Sumaiya Fathima

Sumaiya Fathima is a Content Marketing specialist at LiftLab, a Full-funnel MMM and Incrementality Testing platform. She comes with over a decade of experience developing strategy and content in the B2B tech space. She treats storytelling and strategy as inseparable and brings that same range to making LiftLab's marketing measurement ideas land with a business audience.

Before joining LiftLab, she built the foundation for that expertise across a decade of content and marketing roles, progressing from hands-on content creation to owning marketing strategy for services and products at B2B tech companies such as WNS, Vuram and Openwave. That run gave her a ground-level education in B2B tech marketing specifically: how to write for technical buyers, how content supports a sales cycle, and how product marketing and content strategy need to work as one motion rather than two.

Adept at turning complex ideas into narratives that resonate with target audiences, she now applies her expertise at LiftLab to demystifying marketing measurement for a broader business audience. Her writing focusses on taking dense, statistics-driven subjects like MMM and incrementality testing and finding the narrative inside then. Her work emphasizes clarity, narrative, and audience-first thinking, applying frameworks like EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) to ensure LiftLab's thought leadership earns attention in a crowded content landscape.