Jordanna Howard Joins Arista Demand as VP, Global Integrated Sales

Arista Demand has appointed Jordanna Howard as Vice President of Global Integrated Sales, adding a senior commercial leader as the agency continues to expand its B2B marketing and demand generation operations.

Howard’s new role will focus on client partnerships, business development, and the coordination of integrated marketing solutions. Her responsibilities will include working with existing clients, developing new opportunities, and supporting the agency’s wider sales strategy.

The appointment comes as B2B marketing agencies face growing pressure to connect campaign activity with measurable business outcomes. Clients are increasingly looking for programs that bring together demand generation, media, content, data, and sales alignment rather than treating each function as a separate service.

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For agencies, this shift has increased the importance of integrated commercial leadership. Sales executives are expected to understand client objectives across the marketing funnel, identify opportunities for collaboration, and connect agency capabilities with specific business requirements.

Howard’s role at Arista Demand will sit at the intersection of these priorities. The company’s announcement identified strengthening client partnerships, developing new opportunities, and delivering integrated and measurable solutions as key areas of focus.

The move also reflects the changing expectations of B2B buyers. Marketing teams are placing greater emphasis on attribution, pipeline contribution, audience intelligence, and the ability to demonstrate how campaigns support revenue objectives. This is creating demand for agency partners that can coordinate strategy and execution across multiple channels.

As integrated marketing models develop, commercial teams are increasingly involved in shaping how services are packaged, measured, and delivered. The role requires an understanding of both client relationships and the operational requirements of running connected marketing programs.

Howard’s appointment adds another layer of leadership to Arista Demand’s sales organization. It also highlights the continued movement toward integrated approaches in B2B marketing, where client engagement, demand generation, and measurement are becoming more closely connected.