Dana L. Baxter

Denver, CO ***** 303-***-**** (H) 303-***-**** (C) ad1l9w@r.postjobfree.com linkedin.com/in/dana-baxter-8b9a338

PRODUCT MARKETING LEADER

Product Marketing Director with proven expertise designing award-winning communication strategies and tools to engage employees and promote high levels of productivity and ownership, while winning customers over in the market. Demonstrated history of transforming business and operating models to achieve performance and financial imperatives, including precise targeting, innovative offer development and positioning, creation of internal and external go-to-market content, optimization of sales and delivery cycles, digital platforms, and ultimately, the enhancement of long-term value. Areas of expertise include:

Product Strategy and Positioning Chief of Staff Expertise Competitive Intelligence Strategic Planning and Prioritization Consulting Practice Management Business and Operations Design Thinking Product Development/Management Value Stream Mapping Customer Insights KPI and Data Analytics Web design and management Client relationship management Event Planning and Management Internal Social Media Platforms Developing high-performance teams Change Management Business Transformation Executive Leadership

PROFESSIONAL EXPERIENCE

AT&T 2021 – Present

Director, Product Marketing

Successfully managed a revenue portfolio worth $5.3 billion, incorporating facets such as forecasting, go-to-market strategies, quantitative market analysis, market psychographics, competitive assessments, and positioning.

Pioneered the creation of the first-ever Enterprise Product Marketing organization. This included delineating cross-functional roles and responsibilities (RACI), establishing an operational framework, end-to-end processes, and controls. These steps were essential for scaling up and pooling resources to optimize performance.

Designed a portfolio positioning and product marketing strategy that turned around subpar performance to growth that meets or exceeds market rates; this led to AT&T returning to US Retail Ethernet Market year-on-year growth and outperforming the market for the first time since 2018 and also rose total Fiber Connectivity Market Share from 11.7% to 12.4%, a notable 70 basis points increase year-on-year.

Conceived a go-to-market operations model that considered target segmentation, value streams (systems, processes, and metrics) and was attuned to how customers derive their business value, effectively enabling sales and accelerating sales cycles.

Revolutionized the approach to product marketing, adopting a customer-centric lens that focuses on the customers' business objectives. Concentrated on understanding buyer behavior and patterns, decision cycles, churn reasons, net-promoter scores, and other buyer journey nuances, enabling differentiation in a high-pressure, commoditization-at-risk portfolio.

Generated new value propositions, customer purchasing themes, value-based offers, customer-centric playbooks, customer-focused messaging, and prioritized product roadmap based on customer needs and market trends.

Created an enhanced Competitive Intelligence structure for better benchmarking, notifications, research, all-inclusive reporting, and strategic product placement.

AT&T 2018 - 2021

Director, Product Management Marketing

In my role as the Director of Product Management Marketing, I introduced innovative operational strategies and quality assurance practices to elevate operational excellence across our product portfolio.

Successfully identified 87 critical customer pain points and bottlenecks through customer journey maps, enabling the unlocking of new value and significantly improving cycle times.

Introduced new metrics for real-time tracking of product health and performance and instituted a robust governance framework. This framework was designed to effectively handle value stream failures, thereby ensuring successful execution.

Spearheaded the development of content templates and standardized content operations, as well as product management and marketing business processes.

Established the first scalable product marketing messaging platform for AT&T. This platform provides a consistent messaging framework for all AT&T products and is utilized in all messaging and proposal content, controlling the narrative, and ensuring enterprise-wide cohesiveness.

Led the Customer Experience Product Governance, linking "moments that matter" and disruptive trigger events across the value stream to optimize investments in customer experience improvement.

Dana L. Baxter ad1l9w@r.postjobfree.com Page Two

AT&T Business, Service Experience & Operations 2016 - 2018

VP Chief of Staff

Led business operations staff for VP who oversees AT&T’s Service Experience and Operations for managed and network services overseeing human resources, budget, metrics and reports, business transformation and large-scale, strategic programs, capital planning, executive communication, RCAs and comprehensive action plans, and increase adoption and active users of digital, self-service platforms and other VP-required prioritizations for the organization.

AT&T Business Solutions and Services 2014 - 2016

Executive Deal Lead

Led the bidding process that includes developing complex, network strategies, managing teams to develop technical and operational solutions, writing proposals, and responding to Request for Proposals (RFPs) for enterprise accounts.

Collaborated closely with Product Management and Network Integration to craft custom solutions and lead complex engagements, resulting in an annual revenue increase of $70 million.

AT&T Energy 2011 - 2014

Marketing/PR Communication Lead

Instrumental in reviving a key relationship to venture into a new market. Served as the direct interface to the CTO, ensuring clear expectations and delivering timely and relevant communication tailored to the customer's language and format. Established a new Global Communications Team which excelled in creating executive presentations, customer proposals, value propositions, product blogs, articles and bylines, and internal communication.

ADDITIONAL RELEVANT EXPERIENCE

AT&T Service Management

Senior Vice President Lead Chief of Staff

Successfully led the Digital Communications Team, managing website, e-tools development, user-performance analytics, and social network marketing. Handled executive escalations, monitored critical customer accounts for the Senior Vice President, created weekly customer issue reports, prepared C-Suite briefing reports, and customer and employee presentations.

AT&T Customer Service

Associate Director of Communications

Planned and directed the execution of a global digital strategy, integrating organizations, tools, and processes into a fully functionalized, seamless operating model for 94+ maintenance centers and teams for AT&T employees in Africa, Middle East, Europe, Asia Pacific, and the Americas, directly supporting 6,800 associates.

Led consolidation project to decommission over 250+ disparate organizational websites and embedded platforms and created a robust, global portal for associates and partners to overcome any geographical or organizational boundaries, time zones, and to provide around-the-clock support and access to critical network and customer information.

Developed highly acclaimed web tools to increase productivity. Introduced customer escalation tool to improve response time, resulting in a 40% Time-to-Respond improvement in the first quarter of its introduction.

AT&T Service Delivery

Associate Director

Developed and implemented a comprehensive global transformation strategy, harmonizing organizations, tools, and processes into a streamlined operational model for over 94 AT&T maintenance centers and teams across Africa, Middle East, Europe, Asia Pacific, and the Americas. This directly supported 7,000 associates, enhancing collaboration and efficiency.

Optimized and unified online work processes, resulting in a ~40% reduction in search times, by implementing communication guidelines across all published materials. These materials included employee bulletins (policies, training requirements, job aids, organizational announcements, etc.) and web tool instructions, enhancing overall accessibility and efficiency.

EDUCATION

Master of Arts, MA in Communications – University of Denver, Denver, CO

Bachelor of Arts, BA in Business – University of Denver, Denver, CO

Contact this candidate