Accor

Curating and launching Accor’s flagship Supreme-luxury lifestyle brand in North America

Brand Build | New to the World Luxury Hotel Brand

Sienna Senior Living

Led Marketing, Brand Strategy, and Business Intelligence at Sienna Senior Living. Architected the company’s first enterprise BI platform—now a cornerstone of strategic decision-making.

Commercial Strategy | Vice President - Marketing, Brand Strategy & Business Intelligence

Brought a new brand to life. Launched Aspira—a fresh Active Retirement Living experience built for today’s aging population.
As VP of Marketing & Brand Strategy at Sienna Senior Living (TSX:SIA), I led the full brand development and go-to-market launch across Canada.

Brand Build & Launch | Vice President, Marketing & Brand Strategy

Four Seasons Hotels and Resorts

A global role leading the Distribution strategy and execution, Distribution operations and Call Centre, B2B Sales and support for the group.

Key responsibilities included

✅ Turnover of $500 million business segment
✅ Manage $25 million expense budget
✅ B2B marketing, sales, contracting, and management 
✅ Responsible Distribution Channel technology and strategy
✅ Responsible for the Global Call center
✅ Lead a global team of 100+ team members

Commercial Strategy | Senior Director, Global Distribution & Channel Strategy (Marketing)

Shangri-La Group

Based in Corporate Headquarters of Shangri-La Hotels & Resorts, Hong Kong.
The role entails managing Corporate Reservations, Customer Contact Centers & Distribution for the group.
Established a new contact centre in Guangzhou, China, to support inbound and outbound interaction in Mandarin and Cantonese.

Commercial Strategy | Director Distribution Management & Corporate Reservations (Marketing)

Based in Corporate Headquarters of Shangri-La Hotels & Resorts, Hong Kong.
The role entails developing new Marketing concepts
Establishing and opening new hotels; Led Brand and Marketing to open hotels in Brisbane, Singapore, Puteri Harbour (Malaysia), Abu Dhabi, Muscat, amongst others

Brand Build & Launch | Director of Sales & Marketing - pre-opening hotels (new markets development)

Based at Shangri-La Hotel, Doha, Qatar
Hotel Pre-opening Executive Committee member
Leading Sales & Marketing

Brand Launch | Director of Sales & Marketing

Based in Traders Hotel Dubai
Leading the Sales & Marketing Department
Responsible for Revenue, Sales, Distribution, Events & Public Relations teams.

Director of Sales & Marketing

Based at the Shangri-La Hotel in Bangkok
Leading the Revenue Management Department
Responsible for Revenue Management of all revenue-generating areas of the hotel, Pricing and Optimising yields.

Director of Revenue Management

InterContinental Hotels Group

Based in Holiday Inn Silom, Bangkok
Marketing Plan
Revenue Management & Pricing
Budgetting & Forecasting

Revenue Manager

Taj Hotels

City Revenue Manager

VP-Marketing & Brand Strategy | On a mission to make Strategic Marketing your superpower, so you can add value, drive commercial success, get unstuck and grow. I do this 1 post, 1 conversation, 1 mentee at a time.🏍

Building Brands That Drive Growth and Command Loyalty

I’ve spent my career at the intersection of luxury hospitality, brand strategy, and commercial leadership, working across global markets from India to Thailand, Dubai, Doha, Hong Kong, China, and Canada. With over two decades of experience in revenue management, brand positioning, and customer experience design, I’ve had the privilege of building strategies that not only drive revenue but also strengthen brand equity and customer loyalty across diverse cultures and business environments.

My journey took an unexpected turn during the COVID-19 pandemic, which disrupted my career’s upward trajectory and gave me the chance to step outside hospitality into the retirement living sector. That experience, combined with my pursuit of an MBA at Kellogg School of Management, helped me realize that my core strength lies in connecting customer insights, brand identity, and revenue strategy into a cohesive, competitive advantage.

Today, I leverage my global leadership experience, strategic mindset, and customer-first philosophy to help organizations align brand promise with business performance, ensuring they remain customer-obsessed, commercially smart, and future-ready. Whether repositioning a brand, driving market growth, or building high-performing teams, I believe great brands are built at the intersection of people, profit, and customer experience.

Contact: arvind.bala@kellogg.northwestern.edu

Arvind Bala

DemandScience

SVP of Product Management

I was promoted into a key position on the Senior Leadership Team of Demand Science – a leading sales and marketing technology provider - following the acquisition of Leadiro, I am responsible for directing and developing the innovation-led Email Product & Technology whilst concurrently influencing the high-level strategy of the wider organisation as a Data & Technology Subject Matter Expert. I identify high-growth market gaps, collaborate with Global Business Leads to maximise data quality and translate competing requirements into clear roadmaps and initiate and lead highly focused end-to-end product development lifecycles. I am a key point of contact for international clients and serve as a trusted advisor to drive timely solution buy-in, development and delivery.

•	Facilitated a seamless post-acquisition onboarding of the Leadiro product, resources and structures.

•	Defined and implemented robust data quality measures in conjunction with key DSI stakeholders.

•	Initiated and led a project to enrich high-value contacts within the large internal database.

•	Spearheaded the design, build and rollout of leading-edge proprietary data quality technology.

VP of Email Products & Technology

Leadiro

I was promoted to COO of Leadiro – an innovative AI-analytics and enriched data solution provider - with responsibility for overseeing, directing and continuously improving the sales, marketing, operations and technical functions. I held broad responsibility across the organisation, including serving as a business partner to internal and external board-level stakeholders, identifying and exploiting key gaps in the market for innovative data solutions, assessing and re-engineering processes, and building, coaching and leading cross-functional, highly skilled teams.

•	Transformed the environment by growing data assets by approximately 75% and developed several new tools, including an industry-leading B2B SaaS solution.

•	Won a lucrative contract against 3 major competitors, subsequently providing the client with a comprehensive, reliable and compliant data set that was directly aligned to their key target market.

•	Initiated and led a top to bottom corporate rebrand to optimise pricing and go to market strategy.

•	Facilitated seamless business sale and merger with an international market-leading organisation.

Chief Operating Officer

EmailChecker - (Email Verify Ltd)

I was recruited as Sales & Marketing Director of Email Checker – a leading email verification service – to drive business growth by onboarding and partnering with key clients. I identified key challenges with clients’ current solutions, led discovery sessions to define product/business USPs, highlighted market gaps and partnered with technical specialists to ensure solutions closely addressed functional requirements. Additionally, I drove operational projects to enhance internal performance and forged strong partnerships with third parties, such as B2B data providers, sales and marketing professionals, to deliver cost-effective and long-term business solutions.

•	Established the business as a market leader and grew recurring revenues by 1000%+ over just 12-months.

•	Exploited a gap in the market for a world-first technology to enable B2B data providers to make stronger commercial decisions by optimising the hygiene of and utilising up to 40% more of available data.

•	Identified, negotiated with and onboarded 4 major global B2B data providers, subsequently providing the client with a best-in-class B2B SaaS solution to maintain the health and accuracy of large data sets.

•	Executed a corporate rebrand to drive business growth, performance and profitability.

Sales and Marketing Director

JORDAN MARKETING LTD

Engaged as a consultant to strategise, implement, execute, and continually improve the sales, marketing, product development and operational performance of leading B2B organisations. 

•	Partnered with client’s executive teams to expose high growth opportunities within the B2B marketplace, including the subsequent end-to-end marketing and product development strategy.

•	Collaborated with senior sales stakeholders to define, revise and implement robust sales strategy/materials and company branding to gain market share and exposure within high growth areas.

•	Supported a technology provider to identify target audience, including sourcing data, implementing and delivering strategic email campaigns and enhancing brand reputation to achieve circa 20% market growth.

Managing Director

Various

August 2009 to March 2011: DP Business Events: Sales Consultant 
July 2007 to August 2009: Dunham Business Sales: Director
September 2005 to July 2007: ITW Construction Products: Channel Sales
September 2001 to September 2005: Gloucestershire County Council: Technical Assistant

Relevant Earlier Roles

“The goal is to turn data into information and information into insight.” Carly Fiorina, former CEO, HP

Senior Business Leader with a rich 15+ year track record across the commercial, operations, sales and marketing functions of industry-leading digital marketers, B2B data providers and intelligence platforms. 

There are two key facets to my position, internally, I execute focused growth strategies to meet evolving high-level objectives, and externally, I act as a key business partner to enable our clients to enrich and harness quality data to drive timely and profitable commercial decisions.

As an industry Subject Matter Expert, I support my clients in completing the end-to-end product development of best-in-class B2B SaaS solutions, including identifying market gaps, defining core USPs and roadmaps, onboarding leading third-party partners, driving development and testing, and seamlessly rolling out products.

I am a dynamic leader who develops, retains and leads specialist teams that optimise data quality, implement best practice processes and enhance data infrastructure to build sales pipelines and marketing strategies that exploit lucrative revenue-generating opportunities.

Notable successes include delivering proprietary technology that increased recurring revenues by 1000%+, executing a transformation that released several new tools, growing data assets by 75% and introducing innovative solutions to allow clients to leverage c. 40% more of available data.

Specialities:
Product Development | Business Data | Digital Marketing | Data Profiling & Segmentation | Data Analysis | Data Cleansing | Growth Strategy | Stakeholder Management | Telesales, Email & SMS Data | Email Verification | Sales Training | Pay Per Click (PPC) Marketing | SEO | Social Media | Web Application Development | B2B SaaS | Email Delivery.

If you want to partner with a credible and innovative industry expert, please get in touch to hear more about DemandScience’s best-in-class products and services.

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Arvind Bala

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