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 clarify positioning, strengthen go-to-market strategy, and build scalable programs that support growth.

CAPABILITIES

CAPABILITIES

MESSAGING & POSITIONING

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

Launch planning, audience strategy, campaign architecture, commercialization planning, and sales alignment designed to accelerate adoption and growth.

Launch planning, audience strategy, campaign architecture, and sales alignment

INTEGRATED CAMPAIGNS & LIFECYCLE MARKETING

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 FRAMEWORKS & ENABLEMENT

Build Marketing Systems That Scale

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

Playbooks, frameworks, operational processes, governance models, and operational processes

Fractional Marketing Leadership

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

"Alicia consistently challenges conventional thinking, bringing fresh perspectives that transform how teams approach problems."


-Ginger, SAP


-Ginger, SAP

"Alicia consistently challenges conventional thinking, bringing fresh perspectives that transform how teams approach problems."


-Ginger, SAP