Uma Raghavan
Founder & Fractional CMO
Fractional Marketing Consultancy
Chennai, India
Uma Raghavan is a seasoned marketing and digital strategy professional with over 20 years of experience driving brand growth and top-line success in the FMCG and healthcare industries. She has held multiple senior roles, working closely with top management, and has consistently been recognized for performance excellence.
Known as a creative thinker and inventive strategist, Uma specializes in transforming traditional businesses into digital-first organizations. Her strength in omnichannel marketing lies in creating seamless, customer-centric ecosystems that unify online and offline touchpoints while balancing scale with precision. Throughout her career, she has reported at the C-level, leading initiatives that blend strategic vision with practical execution to build strong, customer-focused brands.
Today, Uma channels her expertise into marketing consulting through her own firm, where she serves as a fractional CMO for early-stage startups and D2C brands. In this role, she tackles pressing marketing challenges—from optimizing customer acquisition costs to building scalable retention frameworks—by blending Agile methodologies, data-driven personalization, and ethical AI integration.
What is your leadership style, and what key attributes differentiate great leaders from merely good ones?
I demonstrate a Change Leadership Style by bridging vision and execution through strategic digital pivots that unite teams and drive measurable impact. Key attributes from my experience include:
- Visionary Alignment: I collaborate with CEOs and founders to bring strategic visions to life by building high-performing teams and scaling businesses from the ground up.
- Collaborative Empowerment: I empower teams by training them in modern methodologies, fostering a culture of ownership, and breaking down organizational silos.
- Resilient Adaptation: I lead innovative initiatives with empathy, overcoming resistance to change and building strong internal advocacy.
- Forging Strategic Partnerships: As a change leader, I cultivate partnerships that align stakeholders, accelerate innovation, and drive sustainable transformation and growth.
Great leaders stand out from good ones through three defining attributes. First, they adopt a visionary approach, focusing on long-term sustainability over short-term wins. Second, they inspire and empower teams to take ownership, often stepping in themselves when needed to drive progress. Third, they embrace risk, making bold decisions and navigating uncertainty in pursuit of innovation and growth.
Can you share a time when you faced a significant setback or challenge as a leader, and how did you navigate through it?
As a change leader, I have frequently encountered resistance at various points throughout my career. This often arises when small changes deliver significant results within a short timeframe. Such performance can generate competition that may pose obstacles to effective collaboration and the execution of strategies. In these situations, building a resilient team and forging the right partnerships becomes essential.
While I have generally been successful in cultivating resilient teams, I faced challenges in forging partnerships, particularly during the middle stages of my career. Over time, I have learned to overcome these difficulties thoughtfully by following four key steps:
- Maintain clear communication and be honest in your stance with management teams.
- Build mutual trust through joint problem-solving and inclusive engagement, creating win-win scenarios with co-partners.
- Embrace collaborative courage to challenge norms and drive shared innovation.
- Set common goals and work together to guide the organization toward higher levels of growth and success.
What is the future trend in your business?
Future Trends (2025+) in Marketing and Digital Strategies
AI-Human Hybrid Campaigns will blend AI efficiency with emotional storytelling for impactful marketing. Immersive Commerce, including AR try-ons and metaverse experiences, will redefine engagement. Sustainability as Strategy, with transparent, eco-centric narratives, will drive customer loyalty. Staying agile, ethical, and customer-obsessed will be essential to thrive.
What resources, such as books, podcasts, or online courses, do you recommend for people in your role or domain? What strategies do you employ to stay ahead in an ever-evolving industry?
Some of My Favourite Books:
- Good Strategy Bad Strategy by Richard Rumelt
- Winning by Jack Welch
- The ONE Thing by Gary Keller
- How Brands Grow by Byron Sharp
- Chanakya Neeti
Some Recent Podcasts:
- WTF by Nikhil Kamat
- The BarberShop with Shanthanu
- Ted Talks
- 10 Minute MBA by Scott D Clary
- The UpFlip Podcast
Strategies to Stay Ahead in Marketing and the Digital World
Embracing AI and Digital Branding: My Top 2 Marketing Strategies
In my recent podcast, I discussed two key strategies for modern marketers. First, embrace AI as a powerful ally—not an enemy—using the T.I.P.S. Framework:
Trust (build genuine customer trust with AI tools),
Integration (seamlessly unify online and offline channels),
Personalization (tailor customer experiences with AI), and
Speed (resolve issues faster for better efficiency).
Second, build strong brands in the digital age with the A.R.C.S. Pillar:
Accountability (serve and listen to customers),
Relatability (connect on current issues),
Consistency (maintain quality content), and
Storytelling (craft memorable messages strategically).
These approaches ensure both innovation and authenticity in marketing today.
Who are your mentors or people who positively impacted your professional career?
My leadership philosophy has been shaped by incredible mentors—CEOs, founders, and CMOs I have worked closely with. Their unstoppable passion taught me how to build organizations that change the game. Every day, I absorbed lessons from their visionary thinking, and I owe immense gratitude to these minds who redefined what’s possible.
At home, my leadership style has been refined by my father’s wisdom, my husband’s resilience, and even my children’s unfiltered curiosity. Globally, I draw inspiration from icons such as Steve Jobs (innovation), Narendra Modi (nation-scale change-making), Indra Nooyi (purpose-led leadership), and Satya Nadella (empathy-driven transformation). Together, these influences have taught me that leadership thrives at the intersection of audacity and humility.
What is a significant achievement you’ve made in your career?
At 1-2-Taste, I spearheaded the development of a digital framework that revolutionized marketing operations, transforming the B2B SaaS team from siloed workflows into a unified, customer-centric engine powered by real-time data.
With strong support from the founders—who prioritized breaking down departmental barriers—and the team’s openness to iterative testing, we transformed campaign execution into a dynamic, cross-functional process. By aligning technical and creative teams around shared KPIs such as lead velocity and engagement depth, we cultivated a culture of rapid experimentation.
