Brenda Carlton

• Mobility Product Marketing manager accountable for go-to-market and field strategies for business services segment supporting large business portfolio. Design and implement strategies across segments to maintain awareness of product roadmaps, pricing updates, and innovative marketing programs. Develop external positioning and messaging for product portfolios. Educate sales team on unique segment requirements relative to portfolio, pricing, sales tools and collateral, and demand generation programs.
• Delivered targeted marketing programs for wireless voice/data device portfolio.
• Increased sales competencies through structured training programs and marketing communications.
• Led development and implementation of sales incentive programs.
• Created sales collaterals including demos, videos, webinars, podcasts, and infographics.
• Employed multiple demand generation techniques including email, trade shows, customer events and social marketing
• Published monthly product performance against segment specific plans including funnel, revenue, subscriber, and churn goals.
• Provided presentations with key plans, results, and performance metrics at monthly operations reviews.
• 14 years

Primary point of contact supporting banking vertical sales team marketing to Top Tier and Tier II accounts. Joint account strategy planning, key proposal creation and target applications in customer-facing role. Monitored sales funnel activity, analyzed wins and losses, and communicated opportunities to drive revenue growth and garner increased market share.

• Launched vertical direct marketing campaign generating 18% response rate against average of ~ 2%.
• Supported $300M annual revenue stream.
• Led participation in councils, trade shows and conferences to keep abreast of industry trends.
• Created and maintained targeted vertical segment content on intranet and internet portals.
• Designed “Banking: Security and Compliance” and “Banking: IP Convergence” training modules, receiving highest rating among all vertical-specific training.
• Developed Security & Compliance and IP Convergence solutions-based customer presentations to assist sales team- i.e. “Customer Meeting in a Box.”
• Primary point of contact supporting banking vertical sales team marketing to Top Tier and Tier II accounts. Joint account strategy planning, key proposal creation and target applications in customer-facing role. Monitored sales funnel activity, analyzed wins and losses, and communicated opportunities to drive revenue growth and garner increased market share.
• Launched vertical direct marketing campaign generating 18% response rate against average of ~ 2%.
• Supported $300M annual revenue stream.
• Led participation in councils, trade shows and conferences to keep abreast of industry trends.
• Created and maintained targeted vertical segment content on intranet and internet portals.
• Designed “Banking: Security and Compliance” and “Banking: IP Convergence” training modules, Development:receiving highest rating among all vertical-specific training.
• Developed Security & Compliance and IP Convergence solutions-based customer presentations to assist sales team- i.e. “Customer Meeting in a Box.”

• Created strategic marketing plans, programs, and promotions targeting General Business customers. Coordinated integration with internal partners for incorporation into comprehensive plans. Analyzed segment and penetration rates, customer profiles, potential spend, and propensity to buy.
• Launched first General Business Customer Advisory Board to gain insight into customer preferences, and feedback on direct mail campaigns, loyalty programs, promotions and bundles.
• Saved client relationship contributing $50K annual revenue by restructuring bundled product offering.
• Project managed teams tasked with designing and executing cross-product processes and operational procedures in support of revenue growth objectives.
• Led and managed bi-annual focus groups for General Business defining target market, pricing, promotions, sales metrics, tools, and collaterals.
• Created strategic marketing plans, programs, and promotions targeting General Business customers. Coordinated integration with internal partners for incorporation into comprehensive plans. Analyzed segment and penetration rates, customer profiles, potential spend, and propensity to buy.
• Launched first General Business Customer Advisory Board to gain insight into customer preferences, and feedback on direct mail campaigns, loyalty programs, promotions and bundles.
• Saved client relationship contributing $50K annual revenue by restructuring bundled product offering.
• Project managed teams tasked with designing and executing cross-product processes and operational procedures in support of revenue growth objectives.
• Led and managed bi-annual focus groups for General Business defining target market, pricing, promotions, sales metrics, tools, and collaterals.

• Led marketing initiatives to improve brand awareness and positioning in Central and South American markets. Conducted planning, demand analysis to evaluate potential M&A and licensing opportunities.
• Factored customized market research, socioeconomics, demand and usage trends, consumer behavior elasticity, pricing, regulatory environment and technology dynamics. Evaluated potential opportunities in Brazil, Mexico, Colombia, Venezuela, Ecuador, Peru, Chile, Uruguay and Nicaragua, Guatemala, Honduras and El Salvador.
• Created year one operating plan to position company for entering Latin American markets.
• Conducted due diligence during in-country visits to assess potential international M&A takeovers. Due diligence encompassed distribution, advertising, pricing, service quality, product and level of consumer service support. Audited operations in Venezuela, Brazil, Costa Rica and Guatemala.
• Colombia, Brazil, Venezuela, Panama, Honduras, El Salvador, Nicaragua, Mexico
• Created year one operating plan to position company for entering Latin American markets.
• Conducted due diligence during in-country visits to assess potential international M&A takeovers. Due diligence encompassed distribution, advertising, pricing, service quality, product and level of consumer service support. Audited operations in Venezuela, Brazil, Costa Rica and Guatemala.

• Oversight for strategy, preparation, and submission of marketing authorization applications and related documents to authorities in South America. Actively participated in multi-functional teams tasked with formulation, direction, and implementation of global regulatory strategy. Analyzed and built business case in support of projects and monitored trends in deregulation impacting rates and tariffs.
• Contributed to development of five-year strategic plan in response to changing competitive landscape.
• Wrote white papers communicating company position on market deregulation and fair competition.
• Assisted with successful negotiations with Nicaraguan and Panamanian regulatory authorities.
• Led marketing initiatives to improve brand awareness and positioning in Central and South American markets. Conducted planning, demand analysis to evaluate potential M&A and licensing opportunities.
• Factored customized market research, socioeconomics, demand and usage trends, consumer behavior elasticity, pricing, regulatory environment and technology dynamics. Evaluated potential opportunities in Brazil, Mexico, Colombia, Venezuela, Ecuador, Peru, Chile, Uruguay and Nicaragua, Guatemala, Honduras and El Salvador.
• Created year one operating plan to position company for entering Latin American markets.
• Conducted due diligence during in-country visits to assess potential international M&A takeovers. Due diligence encompassed distribution, advertising, pricing, service quality, product and level of consumer service support. Audited operations in Venezuela, Brazil, Costa Rica and Guatemala.