Motif Expands Executive Team with Key Industry Leaders to Accelerate Next-Generation BIM Innovation

Tatjana Dzambazova, Jens Majdal Kaarsholm, and Greg Demchak join Motif to drive strategic growth, deepen industry alignment, and champion future-ready design tools

Motif, Inc., makers of the next-generation software platform for the modern built environment, announced today the addition of three prominent industry veterans to its leadership team. Tatjana Dzambazova joins as Director of AI Solutions in the CTO Office, Jens Majdal Kaarsholm as Director of Industry and Market Development, and Greg Demchak as Vice President of Industry and Market Development. These appointments reflect Motif’s commitment to reshaping the future of architecture, engineering, and construction (AEC) through a collaborative, data-rich, and forward-looking platform.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250409514428/en/

Motif, Inc., makers of the next-generation software platform for the modern built environment, have added three prominent industry veterans to its leadership team. Tatjana Dzambazova joins as Director of AI Solutions in the CTO Office, Jens Majdal Kaarsholm as Director of Industry and Market Development, and Greg Demchak as Vice President of Industry and Market Development. These appointments reflect Motif’s commitment to reshaping the future of architecture, engineering, and construction (AEC) through a collaborative, data-rich, and forward-looking platform.

“We’re not just building software—we’re building a new way of working,” said Amar Hanspal, CEO and co-founder of Motif. “Tatjana, Jens, and Greg bring unparalleled vision, credibility, and deep domain expertise that will help us navigate the complexity of the industry while keeping us relentlessly focused on the future. Their collective experience spans decades of innovation in computational design, digital twins, immersive technology, and global industry leadership. With them on board, we’re doubling down on our mission to empower teams with tools that feel intuitive, interconnected, and purpose-built for modern design workflows.”

Jens Majdal Kaarsholm: From Industry Advocate to Builder of What’s Next

Jens Majdal Kaarsholm has long been a driving force behind the push for better tools in architecture and construction. From initiating the open letters to Autodesk in 2020 to launching global AEC software networks, he’s spent the past decade advocating for change. Now, he’s putting that energy into building the future—inside Motif.

“I joined Motif because I care deeply about the software we use in our industry—and I believe we’re long overdue for a more modern tech stack,” said Kaarsholm. “After years of trying to improve legacy tools, I shifted my focus to supporting the next generation of platforms. That’s when I met Amar and the Motif team, and I was immediately struck by their clarity of vision and shared commitment to meaningful change.”

As Director of Industry and Market Development, Kaarsholm will operate at the intersection of product, sales, and strategy. He’ll serve as a key point of contact for Motif’s largest customers and design partners—ensuring their ideas and feedback are brought directly into the product development process.

“What really sealed it for me was the team,” he added. “From our very first conversations two years ago to now, I’ve been consistently impressed by the talent, focus, and genuine love for the industry across the company. Combine that with strong backing from top-tier investors, and it feels like we’re set up to build something truly remarkable—and we’re only just getting started.”

Kaarsholm sees Motif not just as a company, but as part of a larger movement reshaping the AEC landscape. “There’s real momentum happening right now—not just with Motif, but across the industry. We’re finally moving toward more open and modern ways of working, and I’m thrilled to be getting my hands dirty building the tools I used to dream about.”

Greg Demchak: Amplifying Engagement with Architects and Strategic Partners

Greg Demchak joins Motif as Vice President of Industry and Market Development, bringing with him a deep track record of advancing AEC innovation through immersive technologies and real-time collaboration tools. Educated as an architect, Greg has spent his career pushing the boundaries of how we visualize, simulate, and interact with the built environment—most notably through his work on Revit, Synchro, and real-time digital twin technologies. Prior to joining Motif, Greg served as Director of the Digital Innovation Lab at Bentley Systems, where he led the exploration and integration of emerging technologies such as XR and digital twins into infrastructure design and construction workflows.

In his role, Demchak will lead efforts to grow Motif’s visibility across the AEC space, develop strategic industry partnerships, and serve as a connector between customers, innovators, and product teams. He’s focused on building momentum and alignment around Motif’s mission to reimagine how design teams work together—across disciplines, firms, and geographies.

“What excites me most is the chance to re-engage directly with architects and co-create the next generation of design and collaboration tools,” he added. “Having worked on foundational platforms like Revit, I know how transformative great software can be when it's built with and for the people who use it every day. This moment—this shift toward openness, real-time collaboration, and intelligence embedded in design—is something we’ve all been waiting for. And now, we get to help shape it.”

Greg’s perspective blends technical depth, open exploration, and user empathy. His experience with XR and open digital twin ecosystems gives him a unique lens on how data and interaction models can unlock better outcomes in design and delivery. At Motif, he’ll be a key voice championing intuitive user experiences and strong alignment with industry needs.

Tatjana Dzambazova: Leading AI Innovation from the CTO Office

Tatjana Dzambazova joins Motif as Director of AI Solutions in the CTO Office, bringing decades of experience at the intersection of architecture, product development, and emerging technology. Known for her pivotal role in bringing Revit Architecture to global adoption, and for her leadership in exploring AI and machine learning in design, she now helps guide Motif’s long-term vision around responsible innovation.

“I’ve always gravitated toward building tools that empower creativity, not replace it,” said Dzambazova. “What drew me to Motif wasn’t just the promise of rethinking BIM—but the people. It’s a team of curious, passionate toolmakers who share a deep love for the profession and believe we can build something better, together. The opportunity to explore how AI can genuinely support architects—through in-context insights, system-level understanding, and even joyful interactions—feels not only exciting but essential.”

Working from the CTO Office, Dzambazova will lead exploratory efforts into how AI and machine learning can support the AEC industry—not just by making work faster, but by enabling better buildings. She’ll collaborate closely with Motif’s design and product teams to imagine new interaction paradigms that bring intelligence to the design process in ways that are accessible, empowering, and human-centered.

“None of us knows exactly what the future of architectural practice will look like,” she added. “But we’re giving ourselves permission to imagine the future we’d want—and then build it. That’s what architects and toolmakers do best.”

About Motif

Motif Systems, Inc. is building the next-generation software platform for the modern built environment. Founded by Amar Hanspal (former Co-CEO and Chief Product Officer at Autodesk) and Brian Mathews (former Product CTO at Autodesk), Motif brings together a team of software industry veterans, architects, and visionaries committed to transforming the way the built environment is crafted. Our mission is to build tools that connect, empower, and inspire—so design professionals can focus on creating spaces that shape the world. Motif is developed in partnership with leading architecture and design firms around the globe, grounded in the belief that the people using the software should help build it. The company has raised $46 million in funding led by Redpoint Ventures and CapitalG. For more information, visit motif.io.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250409514428/en/

With Tatjana, Jens, and Greg on board, we’re doubling down on our mission to empower teams with tools that feel intuitive, interconnected, and purpose-built for modern design workflows.