Fractional CMO

4 hours ago

Remote, India Racehorse Business Consulting Full time ₹ 15,00,000 - ₹ 25,00,000 per year

Company Description:

Racehorse Business Consulting (RBC) supports startup founders by providing strategy expertise and resources enabling businesses to become stronger and easily scalable. RBC also connects startups with the right investors and offers fundraising support. Our mission is to Co-build & Co-deliver equipping startups with the leadership and support they need to unlock their true potential.

About the Role:

Seeking a Chief Marketing Officer (CMO) for a startup which enables individuals and MSMEs to measure their carbon footprint, invest in verified green instruments, and execute credible CSR/ECSR programs with measurable outcomes. The platform connects carbon tracking, green investing, and offsets with a community-led engagement engine to drive real environmental impact and growth for customers.

The CMO to own positioning, pipeline growth, and go‑to‑market for a green fintech and CSR platform operating in a trust‑sensitive, lightly regulated space. The CMO will align brand, product, and revenue while building a repeatable demand engine across B2C (track/invest/offset) and B2B (CSR/ ECSR, MSMEs/ brands).

Role Description:

1. Strategy and Positioning

  • Define ICPs, buyer personas, and value propositions across consumers, MSMEs, and brand/CSR stakeholders; craft a category narrative that is climate‑rigorous and compliance‑safe.
  • Build a 12‑month GTM roadmap with clear OKRs, segment priorities, and regional focus; align pricing/packaging and offers with sales motions.

  • Establish messaging frameworks for carbon tracking, verified offsets, green portfolios, and CSR/ECSR offerings.

  • Demand Generation and Pipeline

  • Build a full‑funnel engine (content/SEO, performance, partners, community/EnviroTribe) tied to SQL/SQO and pipeline targets for both B2C and B2B motions.

  • Stand up ABM for MSMEs/brands; plan quarterly campaign playbooks with lead‑to‑revenue goals and CAC payback thresholds.

  • Optimize channel mix and budgets across paid, content, events, social, and PR to hit growth and efficiency targets.

  • Marketing Operations and Analytics

  • Implement attribution and dashboards from traffic → MQL → SQL → Win; forecast pipeline coverage and report ROMI with reallocation to highest‑yield channels.

  • Run experimentation (A/B/MVT) to improve activation, offset conversion, funded accounts, and sales cycle velocity.

  • Maintain clean data, tracking, and governance across CRM/marketing automation with clear SLAs.

  • Product Marketing and Sales Enablement

  • Create battlecards, talk tracks, objection handling, and proof assets (case studies, ROI/impact calculators, registry‑backed retirement dashboards).

  • Lead launches for new offerings (solar/wind participation, eco portfolios, CSR programs) with win‑loss feedback loops.

  • Train Sales/Partnerships; maintain a content library mapped to buyer stages and compliance guidelines.

  • Ecosystem, Brand, and Team Leadership

  • Drive co‑marketing with registries/verification partners, RIAs/distributors, renewables partners, and CSR networks to accelerate credibility and distribution.

  • Lead PR/analyst relations and social proof programs; build trust in a category prone to greenwashing.
  • Orchestrate a hybrid bench (in‑house/partners) with sprint goals and a 90‑day operating rhythm; deliver board‑ready updates.

Must have Experience:

  • 10+ years in growth/marketing with recent leadership owning end‑to‑end GTM and revenue impact in regulated or trust‑sensitive categories (fintech, climate, sustainability, impact).
  • Demonstrated success building ABM for SMBs/MSMEs and partner‑led motions that convert to paid pilots and scaled programs.
  • Product marketing depth translating complex climate/finance concepts into simple, credible value propositions for multi‑stakeholder deals.
  • Marketing ops fluency: attribution, CAC/LTV modeling, cohort analysis, dashboards, and rapid experiment design.

Nice to have:

  • Experience with carbon markets, standards/registries (e.g., Verra/Gold Standard/ICVCM), sustainable finance distribution, or CSR/ECSR program marketing.
  • Ecosystem relationships across ESG/CSR leaders, MSME associations, wealth distributors/RIAs, renewables/impact partners, and relevant media/events.

KPIs:

  • Pipeline creation and coverage (3–5x next‑quarter target), SQL quality, win‑rate lift, and marketing‑sourced/influenced revenue.
  • CAC payback and cost per SQO by channel with quarter‑over‑quarter improvement.
  • B2C: activation → funded account → offset conversion; B2B: ABM‑sourced meetings and pilot‑to‑scale conversion.
  • Partner‑sourced pipeline from registries, distributors, and CSR networks; PR/analyst share‑of‑voice.

Engagement details:

  • Fractional: 18-20 hours/week for an initial 12-15 months engagement, with option to extend.

  • Hybrid/remote with periodic on‑site at key pilots and events.

  • Outcome‑based retainer with success incentives linked to pipeline and revenue milestones.

Job Type: Part-time

Pay: Up to ₹2,500,000.00 per year

Benefits:

  • Work from home

Work Location: Remote