Atit M

Brand, Marketing and Media Consultant and Advisor

Self Employed • Full time

May 2026 - Present • 2 mos

Independent marketing and media consultancy providing fractional CMO leadership, brand strategy, media planning and go-to-market advisory to growth-stage consumer, EdTech and venture-backed businesses across India and global markets. Working with a select portfolio of retainer clients simultaneously — delivering senior marketing leadership with the rigour of a large-scale advertiser and the agility of an independent operator. Core areas of work: Brand Strategy and Architecture · Media Planning and Buying · Go-To-Market Strategy · Growth Marketing · Marketing P&L Management · Agency Selection and Management · Fractional CMO Leadership · Investor Narrative and Pitch Strategy

SVP and Head of Marketing

BYJU'S • Full time

Dec 2017 - Oct 2024 • 6 yrs 10 mos

SVP & Head of Marketing | Byju's | Bengaluru, India | 2018 — 2024 Full P&L ownership for marketing across four product formats — Byju's Learning App, Byju's Tuition Centres, Byju's Classes and Byju's Future School. Accountable for brand strategy, media investment, performance marketing, partnerships, PR and marketing organisation leadership across one of India's most recognised consumer brands. Brand Building Scaled the brand from relative obscurity to national recognition — elevating brand awareness from the mid-20s to the high-90s over seven years. Repositioned Byju's from an EdTech app to a holistic learning brand built around a child's potential, driving a fundamental shift in consumer perception and brand love across India. Media and Performance Managed one of the largest marketing budgets in the Indian internet ecosystem across TV, OOH, digital, programmatic and content. Delivered 30% improvement in conversion rates and 20% reduction in customer acquisition costs through disciplined media planning, creative testing and funnel optimisation. Delivered ₹150 crore in media savings over five years without compromising brand equity or subscriber growth. Organisation and Scale Built and led a marketing organisation of 60+ people across brand, performance, partnerships, content and PR. Developed second-line leadership capable of running campaigns, managing agencies and making strategic decisions independently. Launched 80+ Byju's Tuition Centres across India from the ground up. Recognition IAA EdTech Business Leader of the Year 2021 and 2022 · Pitch CMO Leadership Award 2021 · IAMAI CMO Super 30

VP and Head of Media

Sequoia Capital • Full time

Jan 2015 - Dec 2017 • 2 yrs 11 mos

VP & Head of Media | Sequoia Capital India | Mumbai, India | 2015 — 2017 Senior marketing and media advisor to Sequoia Capital India's portfolio by working directly with founders and leadership teams of 60+ startups at their most critical growth stages across consumer internet, EdTech, FinTech, HealthTech and SaaS. Advisory and GTM Advised portfolio companies on brand strategy, go-to-market planning and media investment by helping founders define their target consumer, build their channel strategy and make large marketing decisions with limited information and significant time pressure. Conceptualised the first PAN India campaigns for several now-iconic consumer brands, establishing the brand architecture and media frameworks that supported their subsequent scale. Crisis and Reputation Management Built crisis communication and reputation management frameworks across the portfolio, protecting brand equity during periods of rapid and sometimes turbulent growth. Commercial Impact Brought the rigour of large-scale advertiser thinking into fast-moving startup environments by delivering cross-category perspective on what separates brands that scale from brands that stall across 60+ simultaneous advisory relationships.