he led B2B marketing solutions for IBM’s Interactive Experiences (iX) division.

However, Babs spent the bulk of his career at Unilever as the Vice President of Global Communications Planning for all Unilever Global Brands, based in their London Headquarters. He was responsible for digital transformation across the marketing organization and oversaw a team that worked with Global Brands and local geographies to infuse Digital Strategy and Integrated Channel thinking into the creative development process.

Under his leadership, Unilever was recognized as one of the best and most innovative companies in its use of marketing. In 2008 and again in 2012, Unilever was named “Digital Marketer of the Year” by Advertising Age, and in 2008 was named CPG marketer of the Year by MediaPost. Babs was also named one of Advertising Age’s 2007 Media Mavens, one of OMMA’s 2008 All-Stars, one of The Media Festivals, 2010 Executives of the Year,” and one of the Internationalists 2013 top 100 Marketers.

Prior to joining Unilever, Babs spent 3 years as the Vice President, Client Services for the interactive firm AGENCY.COM and several years at the advertising agency, DMB&B, as a Vice President on Procter & Gamble.

Babs was born just outside Bangalore, India, has lived in London, UK and currently resides in Westchester, NY with his wife & three children.

Recent articles
The Futureproof Project: Blockchain
Wednesday, April 26, 2023Blockchain: Trust in the Future

A few weeks ago, we gathered a group of CMO’s together for dinner and drinks at the Capital Grille in Manhattan, for the 3rd in a series of web 3 sessions called #thefutureproofproject.

Core Team
Garrett Lawrence
Garrett LawrenceHead of B2B
Kristen Bergman
Kristen BergmanClient Partner
Reyna Wright
Reyna WrightSocial Media
Chelsea Huber
Chelsea HuberProgram Manager

Traction is a new breed of marketing agency and consultancy—a marketing accelerator for brands and their in-house teams.

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