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MARKETING ANALYTICS AND GO-TO-MARKET STRATEGY

I Take Products to Market and Turn the Data Into Decisions That Grow Revenue.

Measurement frameworks and multi-touch attribution that connect engagement signals to pipeline outcomes.

across 10+ global markets.

My instinct to understand what lies beneath the numbers has shaped everything I’ve built. A dashboard can tell you what happened; I’ve always wanted to know why, and what the people behind the data were really doing. That instinct has taken me across every layer of go-to-market: positioning products, building integrated campaigns, shaping the content and creative behind them, and partnering with sales to turn demand into pipeline in 10+ global markets. What interests me most is why buyers behave the way they do, where momentum gets lost, and what the data says to do about it. The projects below are where that thinking comes to life.

See My Work
Get In Touch
Career Stats
B2B SaaS
Marketing
Global Integrated
Campaigns in 10+
markets
MS in Business
Analytics
SQL · Python ·
Tableau
San Francisco
Bay Area
based
MARKETING ANALYTICS AND GO-TO-MARKET STRATEGY

I Take Products to
Market and Turn the
Data Into Decisions
That Grow Revenue.

Measurement frameworks and multi-touch attribution that connect engagement signals to pipeline outcomes.

across 10+ global markets.

My instinct to understand what lies beneath the numbers has shaped everything I’ve built. A dashboard can tell you what happened; I’ve always wanted to know why, and what the people behind the data were really doing. That instinct has taken me across every layer of go-to-market: positioning products, building integrated campaigns, shaping the content and creative behind them, and partnering with sales to turn demand into pipeline in 10+ global markets. What interests me most is why buyers behave the way they do, where momentum gets lost, and what the data says to do about it. The projects below are where that thinking comes to life.

See My Work  → Get In Touch  →
B2B SaaS
Marketing
Global Integrated
Campaigns in 10+
markets
MS in Business
Analytics
SQL · Python ·
Tableau
San Francisco
Bay Area
based

ABOUT

Hi, I’m Farzeen. I like to build things from scratch, understand why people buy, and turn scattered signals into decisions people can act on. Put simply: I help products find their market, and I help the people betting on them know whether it’s actually working.

Most of my work lives in B2B software marketing, where I’ve had a hand in everything from how a product is positioned to how demand becomes real pipeline alongside the sales team. My happiest professional moments have started the same way: a blank page, a small team, and a goal that felt slightly out of reach. Early on, that meant building a marketing function on my own for a business selling across borders; since then, it has meant campaigns in more than ten markets on five continents.

Building is half of the story. The other half is telling the truth about the build: whether it’s working, what the numbers are really saying, where the tidy story breaks down. That’s what has me finishing a master’s in business analytics.

Outside of that, I helped start a graduate AI club and run its marketing, I keep a French-speaking community going that I started in San Francisco, and there’s usually a side project underway.

I’m based in the San Francisco Bay Area, and this site is a small collection of work I’m proud of. Thanks for being here.

ABOUT

Hi, I’m Farzeen.

I like to build things from scratch, understand why people buy, and turn scattered signals into decisions people can act on. Put simply, I help products find their market, and I help the people betting on them know whether it’s actually working.

Most of my work lives in B2B software marketing, where I’ve had a hand in everything from how a product is positioned to how demand becomes real pipeline alongside the sales team. My happiest professional moments have started the same way: a blank page, a small team, and a goal that felt slightly out of reach. Early on, that meant building a marketing function on my own for a business selling across borders; since then, it has meant campaigns in more than ten markets on five continents.

Building is half of the story. The other half is telling the truth about the build: whether it’s working, what the numbers are really saying, where the tidy story breaks down. That’s what has me finishing a master’s in business analytics.

Outside of that, I helped start a graduate AI club and run its marketing, I keep a French-speaking community going that I started in San Francisco, and there’s usually a side project underway.

I’m based in the San Francisco Bay Area, and this site is a small collection of work I’m proud of. Thanks for being here.

IDEAS TO IMPACT

WORK

Selected Work

Click here

01

Global campaign engine

Messaging and content strategy for a unified go-to-market motion localized across more than 10 global markets.

0 %

qualified response rate across 93,000+ leads

02

Content syndication pilot

Built and ran a new demand channel inside Workday GO.

$ 10 M+

influenced ACV in 90 days • 800+ leads

03

The governance audit

Audited live creative after a major repositioning and built a governance system to stop drift.

$ 0 M+

ads audited • 63% off-strategy

04

BySymphony Building from zero

Built the ecommerce marketing operation and MarTech stack from the ground up in Dubai.

Sole marketer

8-person operation

05

LinkedIn Commitments at COP27

Global product marketing launch coordinated across Product, Comms, Legal, Sales, Creative, Digital, and regional teams.

0 +

sign-ups • 16% retention improvement

EXPERIENCE

Experience Timeline

EXPERIENCE

workday.
Workday
Campaign Content Strategy Lead, Global Integrated Marketing
Leading global campaign content strategy and execution for Workday GO across 10+ markets.
May 2023 – to present
Linked in
LinkedIn
Product Marketing Manager
Drove product marketing launches and GTM programs in a fast-paced, cross-functional environment.
August 2022 – to February 2023
instacart
Instacart
Bilingual Social Media Specialist (French)
Managed social channels, content strategy, and community engagement in French and English.
April 2021 – to March 2022
Symphony
BySymphony
E-Commerce and Digital Experience Marketing Manager
Built and scaled the ecommerce marketing function and digital experience in Dubai from the ground up.
June 2018 – to February 2021

SKILLS

Skills, Presented with Evidence
SKILLS

Skills,
Presented
With Evidence

From strategy to execution, we combine proven expertise with real-world results to help brands grow, engage, and convert — across every channel.

01

Positioning & Messaging

The messaging architecture behind Workday GO carried through a major segment repositioning.

02

Attribution & Analytics

Salesforce multi-touch attribution and GA4, plus SQL, Python, and Tableau through an M.S. in Business Analytics.

03

Integrated Campaign Strategy

The Workday GO motion across 10+ markets.

04

Campaign Content Strategy

A content pack whose flagship asset beat its traffic goal by a third and became the program’s top organic driver.

05

Account-Based Marketing

Demandbase ABM GTM Certification.

06

Marketing Governance

An audit framework adopted across Workday’s Campaign Center of Excellence.

07

Sales Enablement

Enablement suites at Workday and LinkedIn.

08

AI-Native Workflow

Daily work in Cursor and LLM tools, a Cursor workshop, second place at SF Hacks with MicroTrace, and co-founding GRAB AI.

09

Marketing Operations

Intake, workback, and SLA frameworks in Workfront and Uptempo, plus MOps cadences.

10

Experimentation & CRO

A/B and conversion backlogs across landing pages, nurture streams, and creative.

11

Global & Localized Execution

Assets localized across English, French, German, and Dutch, plus UAE and GCC market experience and professional fluency in French.

TOOLS & TECH
Salesforce
Marketo
GA4
Workfront
Uptempo
Adobe Experience
Magento
Demandbase
SQL
Python
Tableau
Cursor
Salesforce
Marketo
GA4
Workfront
Uptempo
Adobe Experience
Magento
Demandbase
SQL
Python
Tableau
Cursor

ANALYTICS & AI PROJECTS

Analytics & AI Projects
ANALYTICS & AI PROJECTS

Real Work. Real Impact.

I do not just use AI, I build with it. A selection of what that looks like.

Strategy Meets Execution
Ideas Turned Into Outcomes
Analytics Digital Advertising Audit

Digital Advertising Audit

A full-funnel audit of a $157K quarterly ad budget: 40¢ of every media dollar was buying impressions no one could see. Modeled a budget-neutral reallocation projecting a 17% CPA reduction and LTV/CAC improvement from 1.22 to 1.92. Four-person team, MKTG 862.

Analytics Marketing Mix Model

Marketing Mix Model

Stepwise multiple regression predicting weekly sales from five media channels plus pricing, promotion, and seasonality controls: adjusted R² of 0.94, with digital returning the most per dollar of any channel.

Analytics Scheduling Optimization

Scheduling Optimization

An end-to-end decision model on a public Kaggle dataset: three tables merged in Power Query, demand forecasted by hour, and shift assignments solved as a binary linear program to minimize labor cost. Led the optimization modeling.

AI MicroTrace

MicroTrace

Second place, Entrepreneurship Track, SF Hacks 2026. A microplastic exposure scanner built in 48 hours with a four-person team: image recognition and behavior tracking, built with Cursor and the Imagga and Gemini APIs.

Watch demo
AI GRAB AI

GRAB AI

Co-founder and Marketing Director of SF State's first graduate AI club: events downtown and online to grow community, deepen AI skills, bring in industry speakers, and promote ethical, inclusive AI.

Join the community
AI Cursor Workshop

Cursor Workshop

Designed the curriculum for GRAB AI's hands-on Cursor workshop: prompt engineering, agentic workflow design, and human-in-the-loop quality gates, delivered at the club's kickoff.

Analytics BI and Visual Analytics

BI & Visual Analytics

Data warehousing and ETL in SAP Datasphere, dashboards in Tableau, and applied LLM work: sentiment analysis, topic identification, and time-series forecasting.

Resources & Templates

Resources & Recommendations
Resources & Templates

Practical Resources to
Help You Go Further.

Free, practical references I maintain for marketers. Start with the Marketing Terms Dictionary, a plain-English glossary of the vocabulary of modern B2B marketing, updated continuously.

Better
Marketing
Brighter
Possibilities
Marketing
Terms
Dictionary

Marketing Terms Dictionary

The plain-English guide to marketing vocabulary, updated as the language changes.

Free Google Doc

AI Prompts for Marketers

Working prompts for campaign briefs, content editing, audience research, and analysis, from someone who uses them daily.

Free Prompt Library

The Two-Layer Measurement Kit

A starter framework for connecting engagement signals to pipeline outcomes: which metrics go in which layer, and what each one is allowed to prove.

Free Framework
Kind Words

What Colleagues Say About
Working With Me.

Trusted by cross-functional marketing, product, growth, and operations leaders.
Contact

Let's Talk

The fastest way to reach me is email or LinkedIn. Write to me about a project you saw here, a measurement problem you're untangling, an idea for the AI club, or to practice your French. Or just say hi; I read everything, and I usually reply within a day or two.

I'm always glad to meet people who care about doing things well.

fkachalia01@gmail.com linkedin.com/in/farzinkachalia
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