Abhiraj
Das Ghosh
Fractional CMO. Founder. Architect of The Hexagram. Over 13 years building marketing systems across D2C, B2B, OTT, edtech, real estate, and professional services.
The Fractional CMO who builds marketing systems, not campaigns.
Over 13 years inside marketing functions across sectors: D2C brands, B2B SaaS, OTT, edtech, real estate, and professional services. I have sat in the room where the brief was written, where the campaign failed, and where the post-mortem told us what we should have built differently.
That experience taught me that most marketing problems are not execution problems. They are architecture problems. The brief is wrong. The audience is undefined. The content has no signal. The data goes nowhere.
I built ADG Advisory and The Hexagram framework to fix that at the root. Not to run campaigns, but to build the system that makes campaigns work.
I operate as a Fractional CMO: embedded enough to understand your business, independent enough to tell you what you do not want to hear, and lean enough that you are not paying for a team you do not need.
From music journalism
to marketing architecture.
Pre-2012
Music Journalist
Started in music journalism before pivoting to marketing. The discipline of writing for an audience and building authority through content became a through-line across everything that followed.
2012 to 2015
Early Marketing Career
Moved into digital marketing across agency and brand-side roles. One of the first practitioners in APAC to become certified in HubSpot Inbound when inbound marketing was still a new discipline in the region.
2015 to 2017
Martech Lead, Hoichoi
Built Hoichoi's martech stack from the ground up at a time when no OTT playbook existed in India. Figured out subscriber acquisition, retention, and content marketing in a category that was still being invented.
2017 to 2021
Marketing Leadership across India, MENA, and North America
Led marketing teams across three geographies through expansion and growth phases. Worked across categories including D2C, edtech, real estate, and professional services in markets with very different consumer behaviours.
2021 to Present
Fractional CMO and Founder, ADG Advisory
Moved into independent consulting, advising brands globally on martech, performance marketing, and GenAI integration. Built ADG Advisory as a Fractional CMO practice for growth startups. Developed The Hexagram as a proprietary framework for diagnosing and rebuilding marketing architecture.
India · UAE · UK · USA
India
D2C, edtech, SaaS, professional services, real estate
UAE
Professional services, luxury, fintech
UK
B2B SaaS, professional services
USA
SaaS, founder-led B2B
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