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Sykesville, MD

Work Experience


T-MOBILE, Beltsville, MD

2011 2012

With P&L responsibility, managed four product portfolios and the marketing organization. As a member of the senior leadership team, created the region's strategic direction, annual marketing plan - P&L objectives, budget, strategy, forecast, tactics, execution guidelines, post analysis. Managed OEM relationships, product/rate plan launches, lifecycle goals.
  • Created the annual go-to-market plan for 9 peak selling seasons, device launches, end-of-life promotions, OEM, accessory programs, CRM, partnerships.
  • Gained $800k+ OEM funding by creating, pitching 360-degree product promotions via RFP to OEM leadership that met acquisition and retention goals; led a creative agency, marketing, sales teams.
  • Negotiated and executed a multi-year partnership for 6 running festivals: integrated products and service as provider of free runner tracking via GPS, promoted on social media, e-mail, traditional media. On-site activation used tablets, smartphones, interactive activities to display tracking and promote products/service. Grew sales 12%, traffic 15% in surrounding locations.
  • Created a national Military media, events, online program for 20 markets with $800k budget resulting in +7% ROI. Tactics: on-base activation, non-profit partnerships, OOH, online (FB, Twitter, network, mobile, lifestyle, endemic site partners). Geo-targeted online activities around 35 military bases, grew Military mix to 52% in select locations.
  • Directed channel management, operations, supply chain, finance to determine ROI, pricing, availability, channel performance requirements. Launched Samsung Sidekick: 135% to forecast, increased traffic 102%, $22.98 CPGA, grew the Samsung portfolio 3%.
  • Met quarterly revenue goals by developing in-and-out geo-targeted promotions in secondary markets. Increased MoM accessory sales per kit $4.16 with a consumer program using media, online, print. Increased a higher broadband plan's take rate MoM by 7%.
  • Gained incremental sales by analyzing market data, establishing demo, geography, channel opportunities. Redirected 25k customers from closed locations to new stores, achieved 8k renewals.
  • Managed execution expectations in weekly sales, marketing team meetings, 200-300 person region town halls, field communications. Reported results at quarterly SVP business reviews, weekly region leadership meetings.



2008 2011

Launched the DC & Baltimore markets: created region device, pricing, promotion business plan. Collaborated with sales leadership peers to determine the distribution landscape, employ dealer partners, set network coverage expectations. With P&L responsibility, managed wireless, broadband portfolios, product lifecycles, marketing team, all outside vendors, agencies.
  • Created a best-in-class market launch plan replicated in future markets: massive PR events, DJ endorsements, sponsorships, social media, traditional media. Achieved 3% penetration.
  • Developed demo-specific product programs based on market data, P&L objectives that drove incremental volume. A 2-month multi-cultural program using SMS, radio, street teams achieved quarterly ARPU goal, an over indexing of the category by 10%.
  • Analyzed market data, created device strategies that catered to differences in demographics throughout the region. Increased smartphone sales by 7%, ARPU by $8, reduced broadband returns from 25%.
  • Grew broadband sales 10% using DJ endorsers - leveraged their FB, Twitter bases to build buzz, shot YouTube videos at local landmarks promoting product mobility, consumer promotions on their station websites, store appearances, nightclub events with product and brand integration.
  • Directed sales, operations teams in the creation of aggressive pricing promotions to achieve revenue, volume goals while maintaining a positive ROI. Created a 2-hour promotion that yielded 1,800 incremental sales, increased traffic 12% for the period with CPGA <$100.
  • Designed custom product programs to launch or reinvigorate a category; led coordination with OEM's, internal teams. Built a program with Google, Qualcomm, DC Gov't, obtained $2.2M in federal grants for a broadband adoption program, created 2,000 incremental sales.
  • Led the country in PR - gained major outlet coverage for products, rate plans, community involvement. Appointed to Rebuilding Together board of directors following establishment of a partnership that increased DC penetration to 8%.


SPRINT, Bethesda, MD

2006 2008

As part of the leadership team, created the annual business plan for 3 product portfolios, consumer, B2B public sector sales channels. Managed migration of the iDEN base to CDMA, developed vertical product positioning that met P&L objectives. Owned dealer principal, OEM, agency relationships.
  • Built business plans that included push-to-talk, CDMA, broadband, accessory, B2B, consumer. Led region in operations, pricing, advertisement of product programs. Worked with dealer owners on supply chain management of accessories, devices, instructed sales teams to ensure product availability during promotional windows.
  • Tailored pricing, device promotions to specific vertical targets - created programs for construction, health/hospital, multi-cultural, other verticals that increased smartphone sales with higher rate plans resulting in the achievement of ARPU, mix goals.
  • Managed product lifecycles: launches, reinvigoration campaigns, end-of-life. Designed targeted product programs that liquidated EOL products through channels while maintaining revenue, focus on the primary market message.
  • Instructed media agencies and corporate teams to design media programs based on product goals, demo mix, market analytics, competitive influence. Built media plans for each portfolio, B2B, consumer segments to include DRTV, print, online, radio, OOH, measured performance using KBI's.



1998 2006


Lead activation manager responsible for retail channel, sales center support for the Mid-Atlantic region. Created product launch plans, channel-specific consumer programs; partnered with sales teams to sell-in promotions to buyers, store managers.
  • Designed up to 13 launch programs per year using media, in-store displays, events, partnerships that met package, brand, customer segment mix goals. Designed NASCAR packaging with consumer programs that received national recognition, grew the Classic package portfolio 13% MoM.
  • Managed hi-profile accounts, events including NFL, NHL, MLB, amusement parks, sports arenas, colleges, NASCAR, Disney. Directed production facilities, distribution channels on product delivery to meet customer needs during promotional periods.
  • Represented marketing at client meetings with business owners, buyers, executives to sell-in
co-op programs, new brands that achieved incremental space in stores.


BFA in Communications

Maryland Institute College of Art,

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