Michelle Humphery-Spry Email and Phone Number

Use both user research and interaction design to shape the direction of self-service applications and voice IVR experiences, including AI bot technology. I lead a team of UX Research and UX Design experts who translate requirements and user needs into tangible interaction designs through detailed user flows and wire frames. We drive innovation to enhance existing interactions and communicate design decisions, rationale, and direction through presentations and other documentation.

As Lead Strategic Marketing Manager, I was responsible for developing and executing marketing strategies to establish brand consistency and increase cross-selling of premium products across the AT&T portfolio, including wireless, internet and video (TV) platforms. Responsible for directing the project management teams to coordinate and execute successful marketing programs for cross-sell offer campaigns and initiatives. My team and I identify the richest, untapped opportunities across various… Show more As Lead Strategic Marketing Manager, I was responsible for developing and executing marketing strategies to establish brand consistency and increase cross-selling of premium products across the AT&T portfolio, including wireless, internet and video (TV) platforms. Responsible for directing the project management teams to coordinate and execute successful marketing programs for cross-sell offer campaigns and initiatives. My team and I identify the richest, untapped opportunities across various organizations to optimize cross-selling. I work closely with big-data and analytics teams to leverage data-driven solutions for development of strategic approaches and plans to accelerate cross-selling across AT&T sales and service channels. Drive efforts to optimize multi-product household growth for more than 10 million customer contacts per month. Duties include, but are not limited to: negotiating to gain buy-in from new channel organizations, building alliances with various departments to ensure teams are working toward the same sales goals, identifying key target audiences, conducting market research, managing budgets, measuring and delivering on KPIs, and calculating return on investment for key marketing efforts.Working collaboratively with Legal, Finance, Sales Operations, the Proactive Marketing Team and developers to successfully launch new programs. Additional efforts include: defining and overseeing marketing analytics, providing tracking solutions for digital and manual initiatives, developing performance dashboards and reporting to provide analytical insights, measure all aspects of program success including database optimization, return on marketing investment, overall performance and campaign effectiveness. Show less

(Promoted) Served as Lead Marketing Manager for the Wireless Consumer Retention organization, driving the development, definition, and execution of retention projects and performance improvement efforts. Responsible for coordinating cross-functional teams, driving strategic decisions derived from partner input and analytics, developing a specialized offer portfolio, and managing a small team of Senior Marketing Managers to reduce wireless cancellations.Successfully led marketing team to… Show more (Promoted) Served as Lead Marketing Manager for the Wireless Consumer Retention organization, driving the development, definition, and execution of retention projects and performance improvement efforts. Responsible for coordinating cross-functional teams, driving strategic decisions derived from partner input and analytics, developing a specialized offer portfolio, and managing a small team of Senior Marketing Managers to reduce wireless cancellations.Successfully led marketing team to exceed program results in consecutive years, by effectively directing periodic benchmark discussions with internal and external partners to evaluate performance and quickly implement improvement plans. Developed, managed and executed short and long-term projects, such as implementation of segment based wireless rate plans designed to target customers with a higher propensity to cancel service. Drove strategy for numerous test-and-learn initiatives and delivered engaging, informative, and well-organized presentations to effectively communicate relevant project information to stakeholders.Coordinated and developed processes to enable offer provisioning across completed billing and ordering systems. Led efforts to create technical requirements and solutions to help automate offer provisioning for more than 1.5 million customers per quarter. Show less

(Promoted) Directed and coordinated activities to execute marketing campaigns. Managed day-to-day operational aspects of marketing campaign project and scope. Led and coordinated multi-functional teams across key organizations within the business to ensure alignment. Fostered positive relationships with a variety of stakeholders. Effectively facilitated project status meetings to keep working teams informed of changes within the scope of the of each initiative. Oversaw strategic… Show more (Promoted) Directed and coordinated activities to execute marketing campaigns. Managed day-to-day operational aspects of marketing campaign project and scope. Led and coordinated multi-functional teams across key organizations within the business to ensure alignment. Fostered positive relationships with a variety of stakeholders. Effectively facilitated project status meetings to keep working teams informed of changes within the scope of the of each initiative. Oversaw strategic direction and content development for CLM (customer life-cycle management) marketing campaign communications and training. Prepared and completed action plans, implemented production, productivity, quality, and customer-service standards, provided strategic problem solving solutions, completed periodic audits, identified marketing and performance trends, developed system improvements and implemented changes to drive program forward. Sought robust feedback, fostered communication via recurring interactions and focus groups. Planned and executed change management initiatives. Drove program performance, identified gaps and sales growth opportunities related to campaigns. Prepared project reports for management and business partners. Conducted call monitoring and data analysis to identify tends and prepare projections. Show less

(Promoted) Led campaign proposal efforts to launch targeted customer offers including completing project scope and ROI assessments. Partnered with larger marketing team to identify target audience, develop business cases and gain approval from Finance and Legal teams. Effectively conveyed messaging strategy in both written and verbal business development discussions. Successfully created and executed project work plans to meet changing needs and requirements.

Managed planning and execution of CLM (Customer Life-cycle Management) internal communications distributed within the organization for more than 3,000 employees. Created and executed strategic communications plans aimed at driving readership and awareness of key programs and offers across internal audiences. Established editorial standards and policies for the channel. Developed goals and objectives to support business needs and strategies. Helped develop internal communications portal.

Responsible for creating and maintaining key daily, weekly, and quarterly reports for global call routing KPIs, supporting the southeast region of AT&T Customer Service organizations. Provided daily reports, executive summaries, trends and analysis to optimize call center resources for the SE Executive Director Team. Worked to streamline and create efficiencies within the reporting process. Analyzed the impact of volume, AHT and shrinkage on staffing requirements • Assisted WFM leads with… Show more Responsible for creating and maintaining key daily, weekly, and quarterly reports for global call routing KPIs, supporting the southeast region of AT&T Customer Service organizations. Provided daily reports, executive summaries, trends and analysis to optimize call center resources for the SE Executive Director Team. Worked to streamline and create efficiencies within the reporting process. Analyzed the impact of volume, AHT and shrinkage on staffing requirements • Assisted WFM leads with forecasting and capacity planning process through monthly discussion and graphical analysis of volumes, AHT and volume drivers• Advised on staffing needs and performance issues impacting service levels to WFM lead in a timely manner• Analyzed staffing plans and ensure that the delivery locations are appropriately staffed based on requirements and internal capacity plan numbers Show less

Responsible for producing forecast models, managing operational forecast variance to plan and scheduling requirements for SE region call centers. Duties included communicating to stakeholders on performance and challenges i.e. providing direction, guidelines, performance update to achieve service level goals and making suggestions for corrections to any issues.

Developed & negotiated media plans for multimillion-dollar national advertising campaigns. Served as liaison between media representatives and media approval team to develop media schedule and media mix. Negotiated national network television advertising spot pricing for Canon Cameras. Created media recommendation proposals including budget analysis for Disney Consumer Products, Canon Cameras and McDonald’s campaigns. Facilitated television, magazine & other print media representative meetings… Show more Developed & negotiated media plans for multimillion-dollar national advertising campaigns. Served as liaison between media representatives and media approval team to develop media schedule and media mix. Negotiated national network television advertising spot pricing for Canon Cameras. Created media recommendation proposals including budget analysis for Disney Consumer Products, Canon Cameras and McDonald’s campaigns. Facilitated television, magazine & other print media representative meetings for development and implementation of quarterly cross market promotions. Show less