Motilal Oswal · Organisation · 2022–now
Turning marketing into a growth engine.
The operating story behind everything else: building the function, the team and the measurement that made marketing accountable to the business.
The reasonable move was to hire an agency. I built an in-house team instead — 35 people from zero — because I’d rather own a capability than rent one. Alongside the team came a website rebuild, martech and analytics integrations, and a measurement architecture that tied brand tracking to business outcomes at board level.
Marketing stopped being the department that made things look good and became the engine measured on recall, acquisition cost, app engagement and market share. That reframing — brand as a P&L lever, not a soft metric — is what made every campaign that followed possible.
The thinking behind it: how I built marketing at Motilal Oswal · how I build teams.