Director, Segmentation Strategy
As Director, I led the development of a strategic segmentation program for the organization’s Latin American Wireless Operations. In this role, I led the establishment and implementation of customer segmentation lenses in both the consumer and business spaces across five of the largest markets in Latin America. Particular responsibilities included the definition, development, and delivery of primary research, the prioritization of target segments, and the operationalization of segment learnings in sales, marketing, and care functions.Accomplishments include:■ Developed a proprietary segmentation framework for Latin American business accounts, which focused sales teams’ prospecting activities, identified incremental revenue opportunities, and delivered an optimized and differentiated customer experience■ Created go-to-market strategies for targeted business segments including classification tools, how-to-sell profiles for each core segment and product-centric overviews of segment-level wants and needs■ Designed a predictive modeling program to integrate segment-level consumer research insights with subscriber data■ Selected and managed strategic research partners, leading both primary research design and execution■ Provided subject matter expertise on segmentation techniques, research output, and resulting insights, integrating learnings into both a regional brand launch as well as new product design and development
