AT&TDirector of Marketing, Strategic Initiatives (Social Media)
Jan. 2020▪ Lead social media strategy and content development across the AT&T portfolio, including Consumer Wireless, Enterprise, Mid-Markets, and Small Business. ▪Develop platform strategies, programming, editorial plans, and content briefs. ▪ Build social media management strategies for brand campaigns, create platform playbooks, and analyze social performance data to adapt strategies.
▪ Develop paid partnership plans, event strategies, marketing materials, and content for social and digital platforms.
▪ Manage a $12M annual budget, coordinating with individual business units for budget allocation and reconciliation.
▪ Collaborate with cross-functional teams to coordinate campaign-level tactics across sponsorships, device and product launches, and brand marketing.
▪ Drive industry positioning for 5G adoption through media and event partnerships, executive speaking opportunities, and partner innovations.
▪ Developed value propositions, audience segmentation, product naming/pricing, and market positioning for products across the AT&T portfolio, driving differentiation, customer acquisition, retention, and revenue.
▪ Oversaw external agency teams of 30+ personnel, including Fleishman Hillard, Giant Spoon, BBDO, and more. Key Accomplishments ▪ Developed a comprehensive organic social media strategy, including channel strategy, content plans, influencer strategy, workflow and RACI, and KPI reporting cadence, incorporating generational insights for Gen Z targeting.
▪ Created seven marketing blueprints for wireless rate plan add-on products, including AT&T Turbo, resulting in $25M in incremental revenue, extensive press coverage, and positive brand sentiment.
▪ Developed 5G-powered events and experiences to demonstrate 5G technology potential and drive adoption of 5G-capable devices, contributing to the successful nationwide 5G service launch, a $100M marketing effort.