The Arc
point of view
A calendar is not a strategy.
A plan tells you what to do. A strategy tells you who it's for, why it matters and what story you're telling at every step. Growth doesn't come from having the busiest marketing calendar. Growth comes from consistently showing up in your customer's memory at the moment it counts.
Arc's work is grounded in evidence-based marketing science, including the research of Byron Sharp and the Ehrenberg-Bass Institute. Instinct is not a strategy, Arc can help you find the right story to tell.
About
I'm Blaire Kelley, Founder of Arc Marketing.
I spent nearly a decade at J.P. Morgan, most recently as Executive Director, Head of Campaign Strategy for J.P. Morgan Payments — building teams, delivering multi-million dollar global campaigns and navigating the complexity of brand and marketing strategy inside one of the world's largest financial institutions.
I saw the same pattern play out in teams of every size. Smart marketers doing their best against a brief that gave them no strategy. Full marketing calendars with no focus on the customer and a non-existent narrative.
I built Arc to bring senior strategic leadership to companies at the moments that matter most — a launch, a rebrand, a new market, a leadership shift. Arc's work is grounded in evidence-based marketing science that balance creative thinking with customer data and product capabilities.
I work with senior marketing and sales leaders in mid-to-large B2B teams who need clarity fast and value someone who's built and launched marketing at enterprise scale.
Who Arc is for
ENTERPRISE B2B
Senior marketing leaders navigating complexity at scale
Building marketing strategy inside a matrixed, cross-functional organization is a different sport. It takes someone who's operated in the room, held the line on the work and knows how to move strategy through stakeholders without losing what makes it distinctive. Arc partners with senior marketing leaders inside large, complex organizations to bring outside perspective, applied marketing science and strategic partnership on the moments that matter most.
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Senior marketing leadership at a large B2B, financial services or enterprise organization
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A high-stakes initiative, transformation or brand moment on the horizon
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Internal teams are strong but stretched — outside strategic partnership would unlock momentum
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Value someone who's operated at scale, not just consulted on it
MID-MARKET
Marketing teams building strategy under real pressure
Your team has strong marketers doing excellent work. What's missing is the strategic layer that connects it all — the through-line from customer insight to campaign, and the story that holds up across every function that touches the buyer. Arc brings that layer, on retainer or engagement, without the full-time hire.
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Marketing teams of 6+ with scaled execution across channels
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A pivotal moment ahead — a launch, a rebrand, a new market or a leadership shift
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Plans and activity are not the problem, strategic clarity is
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Leadership wants sharper answers on why before the next round of what
How Arc supports
Fractional Leadership
Senior marketing strategy, embedded with your team
An ongoing partnership as your Head of Marketing Strategy. I embed with your team on retainer to build the strategy, set the standards, and hold the through-line across campaigns, briefs and stakeholder conversations. Best for teams that need senior strategic leadership consistently, without the full-time hire.
Narrative
Sprint
A unified story your organization can work from
A 3–4 week engagement to clarify what you do, why it matters and how to say it in a way that resonates. The output is a messaging architecture your team, sales, and creative partners can build against — one story, everyone aligned.
Campaign
Strategy
Campaigns built around a story, not a channel plan
Strategic blueprint through end-to-end campaign leadership. I lead the strategy, positioning, and creative direction for a high-stakes launch, rebrand or market entry — grounded in customer insight and marketing science, built to hold up across stakeholders and execution.
Sales
Enablement
Marketing only works when sales tells the same story
Sales deck narrative, pitch development and messaging playbook that give your sellers a story worth telling. The tools your team will actually use — from the opening slide to the closing conversation.
The work
FINANCIAL SERVICES
A global, integrated brand campaign — designed to grow mental availability with CFOs and Treasurers at large enterprise clients.
As Head of Campaign Strategy, I led the strategy behind the campaign end-to-end. We identified Cash Flow Optimization as the Category Entry Point to own and built the campaign around two brand associations — Automation and Visibility & Control — laddering to a single idea: bringing clarity to the finance team. The campaign ran for 6 months across paid channels like YouTube, LinkedIn, CTV and OOH.
$3M
global campaign
250M+
impressions
100M+
video views
A founder-led brand navigating a national book launch, a new store opening, and a growing marketing team at an inflection point.
Over three months, I built the marketing strategy, social guidelines, annual content framework, and customer journey map. The biggest gain for the team was that they were able to stop reacting and start planning ahead, allowing for more thoughtful, strategic content production.
+38%
engagement rate
+847%
follows per post
-88%
reactive content
