HOW WE MIGHT WORK TOGETHER.
Three formats for the deeper work, then a few lighter ways to start.
01 Fractional Marketing Leadership
For founders who've outgrown freelance support but can't yet justify a full-time CMO. I run the marketing function — strategy, hiring, channels, ops — and hand you a working machine.
Who it’s for
Pre-Series A and Series A founders building their first marketing function
$1–10M ARR companies in B2B SaaS, vertical AI, or direct-to-consumer
Teams that need both brand and growth in one person while they hire
What we'd do together
Sharpen ICP, position, and the story you tell
Build the function from zero — channels, hires, ops, measurement
Run the team while you recruit a permanent leader
Hand over a documented, working machine when I leave
02 Go-to-market sprints
Six weeks to take a product, market, or launch from idea to in-market. I run sprints best on three kinds of problems:
B2C/B2B founders launching their first product
Different buyers, different cycles, different proof. I've made this transition myself.
B2B companies entering non-traditional verticals
AEC, manufacturing, artisan supply chains. Marketing has to earn credibility before it can sell.
Cross-market launches between Global South and West
Indian or South Asians brands going international, or global brands entering India and South Asia.
Lighter ways to start
Workshops & Diagnostics
Lower-commitment work, usually where new clients like to begin.
A two-week audit of your marketing function. What's working, what's broken, what to do in the next ninety days.
Usually 2 weeks · Written deliverable
In-house team sessions on using AI across the stack without losing taste, judgment, or brand voice.
Half- or full-day · 6–15 people
For teams whose content has gotten technically fine and emotionally flat. Narrative frameworks, founder story-mining, copy that doesn't sound like everyone else's.
Half-day · 6–15 people
Not sure which one fits?
Send me a paragraph about your company and what's on your mind.
I'll tell you honestly whether I'm the right fit and if I'm not, I usually know someone who is.
Other ways into the work.
Not every conversation needs to start with a contract. Here are four longer arcs of how I work with interesting brands and people.
The Labs
An IRL community I'm building in Paris for marketers, creatives, and founders who want to think better — not just execute faster. Expert circles, work-in-public sessions, signals from the field, and a peer group that gets it.
Free signals · Paid expert circles
Subject Matter Labs
A weekly newsletter and podcast on storytelling, technology, and the brands reshaping global commerce — particularly from the Global South. Free essays. A paid tier with deeper archives is in the works.
Free · Paid tier coming
Founder advisory
Two to three early-stage advisory roles at any given time, usually equity-based. Founders I'd consider working with are building in vertical AI, consumer brand, or at the intersection of heritage and tech.
MEET RINI
Rini Bankhwal
Head of Marketing, Temelion | Founder, Subject Matter Labs
Rini Bankhwal is a marketing strategist who works between worlds — B2C and B2B, India and Europe, heritage craft and emerging tech. Over the last decade she's built brands and marketing functions at L'Oréal, Lenskart, Nicobar, and Juni, and now leads marketing at Temelion, a vertical AI platform for the construction industry.
As co-founder of Fashion Revolution (India chapter), she's worked to confront the socio-economic and environmental costs the global fashion industry pushes onto the Global South.
She's also the founder of Subject Matter Labs, a media company exploring the intersection of storytelling, technology, and the brands reshaping global commerce, particularly from the Global South.
An HEC Paris MBA and L'Oréal Scholar, she's based in Paris.