Michele Myles

Experience

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  Cingular Wireless

  Jan 2005 - Jan 2013

  Lead Advertising Manager

  Orchestrated multi-platform brand and competitive response campaigns that drove sustainable improvements across key performance metrics (KPIs). Coordinated with cross-functional teams to ensure consistency of network strategy and messaging across internal and external communications. • Strengthened brand recall (41%), exceeding norms by +8ppts, by leading the creative and strategic development of the “Mistaken Silences/Dropped Calls” campaign; outperformed all campaigns in the three years prior across key metrics: brand recall, message recall, and likeability.• Improved brand recall by 11 ppts, Net Promoter Score (NPS) by 10%, and consideration by 49% by directing the strategy and execution of the “Better 3G Experience/Luke Wilson” competitive response campaign.• Increased daily unique visits to att.com/network by 240% and sales by 34% by employing an omnichannel marketing strategy. Show less

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  AT&T MOBILITY SERVICES LLC

  Jan 2013 - Jan 2015

  Lead Advertising Manager - Emerging Segments

  Co-directed digital and visual media projects for the launch of AT&T’s Millennial social media effort, The Mobile Movement (TMM). Orchestrated cross-functional collaboration across multiple internal and external teams to develop and execute targeted communication plans, digital films, and unique events and experiences to drive awareness and preference among Millennials.• Achieved the status of AT&T’s Advertising in-house Millennial expert by developing a deep understanding of the Millennial generation. • Delivered 2x NPS improvement among Millennials through targeted digital and content marketing initiatives. • Generated 74MM+ social impressions and 99% positive sentiment by co-directing the launch of The Mobile Movement (TMM) at SXSW, an experiential activation designed to elevate the AT&T brand. Show less

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  AT&T

  Jan 2016 - now

  Lead a cross-functional marketing team responsible for the fast-paced evolution of the wireless rate plan portfolio. Develop comprehensive marketing plans, strategic direction for launch communications across disciplines including but not limited to online, advertising, base communications, and omni-channel support.• Partner with research to understand customer needs, test and develop compelling naming/positioning that is consistent with the overall marketing strategy.• Partner with Pricing, Product, Legal and, Analytics to create and execute against shared goals. • Review campaigns for brand voice, product/service value propositions/benefits, technical accuracy, and customer experience.• Notable wireless plan initiatives include Value Plus Unlimited/2GB Trial (2021), AT&T Cell Booster (naming & positioning for Consumer, Business & FirstNet) and, Unlimited EliteSM (7/20) plan relaunch.• 2021 Management Development Program (MDP) Graduate Show less Produced, implemented, and executed consumer-facing brand messaging and content for DIRECTV, AT&T Prepaid, and Post-paid Mobility designed to increase sales, brand preference, awareness, engagement/loyalty, and long-term value. Led multiple agency partners and cross-functional teams in strategy & brief development, campaign development, execution, and monitoring. • Delivered thought leadership and expertise in cultural norms and sensitivities for Diverse & Emerging segments. • Achieved lowest ever CPIGA (<$180), churn (5.1%), and increased ARPU to $45 by developing an integrated digital and social media and messaging “test & learn” strategy for AT&T Prepaid.• Generated 25M new DIRECTV® subscribers through the introduction of international video platforms for the Italian and French segments. • Grew Life Time Value (LTV) to $241 and gained 236.6M new DIRECTV® subscribers, exceeding the target by 19%, among Asian-American segments, and established the brand as the premium entertainment provider among satellite providers.• Achieved 17% Engagement Rate among Asian Millennials, exceeding goals by 163%, through the conception and development of AT&T’s first Asian targeted social influencer campaign, “GenerAsian”. • Exceeded all social media benchmarks, Engagement Rate +230% and Video Views +2086%, for 2018 Black History Month program, “History by Us”. Show less

  • Lead Product Marketing

    Jul 2024 - now

  • Lead Product Marketing Manager

    Jun 2020 - now

  • Lead Marketing Communications Manager

    Jan 2016 - Jun 2020