Fractional CMO for family businesses

The marketing head your family business never hired.

I make your family name a brand name.

Marketing that shows up in your sales register.

Apply for a Free Strategy Call Chat on WhatsApp
Chethan Shenoy
Chethan Shenoy · 21 years · Wipro, Acer, Samsung, Toyota, Future Group, Speedo, Zee

Brands I've helped build and grow

Wipro Acer Samsung Toyota Future Group Speedo Zee Trojanply Greenchef Cosco

The problem

Sound familiar?

The problem is not your effort. Something in the business has stopped working, and nobody has named it yet.

Why it happens

Business growth does not stagnate for any one reason.

Growth usually stalls where 4 things meet. When an agency fixes ads, a manager fixes processes, or a new hire fixes sales, each one only sees part of the problem. I look at all 4 together, find where growth is leaking, and fix it in order of impact.

1

The brand

2

The channel

3

The customer

4

The team

Your options

Why not just hire a marketing manager?

Marketing ManagerAgencyA Relative Handling ItFractional CMO
Senior strategic experienceRarely at this budgetVariesVaries21 years
Time to first decisions3 to 6 months1 to 2 monthsAlready there, no change15 days
Looks at brand, channel, customer and team together✕✕Partly✓
Leads execution through your teamExecutes, doesn't leadOnly ads and content✓✓
CommitmentFull-time salaryMonthly retainerFamily obligation90 days to start
Cost of getting it wrongHighMediumHigh, and hard to fixLow

Swipe the table to see all options →

How it works

90 days to turn it around. 6 months to make it stick.

The Turnaround · Days 1 to 90

Days 1 to 15

Diagnose

I talk to your customers, dealers, team and the market. You get a clear map of what's blocking growth and what each blocker is costing you.

Days 16 to 60

Fix

We work on the biggest levers first: positioning, pricing, channels, the dealer network, or brand communication. I lead, and your team executes.

Days 61 to 90

Prove

We measure what moved, double down on what works, and cut what doesn't.

Make it stick · Months 4 to 6 (optional, decided together at Day 90)

Months 4 to 6

Scale

Lock in what's working, set up the systems and metrics, and build your team's ability to carry it forward without me.

How I work

In your leadership meetings and your team's week: strategy, reviews, dealer and agency direction, hiring and mentoring. Without a full-time salary or a 6-month search.

No 200-slide decks. Just decisions, executed.

About Chethan

21 years of building brands from the inside

I've spent 21 years on the operating side of growth, not just advising on it.

  • Part of the team that took Acer to India's No.1 laptop brand in 2011
  • Launched Samsung's Curved LED & Joy+ across Reliance Digital, Croma, and EZone in 200+ stores
  • Grew Speedo's exclusive stores from 22 to 45 in 34 months across India and South Asia
  • Led on-floor communication for 19 brands across 650+ outlets at Future Lifestyle Fashions, helping increase footfalls by 12% YoY
  • Launched Zee Power with a 1.6 TVR, and grew Zee Kannada's Instagram from 8Mn to 10Mn in 12 months
  • Worked on launches for Wipro Santoor handwash, Babysoft diapers, and Chandrika soap
  • Built my agency, Digipuush, from zero to ₹1.5Cr in under 15 months
  • Grew Nagent AI's Content Studio revenue by 3X

I know the hard work it took to build this business. And I know what it takes to grow it from here.

Case studies

Work that moved the number

01

Cosco

CONSULTING

Sports equipment · New category launch

1 Range → 3 Channels

Personal care launch across D2C, Amazon & Udaan

  • Brought an FMCG launch playbook to a sports brand entering personal care
  • Took the new range to market through D2C, Amazon and Udaan at once
  • Built a 360° launch strategy: social, Meta and Amazon ads, RWA and gym activations, and paper inserts
Category launchD2C & marketplaces360° activation
“The FMCG experience of Chethan helped us launch our personal care range through D2C, Amazon and Udaan.”M S Lakshminarasimhan, Consultant, Cosco Sports Equipment

02

Greenchef

CONSULTING

Kitchen appliances · Social & dealer growth

Social → Sales

Social media turned into a customer service engine

  • Turned social channels from a posting calendar into a customer service engine
  • Built trust with customers and dealers through visible, responsive service
  • Improved dealer traction and grew primary sales
Social customer careDealer engagementChannel growth
“Chethan's deep involvement and eye for detail helped transform our social channel into a customer service engine.”Hitesh Kumar Jain, Director, Greenchef Appliances

03

Trojanply

CONSULTING

Building materials · Plywood · Brand strategy

Architect-Led Growth

Brand awareness among architects · 2022

  • Focused the brand on architects, the people who decide which plywood gets specified
  • Built recall for Trojanply within the architect community
  • Contributed to healthy business growth in 2022
Brand positioningInfluencer strategyB2B brand building
“The insights given by Chethan lifted Trojanply's brand awareness among the architect community, significantly.”Mohiyuddin Ashfaq, Director, MAK Plywood Industries

04

Digipuush

FOUNDER

Advertising & digital marketing agency

0 → ₹1.5Cr

Revenue in under 15 months

  • Built the agency from zero to ₹1.5Cr in revenue
  • Grew the team to 17 people
  • Built a client roster of 40 brands
Business buildingTeam buildingClient growth

05

Zee Entertainment

IN-HOUSE

Media · Broadcast · VP, Marketing

1.6 TVR at Launch

New GEC launch · Zee Power

  • Launched Zee Power, a new general entertainment channel
  • Delivered a 1.6 TVR for the launch
  • Grew Zee Kannada's Instagram following from 8Mn to 10Mn in 12 months
Channel launchAudience growthSocial media

06

Speedo

IN-HOUSE

Sportswear · Retail expansion · India & South Asia

22 → 45 Stores

Exclusive brand outlets in 34 months

  • Drove exclusive brand outlet expansion for the world's No.1 swimwear brand
  • Chose new locations using market intelligence and consumption patterns
  • Led marketing across India and South Asia
Retail expansionMarket intelligenceBrand marketing

07

Future Group

IN-HOUSE

Fashion retail · Future Lifestyle Fashions

+12% Footfalls

19 brands · 650+ outlets

  • Owned on-floor communication for 19 fashion brands
  • Rolled out across 650+ exclusive brand outlets, franchisees, and large format stores
  • Helped increase footfalls by 12% YoY
Retail communicationIn-store marketingMulti-brand

08

Acer

IN-HOUSE

Consumer electronics · Laptops · Brand & trade marketing

#1 in India

India's No.1 laptop brand · 2011

  • Part of the team that took Acer to India's No.1 laptop brand
  • Led the brand's entry into social media and tied it to customer support, turning customers into evangelists
  • Built the trade marketing strategy behind 4,000+ glow sign boards across metros and Tier 2 and 3 towns
Brand buildingTrade marketingSocial customer care

Fit

Is this for you?

This works if...

  • You want your family business to cross the ₹100Cr mark
  • Growth has flattened or dropped over the last 1 to 3 years
  • The decision-makers, across both generations, are ready to act on hard truths

This isn't for you if...

  • You want an agency to run ads
  • You want a report, not a change
  • You want a coach or motivation. I work on your marketing, not your mindset.

Questions

Before you apply

How is this different from a business coach?

A coach works on you. I work on your brand, channels, customers and team, with numbers attached.

Will you work with the next generation?

Yes. The best results usually come when both generations sit at the same table.

Do you only work with certain industries?

No. I've worked across FMCG, consumer durables, apparel, building materials, media and appliances. Stalled growth follows similar patterns across industries.

Do you execute, or only advise?

I lead. Your team or partners execute, and I make sure they do it right.

What happens on the free call?

For 30 minutes, we talk about your business, where it's stuck, and whether I'm the right fit. You leave with at least one clear insight either way.

Next step

Apply for a free 30-minute strategy call

Fill this in and it opens WhatsApp with your answers ready to send. I reply personally.

  1. WhatsApp reply within 24 hours. I read every application myself.
  2. A 30-minute call. We talk about where your business is stuck.
  3. Your 90-day plan within 48 hours. No pressure, no obligation.
I work with only 5 businesses at a time.

Please fill in all fields.

Your details go only to Chethan, on WhatsApp.