Sample Marketing Challenges

Verizon

Having worked on Verizon Wireless and Verizon Telecommunications for a little more than three years, my team's work was varied including, strategy and planning, analytics and research to support:

Customer Relationship Marketing (CRM)
Retail Advertising
Retail Merchandising
Sponsorship Activation Strategy

Verizon Wireless

Customer Retention: Developed and optimized customer segmentation and contact strategies for Verizon Wireless' 90+ million consumer and business customers, delivering the industry's highest retention rate during a period when AT&T was exclusive iPhone carrier.
Product Adoption: Developed an advertising creative strategy to help accelerate Verizon's customers' (new and existing) smartphone adoption, resulting in the industry's largest smartphone customer base.
Market Attacks: Developed creative strategies and communication channel plans ("market attack" plans) to improve customer acquisition in various under-performing markets.
Shopper Experience: Crafted shopper personas to inform in-store merchandising (window and inner signage, planograms, digital experiences).
Sponsorship ROI: Developed sponsorship activation strategies and tactical plans that were rooted by deep target insight to better connect with sponsored sport leagues'/teams' fans.

Verizon Telecommunications

Go-to-Market: Repositioned an under-perfoming service and delivered a revised go-to-market strategy.
Cross-sell: Developed a CRM strategy that transitioned Verizon's approach to be more customer-centric and trigger based.
Differentiating Segments: Developed multi-dwelling unit FiOS customer acquisition strategies that focused on under-performing target segments by re-vamping offering, offers, creative and channel plans to be more relevant to targets.

Arcapta Neohaler

In preparation for the launch of a new therapy for chronic obstructive pulmonary diseases (COPD), my team developed Novartis' most comprehensive-to-date patient relationship marketing (RM) program:

Patient acquisition, TRx/NRx/RRx and patient RM program participant projections.
Patient RM program participant registration data capture.
Patient RM program contact strategy (channel, frequency, content, call-to-action and creative platform).

In addition to the patient RM program, we developed the healthcare professional RM program to build Arcapta awareness and to solicit requests for samples and sales representative detailing visits.

IBM

My team's focus for IBM was demand generation for a new IBM target, small to mid-sized companies (mid-market). For the Americas, we developed and executed lead generation and nurturing programs targeting both mid-market companies and channel partners, whereas for worldwide, we developed demand generation guidelines and best practices. We aligned our strategies, content selections, and tactical execution choices to IBM's new (at the time) "smarter planet" marketing and communications platform.

Launched IBM’s first advanced e-nurturing program.
Developed go-to-market and demand generation plans for a new mid-market Cloud solution targeting U.S., India, and Italy.
Conducted a global analysis of agency and client demand generation skills and tactics to identify markets that could benefit from additional resources and/or training.
Led development of unprecedented “how to” global guides for demand generation, paid search marketing, and lead nurturing. Guidance documents were nominated for IBM’s Center of Excellence awards.

SAP

While working for SAP, my assignment was to quickly establish in Ireland a new 20-person multilingual outbound lead generation telemarketing unit: recruiting, training, procedure definition, EMEA regional coordination, CRM system and telephony infrastructure implementation. Unit was up and running from scratch in six months. The unit targeted European mid-market companies, and generated 100+ leads during its first four months of operation.