Product Marketing  ·  GTM & Launch Execution  ·  Positioning & Messaging

Turning Chaos into Clarity, Alignment & Momentum.

Product marketer with deep experience in GTM strategy and launch execution, known for translating complex products into clear positioning, aligned teams, and stronger in-market performance. Experience spans consumer and B2B environments — from device launches and connected ecosystems to enterprise-scale marketing operations.

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Lisa M. Walker
Lisa M. Walker
Product Marketing  ·  GTM  ·  CRM
Best fit roles
Product Marketing  ·  Launch Strategy  ·  CRM
What I'm strongest at
Clarifying the story, aligning stakeholders, building the launch rhythm, and making sure execution across channels actually connects back to the strategy.
Core focus
Positioning & Messaging GTM Strategy & Launch Sales Enablement Integrated Campaigns Customer Journey & Lifecycle OEM & Partner Marketing Experimentation & Optimization Cross-Functional Leadership
✉  [email protected] ✆  678-313-0034 in  linkedin.com/in/lisamwalker0803
0
Years of experience
0
Major launches per year
$10M
MDF / co-marketing managed
30%
Decision velocity improvement

Experience

A career built around making complex
marketing work make sense.

2025 – Present
Marketing Consultant
Independent Consultant
Strategy Product Marketing

Providing brand strategy, positioning, and marketing consulting to small businesses and mission-driven organizations while pursuing full-time opportunities.

Developed full brand identity system for Liberating Truth — strategy, positioning, tone of voice, visual identity, and brand guidelines.
Translated a deeply personal ministry mission into a coherent, research-backed brand system built around four core pillars.
Worked across strategy and execution, from foundational messaging to channel-ready content and guidance.
2023 – 2025
Integrated Marketing, Digital Experience
Cricket Wireless / AT&T
Launch CRM/Lifecycle Product Marketing

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

Built positioning and messaging for launches, translating product features into clear value propositions, objection handling, and channel-specific talk tracks across web, retail, and partner touchpoints.
Partnered with Growth, Media, and Analytics to test and optimize messaging, creative, and audience targeting, improving clarity and in-market performance.
Refined product and feature messaging using performance data and post-launch insights, reducing friction at key decision points across the customer journey.
Led a year-long brand and performance test across four submarkets, measuring impact on acquisition, consideration, and network perception to inform market strategy.
Developed partner and field enablement assets and launch guidance, supporting consistent execution across six regions, four OEM partners, and key ecosystem partners.
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.

Built the GTM operating system, translating product strategy and roadmap priorities into clear narratives, briefs, and executable launch plans across teams.
Developed executive-level positioning, value propositions, FAQs, and talk tracks used across Product, Sales, Media, and Retail to align messaging and improve go-to-market clarity.
Established governance, intake, and prioritization frameworks to streamline decision-making and keep teams focused on business impact.
Advised senior leadership on operating rhythm and change management during transformation.
2019 – 2021
Lead Manager, Merchandising & Partner Marketing
Cricket Wireless / AT&T
Partner Launch CRM/Lifecycle

Owned GTM execution for merchandising and partner marketing, leading integrated campaigns across retail, digital, email, and partner channels.

Led partner campaign execution and enablement across national and retail channels, supporting large-scale programs for a 12M+ customer base.
Managed co-marketing strategy and MDF investment planning aligned to partner priorities and business outcomes.
Built partner and frontline enablement toolkits to improve product understanding and customer conversations.
Created feedback loops using performance data and frontline insights to refine messaging and targeting.
2003 – 2019
Progressive Marketing Leadership
AT&T
Product Marketing Partner Launch

16 years of progressive marketing leadership across consumer, B2B, and IoT — building the full-stack foundation that spans brand, digital, retail, partner, and connected device marketing.

Led connected car and network services GTM, driving 50% growth in gross adds and 200% YoY adoption growth.
Owned national digital marketing strategy, increasing online revenue by 21%.
Built multicultural, retail, and field marketing programs to drive brand growth and market penetration.

Case Studies

A few examples of how I work.

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
Driving Device Adoption Through Integrated GTM Strategy
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02
Improving Campaign Performance Through Messaging & Creative Testing
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03
Brand Identity & Strategy — Liberating Truth
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Capabilities

What I bring to the work.

Positioning & Strategy
  • Positioning & Messaging
  • GTM Strategy & Launch Execution
  • Sales Enablement & Playbooks
  • Executive Communications
  • Experimentation & Optimization
Campaign & Channel
  • Integrated Campaigns (Digital, Retail, Partner)
  • Customer Journey & Lifecycle Marketing
  • OEM & Ecosystem Partner Marketing
  • Consumer & B2B Marketing
  • Cross-Functional Leadership
Analytics & Optimization
  • Performance & Brand Testing
  • KPI & ROI Reporting
  • Messaging & Creative Testing
  • Post-launch Optimization
  • AI-accelerated Execution
Leadership & Operations
  • Cross-Functional Program Leadership
  • Stakeholder & Executive Alignment
  • GTM Operating Systems
  • Agency & Partner Management
  • Fortune 50 CMO Partnership

Education

Credentials.

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

Point of View  ·  Marketing & AI

AI Doesn’t Make You a Better Marketer.
Your Thinking Does.

How strategic instinct becomes your biggest competitive advantage in an AI-first world

Most marketers are using AI to go faster. The ones who actually win are using it to think sharper. The difference isn’t the tools. It’s the strategic instincts behind them.

01
Amplification cuts both ways
AI amplifies your thinking, good or bad. Garbage strategy in, polished garbage out. The output is only as sharp as the brief behind it.
02
The skill that matters now
Editorial judgment. Knowing what’s right, not just what’s fast. The ability to look at an AI draft and say “that’s not it” — and know exactly why.
03
Experience is the advantage
20+ years of GTM muscle memory is a competitive edge with AI, not a liability against it. Pattern recognition built over decades doesn’t live in a prompt library.
70%
Judgment drives output
Strategic judgment, creative instinct, and tool proficiency — in that order. Most people get this backwards.
Where AI delivers vs. where it falls short
Content draftingHigh
Speed & scaleHigh
Market judgmentLow
Strategic nuanceLow
Knowing when it’s wrongZero
The gap at the bottom is where experienced marketers win. AI can’t evaluate its own output. You can.
The shift
Speed as the goal→Clarity as the goal
Prompt engineer→Strategic editor
Tool user→Force multiplier
Output volume→Judgment quality
AI as replacement→AI as amplifier
04
The real test
The marketers who thrive aren’t prompt engineers. They’re the ones who can tell when AI got it wrong — and have the foundation to fix it. That’s not a tool skill. That’s a career’s worth of reps.