Founding the marketing function.
Built the operating model, team, and pipeline for Betopia's group-level marketing function.
Scope, role, and timeframe.
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.
from operating model design to working function
in the first year
across brand, comms, and AI marketing
What transferred.
The principle that an operating model is a year-one deliverable, not a year-three artefact. The same sequencing logic informs the AI marketing transformation work described next.
Where this work continues.
- Fractional CMO — Senior marketing leadership in the chair, without the full-time hire.
- AI Marketing Transformation — Generative AI and predictive analytics, deployed with operator discipline.