Brief: Kids channel viewership skewed 70:30 boys to girls, leaving 50% of the TAM untapped. Competing against Cartoon Network, Nickelodeon, and Disney Channel with a fragmented content mix.
Playbook: Two-pronged approach: bought media on competitor kids channels to capture attention where kids already were, then corrected the programming mix with female-friendly content. The real insight was that the problem wasn't marketing spend. It was product.
67% channel reach increase · 70:30 gender skew corrected · 50% of untapped TAM unlocked · 59% viewer base growth (Gujarat)
Paytm Soundbox
Fintech / B2B Growth / North & West India
200K+ merchants scaled · Full P&L ownership · 20-member org
The playbook
Brief: Scale Paytm Soundbox merchant adoption across North and West India. Full P&L ownership with a 20-member growth org and multi-channel execution across performance, manpower, and sales layers.
Playbook: Built merchant segmentation frameworks to identify high-value acquisition targets. Redesigned onboarding and lifecycle interventions to reduce activation drop-offs. Orchestrated cross-channel GTM across performance marketing, field sales, and partner networks.
200K+ merchants scaled · Full P&L ownership across two geographies · 20-member growth org directed
Brief: Premium cloud kitchen brand stuck at fewer than 5 orders per day for three consecutive months despite 100 clicks/day. A second brief: restore unit economics after aggressive scale collapsed EBITDA from 25% to -10%.
Playbook: AARRR funnel audit identified search suppression caused by excess prep time. Fixed the ops constraint first, then rebuilt TOFU. For unit economics: dynamic pricing and discount optimisation restructured the P&L around the exact profitability ceiling.
13-city global blueprint · HNWI ambassador matrix · Full GTM delivered
The playbook
Brief: End-to-end launch strategy for an ultra-luxury resort at the intersection of organic architecture, Indian heritage, and HNWI experiential travel. Target guests: HNWIs, UHNWIs, Corporate Elite, Celebrities.
Playbook: Prestige positioning built around the organic architecture USP. Three-phase launch: 8-week AR/VR pre-launch, grand opening event blueprint, post-launch PR and loyalty expansion. Influencer ecosystem of 15 global creators. Global Experience Centres across 13 cities.
Full GTM architecture delivered · 13-city global presence blueprint · Celebrity and HNWI ambassador matrix defined
Strategic thinking and execution at the level you need, structured for where you are. The economics work at seed, at Series A, and everywhere in between.
02
Scope that bends around your reality.
One focused sprint to fix a specific problem, or an embedded six-month engagement. Built around your brief, your timeline, and your team. You define the shape.
03
A perspective your org can't grow from inside.
Fresh eyes on your strategy and funnel, with zero internal politics. The diagnosis is honest. The recommendations are built around what the business actually needs.
04
The deck and the doing, owned by one person.
Brand strategy, GTM architecture, performance systems, and team enablement, connected and driven by the same person from brief to results.
05
Fluent in how modern audiences actually move.
Creators, communities, meme cycles, AI-assisted creative, product-led growth — this is the native language of every strategy. Culture and technology, integrated from the start.
06
Proven playbooks. Results from week one.
Ten years and 30+ brands worth of pattern recognition, already calibrated. The learning curve is compressed before the engagement begins. Momentum starts immediately.
Marketing is no longer linear.
Frequently asked questions.
A Fractional CMO is an experienced marketing leader who embeds into your team on a part-time or project basis, without the cost, commitment, or risk of a full-time executive hire. You get the same strategic depth, P&L thinking, and cross-functional leadership you'd expect from a CMO, applied at the scope and duration your business actually needs. It's not consulting from the sidelines. It's leadership from inside the room.
A consultant delivers a report. A Fractional CMO owns the outcome. I don't hand you a strategy deck and walk away, I build the system, manage the execution, align the team, and stay accountable to the metrics. The difference is integration: I work inside your business, not around it.
Both. I'm a full-stack marketer, which means I can build the brand strategy and run the acquisition funnel, design the GTM architecture and track it in a dashboard, define the positioning and write the brief. You don't need to find a separate person to implement what I recommend. That gap is where most marketing engagements fall apart, and it's what I'm specifically built to close.
The Custom Stint is scoped to one defined problem, a GTM build, a brand repositioning, a funnel diagnostic and fix, a launch. Deliverables and success metrics are agreed upfront. It works for teams that have a clear problem and want it solved cleanly. The 6-Month Engagement is the full Fractional CMO function: ongoing embedded leadership, team-building, P&L accountability, board reporting, and cross-functional alignment across product, sales, and ops. It's designed for businesses that need a marketing leader, not just a marketer.
All three inflection points: 0→1 (pre-launch GTM, positioning, PMF strategy), 1→10 (scaling acquisition, fixing CAC/LTV, building retention systems), and 10+ (market expansion, brand repositioning, P&L optimisation, geo-expansion). The engagement model is different at each stage, but the diagnostic thinking is the same.
Yes, and arguably more valuable at this stage than any other. Early-stage mistakes in positioning, GTM sequencing, and channel strategy compound fast. Getting the foundation right, before you've spent the budget or built the wrong team, is the highest-leverage thing you can do. The Custom Stint model is specifically designed to be accessible for founder-led businesses that need executive-level thinking without full-time overhead.
My deepest experience is in FoodTech, Fintech, Gaming, Media & Entertainment, D2C, and Luxury. But the frameworks, GTM architecture, funnel diagnostics, positioning, retention systems, are stage-agnostic and category-portable. If you're building something outside these sectors, the conversation is still worth having.
It depends on the engagement, but broadly: structured weekly strategy sessions with your leadership team, live involvement in key decisions as they arise, direct work on deliverables (playbooks, positioning docs, dashboards, briefs), and async availability for time-sensitive calls. I'm embedded, not occasional. The cadence is designed to feel like an internal leader, not an external vendor.
Typically within 1–2 weeks of an agreed brief. The onboarding is fast because I've done this at scale, I know what questions to ask, what to audit first, and where the leverage usually is. The first session is diagnostic: understand the business, the team, the P&L, and the real problem. By week two, you have a direction.
Pricing is scoped to the mandate, not billed by the hour. Custom Stint engagements are priced by deliverable and defined scope. The 6-Month engagement is a fixed monthly retainer. Both models prioritise predictability for your budgeting. Book a discovery call and we'll scope something that makes sense for where you are.
A brief-based project is scoped to one clearly defined problem — a brand repositioning, a GTM plan, a launch strategy, a funnel audit, a channel architecture. You bring the brief; I bring the thinking, the framework, and the output. Fixed scope, defined deliverable, clean handoff. No retainer, no ambiguity.
It moves fast and stays focused. A discovery call to understand the brief → a scoping document with deliverables and timeline agreed upfront → 2–4 weeks of deep work → a final deliverable session with a full walkthrough. You leave with something your team can execute immediately. No trailing dependencies, no vague next steps.
Depends entirely on the brief. Common outputs include: a positioning document and messaging hierarchy, a GTM playbook with channel sequencing and budget logic, a funnel audit with a prioritised fix roadmap, a launch blueprint with campaign architecture and creative direction, or a brand strategy with identity principles and content frameworks. Every deliverable is built to be handed off and used — not filed and forgotten.
The Fractional CMO is ongoing embedded leadership — I'm in the room, accountable to the P&L, building systems and teams over months. A consulting project is a one-time sprint: one problem, one output, one handoff. You leave with a strategy your own team can own and run. Choose the project model when you know what you need. Choose Fractional when you need someone to own what comes after.
Get in touch.
Bring the brief. Every conversation starts with one honest question: what does this business actually need?
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