Independent B2B marketing consultancy IMA has appointed Jacinta Cali as Digital Director.
Cali joins the agency with a remit to lead omnichannel integration, UX, accessibility and revenue operations, supporting IMA’s ambition to be a leading B2B growth partner for medium to large enterprises.
The company had previously named the award-winning creative Simon Gaffney as its creative director.
Her focus will sit across web, analytics, AI, UX and sales integration all designed to create cohesive, accessible and measurable customer experiences.
Meeting rising expectations
IMA Chief Commercial Officer Jake Cush said the appointment responds directly to what clients now expect from complex B2B environments.
“Clients are not asking for more channels, they’re asking for consistency that grows revenue,” Cush said.
“Jacinta’s appointment as Digital Director formalises a capability that defines this new era of B2B growth: connected, measurable, customer-centric design.
“B2B now makes up nearly 80 percent of the global economy, and the sector has never been more dynamic. Clients expect seamless digital experiences, and that’s exactly what Jacinta will be helping our clients deliver. I am delighted she has taken on this role and further strengthens IMA’s leadership team.”
Extensive portfolio
Cali brings more than 15 years’ experience leading digital transformation, UX and content programs across enterprise, government and SMB organisations.
A digital strategist and accessibility specialist, she blends technical fluency with user-centred design to deliver high-performing, inclusive digital ecosystems.
Before joining IMA, she ran her own digital indie for more than a decade, leading multidisciplinary teams across design, technology and strategy.
Following the company’s acquisition, she moved into enterprise consulting, helping large organisations modernise and scale their digital infrastructure.
She is also recognised for her expertise in accessibility and inclusive design, having led WCAG 2.2 compliance programs across major digital environments.
Driving accessible, high-performing digital journeys
In her new role, Cali said the goal is simple: make B2B experiences as clear and intuitive as the best of consumer digital.
“B2B buyers expect consumer-grade clarity. My focus is turning complex information into accessible, high-performing digital journeys so every visit, asset and interaction moves a customer closer to a confident ‘yes’,” she said.
“I am committed to achieving measurable growth through commercial digital design for IMA’s clients and planning the entire customer journey from brand to digital to sales enablement. I can’t wait to get started.”