Led expanded team in new product research, initiative development, business GTM work, voice of the consumer research, strategic competitive intelligence, more. Managed team of 25, including multiple directors/ADs.Supported multiple key launches, including multi-gig AT&T Fiber, AT&T Internet Air, revised IR initiative as well as multiple initiatives still in development.Worked on streamlining and transforming our current VOC program, improving validity and reducing cost.Launched new tools to assess the macro-environment and provided critical claims support.

Created and implemented the qualification plan for DirecTV Stream, the company’s next generation television streaming product. This work guided every aspect of the product, from feature development and positioning to pricing and usability. Volumes exceed budget, and is now the lead sales option in the DirecTV video business. Developed needs-based mobility segmentation for marketing and strategy teams; results drove brand portfolio discussions, with new initiatives in development, as well as enhanced communication in different stages of the customer journey.Instituted cross functional ‘OTT Forum’ to synthesize trends data and competitive intelligence, and to develop actions addressing issues raised. Example: improve offer targeting to reduce churn on HBO Max. Spearheaded development of a strategic ‘skunk works’ capability within marketing: integrating CLM, care and e-comm, first trial generated >$5MM of incremental sales.

Led Marketing Insights group of seven: identified opportunity for device leasing programs and qualified the successful Next initiative; research program was cited by management as being mission critical in getting approval to proceed. This was a major shift in the industry - all new subscribers are now on these plans.Led qualitative and quantitative research on the development of the AT&T Thanks customer appreciation program, as well as competitive benchmarking on CRM implementation related to contact management and customer care.

Forecasted sales of iPhone launch as well as the impact of iPhone exclusivity loss, identified both new sales targets and potential challenges, worked with senior management to optimize marketing.Segmented mobility shoppers based on key purchase drivers: price sensitivity, network perception, desired purchase location & experience. Output resulted in annual “deep dives” into online sales drivers; online upgrades have increased by several million since this program was initiated. Founded a program with youth marketing to retain segment customers and add new ones – studies that were routinely referenced by senior management in maximizing acquisition and mitigating churn.

Led the North America retail color research organization. During my tenure, share stabilized and profits more than doubled; results were produced through superior new product development, tracking, innovation and targeting.

Founded and led international research team at a major supplier; responsible for business development, all aspects of product coordination, and presentation of results.