Comcast Cable - Prepaid
Manager, Acquisition Marketing
In December 2018, I joined the prepaid acquisition marketing team in Philadelphia, PA. Xfinity Prepaid offers internet and television service (available in 7 or 30 day increments) with no annual contract, no credit check and no deposit. Our team as a whole manages the end-to-end marketing process from awareness, new connect acquisition, and existing customer retention. Within my role, I oversee:
- Launch, measurement, and optimization strategy for behavior-driven customer communications in a CRM environment. Email and SMS programs to date have delivered $3M in quarterly revenue
- Performance of dot com sales channel, including implementation of brand strategy and UX/UI optimizations. YoY the digital channel performance has grown +12% for new connects and +96% for refill volume
- Strategy and execution for direct response campaigns, including direct mail, doorhangers, and shared mail. The direct response programs have driven over 4k connects in 2019.
- Budget management for entire team, including acquisition programs including prepaid, university, and MDUs
Manager, Competitive and GTM Strategy
In June 2017, I joined Comcast's newest business unit Xfinity Mobile in Philadelphia, PA. Xfinity Mobile launched in April 2017 as Comcast's newest line of business, offering unlimited and by-the-gig packages, designed to compliment the Xfinity internet product. As of Q4 2018, Xfinity Mobile boasts over 1.2M subscribers, becoming one of the fasting growing wireless companies in the country. As the first in my role, I was responsible for the following:
- Tracking postpaid and prepaid wireless competitors, including share flow changes, promotional activity, branding or messaging shifts, and packaging changes. Conducting analysis and provided educational materials for audiences ranging from frontline employees to senior leadership (including the company president)
- Investigating and analyzing industry trends, including 5G, M&As, and pricing/packaging, to shape executive understanding and action for Comcast's new wireless business unit
- Supporting go-to-market strategy ideation and execution for new feature launches and promotional roadmap
Manager, Direct Marketing Strategy
In September 2015, I joined the Central Division of Comcast Cable in Atlanta, GA. As Comcast's largest division, the Central Division encompasses a twelve state footprint with 24M homes passed. In my role on the marketing strategy team, I was responsible for:
- Driving product awareness, consideration, and subscriber growth through direct mail, digital marketing, and social media. Each year, I delivered YoY improvements in response rate and conversion via all tactics
- Defining success metrics and measuring tactical performance through various analytical methods to optimize direct response programs
- Management of end-to-end tactic development, from strategy development through execution and vendor management
- Maintaining expense forecasting, tracking, and reporting for residential and business services marcom teams with a combined annual budget of $120 million
Director of Business Development & Marketing
SendItLater was a technology startup started by MIT alumni enables users to send messages and gifts into the future, based in Boston, MA. When I started at SendItLater at its first full-time employee, the business was in its primitive development stage. Over the course of my tenure, I worked with the founders and my colleagues to build SendItLater to its beta-launch point As with any start-up, I engaged in a wide array of business functions, focusing specifically on:
- Marketing: Conducted marketing research through focus groups and beta testing groups. Created go-to-market strategy comprising of unpaid, paid, and partnership marketing. Developed brand guidelines based on customer-behavior. Created SendItLater's marketing and branding collateral and oversaw the design and implementation of the SendItLater sites.
- Investor Relations: Created investor and potential investor materials, including projected customer acquisition models, financial, strategy, and demonstration of products
- Business Development: Researched and solicited potential partners to secure contracts, including closing three contracts with multi-million dollar companies and one non-profit
Events & Marketing Intern
EMC is a Fortune 500 company that provides storage options for data. While interning for EMC in the summer of 2012, I worked in their third-party partner management division, EMC Select. As the marketing intern, I was responsible for ensuring positive relationships between our partners and our internal sales team. Specifically, I planned road shows throughout the United States to allow our partners and technical consultants the opportunity to network. In addition, I created internal education documents to educate the sales team on
our Select partners.
our Select partners.