Rotimatic

The legendary Rotimatic, the world’s first fully automatic roti maker, had near-total brand awareness in its core audience of affluent Indian-origin households. It needed to grow revenue across 44 countries, including the major markets of the US, Canada, Europe, the Middle East, and India, where it had been newly launched. As Head of Marketing, my team and I took on this challenge, delivering record revenue by building and optimizing multi-channel acquisition funnels, engagement strategies, platform improvements and rebranding, conversion rate optimization, and LTV initiatives. I built a marketing team in India, transitioning the function from Singapore, hiring, training, and mentoring a lean but high-impact team, consolidating functions managed by external agencies and freelancers to optimize marketing budgets. The small team, supported by freelancers, excelled in marketing operations, managing a large performance marketing function and overseeing GTMs for a hectic campaign calendar. We built new acquisition channels, including a referral/affiliate program, and drove CRO initiatives to enhance conversion rates. We implemented a full-funnel SEO strategy, dominating rankings with high-quality, EEAT-style content that continues to perform well in traditional SERP listings and dominates GenAI answer results.