Roshni Wijayasinha | CEO | Prosh Marketing
Roshni Wijayasinha is a seasoned marketing expert with over 17 years of experience. She has carved a niche for herself in the marketing world, helping businesses grow, especially startups and small to medium-sized businesses (SMBs). As the founder of Prosh Marketing, Roshni focuses on providing marketing leadership in a cost-effective way, allowing businesses to access experienced talent without needing to hire full-time staff. Through her innovative “Fractional CMO” model, she has helped many companies establish strong marketing infrastructures, scale rapidly, and achieve meaningful results. Roshni’s journey into marketing began on the agency side, working for some of the biggest names in the tech world, including Microsoft and Sony. It was during this time that she developed a deep understanding of marketing strategies on a global scale. However, her passion for startups soon took over, and she found herself drawn to the fast-paced and ever-changing nature of startup marketing. At EliteX, we are proud to have Roshni Wijayasinha as part of the edition: Marketing Maverick: Inspiring Leaders to Watch, 2024.
Working as the VP of Marketing for companies like Thinking Capital and Benecaid, Roshni helped these businesses reach remarkable milestones. She played a pivotal role in building their marketing infrastructure from the ground up, which contributed to their successful exits with nine-figure valuations. It was this success that inspired Roshni to launch her own consulting practice, Prosh Marketing, in 2017. Since then, she has provided fractional marketing leadership to over 80+ companies, helping them achieve growth and success. The idea behind Prosh Marketing was simple yet transformative. Many startups and SMBs lack the budget to hire full-time marketing leaders, yet they still need expert guidance to build and execute effective marketing strategies. Roshni’s solution was the “Fractional CMO” model, where businesses can access part-time marketing leadership from seasoned professionals. This allows them to get the expertise they need without the overhead of a full-time salary.
“AI and data will enable highly targeted, personalized marketing in the future.”
Prosh Marketing has been a game-changer for many businesses. By offering flexible, high-impact marketing services, the company helps businesses accelerate their growth, increase revenue, and build strong brands. The impact of this model can be seen in the countless success stories Roshni has been a part of, from helping startups gain their first customers to leading companies to secure millions in funding. Roshni’s passion for marketing is deeply rooted in her love for making a meaningful impact. Having worked at three different startups as the Head of Marketing, she saw firsthand how powerful marketing can be in transforming a company’s growth trajectory. It’s this ability to create something from scratch and see it blossom that fuels her enthusiasm for the industry.
Beyond the financial success that marketing can bring, Roshni is inspired by the ability to positively influence the lives of the people behind the businesses she works with. Whether it’s helping a founder achieve their dream or giving employees a sense of pride in their company’s growth, Roshni finds joy in knowing that her work makes a real difference. Her approach is not just about driving results but also about helping others succeed in their own journeys. As a leader, Roshni is known for her strategic approach to team building. She has a natural ability to bring out the best in her team, fostering an environment of collaboration and shared goals. Her leadership style is all about harnessing the strengths of each individual and creating a cohesive, supportive environment where everyone works together effectively.
Roshni believes that a team’s success is built on mutual respect and collective effort. By ensuring that everyone is aligned with the same objectives and enjoys working together, she can lead her teams to achieve great things. Her ability to guide and mentor others is a key factor in her success, both at Prosh Marketing and throughout her career. One of Roshni’s proudest achievements was her work with Foxquilt, an InsurTech company. When she started, Foxquilt had little more than a basic website and logo, with no social channels and a limited budget. Roshni took on the challenge of building the company’s marketing function from scratch. She began by conducting consumer research to refine the company’s messaging and developed a go-to-market (GTM) plan. Roshni activated key marketing channels such as public relations and events, while also assembling a small team to execute the plan. She redesigned Foxquilt’s website, ensuring it reflected the company’s evolving brand. Over time, Roshni coached and led the marketing team through various initiatives, which eventually resulted in Foxquilt securing its first paying customer. The company gained traction, became a leading InsurTech brand in Canada, and raised $8M in Series A funding, expanding its operations to the U.S..
In today’s fast-changing marketing landscape, staying ahead of the curve is crucial. Roshni believes that AI-driven advancements are among the most important trends shaping the future of marketing. Generative AI is revolutionizing content creation by allowing marketers to deliver more personalized customer experiences. Predictive analytics, another key trend, is giving marketers the tools to better understand customer behavior and anticipate their needs. Automation is also playing a significant role in making marketing processes more efficient and scalable. By streamlining workflows and automating repetitive tasks, businesses can focus on more strategic efforts. Roshni sees these trends as key drivers in transforming how companies approach their marketing strategies, enabling them to reach their target audiences more effectively.
Technology has been a major factor in shaping Roshni’s approach to marketing. With the advent of advanced analytics platforms, she can track and measure the effectiveness of campaigns in real time, allowing for quick adjustments. Tools like customer relationship management (CRM) systems and marketing automation software have streamlined the entire process, enabling personalized communication at scale. Digital platforms like social media and online advertising have also opened up new channels for reaching specific audiences. Roshni emphasizes the importance of using these tools to tailor messages and deliver content to the right people at the right time. By leveraging the power of technology, she helps her clients engage with customers more effectively and drive better results.
When it comes to engaging with customers, Roshni believes in the power of active listening. She emphasizes the importance of truly understanding the needs and concerns of customers, as this allows her to tailor her approach and deliver personalized solutions. By building strong relationships based on trust and empathy, she fosters customer loyalty and satisfaction.
Roshni’s focus on active listening extends beyond immediate needs. By anticipating future needs, she helps her clients stay ahead of the competition and continually improve their offerings. This proactive approach ensures that customers receive the best possible experience, leading to long-term success. For Roshni, the ultimate measure of success in marketing is return on investment (ROI). She closely tracks key performance indicators such as conversion rates, customer lifetime value, and campaign costs to ensure that resources are being used efficiently. By analyzing these metrics, Roshni ensures that every marketing effort drives tangible results, whether it’s revenue growth, customer acquisition, or brand awareness.
Roshni encourages aspiring marketers to explore various roles within the marketing field to gain a well-rounded understanding of the industry. She advises newcomers to experiment with different areas such as digital marketing, content creation, social media, and analytics to discover their strengths. Additionally, gaining experience in product marketing can be valuable, as it bridges the gap between the product team and customers. Looking ahead, Roshni envisions a future where marketing becomes even more personalized and creative. With AI and data analytics continuing to evolve, businesses will be able to create highly targeted campaigns that feel uniquely tailored to each individual. Technologies like virtual reality (VR) will make marketing more interactive, changing how consumers engage with brands.
“Prosh Marketing empowers businesses to grow faster and build strong brands with flexible, impactful strategies.”
Roshni is confident that the future of marketing will go beyond simply selling products. It will be about creating immersive experiences that resonate with consumers on a deeper level. As the industry continues to evolve, she remains committed to staying at the forefront of these changes and helping her clients thrive in the dynamic world of marketing. Roshni Wijayasinha is a visionary marketer whose innovative approach has transformed countless businesses. Through her leadership at Prosh Marketing, she continues to help startups and SMBs navigate the complexities of marketing, driving growth and success at every step.