PROFESSIONAL EXPERIENCE:
AT&T : New York, NY - Senior Product Marketing Manager, Digital Entertainment : September 2018 - Present
• Responsible for digital strategy of multiple AT&T Entertainment products as well the production and implementation of related assets across various channels
• Projects have included stream and record launches via the AT&T Entertainment Hub such as the LoveLoud Music Festival and annual Super Bowl weekend event, Super Saturday Night; Redesign and launch of DIRECTV Connected Home campaign encouraging customer engagement via the DIRECTV App and set-top-box; Launch and maintain AT&T cross-sell (phone/internet/tv) customer acquisition initiatives; Redesign and launch of the DIRECTV App and Protection Plan marketing pages, Design and cross-channel launch of AT&T Thanks customer loyalty program across various channels
• Work closely with internal and external creative teams (design, copy, social media, UX/UI, engineering) and business stakeholders (product, ad sales, legal) to achieve performance targets; Analyze performance metrics and implement A/B testing on a continual basis to identify priorities and optimize engagement
AT&T : New York, NY - Senior Manager, eCommerce : March 2016 - September 2018
• Led multiple optimization projects to create and maintain ongoing customer self-care content strategy for AT&T U-verse and DIRECTV digital channels across web, app, and set-top box platforms to increase sales, engagement, and overall satisfaction for 26 million customers
• Worked closely with internal teams (engineering, customer care, call center, post-sales support) and business stakeholders (marketing, ad sales, product, legal) to achieve performance targets; Digital efforts drove engagement 1.6% over target, sales containment 2.7% over target, and call volume reduction 52.1% over target in 2017
• Streamlined workflow process for project intake, resource management, and implementation of digital self-care projects; Led implementation of brand new Support Center experience on DIRECTV.com, including the creation of support documents, article copy, and video assets to deliver a more robust, intuitive customer experience
DIRECTV : New York, NY - Content Strategist, Digital Entertainment : Feb. 2012 - March 2016
• Created, curated, and maintained ongoing content strategy for DIRECTV digital entertainment channels across web, app, and set-top box platforms to increase engagement and maintain relevant content for 20 million customers
• Analyzed performance metrics and implemented A/B testing on a continual basis to identify priorities and optimize engagement; DIRECTV Everywhere project Increased pageviews 518%, video plays 103%, pay-per-view sales 10%, and overall entertainment revenue 114% YOY from 2014 to 2015
• Worked with external client teams from major television and movie studios including Warner Bros., 20th Century Fox, NBC, and TNT to implement paid marketing and tune-in activation campaigns; Tune-in campaigns drove over $20MM in revenue in 2015, up 35% from 2014
• Worked closely with internal teams (design, copy, social media, UX/UI, engineering) and business stakeholders (marketing, ad sales, product, legal) to achieve performance targets
MAJOR LEAGUE GAMING : New York, NY - Digital Content Consultant : June 2011 - January 2012
• Conceptualized, strategized and produced digital content for the world’s largest eSports organization
• Worked alongside clients including PlayStation, Dr Pepper, and BIC to stimulate brand engagement and growth through holistic marketing initiatives
• Project managed editors, producers, and interns to achieve weekly and monthly goals
MTV NETWORKS : New York, NY - Digital Content Producer, Spike TV Mobile : September 2007 - March 2010
• Managed all aspects of mobile web production and content programming from concept to launch for Spike TV properties such as The Ultimate Fighter, Deadliest Warrior, TNA iMPACT! Wrestling and Manswers
• Managed production and implementation of creative assets for various Spike TV and GameTrailers branded mobile projects including original animation, awards show programming, and free-to-play content
• Launched first Spike TV mobile site in June 2009; Became #1 MTV Mobile Video brand by December 2009; Increased monetized video streams 800% YOY from 2008 to 2009
ROCKSTAR GAMES : New York, NY - Public Relations Manager : August 2003 - May 2006
• Cultivated and maintained relationships in specialist gaming press, such as Game Informer and IGN, as well as key mainstream press, including The New York Times and USA Today, to acquire and organize national coverage for triple-A PlayStation 2, PlayStation Portable, Xbox, and Xbox 360 titles
• Projects included Grand Theft Auto: San Andreas (#1 selling PlayStation 2 title of all time) and Grand Theft Auto: Liberty City Stories (#3 selling PlayStation Portable title of all time) as well as Midnight Club 3: DUB Edition, Red Dead Revolver, and Manhunt, among others
• Created and executed strategic PR plans, press releases, demonstration pitches, and original reference material for press; Measured and reported media exposure and activities for all Rockstar titles
FREELANCE : New York, NY - Editor, Tech & Culture : September 2001 - October 2012
• Conceptualized, wrote, fact checked, and copy edited a wide range of entertainment-related copy on tight deadlines
• Assigned and managed work of freelance writers and designers as needed
• Outlets included SPIN, NYLON Guys, XLR8R, Rolling Stone, MTV.com, Blender, CMJ, Independent PlayStation Magazine, Official Xbox Magazine, ToyFare, and Wizard
SKILLS:
General: Digital Content (Marketing, Production, Publishing, Project Management, QA, Strategy, Video), Creative Direction (Copywriting, Design, Editing), Team Management, Resource Management
Content Management: Adobe Experience Manager, BrightCove Video, Drupal, ExtremeReach Ad Cloud, Monetate, Oracle ATG, SquareSpace, WordPress, ZenDesk
Creative Tools: Adobe CS (Acrobat, Dreamweaver, Illustrator, InDesign, PhotoShop), Ableton Live, Final Cut Pro, InVision
Collaborative Tools: ActiveCollab, Asana, AT&T Connect, Basecamp, Box, Dropbox, JIRA, Skype, Slack
Analytics Tools: Adobe Analytics, Google Analytics
EDUCATION:
B.S. University of Florida, Advertising
Concentration: Business Administration and Marketing