Noor Karkara — Senior Content & Brand Strategist

Content & Brand Portfolio

Senior Content & Brand Strategist · 7+ years

Based in India | Open to remote and hybrid opportunities

Noor Karkara

I own content and brand strategy at scale; varying product lines, agency teams, global stakeholders and the campaigns that carry them to market.

Enterprise B2B and high-growth consumer tech. Today: Content, ABM, email and social at Softobiz. Before that: Brand & Content Strategy Lead for IBM Automation.

Get in touch LinkedIn

PRODUCT LINES OWNED IN JUST ONE ROLE

AGENCIES MANAGED

+73%

Organic traffic, 2026

1,300+

LEADS IN THE FIRST MONTH, IBM

5.3M

Views, rebrand film

01 — Profile

What I run

My work starts with positioning and audience truth and holds all the way to the asset the seller opens in front of a buyer.

Trajectory

Softobiz

Senior Content Marketing Manager · 2026—Present

IBM Automation

Brand & Content Strategy Lead · 2024—26

Ninjacart

Marketing Executive & Copywriter · 2023—24

Darwinbox

Content Marketing Associate · 2021—23

ProofHub

Content Marketer · 2020—21

WebHopers

Content Writer · 2019—20

Ownership

Portfolio content and brand strategy, positioning and GTM narrative
The editorial calendar across blog, web, social, email and events
KPI frameworks and the reporting that decides what gets made next

Teams

Managed a team of 3; 2 senior content writers and a designer while also looking over ABM strategy and social
Experience managing 4+ agencies and their execution plans
Coaching and guiding young marketers, writers, and editors

Global reach

Brand awareness and demand campaigns for buyers across ANZ, North America, EMEA and Asia
Localised the same positioning for markets as different as Sydney and Kuala Lumpur
Fluent in distributed working; stakeholders, agencies and writers spread across all the different time zones

Recognition

IBM Capstone Award and “Entrepreneurship” Award for ingenuity, timely deliveries, and initiative
“Big Bang” Award, Advertising Club of Bangalore for Ninjacart's rebranding rollout
“Avengers” and “Alpha Player”, Ninjacart · “Game Changer”, Darwinbox for impeccable brand ownership and time-sensitive deliveries

02 — Experience

Scope, and what it produced

Softobiz

Senior Content Marketing Manager

Feb 2026 — Present

I run the content engine here: a team of three, the ABM, email and social workstreams, and an external SEO agency. Organic visits are up 73% to 7,080 a month, average keyword rank moved from 17 to 10, and blog output scaled 133% without loosening the editorial standard. I also lead content strategy for the company's international leadership event.

Deliverables

An ABM programme running at 70–85% email open rates
Two age-of-AI ebooks launched for C-suite decision-makers
Four customer-story landing pages built to convert
The GA4 / Search Console reporting framework and SEO roadmap

+73%

Organic visits

17→10

Avg. keyword rank

+133%

Blog output

70–85%

ABM open rate

Direct reports

IBM

Brand and Content Strategy Lead

May 2024 — Feb 2026

Nine product lines, different audiences, varying strategies. I sat inside a cross-functional pod with product marketing, demand and web, directed a creative agency team through execution, and was the portfolio's data focal point; the KPI frameworks, the performance reporting, and the calls that came out of them.

Deliverables

The “DevOps Drive” campaign; guide, two lightboard videos, two blogs
Led Capstone project, strategized and deployed web strategy, visual components, copy, and paid media for 3 products within 2 months
The Instana Sandbox promotion plan across paid media and email
Launched a content strategy playbook, used to onboard new team members

Product lines

1,300

Campaign leads

+25%

Instana visits YoY

74.8%

Turbonomic engagement, from 58%

+49%

Sandbox completions YoY

Earlier chapters

Achievable range — consumer rebrand at scale, HR-tech demand gen, and the SaaS content beat.

Ninjacart

2023—24

Marketing Executive & Copywriter

5.3M+

Views, rebrand film

On a three-person strategic think tank, I ideated the rebranding strategy, co-wrote 2 flagship films and starred on camera in the teaser; a campaign that reached 45M+ people. Owned sales enablement and social, leading to 42% follower growth.

Darwinbox

2021—23

Content Marketing Associate

0.81→3.85%

Click-through rate

Sole content lead on a global positioning revamp across five channels, and sole focal point for experiential content org-wide — 200+ collaterals for webinars, panels and C-suite interviews, plus co-founder ghostwriting. SEO-led blog production cut average bounce rate from 81% to 58% and lifted time on page from 4 to 6.8 minutes.

ProofHub

2020—21

Content Marketer

15–34%

LinkedIn growth, 3 channels

Led social strategy and copy across three channels, published guest posts on DZone, Dev.to and Thrive Global, and built “Spotlight,” a product-wide UX content overhaul for onboarding, retention, and engagement.

WebHopers

2019—20

Content Writer

40+

Clients

Landing pages, articles and syndication, social media management for 40+ clients across industries — plus the SEO and Analytics reporting that told each of them whether it worked.

Read the full history in my résumé

03 — Featured work

Live & latest

Softobiz · Executive roundtable, Sydney

Signal Over Noise

An engineering-leadership roundtable built on one idea: the “AI scale tax.” Took ownership of the argument and everything that carried it — scripts, speaker notes, the deck, event branding, and the collateral attendees left with.

Narrative Scripts Deck design Event branding

Event collateral, pages 1–3 — click to open full size.

Long-form · authored

Ebooks & guides

Four examples from the many assets I've strategized, executed, and authored for both C-suite executives and technical audiences like DevOps teams. My latest assets use AI-powered diagnostics to deliver value while driving qualified conversions.

Softobiz · Ebook

The AI-First Engineering Maturity Matrix

A diagnostic framework for moving from AI pilots to enterprise-scale execution.

Softobiz · Ebook

The Agentic Enterprise

Transitioning from automation to AI-led operations.

A DevOps guide to full-stack observability

IBM · Guide

Full-stack observability guide

The DevOps Drive flagship asset — 1,300+ leads.

IBM · Guide

Security in DevOps guide

Shifting security left, written for platform teams.

IBM · Campaign

DevOps Drive

One flagship guide, backed by a content ecosystem built to amplify its impact. Rather than speaking to buyers, my strategy educated the practitioners who shape buying decisions. I owned the roadmap, directed the agency team, and measured performance, driving 1,300+ leads in the first month and earning IBM's Entrepreneurship award.

Flagship
guide

2 lightboard
videos

2 long-form
blogs

1,300+
leads

32K+

Video views

~20K

Campaign page visits

TEAMS DIRECTED

Lightboard videos — 32K+ views