memoryBlue Appoints Marcella Arthur as Vice President of Strategic Alliances
Experienced technology, GTM and channel leader joins memoryBlue to expand its global partner ecosystem and help more B2B organizations accelerate growth.
TYSONS, Va. — September 8th , 2026 — memoryBlue, a global provider of sales development and go-to-market services, today announced the appointment of Marcella Arthur as Vice President of Strategic Alliances.
Marcella Arthur
Arthur brings more than 30 years of experience building go-to-market strategies, commercial organizations, global partner ecosystems and revenue engines for high-growth businesses. Throughout her career, she has worked alongside founders and leadership teams navigating critical stages of growth, supporting brands through major commercial milestones, acquisitions and IPOs.
In her new role, Arthur will lead memoryBlue’s strategic alliances strategy, focused on expanding and strengthening relationships across the B2B ecosystem and creating new opportunities for partners and their portfolio companies to accelerate commercial growth.
“Marcella brings exactly the kind of experience and perspective we want as we grow a partner ecosystem built around one goal: helping more B2B brands accelerate growth,” said Aurelien Mottier, President of memoryBlue. “She understands the challenges companies face when they need to commercialize quickly, enter new markets or build pipeline without adding unnecessary complexity — and just as importantly, she understands how powerful the right partnerships can be in solving those challenges for our clients. We’re thrilled to have her leading this next stage, expanding our reach so we can support even more organizations on their growth journey.”
From memoryBlue Customer to Strategic Alliances Leader
Arthur’s relationship with memoryBlue began well before joining the company.
Having previously worked with memoryBlue as a customer, she has seen first-hand how the company’s sales development model can help businesses accelerate pipeline generation without spending months recruiting, onboarding, training and ramping an internal team.
That experience played an important role in her decision to join.
“Throughout my career, one lesson has remained constant: you don’t have to build everything yourself to build something extraordinary,” said Arthur. “I’ve watched companies spend six to nine months recruiting, onboarding, training and ramping SDR teams before seeing meaningful revenue contribution. That’s a tremendous investment of both time and capital.”
Having experienced memoryBlue as a multi-time client first, Arther continues, “I’ve seen what the team has built and the impact it can have. This isn’t just an SDR company. It’s a highly refined revenue engine that enables companies to launch pipeline generation quickly and predictably, while allowing their teams to stay focused on what they do best.”
Building an Ecosystem for B2B Growth
The appointment reflects memoryBlue’s continued investment in building an ecosystem that connects B2B brands with the expertise, resources and go-to-market capabilities they need at different stages of growth.
With a global footprint and experience supporting organizations across industries, markets and stages of maturity, memoryBlue helps businesses build pipeline, enter new markets and scale their revenue operations.
Strategic alliances will play an increasingly important role in that growth strategy, bringing memoryBlue closer to investors, advisors, technology providers, consultants and other organizations supporting the broader B2B ecosystem.
For Arthur, the opportunity also represents a continuation of the work that has defined much of her career.
“What makes this role especially meaningful is that it brings together everything I’ve been passionate about throughout my career: building strategic partnerships, creating ecosystem value and helping innovative companies commercialize faster,” Arthur added.
“I’m not leaving deep tech behind. In many ways, this role allows me to have an even greater impact by helping the next generation of founders, researchers and innovators bridge the gap between breakthrough ideas and scalable commercial success.”
Arthur’s appointment comes as memoryBlue continues to expand its capabilities beyond traditional outsourced sales development, bringing together sales execution, marketing, recruiting, training and technology to help B2B organizations build and scale their go-to-market engines.
About memoryBlue
memoryBlue is a global sales and revenue development firm that gives B2B companies the ability to launch and grow revenue through expertly crafted outbound sales and marketing services. Following its acquisition of Operatix, memoryBlue has become a global GTM powerhouse with six offices worldwide, support for 30+ languages, a vast alumni network, and thousands of dedicated GTM professionals. Leveraging deep industry expertise, a proven track record in outsourced GTM support, and a data-driven approach anchored by its SMART methodology (Sales, Marketing, Academy, Recruiting, and Technology), memoryBlue helps companies efficiently scale revenue—whether they’re launching new products, expanding into new markets, pivoting strategically, or optimizing existing GTM processes. memoryBlue is a portfolio company of Avesi Partners.