Scope, role, and timeframe.
ClientBetopia Group · Office of the CMO
SectorConglomerate · AI & Technology
Timeframe2024 — Present
ScopeGroup · generative AI · predictive analytics
RoleGroup Chief Marketing Officer
OutcomeAn AI-first conglomerate marketing operation that ships measurable work each quarter, with research-grade governance.
The situation.
Betopia Group had stood up the marketing function but the AI strategy remained an isolated set of pilots. Each business unit was buying its own tools, governance was inconsistent, and the board wanted a single defensible position on AI in marketing.
The decision.
Make AI a craft tool inside an operator-led operating model, not a separate AI strategy. The decision was to integrate AI into the existing brand and growth strategy rather than run it as a parallel programme.
The execution.
- Designed and shipped the group AI marketing operating model
- Prioritised the first six use cases against brand and revenue outcomes
- Built the internal capability and governance in-house, vendor-neutral
What the work produced.
6Use cases in production
across brand, growth, and corporate affairs
−40%Vendor consolidation
vs. baseline unit-level spend
−65%Time to insight
across the brand and growth analytics pipeline