About Lina
Lina Calia is a creative marketer and leader with decades of experience helping mid-to-large enterprises with B2B, B2C, and DTC brands achieve scalable growth, all with rigorous accountability and provable returns on marketing investments. Consistently leading marketing innovation, Lina integrates cutting-edge technologies with strategic excellence to drive growth for eCommerce, DTC, and B2B brands. From AI-driven strategies to omnichannel mastery, she turns budgets into competitive powerhouses, ensuring measurable, scalable success across every channel.
A pioneer in leveraging AI to improve productivity, creativity, and competitive advantage, Lina has been at the forefront of every major marketing technology transformation. Companies seek her expertise in growth planning, holistic marketing, and channel strategies. She leads strategic workshops, conducts performance improvement audits, and builds optimized attribution, testing, and optimization structures. Whether aligning teams and media or deploying go-to-market strategies, Lina uncovers step-change improvements that deliver transformative results.
Her extensive experience includes managing investments from $500K to $200M+, with expertise spanning social, app stores, programmatic, and traditional channels like TV and audio. Lina has driven turnarounds for brands like LifeLock, Consumer Cellular, and Viking Cruises, while also helping Martech and enterprise software companies optimize their positioning. Beyond delivering immediate growth, Lina is a passionate mentor, inspiring teams and building the foundations for long-term success.
Industry Experience
- Computer Goods & Services
- Wireless
- eCommerce
- Martech
- Information Services
- Enterprise Software
- Travel
Specialties
- AI-Driven Marketing Strategies
- Omnichannel Marketing Mastery
- Growth Planning & Strategy
- Performance Marketing Turnarounds
- Holistic Marketing Integration
- Channel & Media Mastery & Alignment
- Go-to-Market Deployment
- Scaling with TV and Audio
Business Wins
- Drove double digit improvements in both Growth (+40%) and Cost per Acquisition CAC (-22%) for a category leader that had significantly reached a plateau, was operating in silos, and deploying marketing channels ineffectively. Audited all channels and built a scalable, strategic roadmap for success. Recalibrated the go-to-market strategy towards holistic and integrated performance aligning internal teams and external agencies. Material business improvements began within 6 months and continued momentum going forward.
- Drove double digit growth for a challenger brand helping them break through and accelerate growth. Developed holistic, strategic, and scalable go-to-market strategy leveraging both online and offline channels, data, and technology. Educated executives set expectations & budgets, aligned, and led both internal and external teams. Efforts drove significant lift across all channels including +70% in SEM and +54% in affiliate. Achieved 24% growth in direct traffic sales with a +10% increase in average order value and -39% in cancellations.
- Partnered with, and educated, executive leadership on how to better leverage data and technology to improve a Non-Profit brand’s performance at scale. Audited existing efforts, deployed better attribution solutions leveraging big data and technology. Rearchitected the strategy driving Increased reach and brand metrics while garnering a 10x increase in web donation performance by optimizing channels and frequency, while reducing oversaturation and waste.
- Designed and deployed an ABM (account-based marketing) program targeting VP/C-Suite and LOB leaders. Audited existing content assets and marketing strategy. Pulled best statistical data points & graphics from their best performing ebooks into the ads and messaging that drove performance. Built a revised approach that leveraged data to not only target initially identified accounts but added highly likely to buy new accounts uncovered through data and technology. The resulting initiatives were the highest performing in the history of the company and beat benchmarks from the leading technology/data partner we selected, achieving double digit response and conversion rate improvements.
Executive Marketing Experience
- Founder & President, Accountable Media
- VP Paid Media, Lifelock
- SVP Strategic Planning, Database, Media & Analytics, Wunderman / YR
- Exec Director of Marketing, Go.com
- VP Media Director, Wunderman