Zara specializes in digital marketing, marketing analytics and marketing research. Her areas of interest in public relations are cross-cultural communications, reputation management and internal communications. Zara started her marketing career at a B2B marketing agency in downtown Toronto and has also worked in B2C marketing.

Zara has worked on three continents: Asia, Europe and North America, and takes a global, holistic view of marketing and communications. Zara provides strategies and new ways of thinking in marketing that can be used to adapt to these changes, and how businesses can develop brand management and marketing communications strategies that lead to increased brand awareness and revenue.