Open To Work
NAILA ZAFAR
Ashburn,VA
Summary
Strategic marketing leader with two decades of experience driving integrated demand generation and revenue growth across B2B and B2C SaaS environments. Expert in architecting full-funnel Go-to-Market (GTM) SaaS strategies and Account-Based Marketing (ABM) motions that engage technical buyers and enterprise decision-makers. A dedicated team coach and mentor, currently leading a high-performing team of campaign managers and overseeing global marketing budgets of over $25M. Proven track record of operationalizing complex online marketing channels - including SEM, SEO, Paid Social and Display - to build predictable pipeline and maximize ROI in high-growth enterprise organizations.
Overview
21
21
years of professional experience
Work History
Senior Manager, Integrated Marketing (Director-Level Scope)
VONAGE, Part of Ericsson
03.2024 - Current
- Lead global Go-To-Market strategy and integrated demand programs, executing Account-Based Marketing (ABM/ABX) motions to engage and convert technical buyers and enterprise decision-makers across complex SaaS solutions.
- Partnered with global sales leadership (SDR, BDR, and field sales) to align marketing programs with revenue targets, optimizing lead flow and enabling campaigns across enterprise segments.
- Owned strategic marketing partnerships and channel programs, including lead aggregators, affiliates, and content syndication partners, to expand reach and drive demand generation.
- Managed and developed team of four campaign managers, mentoring and coaching to enhance performance and deliver high-impact integrated marketing campaigns.
- Establish end-to-end performance measurement frameworks using Salesforce, Tableau, and Adobe Analytics, delivering full-funnel visibility and data-driven optimization of marketing programs.
Senior Online Marketing Manager
VONAGE, Part of Ericsson
01.2013 - 03.2024
- Managed $15M+ annual global marketing budget, consistently exceeding KPIs for lead generation, pipeline growth, and bookings through ROI optimization.
Led marketing initiatives supporting Vonage’s transformation into a CCaaS and Network APIs platform, contributing to the company’s growth and $6.2B acquisition by Ericsson.
Directed multi-channel demand generation strategy across SEM, SEO, affiliates, display, and paid social to drive lead generation and pipeline growth.
Led A/B testing and landing page optimization strategy, increasing CTR by 30% across SEM and affiliate channels and improving funnel conversion rates.
Managed vendor portfolios and negotiated major contracts, optimizing channel investment strategy and improving overall marketing ROI.
Led the integration of Vocalocity’s demand generation framework into Vonage’s B2B SaaS infrastructure following acquisition, scaling digital marketing capabilities during a critical growth phase.
Manager, Online Marketing
VOCALOCITY (Acquired by Vonage, November 2013)
04.2011 - 01.2013
- Architected and launched the company's demand generation strategy, establishing SEM, SEO, affiliate, and digital acquisition programs that drove customer growth and market visibility that fueled rapid customer acquisition and 39% YoY revenue growth, helping position the company for Vonage's $130M acquisition in 2013.
- Developed marketing analytics and reporting infrastructure for full-funnel visibility, enhancing data-driven optimization across digital marketing programs.
- Partnered with CEO and executive leadership team to align marketing strategy with company growth objectives during rapid scale-up.
Online Marketing Manager
Only Group/Accidents Direct Ltd
London, UK
02.2007 - 09.2010
Global Advertising Coordinator
Carlson Wagonlit Travel (CWT)
London, UK
09.2005 - 01.2007
Education
Bachelor of Engineering (Honours) - Media Communication Systems
City University of London
London, UK01-2005
Skills
Strategic Leadership: Go-To-Market (GTM) Strategy, Integrated Demand Generation, Marketing Strategy & Planning, Budget & ROI Management ($25M), B2B & B2C Expertise
Revenue Growth: Pipeline Generation & Acceleration, ABM/ABX Strategy, Performance Marketing (SEM, SEO), Technical Buyer Engagement, Data-Driven Decision Making
Leadership & Operations: Cross-Functional Leadership, Sales Alignment & Enablement, Team Development, Mentoring & Coaching
Technical Proficiencies:
Marketing & Analytics: Salesforce, Marketo, Pardot, HubSpot, Adobe Analytics, Google Analytics, Tableau, 6Sense
Digital Advertising: Google Ads, Microsoft Advertising, LinkedIn Campaign Manager
AI & Content Strategy: ChatGPT, Gemini, Jasperai, Glean AI
MarTech & Channels: Mondaycom, Smartsheet, Miro, CMS Platforms, Marketing Automation, Affiliate Marketing, Display, Paid Social, Content Syndication
Timeline
Senior Manager, Integrated Marketing (Director-Level Scope)
VONAGE, Part of Ericsson
03.2024 - Current
Senior Online Marketing Manager
VONAGE, Part of Ericsson
01.2013 - 03.2024
Manager, Online Marketing
VOCALOCITY (Acquired by Vonage, November 2013)
04.2011 - 01.2013
Online Marketing Manager
Only Group/Accidents Direct Ltd
02.2007 - 09.2010
Global Advertising Coordinator
Carlson Wagonlit Travel (CWT)
09.2005 - 01.2007
Bachelor of Engineering (Honours) - Media Communication Systems
City University of London