A fractional CMO proposal from Kaavish Ramchandani, Agency Director at Mask360. Nine years run inside luxury, beauty, fashion, hospitality and lifestyle. Not a CV. Not another agency deck. The senior marketing brain most premium brands need, and almost none can justify hiring full time.

Fraction.

Here is the maths nobody says out loud. A great CMO costs more than most premium brands will ever sign off. So you hire a manager, brief three agencies, and wonder why none of it connects. Plug me in instead. You get the head, the plan and the numbers, and a full agency runs every line underneath. One senior brain. A fraction of one salary.

brand positioningperformance campaignscontent strategyinfluencer & PRretail & CXlead generationsales supportpremium consumer behaviour brand positioningperformance campaignscontent strategyinfluencer & PRretail & CXlead generationsales supportpremium consumer behaviour
01 / The case for a fractional CMO

A great CMO is the one hire you can't afford. So most brands never make it.

Every premium brand knows the shape of the person it needs. Someone who owns positioning, reads the category cold, runs the number, and conducts every agency and freelancer in the building. Then they price that person, fully loaded, and they flinch. Fair enough. A senior 360 marketing leader is a heavy line on any P&L.

So the brand picks one of two compromises. It under-hires: a marketing manager who executes well but was never built to set direction. Or it over-hires sideways: a creative shop, a media buyer, a PR firm, two freelancers, and nobody holding the thread. Spend climbs. Coherence drops. The work looks busy and goes nowhere.

The fractional model exists for exactly this gap. You don't buy a full-time CMO. You rent the brain. I own the positioning, the plan and the numbers. The Mask360 team runs every line underneath me. You pay for a slice of my week instead of all of someone's year. Same seniority. None of the carry.

9+
years, premium and luxury only. Never a SaaS or commodity brand in sight.
250+
brands steered through live, high-stakes environments.
One.
lane. Luxury, beauty, fashion, jewellery, hospitality, real estate. The only room I work.
The honest version

A full-time senior hire is a six-month search, a salary you will feel, and a one-year bet on whether the person can really do all of it. Start with me instead. Judge the thinking in the first ninety days, for a fraction of that cost. If it lands, we scale. If it doesn't, you keep the plan and we part as friends.

02 / How I'd come at your brand

Before the receipts, the thinking.

Anyone can hand you a wall of logos. Here is the part that actually moves a number: how I read a premium brand, worked through one real problem.

Worked exampleAjio Luxe Weekend & Lollapalooza, the Platinum play
01
The problem

A luxury showcase can sell every seat and still leave the real money on the table. Footfall is a vanity number. Reach is not revenue. Most brands optimise the room they can see and ignore the buyer behind it.

02
The contrarian read

The most valuable guest is not the one who buys a ticket. It is the one who wants access and status, will pay a multiple for it, and keeps buying long after the lights go down. That person was being treated like everyone else.

03
The move

I built the Platinum tier. 500 seats at ₹75,000 each. The room, the hospitality and the follow-up engineered as one funnel, the event feeding straight into pipeline instead of ending at the door.

04
What happened

Conversion that held well past the weekend. It became part of the ₹27 Cr / $3.1M in commercial impact orchestrated across the two properties. A vanity event turned into a revenue line.

Most marketing sells the product. I sell the decision to want it, then I build the room where that decision gets made.

03 / Strategy is the cheap word. Here are the receipts

Every brand says strategy. Here's what I've actually run, and the proof under each line.

PILLAR 01

Position. Make the brand mean something

Brand positioning, market trends, premium consumer behaviour.

The mandate

A brand positioned with intent, that reads its category and knows how a premium buyer actually decides.

What I've run

GTM and positioning for Ferrari, Dior and Ajio Luxe. A neuromarketing framework for Burjeel built around how premium audiences feel, recall and trust, not just what they see.

The receipt"McKinsey of marketing"

Strategy-led positioning across some of India's most exclusive clientele. Brand affinity you can measure, not decks you file.

CoversBrand positioningMarket trendsPremium consumer behaviour
PILLAR 02

Perform. Turn attention into pipeline

Digital marketing, performance campaigns, lead generation.

The mandate

Paid and digital that doesn't just spend. It manufactures qualified demand for a premium product.

What I've run

Meta and Google performance, growth ops and CRM across luxury and lifestyle brands. Monetised the Lollapalooza Platinum tier: 500 seats at 75K each, with event-to-pipeline conversion that held.

The receipt₹27 Cr / $3.1M

Commercial impact orchestrated across Ajio Luxe Weekend and Lollapalooza. Spend that paid itself back.

CoversDigital marketingPerformance campaignsLead generation
PILLAR 03

Produce. Make the brand worth following

Content strategy, plus influencer and PR.

The mandate

A content strategy with a point of view, and creators who build desire instead of noise.

What I've run

Built the influencer business stream at TOABH across L'Oreal, Dyson, Malabar Gold and Myntra. Architected GenAI creative pipelines for Zepto, Estee Lauder and ASICS that cut production time and held the look.

The receiptAudience growth at scale

Social handles scaled and a new content-ops bar set, with creator ecosystems chosen for taste, not follower count.

CoversContent strategyInfluencer activityPR activity
PILLAR 04

Convert. Earn the buyer, then close them

Retail and customer experience, sales support, and the rooms in between.

The mandate

An experience worthy of the price tag, and marketing that backs the sale instead of stopping at the door.

What I've run

Designed the Ajio Luxe Weekend, a 250-brand showcase staged like a gallery. Ran invitation-only Ferrari and Dior retail, luxury hotel launches for Atlantis The Royal, Anantara and St. Regis, and property reveals for Lodha and Rustomjee.

The receipt17,000+ guests

Premium audiences moved through high-touch environments where the experience was the conversion.

CoversRetail & customer experienceSales supportExperiential
04 / Nine years, in numbers

Outcomes, not adjectives.

The short version of why renting this brain beats not having one.

₹27Cr
Commercial impact
Roughly $3.1M orchestrated across two flagship properties.
250+
Brands steered
Through live, high-stakes luxury showcase environments.
17,000+
Premium guests moved
Through immersive, high-touch experiences built to convert.
500
Platinum seats at ₹75K
A tier I built from scratch, sold out, and turned into pipeline.
29
Team led at peak
Designers, producers, creators and account managers, in one room.
9+
Years, premium only
One lane. Never a SaaS or commodity brand in sight.
They called the work the McKinsey of marketing.

What clients say when strategy and taste finally show up in the same room. That is the brain you would be renting, not a junior running a calendar.

05 / How simple it is to start

Starting is four steps, not a hiring process.

No headhunter, no offer letter, no notice period. We can be in motion next week.

01 /
A 30-minute callI tell you the first thing I'd fix. No charge, no deck.
02 /
A paid 30-day diagnosticI audit the brand, the funnel and the spend, and hand you a 90-day plan. You see how I think before you commit to anything bigger.
03 /
Scale into the retainerIf the plan lands, I run the function from day one with the team behind me.
04 /
Month to monthNo lock-in. Scale up, scale down, or step out. Your call, every month.

Three ways to fill this gap.

Same problem, three answers. Only one of them is built for a brand your size.

Option A · the full-time hire
A senior CMO on payroll

Six-month search. A salary that reshapes the P&L. A one-person bet for a full year before you really know.

Option B · the agency pile-up
Three separate agencies

A creative shop, a media buyer, a PR firm. Nobody conducting. Briefs lost in translation, spend climbing, the story drifting.

Option C · the one you're reading
A fractional CMO, plus the engine

One senior owner on strategy, plan and numbers. A full agency executing underneath. Month to month, a fraction of one salary.

We talk numbers the moment you enquire. It costs a fraction of a full-time hire, and it scales to scope on our first call.

06 / The brands behind the proof

One lane: premium. Every category inside it.

Nine-plus years across luxury, beauty, fashion, jewellery, hospitality and real estate, in India and the GCC. Jewellery and fine timepieces from Malabar Gold to Rolex and Panerai. Ferrari and Dior retail. L'Oreal and Estee Lauder on content and growth. Luxury hotels from Atlantis The Royal to Anantara and St. Regis. Property reveals for Lodha and Rustomjee. Whatever you sell, the audience that buys it is the only audience I have ever worked for.

Malabar GoldFerrariDiorRolexL'OrealAtlantis The RoyalPaneraiEstee LauderAnantaraAjio LuxeArt of TimeLodha LuxuryMyntraSt. RegisCircaRustomjeeDysonBurjeelASICSLollapaloozaChandakZeptoMoxySANA Malabar GoldFerrariDiorRolexL'OrealAtlantis The RoyalPaneraiEstee LauderAnantaraAjio LuxeArt of TimeLodha LuxuryMyntraSt. RegisCircaRustomjeeDysonBurjeelASICSLollapaloozaChandakZeptoMoxySANA
Malabar Gold
Ferrari
Dior
Rolex
L'Oreal
Panerai
Estee Lauder
Art of Time
Circa
Ajio Luxe
Myntra
Dyson
ASICS
Zepto
Burjeel
Atlantis The Royal
Anantara
St. Regis
Moxy
SANA
Lodha Luxury
Rustomjee
Chandak
Frangipani
Lollapalooza
Jewellery & timeFashion & beautyHospitality & F&BReal estateAuto & lifestyle
07 / Who you'd be working with
Kaavish Ramchandani
KR
Kaavish Ramchandani
Your fractional CMO
Agency Director, Mask360 · 9+ years, premium only
NameKaavish Ramchandani
RoleAgency Director, Mask360
EngagementFractional CMO + agency engine
Experience9+ years, luxury & premium only
BasedMumbai · working across India
Category proofJewellery · fashion · beauty · hospitality · real estate
Best first stepA 30-minute call
The promiseBuild, fix, execute, deliver