Leads lean cross-functional CX team that guides development of the company’s future unified app strategy, oversees CX of national wireless and wireline product launches, and produces biannual marketplace benchmark reports.Awards: Recognized by executive leadership with an “Extraordinary Impact” rating for 2023 | Q4 2023 Connection Award for delivering Unified App Strategy | Q2 2023 Connection Award for leading research program that facilitated national launch of AT&T Internet Air | Q2 2022 Bar Raiser Award.

Managed online traffic plans for AT&T’s postpaid device launches (NPI) with special focus on demand generation, optimizing channel mix, and provisioning best-in-class customer journeys. Oversaw traffic strategies and tactics from conception to implementation, presenting device launch strategy and traffic performance analysis to executive leadership. Successfully surpassed the company’s aggressive traffic targets for key device launches in 2020 and 2021.• Led development and execution of the most comprehensive traffic strategy in the company’s history in 2020 and 2021 for device (Apple, Google, and Samsung) and episodic launches. Deployed and monitored over 160 growth levers to achieve 114% of Upgrade traffic goals and 113% of Acquisition traffic targets. (Resulted in Q4 2021 Connection Award)• Drove usability studies that yielded 10% increase in progression to cart and directional improvement of conversion rate for Fiber and Copper customers. (Resulted in Q2 2021 Connection Award)• Oversaw rollout of app deep linking for email, SMS, and push notifications to leverage the native app’s superior conversion rate (CVR), delivering 4x improvement in upgrade CVR and 2x improvement in acquisition CVR.• Forecasted online traffic for prepaid and postpaid businesses and prepared executive-ready reporting dashboards.

Optimized online sales experiences for Internet and TV products via A/B and multivariate tests, usability studies, and new components designed with the product team.• Recognized by Executive Leadership with a Transformation Award and "Extraordinary Impact" rating in 2020. • Designed and delivered a new responsive experience for Fiber that increased progression to shop by +10% and improved conversion rate (CVR) by +0.4%. Utilized heat maps, scroll maps, usability studies, market research reports, and advanced traffic insights to create an optimal data-driven user experience (UX). • Launched a One-to-Many (1:M) broadcasting component that doubled online conversion rate (CVR) of viewers with a live video demo of AT&T TV, which resulted in 2x higher conversion with viewers that accounted for ~12% of online sales in the first quarter of AT&T TV’s product launch. • Transformed email campaigns for omnichannel, remarketing, and save cart programs by streamlining the customer journey. Refined trigger cadence, improved value prop, and implemented tracking processes for reporting teams. Impact: +5% higher open rate, +3.5% improvement in click-through rate (CTR), and +0.5% in conversion rate (CVR) for wireline (TV and Internet) email campaigns. • Partnered with the reporting and analytics team to build out dashboards in Adobe Analytics and Tableau to better measure email campaign performance.

Designed personalized and segmented user experiences in the Upper Funnel and Buy Flow of AT&T’s Internet business to improve progression to shop and conversion rate (CVR) for existing, returning, and segmented customers (e.g. online gamers, students, movers, etc.). • Launched the industry’s first Smart Home shopping experience, enabling customers to design their smart home while shopping for Fiber internet. • Established process for AT&T’s “Ready to Go” team to install customers’ add-on accessories and devices the same day their Fiber service activated. • Coached post-sale team on how to perform t-shirt sizing and impact assessments to prioritize the team's backlog, improve Yield performance, and reduce truck roll dispatches.• Created white papers on segment strategy opportunities for the business to use based on market research, post-sale consumer surveys, and key data insights gleaned from analyzing customers’ internet usage

Served as Product Owner and Agile expert for buy flow of AT&T's new Integrated Digital Platform (IDP). Led product development initiatives and bridged knowledge gaps across multiple departments to meet aggressive development timeline.• Spearheaded ideation and development efforts to build DIRECTV NOW buy flow on att.com• Defined product requirements, developed wireframes and prototypes, authored user stories, and managed backlogs for several scrum teams• Led user story grooming sessions• Collaborated with UX designers, architects, and developers across different departments to plan and develop an integrated shopping experience• Transitioned client to Agile development and advised development teams on best Agile practices• Bridged knowledge gaps across multiple departments by establishing routine communication and stakeholder management processes across different touch pointsServed as Product Owner for ATT 2.0, a redesign of att.com focused on increasing click-through rate (CTR) and showcasing the AT&T brand as a leader in the entertainment space. • Transitioned Waterfall team to Agile development methodology• Established fundamental Agile touch points and cadences, including two-week sprints, grooming sessions, sprint planning, sprint retrospectives, etc.• Deliverables yielded 1.5x and 3x increases in CTR on key product landing pages• Usability studies of the redesigned experience showed an enhanced brand perception of AT&T as a leader in the entertainment industry

Served as Product Owner on full stack development team. Scaled departments by identifying and resolving complex problems impeding company growth. Improved workflow and process efficiency across departments by producing software tools for internal customers using Agile methodology.• Led research and development efforts for numerous products that successfully automated two departments• Planned, scoped, and monitored technology products from conception to implementation• Groomed and managed backlog for full stack development team• Automated inventory listings and reduced inventory cataloging errors from 20% to under 0.5%• Managed budget to cut company costs by $390,000 annually and strategically re-allocated project funding to automate two departments

Managed the company's cash flow and investments in illiquid assets (backed by private equity funding). Introduced an investment-minded approach to the market research department, emphasizing quick inventory turnover to free up cash and maximize gross profit.• Oversaw investment and allocation of department's budget in illiquid assets, consistently meeting aggressive profit and revenue goals set by private equity investors• Recruited, trained, and led the market research team in a fast-paced start up environment• Forecasted market trends in Excel using pivot tables, lookups, arrays, and charts to best allocate the company's working capital• Served on company leadership team and helped steer business’s strategic direction

Third employee at Crown & Caliber, a company that evolved from a startup into the largest online marketplace for buyers and sellers of pre-owned luxury watches in only three years. Crown & Caliber revolutionized the pre-owned luxury watch industry via a data-backed pricing methodology that provides buyers and sellers 100% pricing confidence. • Worked directly with CEO to develop fair market pricing methodology for investment in illiquid assets
• Determined business requirements and prepared business process models
• Planned budgets for departments and multidisciplinary projects• Established schema for Crown & Caliber’s industry-changing pricing database