Fractional Marketing Executive | Brand Strategy, Growth, and Customer Experience
At InnerBrand, I bring a blend of innovation, empathy, and servant leadership to every engagement, with a focus on empowering teams and understanding customer needs. My approach combines customer empathy with clear, ethical strategy and data-backed decision-making. I focus on building trust while delivering measurable business results. I build strategies that drive real value, foster trust, and create lasting impact.
Through InnerBrand, I serve as a fractional or consulting marketing executive, helping organizations grow by sharpening their brand positioning, accelerating demand through targeted and data-driven strategies, and strengthening customer relationships. I've delivered over 40 percent revenue growth in key roles, including most recently a 25 percent year-over-year increase in marketing contribution. My work has generated over 10X return on marketing investment, driven more than 50 percent of enterprise pipeline through ABM, and supported global rebrands and go-to-market strategies across four continents, spanning martech, digital media, SaaS, customer experience, and cybersecurity.
I’m currently available for consulting engagements.
Zarnaz Arlia
Marketing drove over 50% of total bookings
80% boost in lead conversion
20% lower cost per conversion with higher search investment
18X return on marketing investment
50% of enterprise pipeline from ABM
$5M+ pipeline influenced through events
3,000+ attendees at global customer events
Led GTM for three global tech brands
Operated across Americas, EMEA, APAC, and ANZ
Marketing drove over 50% of total bookings 80% boost in lead conversion 20% lower cost per conversion with higher search investment 18X return on marketing investment 50% of enterprise pipeline from ABM $5M+ pipeline influenced through events 3,000+ attendees at global customer events Led GTM for three global tech brands Operated across Americas, EMEA, APAC, and ANZ
Executive Summary
Objective
As a global hi-tech B2B Marketing Executive, I champion brands, drive growth, and elevate customer experiences. With a focus on strategic leadership and data-driven decision-making, I excel in building influential relationships and leveraging cutting-edge technologies to deliver business success and enhanced brand visibility.
Experience
Global hi-tech B2B Marketing Executive with extensive experience in driving transformative growth, enhancing brand equity, and fostering deep customer loyalty. Proven track record in leading multichannel marketing strategies, leveraging data-driven insights, and optimizing operational efficiency.
Leadership Style
A servant leader with a strategic focus on innovation, stakeholder collaboration, and a relentless commitment to exceptional customer experiences. Skilled in fostering creativity and data-driven decision-making for precise, agile execution.
Professional Experience
Emplifi
Leadership
Directed overall marketing strategy and execution.
Brand Building
Played a crucial role in building the Emplifi brand from scratch, achieving a strong market position.
Team Management
Led a team to drive brand awareness, customer loyalty, and revenue growth.
Cross-Functional Collaboration
Worked closely with other teams to ensure a seamless customer experience.
Innovation
Leveraged data-driven insights and innovative strategies to generate market demand
Chief Marketing Officer
Case Studies
Emplifi Brand Launch and Market Positioning
Challenge
Emplifi was a new entrant in a highly competitive market, needing to establish a strong brand identity and market presence from scratch.
Strategy
Led a comprehensive branding strategy that included market research, brand identity development, and a multi-channel marketing campaign focused on differentiation.
Execution
Developed and launched a cohesive brand identity across all touchpoints.
Executed targeted campaigns to build awareness and engage potential customers.
Collaborated with cross-functional teams to ensure a seamless customer experience.
Results
Contributed to double-digit year-over-year revenue growth and high customer retention
Achieved sustained revenue growth and strong customer renewal performance
Drove consistent YoY growth and above-industry-average retention
Enabled growth and retention outcomes through customer-centric strategies
Emplifi Revenue Growth Acceleration
Challenge
Modernize the MarTech stack to enhance demand performance visibility, shift focus from lower mid-market to upper mid-market and enterprise, improve lead quality through ABM, and boost customer marketing efforts, including cross-sell, upsell, and loyalty.
Strategy
Implemented a modern MarTech stack, developed targeted ABM and customer marketing strategies, and launched global campaigns focused on Emplifi’s customer experience and social media management solutions.
Execution
Integrated MarTech tools, expanded content relevance, and executed global campaigns with a strong focus on customer engagement and retention.
Results
Accelerated revenue growth, increased lead quality and conversion rates, and achieved significant ROI through enhanced marketing attribution, cross-sell, upsell, and customer loyalty programs.
Net New Business Growth Achievement
Delivered strong year-over-year growth in net new business across consecutive years
Drove over 25% improvement in marketing contribution to pipeline
Achieved double-digit ROMI, significantly exceeding industry benchmarks
ABM strategies consistently generated over half of enterprise pipeline
Sitecore
Growth Driver
Focused on driving significant growth through strong customer relationships.
Rebranding
Directed the rebranding of Sitecore, including the website and brand's visual identity.
Event Leadership
Managed the Sitecore Symposium, contributing millions to the marketing-influenced pipeline.
Integrated Marketing
Oversaw campaign, content, digital, demand, customer marketing, design, and corporate events.
Global VP of Corporate Marketing
Case Studies
Sitecore Rebranding
Challenge
Sitecore needed a rebrand to reflect its evolving market position and enhance its digital presence.
Strategy
Directed the rebranding process, including a complete redesign of the website and the creation of the Sitecore Symposium to engage key stakeholders.
Execution
Managed the redesign of sitecore.com to align with the new brand vision.
Orchestrated the Sitecore Symposium, bringing together industry leaders and customers to foster engagement.
Integrated the new brand identity across all marketing channels.
Results
The rebranded website became a central hub for customer engagement, boosting site traffic.
The Sitecore Symposium added millions to the marketing-influenced pipeline, enhancing customer relationships and driving revenue.
Sitecore Revenue Growth Acceleration
Challenge
Shift the Ideal Customer Profile (ICP) from developers to CMOs, moving into the enterprise market by addressing CMO pain points and enhancing digital engagement.
Strategy
Developed and launched content tailored to CMO challenges, created digital customer journeys, and executed global campaigns targeting six different personas. Implemented website personalization and developed nurture series through pre-market, email, and digital ads.
Execution
Rolled out personalized website experiences, designed persona-specific content, and integrated a comprehensive nurture series across digital channels.
Results
Overall Results
Successfully penetrated the enterprise market, increased engagement from CMO personas, and achieved higher conversion rates through targeted content and personalized digital experiences. Influence; customer loyalty (# of customer reviews, customer success stories, renewal opt.)
Symposium Results
Drove strategy for Sitecore Symposium, biggest company event generating over 3000+ attendees with over $3M in direct pipeline and over $5M influenced pipeline; 120 content-rich tracks, 9+ main stage keynote that included company executives, industry luminaries, and celebrities; worked with field marketing leaders to develop regional Sitecore Experience events in EMEA and APJ to drive thought leadership and bookings within mid-market and enterprise segments.
Adobe
Go-to-Market Strategy
Led marketing strategies for Adobe digital media solutions across multiple regions.
Product Launches
Successfully launched multiple Adobe products, driving growth in new market segments.
Analytics-Driven
Leveraged marketing analytics to uncover customer opportunities and shape growth strategies.
Collaboration
Worked with sales leaders and business units to grow digital media enterprise success.
Enterprise Marketing Leader
Case Studies
Adobe Digital Media Go-to-Market Strategy
Challenge
Adobe needed to launch its digital media products in new B2B and educational market segments across various regions.
Strategy
Defined and led the go-to-market strategy for Adobe’s digital media solutions, focusing on targeted marketing efforts across the Americas, EMEA, Australia, and New Zealand.
Execution
Collaborated with sales leaders and business units to tailor marketing strategies for each region.
Leveraged marketing analytics to identify key opportunities and shape campaign tactics.
Launched multi-region campaigns that included digital marketing, PR, and field marketing efforts.
Results
Successfully penetrated new market segments, resulting in significant revenue growth.
Increased market share in the B2B and education sectors.
Exceeded Adobe’s digital media business goals, including sales-qualified leads and customer growth.
How
I Can Help
I partner with companies to solve today’s marketing challenges and prepare for what’s next. My services are designed to help teams scale intelligently, build trust with customers, and deliver measurable impact. These include:
Demand Generation and ABM
Designing and executing programs that drive pipeline growth—leveraging data, content, and targeted campaigns to reach high-value accounts.
Go-to-Market and Launch Planning
Supporting new product introductions, market entry, or company rebrands with strategic planning, messaging, and activation support.
Brand Strategy and Positioning
Clarifying brand identity, value proposition, and messaging to connect with the right audiences and stand out in competitive markets.
Customer Journey and Lifecycle Marketing
Building integrated strategies that align marketing, sales, and customer success across every stage—from acquisition to advocacy.
AI-Enhanced Marketing Execution
Integrating AI tools for content creation, personalization, customer insights, and workflow efficiency, with a focus on ethical data use and governance.
Team and Process Development
Coaching marketing teams, setting up operating models, and embedding scalable processes to drive accountability and growth.