what I did
- Managed about $12.6MM across Verizon, T-Mobile, AT&T, Bell, and Rogers.
- Reframed carrier stores as a distributed product-trial network.
- Presented retail programs directly to T-Mobile and AT&T executives.
- Piloted buyer personas within each carrier instead of one monolithic audience.
the story
Supporting the go-to-market for Quest 3 and second-generation smart glasses, I managed about $12.6MM and coordinated roughly twelve internal teams. About 88% of headset buyers had tried VR first, so I positioned carrier retail as a trial network reaching towns without a Best Buy. I presented programs to carrier executives and piloted segmentation inside each partner, which surfaced findings like Puerto Rico leading T-Mobile headset sales.
I also proposed an internal knowledge library to stop institutional memory from walking out the door, an idea I would later build for real. My whole team was cut in a layoff after a few months.
outcome
Managed about $12.6MM in carrier marketing.
- Retail
- Segmentation
- GTM