Helping clients solve complex problems related to corporate strategy, growth, M&A, marketing, innovation and business model transformation.

The Brand Strategy team at AT&T consists of consultants who partner with and provide expert counsel to Officer-level Executives, Business Unit leaders (Including AT&T Consumer and Business, WarnerMedia, Vrio and AT&T Mexico) and their teams to both develop and execute "move the needle" integrated marketing strategies that support and accelerate the company’s business goals. Engagements include assessing entry into new markets, innovating on products/services, business models and experiences, developing brand value propositions and architecting brand portfolio strategies that organize AT&Ts product/service portfolios across B2C, B2B and B2B2C channels.

Lead key strategic initiatives and the design and implementation of AT&T IOT's overall strategy. Carved out path for sustainable competitive advantage and profitable growth. Evaluated strategic alliances, M&A deals & joint venture opportunities. Role transitioned into bringing a brand new product/offering to market that included value proposition development, operational business model design, financial modelling and developing and owning the business case (P&L), messaging and Go-to-Market plan.Projects include:IoT growth strategyM&A strategyM&A target strategic evaluationStrategic assessments/competitive analysisStrategic capital allocationBusiness case development & analytical support for strategic investmentsStrategic Alliance design, negotiation and terms & conditions JV Operating Model Design & scenario analysisThought Leadership/Whitepapers

Responsible for leading projects for AT&T's Entertainment Group across the following domains:• Investment paths that evolve our core capabilities• Competitive strategies against traditional and new players• Impact of industry and technological developments• New growth opportunities in our core business as well as new growth opportunities across the ecosystem featuring either organic or inorganic investment projects, including interfacing with M&A• Cost structure transformation

• Developed, led and implemented the Go-to-Market Strategy for Cricket’s Launch into three strategic National Retailers• Determined metrics that needed to be monitored and addressed for Cricket’s brand. Helped in creating an action plan to increase those metrics by ~10%• Led branding agency in launching a Cricket branded pop-up store that sold lifestyle clothing at major Cricket events. Sales from the pop-up store garnered $25K in incremental sales per event• Created legally approved solutions to capture leads at Cricket Sponsored events. This led to the capture of an additional 150 leads per sponsored event• Approved store design and merchandising based on brand guidelines maintaining 99% SLA satisfaction

Customer Service Manager, Access Service Center• Led a team of 13 service representatives ensuring the team met all metrics while exceeding customer service standards. Coached and developed them through 22 documented coaching interactions per month• Created an analytical tool that improved reporting on a new stream of work by 100% and provided visibility into service rep performance. This tool was used in coaching as well as business process improvement interactions• Initiated and closed a performance improvement plan for a service rep that improved average efficiency by 55%• Developed an employee satisfaction survey specially targeting the positive aspects of our center. The survey garnered an 86% response rate and the insights from the survey were utilized at the AVP level• Supported the training of all reps on a new stream of work while exceeding all previous key performance indicators• Directed customer service week initiatives as well as policy roll-outs and policy training to positively impact the culture and values of AT&T

• Lead industry and customer analysis that identified synergies and accelerated the sale of The Network• Created competitor SWOT statements that helped identify markets where The Network will compete in and how it will win• Interfaced with the Vice Presidents of Marketing, Product, Customer Success and Sales Engineering to successfully launch two new products to market• Lead the segmentation, target and positioning and buyer persona projects which derived targeted consumer messaging• Consulted with customers to discover their key challenges which shaped the roadmap for product development• Identified potential collaborators for market research, industry best practices and thought leadership efforts• Created easy to implement, cost effective solution packages for specific customer segments to win against our competitors

• Generated an analytical dashboard that provided insights in to the offering’s key performance indicators which sped up executive decision-making• Conducted a profitability study that identified channel partners who were performing below our minimum threshold. This led to a 5% increase in profitability• Created standard business processes for profitability analysis which increased overall departmental capabilities• Analyzed customer, competitors and the market to create a marketing strategy for the Total Assist Service line

• Conducted special industry analysis and recommended strategic and business process alternatives to a medical device manufacturer which became the base of its future business process• Developed training modules and trained key client functional leads who used the modules to train the rest of their teams• Created, maintained and updated the communication plan to ensure key client executives’ confidence in our project• Designed and presented Deloitte’s change management and capability transfer solutions that ensured the success of a medical devices manufacturer’s supply chain transformation project • Analyzed the project plan and the project financial plan to recommend resourcing alternatives that saved $200,000 and ensured that the project stayed under budget• Calculated, analyzed, interpreted and presented project metrics to senior leadership which ensured their confidence in the project’s success• Responded to RFPs and managed the proposal creation process that led to more business for Deloitte Consulting LLP

• Presented two winning sales demos that led to a $500,000 revenue increase from a client project • Analyzed sales trends to identify drivers of forecast variance and established business processes that reduced variance by 20% on average for the financial planning and analysis organization of a casual wear American retailer• Led the training and change management work streams to successfully align senior client leadership with the transformed business processes