Lead all Sling (vMVPD) and Freestream (FAST) domestic and international customer marketing strategies, focusing on increasing CLVs through onboarding, upsell & lead conversion, retention, and winback initiatives, delivering $2B+ in annual revenue. Drive customer engagement, education, and ROI through communication channels of email, in-app messaging, SMS, mobile push messaging, digital retargeting, and streaming TV ads. Lead a team of 10 marketers and report directly to the CMO of Marketing for Sling.

✔ Increased annual revenue by $12M through the development of new automated lifecycle campaigns that targeted existing customers and churn-prone viewers with personalized messaging and MarTech stack.

✔ Grew Freestream annual revenue $96M by developing and executing early life, upsell, and retention programs; Used A/B testing to optimize messaging, creative, and CTAs across app, email, and web.

✔ Delivered $1M incremental annual revenue through the creation of targeted upsell campaigns based on behavioral insight for D2C add-ons (Showtime, Starz, MGM+, Discovery+, etc.).

Led the base marketing strategy and execution for Boost Mobile. Provided oversight of customer base lifecycle communication, base management, retention strategy and execution, churn forecasting, business case inputs, market level analyses, channel analyses, customer surveys, and save desk strategy.

Proactively evaluated the prepaid customer base trends to provide real time insights to drive the business strategy and marketing programs to drive results. Partnered with the Marketing, Sales and Care teams to drive cross-functional awareness of base engagement programs and driving multi-channel execution program to improve customer engagement.

✔ Improved churn 95 bp year-over-year by establishing key strategic pillars and executing through base messaging, in-store collateral, digital targeting, and field leadership, resulting in 90%+ iPhone growth, 100%+ family plan growth, and 20%+ improvement in acquisition quality.

✔ Sparked annual incremental $2.5M revenue and 100k customer saves through artificial intelligence marketing (machine learning) initiatives focused on driving revenue, retention and ARPU upsell.

✔ Pioneered 30% offer cost reduction & 15% save improvement rate through creating, leading, and implementing NBA (next best action) decision marketing in general care and save desk channels.

Direct local field marketing strategic plans and activities for the 14-state, $9B+ Central area of operation. Responsible for allocation of media budget and results, execution of national strategies, and master plan for targeted promotions to engage customers and support sales activities.

Act as area expert for media, sponsorship and community outreach and provide oversight for local field marketing teams within five regions (including cities: Chicago, Kansas City, St. Louis, Pittsburgh, Minneapolis, Detroit, and Indianapolis). Serve as advisor and consultant for Chief Marketing Officer and Area President on all marketing, GTM initiatives and PR matters; works directly with national sales and marketing teams on a daily basis.

✔ Delivered 74% (22k) lift in sales and incremental $10.9M in revenue by heading seven regional ‘Sprint Says Thanks’ promotions by providing localized media, training and collateral to corporate and indirect sales channels.

✔ Led field development of artificial intelligence marketing (AIM) tool to target prospects and base customers through email and SMS offers, resulting in 18%+ open rates (vs. 16.3% benchmark), 4.5k incremental sales (vs. control group), and 2.3k incremental accessory sales for 2H16.

✔ Drove 12.6% YOY increase in sales and 20% improvement in SOGA for the area in 2016 through tactical execution of $18M marketing budget by implementing localized media messaging, promos and events.

Directed consumer field-marketing organization for 13-state, $1.5B region, driving local insights and competitive response into corporate strategy, aligning vision between corporate and regional leadership. Guided marketing P&L performance and developed market plans that drove localized approach to marketing, product offerings and promotional offers that drove performance metrics (ROMI, ARPU, Revenue Share Growth).

Created media strategy for campaigns, sponsorships, events and store openings with multi-faceted tactics that span PR, guerrilla and grassroots efforts, social media and mass media. Fostered relationships with local community, OEM and Agency partners to maximize regional performance.

✔ Drove 30%+ improvement in brand metrics (Awareness, Choice) and 40% improvement in flow share (Share of Gross Adds) throughout Mountain Plains region by focusing on localized, strategic marketing plans that earned #1 ranking in overall performance for 3Q13 and 4Q13.

✔ Generated incremental 18% lift in gross adds, and annualized $13.2M in revenue, by developing multi-media postpaid acquisition campaign throughout region, including radio, OOH, DM, digital, mobile and print.

✔ Delivered <$100 cost per gross add performance, below industry average of $250, by guiding 100+ local events annually, utilizing traditional media, social media, and guerrilla marketing tactics.

✔ Directly managed the Mountain Plains regional marketing team, and led the retail, branded and B2B sales rep ‘marketing ambassadors’ across the 13 state $1.5B revenue region.

✔ Secured Denver Post “Top Workplaces” award, driving local initiative with Denver Post, human resources partners, regional leadership, and field sales teams.

✔ Increased marketing visibility by creating / increasing communication standards for field correspondence, including marketing ambassador teams, regional focus groups, newsletters and flow-share summaries utilized by field senior leadership.

Led the process of developing, modeling and executing multi-channel strategies for all customer retention initiatives. Managed all aspects of the Direct Mail program including prospect selection, segmentation, targeting, creative development, and performance reporting. Developed deactivation model, forecasting key company metrics (churn and net adds) providing the financial impact of retention campaigns and churn reporting to executive level management.

Managed the proposal process for reactivation projects throughout all phases of the project life cycle. Acted as the corporate lead for field operation and sales managers to maximize market specific retention initiatives and implement regional specific campaigns.

✔ Spearheaded customer retention campaign yields within 5% margin of error by establishing strict timelines, coordinating cross-functional logistics and deliverables of advertising agency, mail house, IVR, and outbound call centers.

✔ Reduced company churn 1% and provided incremental 10% lift in sales within specific markets by retaining >20K of quarterly subs via development of promotional advertising with local and regional marketing teams.

✔ Generated cost savings of $4.8M annually, and reduced direct mail go-to-market time by 4 weeks by streamlining marketing processes across organization.