Martha Behrend Email & Phone Number

Ashburn, Virginia, United States

Reston, Virginia, United States

Business owner for consumer digital assist (chat, recommendation engine) strategy.

Reston, Va

Developed and executed against product roadmap for evolving customer channel, My Sprint app. Focused on driving customer adoption and engagement through innovative product enhancements, product marketing, end-to-end customer experiences, channel relationship building, and exclusive program development.- Led product enhancements and marketing on app-exclusive program Priority Status that drove record-breaking engagement and sales.- Evangelized product and channel internally… Show more Developed and executed against product roadmap for evolving customer channel, My Sprint app. Focused on driving customer adoption and engagement through innovative product enhancements, product marketing, end-to-end customer experiences, channel relationship building, and exclusive program development.- Led product enhancements and marketing on app-exclusive program Priority Status that drove record-breaking engagement and sales.- Evangelized product and channel internally and externally successfully driving significant app adoption and engagement growth.- Visualized, directed and launched new functionality which resulted in immediate revenue growth. Show less

Washington, District Of Columbia

Strategy Director in for-profit arm of AARP focusing on identifying viable solutions for the 50+ that reflect AARP social mission commitment as well as generate revenue. Developed dozens of ideas through market opportunity assessment, innovation exercises, research and business model exploration. Cultivated expertise in Caregiving and Medicare issue areas.Responsible for identifying and evaluating new consumer need states, business opportunities, and product and service solutions… Show more Strategy Director in for-profit arm of AARP focusing on identifying viable solutions for the 50+ that reflect AARP social mission commitment as well as generate revenue. Developed dozens of ideas through market opportunity assessment, innovation exercises, research and business model exploration. Cultivated expertise in Caregiving and Medicare issue areas.Responsible for identifying and evaluating new consumer need states, business opportunities, and product and service solutions that further the organization’s strategic growth objectives and then ferrying these ideas through the concept and product development process. - Developed strategic recommendations for the Caregiver and the 50+ using a consumer centric approach to identify key needs, review market trends and environmental landscape, interview internal and external experts, and evaluate new channels and business models.- Identified opportunity, acquired approvals and helped select partners through a stringent, cross-functional process for a new consumer offer anticipated to add millions to the revenue stream.- Led strategic roadmap development for ASI’s most profitable product and important partner. - Activities included vetting concepts to fill the Med Supp test-and-learn pipeline as well as creating a framework for using AI/Ml to create a personalized data driven Medicare shopping experience. Show less

Herndon, Va

Product Marketing • Responsible for product marketing activities to support Home Internet, Home WiFi, WiFi Hotspots, Intelligent Home, mobile apps and mobile internet services.• Identified opportunities and target segments, developed value proposition and go-to market strategies, determined pricing structure, created support assets, drove and executed creative campaigns, and assessed impacts through reporting in order to meet goals of increased product awareness, adoption, market… Show more Product Marketing • Responsible for product marketing activities to support Home Internet, Home WiFi, WiFi Hotspots, Intelligent Home, mobile apps and mobile internet services.• Identified opportunities and target segments, developed value proposition and go-to market strategies, determined pricing structure, created support assets, drove and executed creative campaigns, and assessed impacts through reporting in order to meet goals of increased product awareness, adoption, market share, and profitability. • Created value, marketing and customer experience for TWC WiFi Hotspots for SMBs. 2015 campaign led to record-breaking HSD sales for Business team and exponential growth for TWC WiFi Hotspot footprint.• Collaborated with cross-functional teams - Engineering, MarCom, Legal, Online, Care, Ops, etc - to ensure consistent messaging and customer experience. • Influenced customer interface design, copy, and flows for customer portals and mobile apps to ensure fulfillment of product experience promise.• Part of incubator team creating value, structure and framework for early stage products. Market Research and Strategy• Lead research strategy for team. On point for synthesizing major industry, market conditions, primary research, usability and competitive trends, including 3rd party reports to identify opportunities, drive key messages, influence name, pinpoint price and develop campaigns to support product lines.Acquisition Marketing: TWC Corporate• Developed company-wide marketing programs for acquiring new subscribers. Leveraged market research and insights, customer feedback, market and industry trends, and product performance metrics to inform final targets, offers and tactics. Worked across all Cable Service Product lines and with Corporate Strategy Team. Show less

As sole proprietor, partnered with senior management of B2B and B2C businesses and organizations to fulfill market research, strategy, and other general marketing needs. Conceptualized, managed, and implemented go-to-market strategic and tactical marketing plans and provided qualitative and quantitative market research while meeting stringent cost, productivity, and quality goals. Designed, recruited, staffed, and moderated focus groups, in-depth interviews, and web usability studies… Show more As sole proprietor, partnered with senior management of B2B and B2C businesses and organizations to fulfill market research, strategy, and other general marketing needs. Conceptualized, managed, and implemented go-to-market strategic and tactical marketing plans and provided qualitative and quantitative market research while meeting stringent cost, productivity, and quality goals. Designed, recruited, staffed, and moderated focus groups, in-depth interviews, and web usability studies. Accounts included BroadSoft (telecom), K12 (education), Youbet.com (online wagering), Network Solutions (web solutions), Parallels (cloud computing), The Pritzker Group (investment firm) and Time Warner Cable (cable services). Show less

Herndon, Va

Directed market research efforts to support brand, product, and channel initiatives during a period of growth for the company. Helped define the brand roadmap for the company transition from a singular product and target focus (domains for businesses) to a complex product suite (web hosting, websites, ecommerce, security suite, ppc, seo, etc.) and target (residential and commercial). Developed and nurtured cross-functional team relationships (engineers, partners, channels, product, marketing,… Show more Directed market research efforts to support brand, product, and channel initiatives during a period of growth for the company. Helped define the brand roadmap for the company transition from a singular product and target focus (domains for businesses) to a complex product suite (web hosting, websites, ecommerce, security suite, ppc, seo, etc.) and target (residential and commercial). Developed and nurtured cross-functional team relationships (engineers, partners, channels, product, marketing, web/uxd, advertising) essential to the success and timely execution of initiatives. Recognized with individual and team awards for contributions.• Market Research. Drove research project methodology to support strategic and tactical initiatives for company. Designed unique solutions including a customer and prospect panel, an in-house usability lab, and a beta testing process all of which served product and marketing needs in a more nimble, cost efficient manner.• Brand and Website Relaunch. On core team dedicated to redefining the brand. Required engagement and interaction with creative agencies and resulted in a multi-media brand campaign and new website design.• Product Marketing. Championed identification of market opportunity, price, messaging and creative execution for several products including VPN hosting, e-mail suite, Pay-per-click advertising and DIY vs DIFM websites. Show less

Ashburn, Va

Grew MCI Consumer Research team from $1M in funding and two employees to $4M, a team of six and support of an additional Business Unit (Commercial). Insights helped carry singularly focused telecom giant graceful into a world of multiple competitors and diverse product lines. Required a heightened awareness of technology shifts, and a sense of consumer appetite and readiness to navigate the shifting landscape. Research skills honed in variable research methodologies. Received multiple… Show more Grew MCI Consumer Research team from $1M in funding and two employees to $4M, a team of six and support of an additional Business Unit (Commercial). Insights helped carry singularly focused telecom giant graceful into a world of multiple competitors and diverse product lines. Required a heightened awareness of technology shifts, and a sense of consumer appetite and readiness to navigate the shifting landscape. Research skills honed in variable research methodologies. Received multiple individual and team awards. Show less

Bachelor Of Arts - Ba, Marketing Research

Innovation Champion

Executive Education Certification, Negotiating For Success

Moderator Certification

Business

Executive Education, Commericial Marketer