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

DocuWare

Product Marketing Manager Americas

•	Leading the development and execution of go-to-market strategies for global payroll solutions, aligning product offerings with market demands.
•	Spearheading customer and market research initiatives to refine buyer personas, pricing strategies, and messaging frameworks.
•	Equipping sales teams with training programs, presentations, and competitive battle cards, improving conversion rates and pipeline velocity.
•	Managing product pages and digital assets to enhance lead generation and product visibility.
•	Collaborating with cross-functional teams to drive product innovation and market alignment.
•	Competitive and marketing strategies are provided to various institutions (ad hoc).
•	Marketing Strategist for GLG.
•	Competitive and Marketing analysis for Start-Up

Advisory/Consultant

Reputation

•	Increased market intel by 70% by developing a new knowledge base library.
•	Increased sales opportunities by 150% by increasing pipeline/ARR goals for Core Platform.
•	Collaborate on go-to-market strategy between product/engineering, marketing, and sales. 
•	Created a roadmap for promoting and positioning marketing strategies for Core Platform (ICP creation, value proposition, buyers' journey, product insights, and message mapping).
•	20% in new sales gained by new global product launches and campaigning for existing and new products.
•	Develop collateral (presentations, product guides, release notes, briefs, FAQs, white papers, and case studies).
•	Engaged with industry-agnostic messaging directly with SMB, Mid-Market, and Enterprise clients to understand the buyer's journey and experience with Core Platform solutions. 
•	Improved business intelligence by 55% by developing a better global competitive intelligence process using research, market analysis, win-loss reporting, product usage, and product adoption analysis.
•	40% of research time eliminated by developing new enablement training decks to empower the field.
•	Developed feedback loop with Product management to innovate messaging, customer value and drive product adoption.
•	Created a more sustainable roadmap to include marketing trends, customer needs, and competitive knowledge to impact marketing opportunities.

(Global Restructuring-Reduction in Force)

Product Marketing Manager (SAAS Technology)– Automotive, Healthcare, Retail, Real Estate 

GoCanvas

•	Developed and oversaw the new product launch for the company.
•	Conduct market, segmentation, and competitive research and analysis across our targeted customer base.
•	Developed new promotional campaigns including email marketing, blogs, webinars, case studies, and feature advertisement.
•	Develop the messaging and positioning for product offerings, as well as buyer personas to inform GTM strategy.
•	Craft and lead go-to-market programs for new product launches, features, and product enhancements.
•	Lead sales enablement efforts to ensure the sales and customer success teams, along with strategic partners, can confidently communicate the business value and competitive differentiation of GoCanvas.
•	Participate effectively in product planning and strategy, bringing “voice of customer” insights into the product development process.
•	Develop the product(s) and messaging for mergers and acquisitions
•	Developed new promotional campaign through email marketing, blogs, webinars, feature advertisements, paid media and case studies

(Vertical Move – Professional Growth)

Product Marketing Manager (SAAS Technology) - Manufacturing and Construction

Eliassen Group

•	Creating new practices, protocols, budgets, and strategies for the marketing department that did not exist.
•	Positioning the brand with Reputation Management.
•	Building and managing a marketing automation platform that drives qualified leads through various marketing channels (blog posts, social media, email campaigns, paid media, and website management).
•	Create content/collateral via copywriting, graphic design, and website management.
•	Identifying potential marketing strategies, organizations, and online partners to promote services and increase enrollment.
•	Implementing SEM strategies – including keyword searches, optimizing SEO, Brand positioning, Relaunch of products in companies’ portfolio.
•	Integrating a mix of marketing measures – Podcast, blogs, video tutorial, webinars series, content marketing, affiliate marketing, and events
•	Creating incentive programs for the brand, including loyalty and referral programs for our customers. 
•	Competitor’s analysis developed to position the product in the marketplace.
•	Researching best practices for buyers’ journey, with a plan for retention and regrowth.
•	Measuring critical success factors and KPIs to improve ROI. 


(Short Term Contract)

Digital Marketing Manager- Contract @ Confidential

Siemens

•	Product Marketing strategy created and supported a team of 10 vertical markets (Aerospace, Automotive, Chemical, Defense, Electronics, Healthcare, Oil and Gas, Power Utilities, Transportation/Logistics and Water Industry) and a vast sales team (~20) across the United States.
•	Managed ~$500-million-dollar product line, including development, training, and marketing for nine vertical markets through multiple product launches, demos, proof of concept, campaigns, and events.
•	Created lead generation strategy for Boeing Company, which increased earnings for the event from $12K per month to $240K monthly. Also, increasing the event from one event to three events per year.
•	Effectively managed and implemented more than 80 communication campaigns to announce new product line launches. 
•	Developed a new promotional campaign by cross-selling products and services, increasing sales revenue by 25% with projected year-on-sales growth of ~$2M.
•	Created new training and certification process for Ford Motor Company that led to $125K in cost savings and increased training engagement by 400%.
•	Oversaw all brand messaging, content creation, brand campaigns, tracking and reporting data, research development, lead nurturing, product pitches, and inter-departmental communications.
•	Supported events with invites, landing page, database, campaign calendar, follow-ups, and webinars.

 (Global Restructuring- Reduction in Force)

Campaign Manager (Product Marketing Manager)- Industrial 

Private Practice

•	Created strategies to promote the organization through target marketing, community outreach, relationship development, and public engagement.
•	Established measurement plan with defined KPI’s to ensure effective delivery to products and/or services.

Food Matters (Non-Profit), Atlanta, Georgia & Women’s League of Atlanta, Georgia			
•	Created a strategy to promote organization thru marketing and communications channels.
•	Increased awareness of Non-Profit by 20% after implementing campaign and strategy.	
Sweet Escapes Café, Buford, Georgia						
•	Help create a marketing campaign for start-up bakery. 
•	Designed all marketing material for the bakery.
•	Increased consumer traffic to the bakery every quarter by 10%.
Events of Distinction, Boca Raton, Florida					
•	Help create a marketing campaign for start-up thru traditional marketing.
•	Designed ad campaign that was showcased in Premier Bride Magazine (circulation 400K).

Marketing/Communications Consultant

LT Rain Spa, LLC

•	Created the successful launch of the company’s marketing and graphic design through corporate events, ad campaigns, advertisements, tradeshows, and other business functions.
•	35% of the market share achieved as the manager of the marketing team successfully oversaw the entire marketing program implementation. 
•	Created a brand identity with various marketing campaigns and designs.
•	Working with and maintain a relationship with vendors and suppliers.
•	Developed highly effective radio and print ad campaigns that aggressively promoted the spa and special events through a PR campaign to build client brand and drive demand.

Director of Operations, Co-Owner,Marketing/Communications Manager

Taurus Investment Holdings

•	Directed the planning and execution of fundraising and corporate events.
•	Managed marketing campaign and created graphic design standards to generate media attention in 4 U.S. markets.
•	Worked with and maintain a relationship with vendors and suppliers.
•	67% savings by working directly with in-house printers to design and produce all marketing materials and with external printers to coordinate the artwork and production of all marketing collateral.
•	Recruited, trained, delegated, coached, motivated, and evaluated the performance of volunteers for all events.

Marketing and Events Manager, Head Graphic Designer

Over 15 years of B2B and B2C marketing and communications experience. Strategic and results-driven Product Marketer with a proven track record in developing and executing effective marketing strategies to drive product awareness and sales. Adept at market/competitive research, product positioning, and cross-functional collaboration to deliver impactful campaigns. Skilled in crafting compelling messaging and content for diverse audiences. Proficient in leveraging data analytics to optimize marketing efforts. Excels in fast-paced environments, driving product success through innovative and targeted marketing initiatives.

CORE COMPETENCIES

•	Market Research/Strategy
•	Supporting Sales with Value Proposition
•	Enablement Trainer
•	Competitive Intelligence
•	Demand-gen Marketing Campaigns
•	Brand Positioning and Messaging Strategies
•	Creating Buyer Personas
•	Voice of the Customer
•	Product Placement Concepts
•	New Product Launches
•	Process Improvement
•	Marketing Collateral Development
•	Channel/Partner Marketing
•	Cross-departmental Communications
•	Campaign/Advertising Marketing
•	Integrated Marketing
•	Tradeshow & Event Planning
•	Training and Development
•	Digital Marketing
•	Budget Management
•	Web Analytics
•	GTM Strategy

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Arvind Bala

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