Development of insights-driven, strategic go-to-market plans for AT&T’s Brand, Wireless and Fiber products driving efficient and profitable growth for AT&T among consumersDevelopment and implementation of audience-focused integrated marketing planning both annually and short-termBuilding and implementation of enterprise-wide 3-year strategic Sports Marketing platform Development of primary core product messaging that drives consumer business success, validated through audience testingOperating model and rapid deployment capability development for Consumer Go to Market teams

Implementation of major strategic brand initiatives across Wireless and Fiber, AT&T’s primary product lines of business, including AT&T’s 2023 Purpose brand repositioningDevelopment and implementation of strategic product positioning for AT&T Wireless and Fiber products, contributing to 1.7M postpaid wireless net adds, 1.1M Fiber net adds with revenue growth of ~27%Led cross-functional development of marketing strategy and briefs for key tentpole brand and product campaigns, including March Madness, Hispanic audience marketing, Fiber All-Fi, College Football, Samsung, Apple and Google device launches, and major seasonal moments: Holiday campaigns, etc.Led evaluation of seasonal marketing activity and comms for commercial, social and cultural impact. Developed seasonal activity filter to drive critical prioritization in annual planning.

Led strategic planning, campaign development and execution for all Marketing Communications of American’s Customer Experience, Loyalty, Digital and Product initiatives, including DEI, Sustainability and Cause Marketing campaignsLed American’s sponsorship and activation portfolio, including Sports, Entertainment and Culinary. Transformed American’s Sponsorship programs through COVID pandemic, optimizing and renegotiating multiple contracts, while maintaining key relationships. Signed multiple new revenue-driving corporate account sports partnerships including engaging marketing campaigns Led Email Marketing strategy and programs to drive over $200M in revenue and collaborate in key cross-functional prioritization and innovation efforts Led Global Digital Content teams responsible for AA.com home page content, communications, offers, policies etc. across multiple American Airlines sites and applications in 15 languagesServed on American Airlines’ Policy and Culture board, responsible for reviewing and defining new or evolving policies

Built and executed insights-based marketing strategy and campaigns for priority US local markets, including LA, Chicago, DFW, Miami, executed brand campaigns driving brand preference lift.Built and executed insights-based international marketing strategy and campaigns focused on key markets: UK, Japan, Brazil, Mexico, China, driving revenue, share shift and brand awareness/preference. Included regional brand positioning and B2B marketing campaigns.Drove 30% Flagship premium luxury product and experience awareness lift, 12% lift in bookingsLed development of Alliance marketing plan and programs, building successful joint marketing programs with British Airways, JAL and QantasOptimized American’s Sports, Entertainment and Culinary sponsorship portfolio, negotiated and signed multiple long-term deals with major sports partners.Built bespoke Sponsorship Evaluation analytics system to identify most impactful sponsorships and prioritize activation investments leveraging Media agencyLed highly engaged, happy and effective global team with members in DFW, London, Tokyo, Bogota, Rio de Janeiro, Shanghai and SydneyMentor for several enterprise mentorship programs

• Led development of brand strategy, brand design systems, visual and tone of voice for American• Onboarded new advertising agency of record creative team post-RFP• Developed multiple 360 global marketing and advertising campaigns in collaboration with in-house and agency resources supporting commercial goals, including Flagship First, Flagship Business and Dining premium product lifestyle brands • Expanded in-house creative team and core partners to center of excellence, including ongoing growth of capabilities: VR, microsites, and other major services, competitive with agency concept and production offerings• Led overhaul of Email Marketing program, including RFP for new service provider, developing new strategy, creative redesign, renewed focus on customer experience, analytics and optimization

• Built in-house creative and content team from 4 designers to team of 8 expanding to include video and post-production, animation and CG• Developed flexible 3rd party production model for photo/video shoots and other initiatives• Brought multiple legacy agency functions in-house, saving $5M+ annually• Led team to produce over 2000+ marketing assets and content pieces annually• Management of annual marketing budget for creative production

• Leadership, development and execution of major social marketing campaigns and ongoing content, including American’s rebranding and SXSW 2013• Daily social media content strategy, development project management and leadership• Programs grew American’s social audience 240% in 2 years (1MM+)• Leadership of integration with key business units and international teams• Social analytics and measurement • Crisis response and management

User experience and interactive design for American Airlines employee portal (Jetnet) and applicationsVideo development, production and post-production for emerging technology series

Alumni Association chapter developmentEvent coordination and planningFundraising and giving

Abroad program Academic travel program planning and logisticsSupervision of student workers and programsEvent coordination and planningStudent conduct policy enforcementAcademic and travel lectures