ALICIA ROBERTS
FRACTIONAL MARKETING STRATEGIST
Marketing strategy built on experience, not theory.
With more than 15 years of experience leading global marketing initiatives, I help organizations clarify positioning, strengthen go-to-market strategy, and build scalable programs that drive business growth. My experience spans enterprise software, healthcare innovation, and emerging companies navigating periods of growth and change.
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.
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.
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.
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.
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.
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
