Scope, role, and timeframe.
ClientBetopia Group
SectorConglomerate
Timeframe2022 — 2024
ScopeConglomerate · operating model
RoleGroup Marketing Lead → Head of Marketing, Brand & Corporate Affairs
OutcomeThe group-level marketing function was stood up in under twelve months, ahead of the formal CMO mandate.
The situation.
Betopia Group is a Bangladeshi conglomerate made up of more than thirty companies across consumer goods, technology, and media. When the office joined, there was no group-level marketing function and each business unit operated independently.
The decision.
Build the marketing function ahead of the CMO mandate. The decision was to deliver a working operating model and a pipeline of work in the first year — rather than spend the year on a strategy document.
The execution.
- Designed the operating model, team shape, and vendor map
- Closed the first five group-level retainers and campaigns inside the first year
- Stood up the brand, corporate communications, and AI marketing capabilities in-house
What the work produced.
<12 monthsTime to function
from operating model design to working function
5Group retainers closed
in the first year
12In-house team built
across brand, comms, and AI marketing