Growth. Systems. Thinking.
I lead Growth at BFL Group and write about marketing systems, AI, leverage, and how real businesses scale.
Santhosh Kannan
Hi, I’m Santhosh.
I currently head the Growth function at BFL Group — home to Brands For Less, one of the region's leading off-price retail groups.
Brands For Less operates across multiple markets with a simple philosophy: Make global fashion brands accessible through an off-price retail model.
My work sits at the intersection of:
- Performance marketing
- CRM & retention
- Omnichannel growth
- Data-driven decision making
But this site isn’t about my job.
It’s where I think in public.
About growth systems.
About AI and leverage.
About building assets instead of chasing hacks.
Because growth is not about doing more.
It’s about designing better systems.
Growth is not a campaign.
It’s a system.
Operator first. Strategist second.
I write about growth that actually compounds.
Explore
What I Write About
Growth Systems
Building engines that compound over time
Marketing & Performance
Strategies that move the needle
AI & Automation
Multiplying output through technology
Digital Strategy
Architecting digital-first growth
Leverage & Wealth Thinking
Assets over activity
Consumer Behavior
Understanding what drives decisions
Latest
From the Blog
Growth Systems
Growth Is Not a Campaign. It’s a System.
Most companies confuse activity with growth. Campaigns create spikes. Systems create compounding.
Leverage & Wealth Thinking
Why Most Marketing Teams Don’t Understand Leverage
Effort is not the same as impact. Leverage separates operators from executors.
Marketing & Performance
The Silent Killer of E-commerce Growth
Everyone talks about CAC. Few talk about retention.
AI & Automation
AI Won’t Replace Marketers. It Will Expose Them.
When execution becomes easy, thinking becomes rare.
Growth Systems
Compounding > Viral
Viral growth is unpredictable. Compounding systems are not.
Most people chase growth.
Few build systems.
Systems compound.
Campaigns expire.