I'm Zulma Arria, a senior revenue growth leader who transforms marketing into scalable growth engines for enterprise organizations. With extensive experience working for global technology leaders, I bring a unique perspective to driving revenue impact through integrated demand generation, precision ABM, and data-driven go-to-market strategies.
My journey has equipped me with a distinctive approach to revenue growth—one that combines strategic vision with execution excellence. From engaging thousands of accounts through enterprise ABM to designing comprehensive Lead-to-Revenue models that optimize pipeline performance and ROMI, I architect solutions that deliver measurable impact.
What sets me apart is my ability to see the full picture—connecting customer insights, revenue operations, and technological innovation to create customer-centric experiences that drive sustainable growth and transform marketing's impact on business success.
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Every milestone in my journey has added a unique dimension to how I approach revenue growth. Rather than seeing marketing in isolation, I've learned to orchestrate all elements of the revenue engine.
Here’s how these experiences became the foundation of my approach:
At HP, I learned that not all touchpoints are created equal. By focusing on critical drivers of customer loyalty and prioritizing initiatives with the highest ROI, we closed a 9-point gap in the Customer Loyalty Index (CLI) against our main competitor. This experience taught me the importance of strategic prioritization—ensuring resources are directed toward what matters most. This foundation prepared me to effectively leverage modern tools like AI and machine learning, as I understand the reasoning and significance behind data-driven prioritization. Today, these tools enhance my ability to analyze customer data in real-time, identify high-impact opportunities, and scale personalized engagement strategies with precision.
Transitioning from sales to global marketing at SAP was a pivotal moment in deepening my understanding of revenue alignment. Aligning both functions around shared revenue goals transformed collaboration into a true growth engine. Scaling strategies globally required balancing consistency with local adaptability, a skill honed through cross-functional and regional alignment with leaders across geographies. These efforts laid the foundation for scalable demand generation programs, proving that synergy between sales and marketing is essential for sustained growth.
At SAP, I embraced the challenge of building for tomorrow while delivering results today. This role sharpened my ability to bring strategies to life by balancing people, processes, and systems. Contributing to global marketing automation and personalization initiatives taught me how to map customer journeys and create nurturing programs that resonate across regions. Anchoring every strategy in revenue impact and ROMI cemented my belief in data-driven innovation as a catalyst for growth.
Scaling ABM at Comcast wasn’t just about tools or tactics—it was about creating a collaborative ecosystem where sales, marketing, and product teams worked harmoniously to amplify impact across accounts. Expanding the ABM program from strategic to lite and programmatic models taught me the value of precision, agility, and alignment. With highly targeted campaigns and innovative strategies, we reached over 1,200 accounts, creating a ripple effect of measurable results that drove both pipeline growth and customer engagement. This experience reinforced that while tools enable scale, it’s the combination of content, alignment, and a customer-first mindset that powers exponential growth.
At Comcast, I developed a data-driven growth marketing ecosystem that unified sales and marketing through a robust data foundation. Creating a Lead-to-Revenue model revealed the power of interconnected capabilities to drive efficiency, accelerate conversions, and optimize performance. By orchestrating online and offline tactics supported by complex technology stacks, I improved campaign performance and delivered clear business outcomes. This experience strengthened my belief that growth thrives on precision, integration, and agility, with data as the backbone of success.
It’s not just the experiences themselves but the values they instill that drive my leadership style. Here are the guiding principles that keep me grounded and focused on what matters most.
There’s more to my journey than just professional milestones. My passions beyond the office reveal the personal influences that enrich my approach.
Exploring new cultures has been a lifelong passion. I’ve lived, studied, and worked across continents—embracing tech innovations in Hong Kong, studying at Cambridge, and immersing myself in the diverse cultures of Asia, Europe, and the Americas. Every experience has deepened my cultural awareness and sensitivity, which I bring into my work, helping me create brand narratives that resonate across the globe.
Inspired by the works of Leonardo da Vinci, I’m passionate about merging creativity with analytical precision. My background in computer engineering combines with my appreciation for art, allowing me to approach marketing as both a science and an art form. At Cambridge, I learned that true innovation thrives at the intersection of disciplines—an approach that fuels my curiosity and inspires my strategies.
Whether dancing or practicing yoga, I find joy and balance in movement. This rhythm and flow translate into my marketing approach, where timing and sequence are essential for impactful results. Just as in dance, every element of my strategy builds toward a harmonious outcome.
Music has always been close to my heart. Through my work with The Presser Foundation’s Music Teachers Grantmaking Committee, I support initiatives that nurture diverse talent in the arts. This commitment to fostering growth extends to my professional life, where I’m passionate about empowering teams and contributing to broader community impact.
Each of these passions shapes how I approach life and work, bringing creativity, curiosity, and a global perspective to everything I do. When you work with me, you’re not just engaging a marketing strategist—you’re connecting with a global thinker, a lifelong learner, and someone who believes in the power of human connection. Together, we won’t just ride the waves of marketing; we’ll create them.
This is the foundation that fuels my commitment to sustainable growth, innovation, and making a lasting impact.
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