In this exclusive interview with CanadianSME Small Business Magazine, Roshni, a seasoned marketer with 18 years of experience in driving brands to market, shares her entrepreneurial journey and her expertise in helping growing businesses achieve success. From her early days at global tech giants like Microsoft and Sony to helping Thinking Capital and Benecaid achieve 9-figure valuations, Roshni’s insights have been integral in scaling companies across a variety of industries. As the founder of Prosh Marketing, Roshni and her team of Fractional CMOs bring part-time leadership to startups, empowering them with on-demand marketing expertise. Roshni’s passion for innovation extends beyond her business as she invests in startups, mentors the next generation of leaders, and teaches Startup Marketing at the Schulich School of Business.
Roshni’s a seasoned marketer with 18 years of marketing experience, bringing brands, products and companies to market across a variety of industries. She started her career on the agency side, then worked at leading global tech giants like Microsoft and Sony before falling in love with startups. Having helped both Thinking Capital and Benecaid exit with 9 figure valuations, building their marketing from ground up as their VP of Marketing, Roshni then started Prosh Marketing, a consulting practice where her and 100+ Fractional CMOs help growing businesses with part-time / on demand marketing leadership and consulting. Roshni’s also an EIR at a number of incubators and accelerators, teaches Startup Marketing in the Masters of Management program at the Schulich School of Business, writes for the Forbes Communications Council, and is an angel investor.
Prosh Marketing has pioneered the fractional CMO model, offering senior marketing leadership to startups and SMBs. How does this model address the gap in marketing talent for smaller businesses, and what benefits do clients typically see in terms of growth and ROI?
At Prosh Marketing, we recognized a gap in the startup and SMB space: many growing companies need seasoned marketing leadership but can’t afford the overhead of a full-time executive. That’s where our Fractional Chief Marketing Officer (fCMO) model comes in—a flexible, cost-effective solution that provides access to VP- or C-level marketing talent on a part-time basis.
Our fCMOs are more than consultants. They integrate into our clients’ teams, develop strategic marketing plans, coach internal staff, and ensure execution aligns with business goals. Whether launching a new product, building a go-to-market strategy, or scaling brand awareness, our model provides businesses with senior-level guidance without the full-time cost.
The results speak for themselves. Clients consistently experience improved marketing performance, better alignment between sales and marketing, and measurable growth. For instance, we helped a health tech startup in NYC build a GTM strategy and close their first large B2B customers within months. Another client, Extensia Studios, saw a 30% revenue increase after a complete rebrand.
Ultimately, our model empowers startups and SMBs to scale smartly, maximizing ROI while building sustainable, in-house marketing capabilities.
With over 50 successful product and brand launches worldwide, what key elements do you believe are essential for developing an effective marketing strategy that resonates with diverse audiences, especially in today’s fast-paced digital landscape?
Great marketing starts with great listening. Whether launching a product in Canada, the U.S., or globally, we’ve learned that the most effective strategies begin with a deep understanding of the audience—who they are, what they value, and where they engage.
At Prosh Marketing, we always begin with customer research to define clear messaging and positioning. From there, we build multi-channel strategies that reflect each client’s unique value proposition, while tailoring content to the channels and platforms where their audiences spend time.
Flexibility is critical. Today’s digital landscape changes quickly, so our approach includes continuous testing, optimization, and the agility to pivot when needed.
Localization also plays a significant role. For diverse or international audiences, it’s not just about translating content—it’s about cultural relevance. What works for a tech-savvy millennial in Toronto may not land the same way in Berlin. We help our clients balance consistency in brand voice with nuanced, audience-specific messaging.
Another non-negotiable is alignment across departments. A winning marketing strategy isn’t siloed—it’s tightly aligned with sales, product, and leadership. This ensures that every campaign is not only creative and engaging but also strategically driving business goals.
In essence, the foundation of any impactful marketing strategy today is empathy, adaptability, and data-informed creativity. That’s how we’ve helped over 100 startups and SMBs successfully bring their products to market—and it’s how we continue to drive results in an ever-evolving digital world.
Prosh Marketing emphasizes building internal marketing capabilities for clients. Can you share examples of how your team trains and empowers in-house marketing staff to ensure sustainable growth beyond the engagement period?
Empowerment is at the core of what we do. Our goal isn’t just to deliver marketing results—it’s to leave our clients stronger than when we arrived.
From day one, we integrate with internal teams, offering hands-on coaching and mentorship. For example, we’ve worked with early-stage startups to help junior marketers define their roles, build workflows, and adopt tools for campaign execution. At Format, we not only led a product launch but also recruited key marketing hires and improved internal processes to set the team up for long-term success.
We also provide custom playbooks, training sessions, and strategic planning frameworks—like our ProshIQ tool—to give teams the structure and confidence to lead independently. By embedding best practices and cultivating strategic thinking, we help teams build internal marketing engines that keep running long after our engagement ends.
Our success is measured not just by KPIs during a project, but by the lasting capability and confidence we leave behind.
As a leader in the marketing industry, what emerging trends or technologies do you see having the most significant impact on marketing strategies for small and medium-sized businesses in the coming years?
One of the biggest shifts we’re seeing is the rise of AI and automation—tools like ChatGPT, HubSpot AI, and generative content platforms are transforming how SMBs approach content creation, customer engagement, and analytics. These technologies are making it easier and faster for lean teams to scale their marketing efforts without sacrificing quality.
We’re also seeing a growing emphasis on personalization and data-driven decision-making. With the right tech stack, SMBs can now deliver targeted experiences that rival larger competitors, whether through email segmentation, behavioral triggers, or predictive analytics.
Additionally, the creator economy and micro-influencer partnerships continue to grow in relevance, especially for niche or local brands. These collaborations offer high engagement at a lower cost and build authentic connections with audiences.
Finally, privacy regulations and the decline of third-party cookies are pushing businesses to focus more on first-party data and building direct customer relationships.
For SMBs, the key will be adopting these trends strategically, not chasing every shiny tool, but investing in what supports their growth goals, audience needs, and internal capabilities.
What advice would you give to small and medium-sized businesses looking to leverage marketing effectively to drive growth and achieve long-term success, especially in competitive markets?
Start with strategy—don’t jump straight into tactics. A strong foundation begins with clear goals, a deep understanding of your audience, and a differentiated value proposition. Too often, SMBs try to “do it all” and spread themselves thin. Instead, focus on a few high-impact channels where your audience is most active.
Consistency is more important than perfection. Build a brand that people recognize and trust, and show up regularly with value, whether through content, email, social media, or events.
Also, measure what matters. Don’t get lost in vanity metrics. Track the KPIs that relate to your business goals, like lead quality, conversion rate, or customer lifetime value.
And finally, invest in your team. Whether it’s internal staff or external partners, marketing is most effective when everyone is aligned and empowered. That’s why at Prosh, we prioritize capability-building alongside execution.
In a competitive market, the businesses that win are the ones that market with intention, authenticity, and adaptability.
