Team Lead Project Manager

Nora Espinoza

Summary:

• Experienced Product Owner with over 7 years of hands-on experience in digital product leadership, backlog management, and cross-funcAonal team coordinaAon.

• Strong background in the telecommunicaAons industry with key roles at AT&T, DIRECTV, and Sprint.

• Proven experAse in Salesforce Sales Cloud, CRM data migraAon, and plaLorm integraAons with MarkeAng Cloud.

• Successfully delivered end-to-end mobile and web applicaAons using AWS and Salesforce infrastructure.

• Adept at developing and managing product roadmaps, sprint calendars, and high-impact UX strategies.

• Skilled in working with stakeholders from government agencies, including the Department of Defense

(DoD) and Army engineers.

• Experienced in agile environments with a focus on delivering scalable, user-focused digital soluAons.

• Strong communicator and leader with a track record of mentoring teams, aligning business goals, and driving plaLorm success.

Skills

• Product Ownership: Backlog Management, Sprint Planning, Agile Delivery, Roadmap Development

• Salesforce PlaLorms: Sales Cloud, MarkeAng Cloud, CRM Data IntegraAon, API Middleware

• Digital Strategy: UX/UI Design & Copy Oversight, Mobile App Development, SEO/SEM Strategy

• PlaLorms & Tools: AWS, CMS, Adobe AnalyAcs, A/B TesAng, Agile (Scrum), JIRA, Figma

• Stakeholder Management: Cross-funcAonal Team Leadership, DoD CollaboraAon, Vendor Oversight

• Telecom & Tech Domains: AT&T, DIRECTV, Sprint, Government (Army, DoD) Professional Experience

SCIGON, Dallas, TX July 2022 – Dec 2024

Project Management/Digital Strategy

• Collaborated with cross-functional teams to define & prioritize product backlog.

• Ensured product development team had a clear understanding of product owner vision, goals, & requirements.

• Continuously evaluated & prioritized product backlog based on customer feedback, & business objectives

DIRECTV, Dallas, TX Jan 2022 – June 2022

Lead Product Manager

• Coordinated and implemented project management of SEO efforts for DIRECTV brand websites.

• Worked with PO to upload material to website using CMS system. AAFES, Dallas, TX July 2019 – Oct 2021

Mobile App Manager - Product Owner

Built and led a Department of Defense team that delivered an excellent part community & eComm mobile app experience.

Digital Marketing Strategy

• Managed and owned product, strategy, product roadmap & backlog.

• Articulated the creative approach and led the design team in the implementation of the digital app/mobile responsive experience, and formats from end to end on all platforms.

• Owned the overall User Experience vision, UI specs, wireframes, and prototypes at all levels.

• Developed and directed the User Experience team to deliver innovative end-to-end user experiences that optimized user needs.

https://www.linkedin.com/in/noraespinoza ********@*****.*** 214-***-****

• Built app using AWS Cloud Infrastructure & Sales Cloud. API and middleware software all used AWS and Sales Cloud. Ecomm feature was a wrap that led to using AI for purchasing items.

• Worked closely with cross-functional teams to ensure timely and successful delivery of features of app to the Army Engineers.

Project Manager/Web Producer

• Collaborated w/design team, analytics, and developers/programmers to create a data-driven approach when producing the customer-facing roadmap.

• Led and owned Sprint calendar for all features and enhancements to app and communicated the roadmap across the organization.

• Began migration of data from software legacy to AWS – Salesforce data which allowed mobile app to access, update, and manage CRM data, including customer information, opportunities, and leads.

Leadership and Partnership

• Collaborated with Adobe Analytics Manager to ensure all scheduled milestones were met.

• Created and maintained written guidelines for all approved digital platforms.

• Researched and presented contactless shopping enhancement for the app to multiple stakeholders

(Dept of Defense & Army) leadership based on Sam’s Scan & Go. As well as gained consensus on the approach and leading the program to fruition.

• Managed, led, and mentored a team of four direct reports - three Business Analysts, and one Marketing Coordinator, and oversaw the creative agency. Consulting, Dallas, TX Apr 2017 – Dec 2018

Digital Marketing Consultant – Alcon Laboratories, Dallas Morning News, G6 Hospitality Project Management/Digital Strategy

• Managed website strategy by creating and implementing digital strategies to drive awareness, favorability, and engagement by the end-user; uploaded all website content using CMS system.

• Responsible for team coordination on all projects and ensuring the management of the progress of the project and addressing any delays to management. AT&T, Dallas, TX Feb 2014 – Apr 2017

Online Digital Manager/Website Producer/Website Project Manager Website Project Management

• Managed redesign of $70B business portfolio. Collaborated with optimization and data partners to analyze historical data for a redesign of the website.

• Led desktop and mobile responsive web design activities. Developed and implemented improvements in data capture, usage, mapping, and reporting thru A/B optimization.

• Maintained content curation of all relevant published content on the redesign to ensure portfolios reached the top 5 organic Google rankings.

• Ensured the platform aligned with industry best practices and compliance requirements. Digital Marketing Strategy

• Developed the website into a globally branded lead generation, customer acquisition, and retention tool.

• Developed a process to report results using Adobe tracking that offered insights and adjustments for ongoing improvements to meet scheduled milestones and KPIs.

• Partnered closely with Development and managed UX Designer and copy teams to deliver agile, modular wireframes meeting an accelerated scheduled timeframe. Engagement

• Collaborated with all cross-functional teams to ensure lead-handling processes that optimized conversion into qualified opportunities.

• Managed daily project progress of all website activities, including scheduling, testing, tagging, and deployment of one-time, recurring, triggered, and dynamic content.

• Developed and implemented key integrations between Marketing Cloud and the Salesforce ecosystem.

• Achieved a 61% lift in lead generation of loT portfolio and 83% in conversion rates within 30 days after redesign publication.

Leadership and Partnership

• Partnered with the Optimization and SEO team to improve website usability and content while maximizing SEM opportunities.

• Managed copywriters to ensure all SEO terms recommended by SEO team were incorporated into the web pages as advised.

• Collaborated with cross-functional teams to plan and schedule work milestones, leverage expertise, and best practice continuous learning of online user experience and owning the strategy. Accenture, Irving, TX Dec 2012 – Feb 2014

CMS – Digital Content Manager

• Managed and developed content workflows within an existing CMS environment and acted as liaison to key business groups.

SPRINT, Irving, TX Mar 2005 – Mar 2012

Digital Marketing Strategy (Web Content Manager)

• Collaborated and managed relationships with corporate partners to ensure web content was prioritized, developed, and understandable by end-users. Education

BA, Journalism, University of North Texas, Denton, TX

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