ALICIA ROBERTS

FRACTIONAL MARKETING STRATEGIST

Marketing strategy built on experience, not theory.

Marketing strategy built on experience, not theory.

Marketing strategy
built on experience,
not theory.

With 15+ years of experience leading global marketing programs, I help organizations create clarity, alignment, and momentum through stronger positioning, strategic marketing planning, and integrated go-to-market initiatives.

CAPABILITIES

CAPABILITIES

MESSAGING & POSITIONING

Clear Market Position
Clear Market Position

Messaging frameworks, value proposition development, narrative architecture, customer journey messaging, and market differentiation that create clarity and consistency across teams and channels.

Messaging frameworks, value proposition, customer journey messaging, and narrative development

GO-TO-MARKET STRATEGY

Bring Products & Services to Market
Bring Products & Services to Market

Launch planning, customer journey strategy, campaign architecture, and sales alignment designed to accelerate adoption and growth.

Launch planning, customer journey strategy, campaign architecture, and sales alignment

INTEGRATED CAMPAIGNS & LIFECYCLE MARKETING

Accelerate Demand & Customer Growth
Accelerate Demand & Customer Growth

Integrated campaign strategy, demand generation programs, customer lifecycle initiatives, nurture architecture, and growth marketing designed to engage audiences and drive measurable business outcomes.

Integrated campaigns, demand generation, lifecycle initiatives, nurtures, and growth marketing

MARKETING Planning & ENABLEMENT

Build Marketing Systems That Scale
Build Marketing Systems That Scale

Campaign playbooks, annual and quarterly planning, operational processes, governance models, agency oversight, and team enablement that improve consistency, efficiency, and execution.

Campaign playbooks, annual and quarterly planning, operational processes, governance models, agency oversight

Fractional Marketing Leadership

Lead Marketing with Confidence
Lead Marketing with Confidence

Strategic marketing leadership, executive partnership, planning, prioritization, team alignment, and budget guidance for organizations that need senior-level expertise.

Strategic leadership, planning, prioritization, team alignment, and budget guidance

Experience

Experience

Download resume
Fractional Marketing Director

Self-Employeed

2026 – present
Global Integrated Demand Programs – Industries

SAP

2021 – 2024
Senior Marketing Manager, Global Integrated Campaigns

SAP Concur

2019 – 2021
Senior Field Marketing Manager, Healthcare and Life Sciences

SAP Concur

2017 – 2019
Channel Marketing Manager

SAP Concur

2016 – 2017
Marketing Manager

Meet Minneapolis

2013 – 2016
Marketing & PR Manager

The Drake Hotel

2012 – 2013
Advertising Account Executive

BVK

2011 – 2012
Marketing Manager/Project Manager

The Saint Paul Hotel

2009 – 2011

  • "Her understanding of the customer journey and how to align content to each stage is second to none."




    — Jeannine Seremi,
    VP & General Manager, SAP

  • "She sees exactly where customers get stuck and devises creative solutions."




    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

  • "Alicia consistently challenges conventional thinking and brings fresh perspectives."




    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

  • "Her understanding of the customer journey and how to align content to each stage is second to none."


    — Jeannine Seremi,
    VP & General Manager, SAP

    "Her understanding of the customer journey and how to align content to each stage is second to none."


    — Jeannine Seremi,
    VP & General Manager, SAP

  • "She sees exactly where customers get stuck and devises creative solutions."

    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

    "She sees exactly where customers get stuck and devises creative solutions."

    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

  • "Alicia consistently challenges conventional thinking and brings fresh perspectives."

    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

    "Alicia consistently challenges conventional thinking and brings fresh perspectives."

    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

  • "Her understanding of the customer journey and how to align content to each stage is second to none."


    — Jeannine Seremi,
    VP & General Manager, SAP

  • "She sees exactly where customers get stuck and devises creative solutions."


    — Ginger Shimp, MBA
    Sr Global Strategist, SAP

  • "Alicia consistently challenges conventional thinking and brings fresh perspectives."


    — Ginger Shimp, MBA
    Sr Global Strategist, SAP