Sr. Product Marketing Manager with 10+ years in B2B SaaS GTM

ZARA ARSALA

Mahwah, NJ ***** 201-***-****

****.******@*****.*** LinkedIn Profile

Senior Product Marketing leader with 10+ years of experience driving go-to-market strategy and hands-on execution for B2B SaaS and AI platforms. Specialize in positioning complex products, leading product launches from strategy through delivery, and building sales enablement systems — including playbooks, battlecards, and talk tracks

— that improve pipeline velocity, win rates, and adoption. Partner closely with Product, Sales, and Engineering to translate complex technologies into differentiated, revenue-driving narratives across Fintech, Healthcare, Telecom, and enterprise technology markets.

Fractional Product Marketing Consultant

Startup Smart., Chapel Hill, NC 10/2025 – Present

• Lead go-to-market strategy and execution for early-stage B2B SaaS and AI startups, building GTM systems from the ground up.

• Define ICPs, refine positioning, and craft messaging that sharpens differentiation and clarifies value.

• Launch scrappy, high-impact campaigns that generate pipeline and test growth hypotheses.

• Build sales enablement tools (decks, talk tracks, battlecards, objection frameworks) that support live deals.

• Partner with founders and sales leaders to improve conversion and unblock stalled opportunities.

• Establish KPI dashboards and funnel tracking to improve pipeline visibility and performance.

• Align Product, Sales, and Customer Success around launches and retention strategy.

• Operationalize repeatable GTM processes that shift teams from reactive selling to scalable revenue systems.

Senior Product Marketing Manager

Certain, Inc., San Francisco, CA 07/2021 – 07/2025

• Spearhead go-to-market (GTM) planning for product launches, aligning product, sales & marketing teams.

• Define and implement product marketing strategies to stimulate growth and revenue acceleration.

• Craft differentiated positioning and messaging that influences buyers and enhances brand value.

• Transform customer, competitive, and market insights into actionable strategies and product direction.

• Equip sales with high-impact tools and content that drive conversions and speed sales cycles.

• Oversee thought leadership and demand-gen content to bolster pipeline generation.

• Cross-functionally partner with Product, Sales, and Customer Success to align on the buyer journey.

• Establish and track KPIs linking marketing efforts to business outcomes—adoption, pipeline, and retention.

• Lead MarCom strategy across digital channels for consistent, compelling storytelling.

• Equip Sales with persona-based content, value props, playbooks, and objection-handling tools. Senior Product Marketing Manager

BD (Becton, Dickinson), Franklin Lakes, NJ 11/2018 – 10/2020

• Led global GTM for BD's Global Health initiatives in regulated markets across EMEA, APAC, and LATAM.

• Developed high-impact educational content to build internal alignment and inform external audiences.

• Owned localization of assets to meet regional compliance standards and audience needs.

• Enabled global sales with toolkits and training materials tailored to regional needs.

• Applied market data to optimize messaging and campaign effectiveness. Strategic Product Marketing Manager

UBS Financial Services, Weehawken, NJ 11/2017 – 11/2018

• Developed strategic positioning and messaging for UBS’s Equity Plan Advisory Services (B2B2C).

• Empowered sales and financial advisors with explainer content, value decks, and conversion-driven assets.

• Redesigned buyer journey and improved channel conversion and engagement metrics.

• Launched multi-channel campaigns that increased awareness and advisor engagement in priority accounts.

• Applied customer insights & competitive analysis to refine GTM strategy, improving adoption and retention.

• Oversaw agency work, ensuring timely delivery, brand alignment, and compliance with campaign goals. Strategic Marketing Manager & Content Strategist

Samsung Electronics, Ridgefield Park, NJ 08/2014 – 11/2017

• Led GTM and content strategy for Android-based partner solutions targeting fintech and IT decision-makers.

• Built subscription-driven content plans tailored to technical buyers.

• Redesigned Samsung Finance Insights page to improve UX, engagement, and discoverability.

• Produced technical eBooks, videos, blogs, and interactive tools for enterprise audiences. Global Product Marketing Lead, Foreign Exchange Products Bloomberg Financial Services, New York, NY 09/2000 – 04/2010

• Promoted from Software Engineer to Requirements Analyst, bridging sales and software development by translating business needs into technical requirements to align R&D with market demands.

• Advanced to Global Product Marketing Lead, recognized for driving cross-functional alignment and delivering business results.

• Led global GTM strategy for Bloomberg’s Foreign Exchange—driving measurable impact across key regions.

• Developed sales enablement tools and messaging aligned with product roadmap and buyer needs.

• Partnered with Product and Engineering to launch new FX trading and analytics functionality (globally).

• Directed campaigns that boosted FX adoption and subscription growth in enterprise accounts.

• Leveraged market and competitive insights to refine positioning and expand market share. Education & Honors

Bachelor of Science in Computer Science: State University of New York at Old Westbury, NY Honors & Awards: Phi Theta Kappa Scholar • Presidential Award Scholarship Recipient • National Dean’s List • International Honor Society Member • Magna Cum Laude Graduate. Core Competencies

Go-to-Market Strategy Audience & Content Data & Technology Leadership & Execution

- Full-funnel GTM Strategy

- Campaign Execution

- Messaging & Positioning

- Customer Journey Mapping

- Pricing & Packaging Strategy

- Rev. & Pipeline Acceleration

- Persona Development

- Audience Segmentation

- Content & Campaign Strategy

- Sales Enablement Playbooks

- Account-Based Marketing

- Case Study & Storytelling

- Competitive Intelligence

- Win/Loss Analysis

- Market Research & Trends

- Funnel Metrics & Attribution

- OKRs, KPIs & product Analytics

- AI Tools for Marketing

- Leadership

- Team Mentorship

- Cross-Functional Alignment

- Strategic Prioritization

- Stakeholder Engagement

- Budget Management

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