Led Sponsorships strategy, operations, and integration to drive the overall effectiveness of AT&T’s sponsorship portfolio through the development, implementation, and evaluation of innovative multichannel engagement programs. Managed initiative to evolve AT&T sponsorships portfolio strategy, and created a consistent measurement framework to evaluate performance and ROI, leading to long-term decision-making model and investment strategy. Spearheaded all aspects AT&T’s largest sponsorship with NBA Properties, including NBA, WNBA, USA Basketball, G-League and NBA 2K League; as well as five local NBA team partnerships. Oversaw every sports marketing, including evaluation, negotiation, relationship management, internal product integration, activation, and measurement. As a result of the partnerships, more than half of fans are more likely to consider AT&T products and services and see the brand more relatable; both metrics above portfolio benchmarks. Helmed Sports Emmy-winning AT&T 5G Holovision activation during the 2020 NBA “bubble” season (Outstanding Digital Innovation category). Project required leadership and coordination under intense time and logistical constraints, across multiple internal and external teams. Launched AT&T’s gaming and esports sponsorship vertical, negotiating contracts and activating partnerships with ESL, Cloud9, 100 Thieves as part of AT&T’s portfolio evolution to reach more younger, more diverse audiences. Managed multiple Sponsorship budgets; including planning, billing and reconciliation. Consistently reached financial targets, and found efficiencies to maximize rights fees to activation spend ratios. Oversaw portfolio-wide measurement strategy, methodologies and projects; including sponsorship impact research and exploratory studies on new verticals. Managed AOR relationship; including overseeing an agency transitions, initial MSA negotiation and renewal, annual SOW development, and auditing hours reports.

Spearheaded evaluation, negotiation, property management and activation of AT&T Sponsorships, including Houston Rockets & Astros, Chicago Bulls & Blackhawks, United Center, St. Louis Cardinals, Boston Marathon, We Day, Arkansas, TCU, Missouri, Texas A&M, Texas Tech, and Kansas State. Drove financial and production efficiencies through unified, integrated and scaled activation with Local Marketing, Video Marketing, AT&T SportNet and other internal business units, across multiple MLB teams and markets; highlighting multiple products and offers to brand engagement and drive retail sales. Program increased YOY engagement in all markets. Successful model was built upon in the following NBA, NHL and MLB seasons.

• Oversaw development and production of new “Mobilizing Your World” brand campaign, introducing new tagline. Developed transition plan and production assets to ensure quick adoption and consistent usage across all AT&T touchpoints. • Led cross-functional teams in the development of communications briefs, campaigns and activation plans for major corporate initiatives; including the 2014 Winter Olympic Games and SXSW. Managed internal teams and multiple agencies on the execution of these plans; evaluating work to ensure strategic alignment and messaging consistency. • Managed agency to develop messaging and advertising for AT&T’s “It Can Wait” program, aimed at reducing texting while driving among teens and young adults; including social, digital and TV elements. Efforts doubled pledges in 2013.

Formerly AT&T Interactive. Emphasis in marketing strategy, research and planning for consumer-targeted Advertising and Sponsorship activity.• Hands-on management of all integrated creative, media and sponsorship programs for the YP brand; aimed at driving awareness and engagement with brand and consumer products.• Cross-functional team leader for YP brand launch and YELLOWPAGES.COM brand transition; including defining strategy, creating architecture, establishing identity, defining goals and developing methods for measuring success.• Grew national brand awareness more than 20% in just over one year through integrated national and local campaigns.• Upon spin-off from AT&T, worked to redefine YP as a standalone company and evolve existing brand strategies; including updating positioning, promise, personality, identity and messaging. • Directed market research and brand tracking initiatives; including ongoing brand and advertising trackers, and qualitative and quantitative positioning research. Evaluated reports and made strategic recommendations to senior executives.• Led development and optimization of direct-response campaigns to increase mobile application downloads; generating more than 300K downloads in 2011. • Expanded YP brand presence at high-profile AT&T sponsorships events to drive engagement, including the NCAA Final Four, BCS National Championship game, and AT&T Pebble Beach National Pro Am. • Managed creative and media agencies to ensure cohesive plans and alignment on core business goals and communications objectives.

• Member of agency account team throughout the AT&T/BellSouth/Cingular merger and brand transition. • Managed digital and broadcast production projects messaging the AT&T/Cingular merger and affirming AT&T as a leader in the wireless category.• Responsible for strategic reporting and analysis of industry intelligence and competitive creative to agency executives and departmental leads.• Developed and presented quarterly competitive analyses to AT&T Advertising leadership; led multiple partner agencies in presentation development.