• Manage complex go-to-market programs with strong organizational rigor, ensuring teams stay aligned on tactics, hit critical milestones, and deliver measurable sales results in a fast-paced environment.

• Deliver results through proactive program management, leveraging analytical insights and self-starter mentality to plan, track, and communicate effectively across all organizational levels—from individual contributors to senior executives.

• Drive cross-functional alignment and execution by building analytical frameworks (sales tracking spreadsheets, marketing alignment templates, reporting decks) and orchestrating senior leadership collaboration on time-sensitive strategic initiatives like a joint business plan with a critical partner.

• Launched a Direct-to-Consumer business selling fan-cooling vests to consumers seeking relief from heat.

• Performed customer segmentation to identify high-potential target audiences and tailor marketing messaging and product positioning.

• Conducted product research and competitive benchmarking to refine product features and pricing strategy.

• Sourced and negotiated with suppliers in China, managing cross-border logistics and supplier relationships.

• Created digital marketing strategy, customer support and fulfillment operations in lean, self-managed environment.

• Building brand identity and developing direct-to-consumer sales strategies, including product positioning and online store management.

Transformed marketing operations across the company, focusing on streamlining vendor management and enhancing operational efficiency. Leading a team spanning 1000+ marketers across 4 business units, spearheaded initiatives that modernized the organization's marketing technology stack and vendor relationships.

• Architected new internal vendor management system using Salesforce that simplified tracking of our teams' communications with vendors, reducing human errors and redundant work.

• Partnered with YouTube and Cloud marketing teams to optimize their vendor engagements and budgets, resulting in $85M+ in cost savings while improving operational efficiency.

Drove strategy and execution of our digital customer acquisition platforms, leading end-to-end product development for web customer purchase journey. Managed a cross-functional team of developers, designers, and program managers to deliver multiple high-impact initiatives including a complete redesign of the signup experience that achieved 9% bump in conversion rate within 3 months of launch.

• Established data-driven product development processes, implementing A/B testing frameworks and KPI monitoring to optimize customer acquisition funnels.

• Owned product roadmap and worked closely with engineering teams to prioritize complex feature launches while maintaining platform stability.

• Collaborated with Brand and other marketing teams to ensure product positioning aligned with our technical capabilities across all digital touch points.

• Led redesign initiative of Wireless division's B2C billing experience across all user channels (app, web, paper, customer service), with projected $15 million annual savings to company in print and call center costs.

• Assembled new cross-functional teams and established advisory council to provide ongoing governance and ensure consistent customer experience.

• Developed new product idea and prototype for bill payment transactions using customer-centered design thinking.