Lead go-to-market strategy & execution for two key areas: device launches and multicultural marketing.Device Launches: Build 360 marketing plan for company-wide execution of device launches, exploring opportunities to lean into key messages, sponsorships, and the like. Multicultural Marketing: Identify opportunity to expand dedicated multicultural efforts and drive alignment among key stakeholders in pursuit of enablement and execution.

Drove accelerated market share growth within the Hispanic segment by leading all aspects of marketing for the mobility product line including strategic planning, messaging, and go-to-market execution of both national marketing and hyper local campaigns. Most notably, led the company-wide Hispanic Heritage Month campaign, mass marketing & performance media, and campaigns that span across key local areas. Operationally, continuously enhanced the in-language customer experience through partnerships that influenced retail marketing, dotcom, direct marketing, and many others key areas. All while continuously encouraging/aiding team member development.Resulted in over-delivery of Gross Add and Net Add contribution at EOY 2023 and an all-time high subscriber growth rate. Growth enablement driven by gained leadership alignment of efforts, cross-collaboration on new areas of opportunity, and leaning into key moments/messages to drive authentic connection.In 2023 alone, 4 of 5 team members were nominated and completed internal/external development programs.

This role is responsible for wireless growth within the Hispanic segment through strategic ownership of National in-language retail marketing and messaging efforts, National and local media deployment, direct marketing, and company-wide Hispanic Heritage Month initiatives. • Realized 20 months of consecutive month over month growth in national Hispanic wireless market share, through January 2022. • Drove YoY net add growth of 119%, through strategic messaging shift and tactical team initiatives.• Increased direct marketing wireless sales rate 30% YoY. • Grew in-language support of retail by 33% in 2021 by adding 200+ locations to our program and implementing a new messaging approach which resulted in improved perception of AT&T across diversity measures. • Cross-collaborated with Advertising/Media teams to create and deploy localized, efficient, and targeted media plans in key markets, garnishing market share growth in all. • Championed customer experience through creation of in-language sales tools (huddle guides, flyers, playbooks, and training) and built first-ever all Spanish language training video.• Led company-wide Hispanic Heritage Month 2021 efforts.

Responsible for OwnLA, a local initiative focused on driving wireless share growth in the Greater Los Angeles market in partnership with the national marketing team. The role was built specifically for this initiative which enabled me to own all aspects of the project, from strategic composition to implementation and execution. • Established communication cadence and structure to align market leaders and project stakeholders• Worked as part of an interdisciplinary team to achieve project milestones such including execution of over 300 marketing events (drive to retail and tentpole) and expanded distribution initiatives• Implemented hyper local grass root strategies and influenced go to market initiatives• Created localized merchandise for retail • Genuinely connected with communities through creation of volunteer projects, such as an Elementary school beautification project that hosted over 100 volunteers and garnished earned media

Led deployment of a new distribution channel as part of Greater L.A.’s Win Local initiatives, supporting and expanding third party wireless distribution for the prepaid product category. • Provided strategic and operational leadership across a territory of 272 locations• Identified and contracted 40 new points of distribution for AT&T Prepaid during a 4-month period• Implemented a new process for order follow-up which reduced turnaround time from 7 to 1 day• Created inventory visual which reduced in-store meeting time by up to 30 minutes• Executed merchandising initiatives to reflect optimal budget utilization, decreasing costs by $36,000

Responsibilities for this role included leading a territory of 13 Authorized Retail locations across multiple dealer partners and engaging employees in sales training and coaching to drive holistic sales growth across postpaid, prepaid, internet, and tv products. • Developed and facilitated in-store training events that resulted in training of 100+ employees• Assisted in opening 5 white space locations within a 12-month period• Created tailored reporting, working directly with District Managers to analyze data/champion change• Mastered knowledge of employee incentive programs to create effective and meaningful presentations

Managed retail location in accordance to Standard Operating Policies and Procedures, Code of Business Conduct, Merchandising, Key Operational Indicators, and Audit benchmarks.• Successfully converted store to Level 2 during first year, increasing by over 1,300 Gross Units year over year

Managed all aspects of daily retail operations including inventory and store maintenance

This role reported directly to the Chief Operating Officer for the Department of Health Services, providing support in coordinating appointments, owning meeting minutes, maintaining nursing staff time records, and registering patients / handling personal and confidential data.

This role was responsible for owning store sales growth, coaching and motivating sales associates to meet goals, inventory maintenance, and store merchandising.