Fresh Greens
12:1
E-com ROAS · EUR 2.8M ARR
Barcelona · Ex-Google · Former CMO · Sr Marketing Consultant, Ants Digital
I find the ROAS leak. Then we scale what works.
~20 years leading brand, growth, paid media, programmatic and AI marketing — Google, CMO at Fresh Greens, SVP Growth at Digital Upshot, Sr Marketing Consultant, Ants Digital. I've steered ~$100M of client ad spend and build the AI + single-source-of-truth plumbing that stops the bleed. Free ROAS Audit for B2B & B2C → Retainer + Revenue Generation.
- ~$100M ad spend steered
- 12:1 ROAS as CMO
- Blinkit brand up to 46x
- Shin Chan footfall +45%
Hireable proof · Priya Foods / Blinkit
Brand vs non-brand vs competitor — the split that gets me hired
TL;DR: Brand 33–46x compounds · non-brand ~5x is useful · competitor 0.7–1.0x is the leak. Scale the spine; starve the bleed.
Verified Apr 2026 CXO window. Blended result: 3.74x on ₹5.07L spend → ₹18.98L revenue · 16,388 units. Targets labelled separately from results.
Brand33–46xScaling spine
Non-brand~5x4.8–5.0x
Competitor0.7–1.0xThe leak
Brand-keyword illustration inside the split (not the headline flex): Tomato Pickle KW hit 70x on Blinkit. Hist. brand KWs 45.9x. Blinkit overall ~7.1x · BigBasket 5.86x · Zepto W2 1.9x (diagnosed).
33–46x
Brand ROAS
Blinkit · hireable proof
~5x
Non-brand
4.8–5.0x
0.7–1x
Competitor
Exposed as bleed
3.74x
Apr blended (result)
₹5.07L → ₹18.98L
Selected proof
Numbers that survived a board review
Frameworks travel across B2B lead gen (Teleperformance, Margadarsi), D2C and e-commerce (Fresh Greens, Del Monte), financial services (PNB MetLife), entertainment (Ramoji Film City × Sony Pictures) and Google agency portfolios — in markets including Spain, UK & Ireland, DACH and India.
Digital Upshot
+30–45%
YoY ROI · CAC −15–22%
Google Barcelona
£7.8M
Annual UK & Ireland agency portfolio
Del Monte
8.3x
ROAS result · from 3.4x in 6 months
Teleperformance India
+40%
Lead quality · conversion cycle −25%
Ramoji Film City × Sony Pictures
2.5x
Audience engagement · lower CAC
Margadarsi · paid leads Apr–Jul 2026 (Google + Meta)
- 41,898 paid leads
- 12.9% junk vs 45–60% BFSI band
- 6,382 hot leads
- Hot→Sale 5.00%
Experience
~20 years — from Google to the C-suite
Most recent first. Agency, in-house and platform side, across Spain, UK & Ireland, DACH and India.
Sr Marketing Consultant
CurrentAnts Digital · Remote
Aug 2022 – Present
- AI-driven programmatic and predictive B2B lead funnels for Teleperformance India: lead quality +40%, conversion cycles −25%.
- Ramoji Film City (with Sony Pictures): media buying that lowered CAC and scaled audience engagement 2.5x.
- Agentic AI modules (OpenClaw, Hermes) and predictive engines on 35+ years of historical data for D2C, B2B and e-commerce.
- Coaches specialists in AI-led media planning.
SVP, Growth
Digital Upshot · Barcelona, Spain
Oct 2020 – Feb 2022
- Del Monte and PNB MetLife: 30–45% YoY ROI growth and CAC −15–22% through data-led media planning on $1M–$3M annual budgets.
- Up to 5x ROAS across paid search and social.
- Scaled affiliate and programmatic-native acquisition by 60% without extra spend.
- Real-time Power BI / GA4 dashboards bridging SEO, paid media and programmatic.
Chief Marketing Officer
Fresh Greens · Valencia, Spain
Jan 2018 – Sep 2020
- 12:1 ROAS and €2.8M in recurring revenue on €750K–€1.2M annual ad spend.
- Led a team of 6 across paid search, social, influencer and email.
Sr. Agency Account Manager
Google · Barcelona, Spain
Dec 2016 – Jan 2018
- £7.8M annual portfolio for UK & Ireland partner agencies.
- Guided partner agencies on best practice, growing annual ad spend and ROI.
Head of Marketing
Prestamos Prima · Barcelona, Spain
Nov 2015 – Dec 2016
- Owned every marketing channel and evolved the mix with new media.
- Aligned agency performance KPIs with brand goals.
Roles I lead
- CMO
- Head of Marketing
- Brand & Creative Head
- EU & Local-Market Lead
- Growth
- Paid Media
- Programmatic
- AI Marketing
Education & certifications
- MA Linguistics · EFLU (2007)
- Google Ads Certification · Google
- Programmatic Media Buying (DV360) · Google Marketing Platform (2019)
- HubSpot Marketing Software Certification · HubSpot Academy (2021)
Success stories
20 Years of Success Stories Across Three Continents
$100Mn in Ad Spend
Priya Foods · Ramoji Group
Quick commerce ROAS engine
Blinkit / Zepto / BigBasket
TL;DR: Brand 33–46x is the hireable proof. Non-brand ~5x. Competitor ≤1x is the leak. Tomato 70x = brand-KW illustration, not the headline.
Hireable proof: brand 33–46x · non-brand ~5x · competitor ≤1x
Challenge
Scale quick-commerce paid media without watering down brand efficiency. Need: prove where ROAS actually compounds — and cut where it doesn't.
Approach
- Brand vs non-brand vs competitor KW architecture on Blinkit
- Protect high-ROAS brand & category keywords; starve weak competitor spend
- Diagnose Zepto brand gap vs Blinkit and rebalance platform mix
Outcome
Brand keywords (33–46x) became the scaling spine; competitor spend exposed as the leak. Tomato Pickle KW at 70x illustrates brand-keyword upside inside that split — not a blended claim.
33–46x
Brand ROAS (result)
~5x
Non-brand (result)
0.7–1x
Competitor (result)
70x
Tomato KW (brand illus.)
Brand33–46x
Non-brand4.8–5.0x
Competitor0.7–1.0x
Priya Foods · Ramoji Group
Omnichannel e-com + q-comm growth
Apr 2026 CXO window + 4-month arc
TL;DR: April result 3.74x blended. Transformation arc 2x→5x (labelled). Plan target ≥4.2x — not claimed as current.
Plan target ≥4.2x — not claimed as current blended
Challenge
Unify platform spend across Blinkit, Zepto, BigBasket and beyond. Deliver a blended return the CXO can trust — then expand toward a ₹10 Cr / 6-month plan.
Approach
- Apr sprint (result): ₹5.07L spend → ₹18.98L revenue · 16,388 units
- Platform ROAS discipline: scale Blinkit & BigBasket; fix Zepto brand gap
- Transformation arc (labelled): blended ROAS 2x → 5x in 4 months · ACOS −40%
Outcome
April proved the engine (3.74x blended result). Plan target: ≥4.2x on ₹10.5L/mo toward ₹10 Cr / 6 months across Blinkit, Zepto, BigBasket, Amazon, Flipkart, Website, Swiggy — labelled as plan/targets.
3.74x
Apr blended (result)
5.86x
BigBasket (result)
2x→5x
4-mo arc (labelled)
≥4.2x
Plan target
Blinkit~7.1x
BigBasket5.86x
Zepto W13.1x
Zepto W21.9x
Sony Pictures × Ramoji
Shin Chan — footfall launch
Hyderabad amusement attraction
TL;DR: CAC −30% · ROAS +60% · footfall +45% (stated results).
Challenge
Launch Shin Chan at a Hyderabad attraction and maximize footfall for the client's first high-attendance event of this kind. Media had to convert curiosity into tickets.
Approach
- Multi-channel funnel with CAC & ROAS as north stars
- Cut non-converting spend; scale high-CTR / high-ROAS lines
- A/B tests across creative, audience, and daypart
Outcome
First high-attendance event of its kind: lower CAC, stronger ROAS, +45% footfall.
−30%
CAC (result)
+60%
ROAS (result)
+45%
Footfall (result)
CAC−30%Improved
ROAS+60%Lift
Footfall+45%Attendance
Margadarsi Chit Fund · BFSI lead gen
Owning the category on search — and closing more of it
Google + Meta · Apr–Jul 2026 results · Aug–Oct 2026 plan
TL;DR: Search impression share 12.8% → 25.1% (Q1→Q3 2026). CPL ₹223 blended vs ₹500–₹2,500 BFSI benchmarks. Hot→Sale 2.11% → 5.00%. Plan: ₹40L/month at 50:50 Google/Meta.
Results Apr–Jul 2026 · Aug–Oct 2026 shown as plan
Challenge
The daily lead target rose 7.5× in five months (100 → 750/day), pushing campaigns back into the learning phase with every revision — while branches needed leads that actually close.
Approach
- Scaled delivery as the account cleared learning: budget utilisation 18% → 98%; July delivered 732 leads/day vs a 600/day target (122%)
- Rebuilt the Google vs Meta split on lead quality: Meta turned 43.3% of leads hot vs Google's 12.0%
- Retiring Display and PMax inventory (95.7% of junk sat there) and concentrating on real search intent
- Plan (Aug–Oct 2026, labelled): ₹40L/month held flat, 50:50 Google/Meta, target corrected to 450–525 leads/day
Outcome
Margadarsi now appears in 25 of every 100 category searches (every competitor under 10), with 57.0% of appearances at the absolute top of page (from 41.7%). Google CPL ₹197 and Meta CPL ₹442 sit below Indian BFSI benchmarks (₹1,000–₹2,500 Google; ₹500–₹1,200 Meta). Aug–Oct figures are plan/targets, not results.
25.1%
Search impr. share Q3 (from 12.8%)
₹223
Blended CPL Apr–Jul (result)
12.9%
Junk rate vs 45–60% BFSI band
5.00%
Hot→Sale (from 2.11% FY24-25)
Q1 202612.8%
Q2 202618.4%
Q3 202625.1%Every competitor <10%
My clients · D2C marketplaces
Marketplace growth for D2C brands in the UK and India
Beanies & Coffeeway (UK) · Del Monte India · Bernshenn (UK)
TL;DR: Beanies sales 3x in 2 months · Del Monte India sales 2x in 3 months · Bernshenn sales +136% in 4 quarters, ROAS +135%.
My clients · ROAS improvement by brand (stated results)
Challenge
Crowded marketplaces with established competitors: products had to be discoverable, convert, and earn trust through reviews — for a new UK coffee brand set-up, a stagnant FMCG listing and a consumer-durables range.
Approach
- I led listing optimisation: A+ content, enhanced titles, descriptions and images built on relevant keywords
- I re-ran AMS campaigns and cut spend on non-converting assets
- I lifted ROAS by raising orders and AOV, with post-sales review and feedback management
Outcome
Products ranked on the first page for key searches and became best-sellers in multiple categories. Del Monte India growth is measured from the July 2024 account transfer.
3x
Beanies & Coffeeway sales · 2 months
2x
Del Monte India sales · 3 months
+136%
Bernshenn sales · 4 quarters
+108%
Bernshenn CVR
Bernshenn ROAS+135%
Beanies tROAS2x
Del Monte ROAS+40%
My clients · finance, education, OTT
Lead quality and cost efficiency against category leaders
PNB MetLife · Amity University · Waves OTT · Sep 2024 – Jan 2025
TL;DR: PNB MetLife CVR 0.58% → 3.67%, CPA −77.48%. Amity CVR 1.45% → 8%, CPL −58.93%. Waves OTT 1.4M downloads vs a 1M goal, CPD −58.4%.
My client PNB MetLife · chart: PNB MetLife lead→sale CVR by month
Challenge
Win leads, admissions and installs against category leaders (Max Life and Policy Bazaar in insurance; reputed institutions and ed-tech platforms; Netflix, Hotstar and Jio in OTT) while keeping acquisition costs under control.
Approach
- I led the Google Ads rebuild: targeted keywords, optimised creatives and automated bidding
- I redefined Meta & Instagram: advanced audience segmentation, AI-driven optimisation and dynamic creative iteration
- For app installs I ran retargeting, creative A/B tests, bidding and audience refinement to cut cost per download
Outcome
PNB MetLife lead-to-sale conversion by month (chart) with cost per sale falling from ₹2.46L to ₹55.4K over the same window. Waves OTT reached 1.4M downloads by end of December 2024 against a 1M goal for 20 December.
3.67%
PNB MetLife CVR (from 0.58%)
−77.48%
PNB MetLife CPA
8%
Amity CVR (from 1.45%) · CPL −58.93%
1.4M
Waves OTT downloads (goal 1M) · CPD ₹14.83 → ₹6.15
Sep 20240.58%
Oct 20241.59%
Nov 20243.35%
Dec 20243.67%
Jan 20252.60%
The pipes · AI / SSOT
Concrete stack — not vapor
TL;DR: Unify spend + revenue into one truth layer; kill vanity ROAS; decide cut-or-scale from the same numbers the CXO sees.
I wire automation and a single source of truth so platform UIs, weekly ops, and board packs stop arguing. Spend and revenue land in one place; anomalies and vanity ROAS get flagged before they become a story. The plumbing is the product — dashboards without it just document the bleed.
Stack I actually use
- n8n
- Make.com
- sGTM on GCP
- CrewAI
- Gemini Pro
- PostgreSQL
The offer
Retainer + Revenue Generation
The Free ROAS Audit is the front door — for B2B and B2C. It finds the leak. The retainer scales what works — with me on the account weekly.
How it works
No fluff discovery theatre. You get a precise audit of where ROAS leaks and where it compounds. Then we lock a Retainer + Revenue Generation engagement. Retainer clients work with me directly — not a pod swap.
1. Free ROAS Audit
B2B or B2C. Submit the form below. I diagnose spend, funnel, and platform waste — with numbers, not slides.
2. Retainer
Ongoing senior ownership of media economics, channel mix and growth. Typical: weekly ops + board-ready pack.
3. Revenue Generation
We scale the winners. CAC down, ROAS up, pipeline or units moving — measured weekly.
How the retainer works (first 30 days)
Hours are scoped per engagement. Typical rhythm:
- Weekly operator on the account (you get Rohan)
- Weekly report + cut-or-scale list
- KPI ownership you can take to the board
- Decision rights agreed upfront: media economics with me; creative, landing pages and brand with me, your team or partners, as scoped
- Artifacts: audit leak map → 30-day plan → recurring board-ready pack
Request Free ROAS Audit
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Start with Free ROAS Audit
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Services
Three ways in
Free ROAS Audit
Lead magnet for B2B & B2C. I find the leak in your paid media and funnel — then propose the fix.
- Spend & ROAS diagnosis
- Platform / KW leak map (brand · non-brand · competitor)
- Clear scale-or-cut list
Retainer + Rev-Gen
Hands-on paid media & growth leadership: media economics, concrete AI/SSOT plumbing (n8n · Make · sGTM · CrewAI · Gemini · Postgres), weekly ownership.
- You work with me directly
- Weekly KPI + cut-or-scale
- Budget reallocation that compounds
Coaching / consult
For CMOs, founders and leadership teams who want senior judgment on systems, teams, and measurement across the full funnel.
- Focused working sessions
- Measurement & org design
- Playbooks for your stack
About
Senior marketing leader. Barcelona-based.
~20 years in international marketing across EMEA and APAC: Google (Sr. Agency Account Manager, UK & Ireland portfolio), CMO at Fresh Greens, SVP Growth at Digital Upshot and, since Aug 2022, Sr Marketing Consultant, Ants Digital. If you hire Rohan, you get Rohan.
I lead brand, growth, paid media and programmatic as one system — brand strategy and positioning, demand generation, product launches and performance — with teams of 5–8 and $1M–$3M annual budgets. Across my career I've been trusted with ~$100M of other people's ad spend.
I also build the measurement underneath: OmniView, a marketing-intelligence platform unifying 28+ channels; agentic AI workflows (OpenClaw, Hermes); and SSOT plumbing (n8n, Make.com, sGTM on GCP, CrewAI, Gemini Pro, PostgreSQL), so spend and revenue share one truth.
- Ex-Google
- Former CMO
- SVP Growth · Sr Marketing Consultant
- ~$100M ad spend steered
- OmniView · 28+ channels
- MA Linguistics · EFLU
- Barcelona · Permanent residency
Languages: English (native) · Spanish (A2) · Dutch (basic)
rohan.c2@gmail.com · +34 607 941 649
FAQ
First-call questions, answered
Do I get you — or an agency pod?
Retainer clients work with me directly — not a bait-and-switch pod. Since Aug 2022 I've been Sr Marketing Consultant, Ants Digital; retainer engagements are run by me personally. Weekly operator on the account means Rohan.
Who is the Free ROAS Audit for?
B2B and B2C brands with real paid media spend (or about to scale it) who want a precise leak map — brand vs non-brand vs competitor — not a sales deck.
How do you think about non-brand and new-to-brand (NTB)?
Brand is often the efficiency spine (Priya Blinkit brand 33–46x). Non-brand ~5x can still be useful for volume/NTB — but it is not the same efficiency class. Competitor at 0.7–1.0x is usually the bleed. We measure each bucket; we do not average them into a vanity blended story.
Do you cover creative and landing pages?
Yes, when it's in scope. Media economics is the core; creative, landing pages and brand work can sit with your team, your partners or with me, depending on the engagement. I flag early when creative or the landing page is the bottleneck.
What is Retainer + Revenue Generation?
After the audit, we engage on a retainer: typical weekly ops + board-ready pack, cut-or-scale list, KPI ownership. Revenue generation means we scale what the audit proved works — measured against CAC, ROAS, and pipeline/units. Hours are scoped per engagement.
Do you invent case-study numbers?
No. Every metric on this site is from verified client windows, CXO briefings, or stated outcomes. Results vs plan/targets are labelled. Tomato 70x is a brand-keyword illustration inside the split — not a blended claim. We never claim Priya blended was 8x.
Where are you based?
Barcelona, Spain, with Spanish permanent residency and full right to work, so no visa or sponsorship needed. Open to on-site, hybrid or remote roles across Spain and the EU. Languages: English (native), Spanish (A2) and Dutch (basic).
What roles are you open to?
Senior marketing leadership: CMO, head of marketing, brand & creative head, EU and local-market lead, growth, paid media, programmatic and AI marketing leadership — full-time or fractional, on-site, hybrid or remote.
Stop guessing. Audit the leak.
Free ROAS Audit for B2B & B2C. Then Retainer + Revenue Generation — with Rohan on the account, not a pod.
Download CVDownload portfolio (PDF)
Or write directly: rohan.c2@gmail.com · +34 607 941 649
Rohan Saraf on LinkedIn6,645 followers · 500+ connections
Testimonials
Paolo Meola
Co-founder at Forest Valley | Co-founder at Guidance
April 2021 · Client
Shoeb Ahmad
Marketing Leader | Growth, Inbound & Demand Generation | Marketing Transformation | B2B Tech
May 2024
Angela Castello
Chief Revenue Officer (CRO) at VDS & Startup Valencia | Executive Board Member
April 2021 · Worked with Rohan on different teams
Alba García Gómez
HR | Talent Acquisition | IT Recruiter
December 2019 · Worked with Rohan on different teams