Experts in spotlight: Joya Scarlata

Experts in Spotlight: Joya Scarlata, Director of Digital Marketing

Who are you? And what does a day look like in your current position? 

Hello! My name is Joya Scarlata and I am currently the Director of Digital Marketing at InterraIT. InterraIT is a leading B2B IT Services firm based out of San Jose, California with offices in India, Australia, and Canada. We cater to a range of customers across different industries, from Fortune 100 companies to small-to-medium sized businesses. InterraIT offers a vast and innovative service portfolio to our clients, providing next-generation solutions to include areas of QA, mobility, cybersecurity, ITOps, DevOps, and CloudOps.

I would say that our mission statement of InterraIT is to be the trusted partner of choice, leveraging our 25+ years of experience in the industry and we take pride in building long lasting relationships with our customers. We take also stand by our promise of delivering exceptional quality work. 

What is your background, and what makes your job role special?

Funny enough, I did not immediately start my career in marketing. Actually, far from it. I studied international relations and economics for both my undergraduate and graduate studies. My career path first took me to interning for a Senator, then working at a prominent think tank (the RAND Corporation), and afterward, I worked for a government contractor. I really enjoyed the research and analysis aspect of these positions, and the work was incredibly fulfilling. However, due to personal reasons, I decided to take the plunge and completely switch industries to B2B marketing..and I never looked back! 

This might be cliché to say, but what makes my current position so special is my team. I always say that we have a small, but mighty team and each person on it brings a wealth of creativity and talent to the table. I enjoy the numerous brainstorming sessions we have, as it is fun to see how we can tackle a particular task from different angles. I absolutely love the creativity aspect of my job. 

What is a typical day at work like?

As a leader, I prioritize effective communication and collaboration with my team member as we work across different time zones. I make it a point to check in regularly with the team, ensuring that everyone is on track with their respective activities and addressing any concerns or questions they may have.

In terms of my responsibilities, a typical day involves overseeing multiple facets of digital marketing. Content creation is an important aspect, where the team focuses on developing compelling and relevant content that engages our target audience. Brand management is another crucial component, where I ensure consistent branding across all channels and touchpoints to maintain both a strong internal and external brand identity. Social media activities also play a significant part in my role. 

Overall, the beauty of my job is the dynamic nature of each day. Every day is different and fun!

Who among your role models has influenced you most?

I would say that the role model that has influenced me the most is my dad. His professional journey fascinates me as he came from humble beginnings to taking on leadership positions at prominent organizations and then eventually start his own company. I truly admire his work ethic, fierce determination, the “never give up” attitude, and his positivity. Throughout my life, he has taught me so much me and he is still teaching me! From my dad, I have also learned the value of education and to have this hunger to learn the world around me. 

I would feel incredibly fulfilled if I could achieve just a fraction of the remarkable accomplishments my dad has attained throughout his life. 

What one value does your company prioritize above all others?

One value that InterraIT prioritizes above all others is nurturing a collaborative culture and an “open door” policy. This means that the company promotes an environment of collaboration, teamwork, and open communication. 

The open-door policy makes everyone in the organization accessible, even the CEO! It means that employees are encouraged to share their thoughts, suggestions, and concerns freely within InterraIT. I believe this helps set the foundation of a positive and empowering work environment. 

What qualities must a person possess if they want to succeed in this role?

I think to really succeed as a digital marketer, there are a few qualities one must possess to include:

Adaptability and flexibility: You must embrace change and stay on top of the latest trends, technologies, and consumer behavior. It is an incredibly fast-paced environment that you have to keep up with. 

Strong communication skills: This is incredibly important – you need to be able to convey your company’s brand messaging to your target audience effectively. A successful marketer should possess both strong written and verbal communication skills. 

Analytical skills: Besides being creative, marketers need to be able to rely on data analysis to be able to make informed decision-making. This means that one should be able to interpret data, analyze trends, and extract insights to optimize marketing strategies and campaigns. 

Hunger to always learn and grow: This quality can really be applied to any industry, but there needs to be a hunger to learn and have a growth mindset. 

What are the biggest challenges that someone in this position would face?

As a digital marketer, especially in the tech industry, I would say some of the challenges include:

  • Adapting to the changing behavior of your target audience:As we all know, consumer behavior and preferences are always changing. It is my job to be aware of these changes and accordingly adapt and adjust our marketing strategies. 
  • Balancing ROI and the creative work: While it is fun to create and develop creative content, we need to ultimately ensure that it aligns with our marketing initiatives and at the end of the day it produces measurable results. So there needs to be that balance of innovative thinking and making sure you’re hitting those metrics. 
  • Staying ahead of the trends: It is important to stay informed about industry trends and foster a culture of learning and innovation within the team. 

At the end of the day, my advice to successfully navigate these challenges is to make sure there is an environment of adaptability, curiosity, and collaboration within the digital marketing team. It is essential to allow for continuous learning and training and encourage ongoing professional development. 

What makes working at InterraIT different from other places you’ve worked?

While I have deeply cherished my time at my previous workplace, I think what truly sets InterraIT apart is its commitment to fostering a culture of leadership. Individuals are empowered to really step outside their comfort zone, take risks, and embrace innovation. This dynamic environment encourages employees to think creatively and push the boundaries of what is possible. 

What makes InterraIT truly unique is the emphasis placed on nurturing and developing leaders at all levels, from a newcomer to a seasoned professional. Employees are encouraged to take ownership of their work, demonstrate initiative, and contribute their unique perspectives and thoughts. This, in turn, allows for environment of open communication and the exchange of ideas. 

What personal or professional mistakes have taught you the most?

I am not sure if would classify it as a mistake per se, but a regret that I have is not leaning on mentors and networking early on in my career. I think I had a fear of approaching individuals for help or advice as I worried that they might say no. Over the years, however, I managed to develop a “board of mentors,” where I have several mentors from a wide range of backgrounds and industries who are able to give me different perspectives. 

By reflecting on this missed opportunity, I have learned the importance of asking for help. Building this “board” has allowed me to tap into a wealth of knowledge and experience, accelerating my own personal and professional growth. Furthermore, this experience has taught me the power of networking and nurturing relationships. It took me time to understand that networking is not just about expanding professional connections, but also about cultivating genuine and meaningful relationships. 

Do you have a motto that guides you in life?

A motto that guides me in life is a simple one – that is, “embrace the journey.” I know it is easier said than done, but I think it is important to live each day with an open and positive mind. Nothing is ever guaranteed, so just enjoy the ride!

Author bio:
Joya Scarlata is an accomplished and innovative Director of Digital Marketing at Interra Information Technologies, a leading B2B IT Services firm based in San Jose, California. With a decade of experience in IT and marketing, she is recognized as a thought leader in AI and B2B Marketing.

She holds a Bachelor’s and a Master’s in International Relations and Economics from Boston University and an MBA from the Jack Welch Management Institute. She recently co-authored scholarly articles on AI in leadership and the leadership style of Gen Z and regularly speaks at prestigious seminars and webinars.

She is passionate about mentoring aspiring marketers and promoting the impact of AI in marketing.
You can reach her at