Open to Contract & Full-Time Roles

Somebody Has to Connect the Dots Between the Deck and the Market. That's Me.

Some marketers build great strategies. Some build great campaigns. The best ones build the infrastructure that makes both hold together when it counts. I've spent my career at the intersection of complex priorities and real execution: translating product vision into partner programs, launch plans, and field-ready tools that actually ship. At AT&T and Cricket Wireless that meant aligning OEM partners, national retailers, and cross-functional teams across some of the most competitive consumer tech markets in the country. The numbers are real. So is the work behind them.

How I work See the experience
Lisa M. Walker
Lisa M. Walker
GTM Strategy  ·  Partner Marketing  ·  Launch Operations
Best fit roles
Sr. Program Manager  ·  GTM Strategy  ·  Campaign Management  ·  Marketing Operations
What I'm strongest at
Spotting when messaging is technically right but not doing enough work - and fixing it before it hits the market. Building the operating systems that make complex launches actually hold together at showtime.
Core focus
GTM Strategy & Launch Integrated Campaigns Marketing Operations Cross-Functional Leadership OEM & Partner Marketing Campaign Management Sales Enablement Positioning & Messaging
✉  lmw0803@gmail.com ✆  678-313-0034 in  linkedin.com/in/lisamwalker0803 ↗  AI in Practice

Real numbers from real launches. No rounding up.

0
Major launches per year
$10M+
MDF / co-marketing managed
0
Product adoption growth
0
Decision velocity improvement

Capabilities

How I think about the work. (And why I ask so many questions.)

Most marketing problems aren't messaging problems. They're alignment problems that surface in the messaging. I work where product strategy meets partner ecosystems, launch operations, and the field, and I've significantly reduced the number of “wait, whose job is this?” moments in every organization I've been part of.

Story & Positioning

I can tell when a brief is technically correct but won't survive contact with the customer. That's where I dig in.

  • Product positioning and value proposition development
  • GTM narratives, briefs, and launch messaging
  • Talk tracks and playbooks built for the field
  • Structured messaging experiments and optimization
Partner & Channel Marketing

Built co-marketing programs with Apple, Porsche, Walmart, Target, and Best Buy. Each one required a brief that worked for everyone at the table.

  • OEM and retail co-marketing strategy and execution
  • Partner onboarding, enablement, and MDF management
  • Offer strategy and partner communications
  • Cross-functional launch coordination across carrier, OEM, and retail
Analytics & Optimization

You know that spreadsheet floating around from six weeks ago that three people have edited independently? We are going to fix that. A real learning system teams can actually act on.

  • Structured messaging and creative testing
  • Performance data analysis and brief optimization
  • KPI tracking from awareness through attributed revenue
  • Post-launch learning systems teams can reuse
GTM Operations & Leadership

Zero surprises at showtime. That is the goal. The operating rhythm, governance, and decision frameworks that let cross-functional teams move fast without losing each other in the process.

  • GTM operating systems and launch governance
  • Cross-functional alignment without direct authority
  • Executive communications and decision frameworks
  • Agency and partner management at scale

Case Studies

How I turn complexity into execution. No drama, mostly.

Not just what I did, but how I think: clarify the problem, connect the right teams, tighten the narrative, and build the system that helps execution hold together.

01
When everyone has a different story, nothing launches clean
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02
Gut feel isn't a testing strategy - here's what replaced it
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03
Getting two brands to launch as one - Walmart x Cricket
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04
Building a brand from doctoral research up - Liberating Truth
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Experience

A career built around making complex
marketing work actually make sense.

2026
Independent Marketing Strategy Consultant
Select Engagements
Strategy Product Marketing

Select consulting engagements in brand and messaging strategy while pursuing senior full-time opportunities.

Developed brand positioning, message hierarchy, and content strategy for an emerging thought leadership platform, translating complex ideas into a clear, audience-ready narrative.
Extended engagement into website content and digital experience, improving clarity, navigation, and cohesion across the full user journey.
Refined founder messaging to align academic credibility with a more relatable public voice, strengthening brand consistency across web and social.
Built and ran small-budget campaign experiments to strengthen hands-on practice in audience targeting, UTM tracking, and GA4 performance analysis.
2023 – 2025
Integrated Marketing, Digital Experience
Cricket Wireless / AT&T
Launch CRM/Lifecycle Product Marketing Partner

Led cross-functional GTM planning and launch execution for device and wireless initiatives, supporting 7–10 major programs annually across Product, Web, Growth, Creative, and channel teams.

Built customer-facing positioning and messaging for launches across digital, retail, and partner touchpoints, translating product features into clear value propositions and channel-specific talk tracks.
Partnered with Growth, Media, and Analytics to test and optimize messaging, creative, and audience targeting, improving in-market performance and reducing friction across the customer journey.
Led a year-long brand and performance test across four submarkets using control-store methodology, measuring impact on gross adds, consideration, and brand perception to inform acquisition strategy.
Developed partner and field enablement assets supporting consistent execution across six regions, four OEM partners, and ecosystem partners including Affirm and Asurion.
2021 – 2023
Chief of Staff, Marketing & Strategy
Cricket Wireless / AT&T
Strategy Launch

Strategic partner to the CMO, driving product narrative, GTM alignment, and operating rhythm across a Fortune 50 marketing organization - and significantly reducing the number of late-stage surprises.

Built the GTM operating system, translating product strategy into clear narratives, briefs, and executable launch plans across Product, Sales, Media, and Retail.
Developed executive-level positioning, value propositions, FAQs, and talk tracks used organization-wide to align messaging and sharpen go-to-market clarity.
Improved product decision velocity by 30% by establishing governance, intake, and prioritization frameworks tied to business impact.
Led cross-functional coordination across Product, Engineering, Sales, Media, Retail, and OEM partners to surface tradeoffs early, clear blockers, and accelerate launch readiness.
2019 – 2021
Lead Manager, Merchandising & Partner Marketing
Cricket Wireless / AT&T
Partner Launch CRM/Lifecycle

Led integrated partner and merchandising programs across retail, digital, and partner channels for Cricket's 12M+ customer base.

Managed end-to-end execution of partner co-marketing programs across national retail channels, including device launches, seasonal promotions, and in-store campaigns from brief through deployment.
Managed $10M MDF co-marketing investment including intake, approvals, partner requirements, and reporting - making sure every dollar was tied to a measurable outcome.
Built partner and frontline enablement toolkits to strengthen customer conversations and deliver more consistent experiences across channels.
2017 – 2019
Lead Product Marketing Manager, Network Services
AT&T
Product Marketing Launch

Led product marketing and growth strategy for network services, driving adoption through integrated campaigns and cross-channel messaging.

Drove cross-sell and upsell strategy using paid social, SEO, and targeted messaging to grow product adoption 200% year-over-year.
Built integrated content and messaging strategy in partnership with creative, product, and agency teams - developing positioning and value propositions across B2B and B2C channels.
Executed social campaigns that consistently exceeded benchmarks, driving a 40% increase in app downloads and improving awareness and advocacy.
2015 – 2017
Lead Marketing Manager, IoT & Connected Devices
AT&T
Product Marketing Partner Launch

Led integrated marketing for connected car and IoT device launches, partnering with OEMs including Apple, GM, and Porsche to build programs across B2B and B2C channels.

Partnered with OEMs to translate complex device and platform ecosystems into clear positioning, launch messaging, and partner enablement tools.
Defined integrated marketing and media plans that drove 50% growth in connected car gross adds across B2B and B2C channels.
Owned company presence at CTIA and Mobile World Congress (Barcelona, 100K+ attendees), managing strategy, content, and logistics end to end.
2012 – 2015
Associate Director, Consumer Digital Experience
AT&T
Product Marketing Strategy

Led national digital marketing strategy and cross-functional campaign execution, driving measurable revenue growth across customer touchpoints.

Led national digital marketing strategy and campaign execution, driving a 21% increase in online revenue.
Led cross-functional teams across Advertising, PR, Social, Digital, Media, and Product to deliver consistent marketing strategies across all customer touchpoints.
Developed actionable insights from analytics and A/B tests to continuously optimize campaign performance and customer engagement.
2003 – 2012
Earlier AT&T Roles
AT&T  ·  Retail, Comms & Multicultural Marketing
Partner Product Marketing

Built national retail channel marketing, consumer campaigns, and multicultural programs across diverse product lines and markets.

Led national retail channel marketing and high-impact consumer campaigns, driving brand affinity, market penetration, and sponsorship activation - including American Idol and NCAA programs. Yes, American Idol.
Built multicultural marketing programs for Asian and Hispanic segments; supervised B2B and B2C marketing communications across diverse product lines and markets.

Education

Credentials. Yes, I did the homework too.

Degree
B.S., Marketing
Michigan State University
Certificate
Data-Driven Marketing
Cornell University
Certificate
Product Discovery & Validation
Scrum.org

How I see the work

Strategy isn't the bottleneck.
Execution usually is.

A belief I've held since the first time I watched a brilliant brief get buried by misaligned stakeholders and a missing RACI.

I've never met a stakeholder group I couldn't align - eventually. The real skill is getting there before launch day, not after. I have not always gotten there before launch day. But the batting average is pretty good, and I learn fast.

01
Start with the problem
Most briefs describe the deliverable, not the business problem. I always start one level up - because that's where the real brief lives.
02
Alignment is a system, not a meeting
One all-hands doesn't align a cross-functional team. If it did, we'd all have a lot more free time. Operating rhythm, decision rights, and clear intake do. I build those.
03
Clarity compounds
A well-built positioning document saves hours in every downstream review, every channel brief, every partner conversation. A poorly built one costs you all of that time plus two rounds of feedback nobody enjoyed. Invest upfront.
04
AI is a thinking partner, not a ghostwriter
I use AI to move faster and pressure-test ideas. The judgment calls - what's true, what's strategic, what's worth shipping - are still mine.
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Available now
Open to full-time and contract roles in GTM Strategy, Senior Program Management, Campaign Management, and Marketing Operations. Atlanta-based, remote-friendly, and ready to hit the ground running. I promise I will not ask why three teams have three different briefs on day one. Week two is fair game though.