Own pricing, promotions, and CRM strategy for the consumer business, spanning mass-market offers and targeted lifecycle programs. Scope expanded to include CRM and targeted promotions (previously led at the Director level), bringing acquisition, retention, and growth strategy under a single framework.

Primary focus includes enterprise device-upgrade readiness and lifecycle communications for migrating UScellular customers to the T-Mobile network, supporting 350K+ customers while maintaining churn below plan and exceeding upgrade goals.

Key outcomes:

• Consolidated mass and targeted promotions into a unified lifecycle strategy

• Drove year-over-year upgrade growth while reducing overall promotional spend

• Exceeded subscriber growth targets through optimized pricing and offer design

• Advanced lifecycle targeting toward proactive, cohort-based offers in partnership with CRM leadership

Led pricing and promotional strategy across consumer and small business segments, owning offer design, planning, and execution for a ~$300M annual promotional budget. The role centered on simplifying complex promotional structures into customer-first offers that could scale operationally and drive more predictable growth.

Focused on building durable systems and decision frameworks for promotional investment, shifting the organization from reactive, fragmented offers to a consistent, performance-driven growth model.

Key Outcomes

• Redesigned acquisition strategy around simplified offer architecture, driving a 33% increase in Share of Gross Adds

• Created “US Days,” an industry-first retention-focused event that produced 22% upgrade growth and a 5% YoY reduction in churn

• Delivered tablet pricing and promotion strategy that delivered 30% sales growth and doubled adoption of the highest-tier plan

• Established a repeatable promotional operating model with forecasting tools and planning cadence that improved predictability, cut planning cycles from weeks to hours, and strengthened budget discipline

Owned device portfolio strategy across smartphones (iOS & Android), tablets, fixed wireless routers, mobile hotspots, and wearables, overseeing a $1B+ annual spend and leading a team of 5 direct reports across the full device lifecycle.

Key outcomes:

• Expanded OEM promotional investment by 26% year-over-year by better aligning partner incentives with internal pricing and promotion strategy

• Led commercial negotiations for a multi-year, billion-dollar agreement with Apple, balancing partner objectives with internal financial and operational goals

• Strengthened portfolio planning and lifecycle performance through tighter coordination between product, promotions, and supply chain

Owned day-to-day relationships with device OEM partners, shaping promotional investment, go-to-market strategy, and lifecycle planning to support subscriber growth and portfolio performance.

Worked closely with Finance and Marketing to align partner funding with internal pricing and promotional priorities.

Key outcomes:

• Secured $32.4M in OEM marketing support in 2020 (180% to plan, +30% YoY) by aligning partner investment with launch and growth priorities

• Introduced a new promotional sizing and approval process with Finance, improving forecast accuracy and significantly reducing turnaround time