Senior Content & Brand Strategist · 7+ years

Noor Karkara

I own content and brand strategy at portfolio scale — nine product lines, agency teams, and the campaigns that carry them to market.

9

Product lines owned

5–6

Agency creatives directed

+73%

Organic traffic, 2026

1,300

Leads, DevOps Drive

5.3M

Views, rebrand film

01 — Profile

What I run

I lead content and brand strategy where the stakes are portfolio-wide — multiple product lines, cross-functional pods, external agencies, and a number at the end of it. My work starts with positioning and audience truth and holds all the way to the asset a seller opens in front of a buyer.

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

Direct team of 3 — senior writers and a designer
A 5–6 person creative agency team, plus an external SEO agency
4 designers on brand build-outs; onboarded 4 new hires at IBM

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 five time zones

Recognition

IBM Cash Award and “Entrepreneurship” Award
“Big Bang” Award, Advertising Club of Bangalore
“Avengers” and “Alpha Player”, Ninjacart · “Game Changer”, Darwinbox

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 events.

Deliverables

An ABM programme running at 70–85% email open rates
Two authored ebooks for technical 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

3

Direct reports

IBM

Brand and Content Strategy Lead — Automation portfolio

May 2024 — Feb 2026

Nine product lines, one strategy. I sat inside a cross-functional pod with product marketing, demand and web, directed a 5–6 person 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
Web strategy, paid search and copy for two product lines
The Instana Sandbox promotion plan across paid media and email
A content strategy playbook, used to onboard four new team members

9

Product lines

1,300

Campaign leads

+25%

Instana visits YoY

74.8%

Turbonomic engagement, from 58%

+49%

Sandbox completions YoY

Earlier chapters

Where the range comes from — 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 both flagship films and starred on camera in the teaser — a campaign that reached 45M+ people and grew social following 42%.

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.

ProofHub

2020—21

Content & Social

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 initiative for onboarding.

WebHopers

2019—20

Content Writer

40+

Clients

Landing pages, articles and syndication 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

Featured work

Softobiz · Executive roundtable, Sydney

Signal Over Noise

An engineering-leadership roundtable built on one idea: the “AI scale tax.” I owned the argument and everything that carried it — scripts, speaker notes, the deck, event branding, merchandise, 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 gated assets for technical decision-makers — diagnostics leaders can place themselves on, not manifestos. Two ebooks authored at Softobiz; two long-form guides written and directed at IBM.

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, and a set of formats built to feed it. My strategy went after a different audience than the buyer: the practitioners who shape the decision. Educate them first, and the shortlist writes itself. I set the execution map, directed the agency team, and reported the result — ~1,300 leads and IBM's “Entrepreneurship” award.

Flagship
guide

2 lightboard
videos

2 long-form
blogs

~1,300
leads

32K+

Video views

~20K

Campaign page visits

5–6

Agency creatives

Lightboard videos — 32K+ views

Webpages & landing pages

High-conversion pages I wrote and owned the strategy for — live now.

SoftobizProduct discovery The Blackwoods Story SoftobizMulti-location ops The Hungry Jack's Story SoftobizDigital commerce The Oroton Story SoftobizAuction platform The Pickles Story IBMProduct campaign Instana campaign page IBMSolution campaign Observability campaign page IBMAnalyst-style report AI-boosted observability report IBMGated whitepaper Whitepaper landing page

Process exhibits

Four looks at the reasoning behind the work — two pages from live documents, two operating models.

ABM email performance diagnostic — Exhibit 01 · ABM programme How I diagnose ABM performance before optimising: delivery health, attention metrics, and a phased engagement model across a four-email sequence.

Content engine logic — Exhibit 02 · Quarterly plan The content engine logic behind a quarterly plan — how thought leadership, proof, engagement, lead capture and sales enablement hand off instead of sitting in silos.

DefineInstrument

ReportDecide

RetireDouble down

The KPI framework

Exhibit 03 · Measurement Every programme gets a KPI definition before it gets a brief. GA4, Search Console and Tag Manager wired to answer one question: what do we make more of, and what do we stop?

Brief templates Persona map Tone rules Review gates Asset taxonomy

The content strategy playbook

Exhibit 04 · Enablement The playbook of tools and frameworks I wrote at IBM and used to onboard four new team members — how a portfolio stays on-brand when six people are writing for it.

04 — Archive