Currently responsible for leading postpaid partnerships with Android and iOS device manufacturers. Managing all contract negotiations, device product selection, request for proposals, and AT&T’s Device Help app. In addition, Tara’s organization leads the strategic development, go-to-market strategies and execution, in-store product merchandising, and overall lifecycle management for the latest and greatest postpaid smartphones, tablets, watches, Connected PCs, and mobile hotspots.

• Responsible for launch execution and go-to-market strategies for all marketing products and services (video, wireless, broadband and network) in an effort to ensure consistency across all channels• Establishes marketing priorities and handles all marketing executive communications and roadmaps for company owned retail, national retail, online and call centers• Develops integrated offer strategies based on market research and analytics• Responsible for the CMO’s compliance initiatives inclusive of legislative mandates• Leads team of 50 marketing professionals, managing a $17M budget annually

The AVP Product Marketing is responsible for the overall strategy, product selection, launch and lifecycle management for device categories that are critical to the AT&T Mobility business. • Creating and delivering executive presentations, roadmaps and launch plans for all products within the portfolio• Working across the larger organization with groups including CTO, Pricing, Supply Chain, National Marketing, Retail Merchandising, Advertising, CLM, ABS, Legal and Accounting to manage forecasting, reporting and successful launch planning for all products• Directing the development of company strategy and marketing requirements for specific products or product lines as needed by the business• Responsible for the life cycle management of products/services in order to optimize market plan performance, revenue growth and profitability objectives• Responsible for the continued evolution and leadership in the wireless marketplace for the entire AT&T device portfolio• Establish operational objectives and assignments and delegate assignments to subordinate managers as appropriate

Develops national consumer promotional and messaging strategy Deploys products, services and promotions to the field Provides Marketing guidance and support to internal customers: Marcom, Advertising, Sales Operations, Supply Chain and Device Product Marketing Collaborates in the Consumer Prioritization Process for establishing overall distribution strategy for all AT&T products and services Provides oversight and direction to Marcom for in-store messaging Briefs Advertising for value and device National Consumer promotions Effectively and efficiently manages a team of Senior Managers to satisfy the needs of the business and internal partners Manages the preparation and communication of the monthly Sales and Marketing information Collaborates with Field and HQ contacts to understand market requests and required actions Presents analyses and recommendations to senior management Provides quality, timely project management as necessary Engages cross functional teams as necessary

• Responsible for $30M budget in marketing development funds for computing division.• Create, implement and find funding for all consumer offers related to tablets in all channels (National Retail, E-Commerce, Agent locations and Company Owned Retail).• Analyze ROI for all funds spent including sales incentive, advertising buys, offers and product placements.• Review market research to determine best value prop by device and tablet category as an emerging segment.• Create/investigate all advertising opportunities including direct mail, print, online and mobile advertising.• Provide strategic direction on marketing and sales execution tactics ultimately influencing forecasts.• Responsible for all OEM relationships as it relates to budgets and programs to promote the product. • Build business cases to support computing initiatives.

• Created, implemented and operate a system that connects store level display space to inventory planning for all 2000+ company-owned retail locations.• Responsible for all product placements in store including devices and accessories.• Manage product launch and EOL planning through regular operational meetings with supply chain seeing it through to implementation in store.• Responsible for all 27 market product selections inputs and store generation.• Developed training materials for nationwide rollout of new merchandising strategy in July 2009.• Provide strategic direction on in-store fixtures leading to shelf optimization.• Serve as key field contact on product launch information.

• Responsible for developing and implementing accessory portfolio for all memory, data, music and gift card product offerings of AT&T Mobility.• Department lead for all sales training including online courses, new hire orientation and store training.• Developed and implemented new clearance strategy for entire accessory portfolio.• Oversaw accessory merchandising elements including in-store scripting, in-store signage creation and implementation evaluation.• Responsible for field communications, including device product announcements and product launches.• Created national advertising promotions including first-ever joint promotion between a device and an accessory manufacturer. • Department lead for creating direct fulfillment process in retail locations.

• Responsible for all employee communications for Regional President and eight Vice Presidents within a 16-state territory.• Oversaw media relations team consisting of 17 managers from the company’s public relations firm.• Developed media relations plan for AT&T’s wireless products and services.• Led media relations efforts for the iPhone launch; the product was named TIME magazine’s “Best Invention of 2007.”• Coordinated 20 media relations professionals in 16-state territory to increase awareness of overnight re-branding of Cingular to AT&T.• Planned and organized executive meetings including sales meetings, executive visits and strategic planning meetings.• Developed and conducted media training for area Vice Presidents and Directors.• Served as company spokesperson.

• Served as wireless spokesperson for Missouri, Kansas, Indiana, Michigan, Ohio and Western Pennsylvania.• Promoted Cingular's image and reputation through all media - print, broadcast and Internet - through proactively seeking positive exposure for the company and by managing difficult and sensitive issues.• Supported local senior management through media and community activities, including speaking engagements as well as employee communication.• Responsible for implementing the Cingular crisis plan, as needed.