TECHNOLOGY INNOVATION & LEADERSHIP

@msaddakni

MOBILIZER FOR GLOBAL ORGANIZATIONS > DRIVING TECHNOLOGY, INNOVATION & BIG WOW CUSTOMER EXPERIENCES

STATEMENT

Global Innovation Leader and Digital Operations Strategist who drives growth and solves complex business problems with technology solutions. Possesses an entrepreneurial mindset and exceptional business acumen, and is highly adept at moving between topline strategy and ground-level execution. Influencer, bridge-builder, and culture driver working seamlessly across highly matrixed global organizations, multilevel stakeholders, and outside partners. Action-oriented decision-maker and dynamic, motivational leader inspiring high-performing leaders and teams to do their best work.

PRODUC T MANA GEMENT

• Technology Innovation

• Strategy, Execution & P&L

• Omni-channel Planning & Development

• CX / UX / Customer Life Cycle

LEADERSHIP

• Change Management

• C-level, Stakeholders, Partners

• Communications, PR, Marketing

• Social Media Communities & Marketing

PROGRAM MANA GEMENT

• Entrepreneurship / Business Planning

• Business Development & Implementation

• Practical Frameworks & Systems

• Data Integration

EXPERIENCE

VRIO / Global Strategic Operations & Product Manager  / Jan. 2022 – Present

Leads technology operations strategy for digital products and is charged with developing partnerships and driving new opportunities for growth. Stewarded division through spin-off from AT&T enterprise and integration into new, high-growth company. Manages a $100M P&L and oversees Operations with internal and external stakeholders.

• Led operational integration for digital products, technology and vendor services into VRIO post-acquisition, seamlessly delivering and managing new complex processes and promoting best practices while maintaining business continuity.

• Drives business value, credibility and trust for new corporate culture and leadership while navigating challenges and managing change post-acquisition, ensuring minimal effect on core operations and services.

AT&T  / Principal, Global Operations Digital Products & Consumer Experience  / March 2015 – Dec. 2021

Led strategy development and execution for global technology, product management and customer-focused omnichannel initiatives. Influenced internal and external executive stakeholders focused on innovation, transforming technology for high-growth businesses. Drove cross-functional and organization-wide impact via thought leadership and product innovation expertise.

•  Managed a $200M+ global technical budget and financial planning, and spearheaded cross-matrixed collaboration across the enterprise with technology, engineering, product, finance, procurement, vendors, executive leadership. Oversaw more than 100 vendor partners to support strategic product roadmap initiatives.

• Selected to architect, pilot (MVP), and launch a revolutionary new CRM program; project included enterprise technology, operations, and business modeling able to be scaled globally and implemented AT&T best practices for customer success; this increased operational productivity by 30% for all markets.

• Led a consumer-facing portfolio of digital platforms for social media communities and mobile apps and managed a rapidly expanding team, growing from 8 to 100+ employees.

• Drove a consumer-centric strategy across digital channels and core business functions, leveraging data-driven insights and new technologies that lifted brand awareness, increased engagement by 300%, and reduced costs by 40% year over year.

• Led the vision for a unified customer success strategy and digital platforms across new global markets; established new business relationships and executed a multi-layered loyalty campaign that increased product adoption and added 4 new regions totaling 2M new customers.

• Transformed business strategy by measuring the quality of subscriber experiences; pioneered Voice of the Customer initiative to transform customer feedback and drive change management processes, improving NPS by 15+ points.

• Developed and implemented a strategy to measure and implement OKRs through a new hybrid data platform, applying data science and machine learning to address acquisition, retention, NPS, product engagement and customer behavior; applied data stories across the business; this impacted product roadmap prioritization.

TECHNOLOGY INNOVATION & LEADERSHIP

@msaddakni

MOBILIZER FOR GLOBAL ORGANIZATIONS > DRIVING TECHNOLOGY, INNOVATION & BIG WOW CUSTOMER EXPERIENCES

EXPERIENCE ( CONTINUED )

DIRECTV  / Head of Global Digital Marketing & Communications  / March 2009 – Dec. 2014

Brought on to start and establish a new digital division for developing, leading and adapting consumer-facing portfolio of websites and mobile apps for new markets. Grew digital department from a team of 4 to 45+ people, including developers, UX/CX, marketing, content, research, analytics, PR and customer care.

• Launched the online brand presence globally to drive strategic revenue and profitability targets for accelerated growth across 9 countries. Successfully delivered 2X revenue and 3X profit goals annually.

• Delivered improved customer experience and monetization strategy that drove increased average time spent on site by +40%, improved online engagement by +50%

• Implemented a data-driven segmentation content approach for executing digital marketing campaigns across global markets, improving web traffic and increasing customer acquisition by 30%.

OGILVY DIGITAL  /  Director  /  June 2005 – Jan. 2009

Led large-scale integrated marketing, advertising, and product development initiatives for brands including American Express, Deloitte, IBM, Kraft, Lenovo, Unilever, Van Kampen, and Wyeth.

NEWYORK-PRESBYTERIAN HOSPITALS: Led digital strategy, development and implementation for a patient care user-centered digital transformation for Columbia and Cornell hospitals during a complex merger, driving value, credibility and trust for the new medical institution and winning 19 healthcare design awards.

BLUECROSS/BLUESHIELD: Led redesign of bluecrossblueshield.com, implementing digital transformation to enable 4.8M consumers

to perform real-time transactions and information updates, saving $100M annually and winning top design awards.

EDUC ATION

MASTER OF FINE ARTS (MFA) IN MEDIA & TECHNOLOGY

Parsons School of Design

BACHELORS OF FINE ARTS (BFA) in Strategic Design and Management

University of Buenos Aires (UBA) – Architecture & Design

AWARDS & RECOGNITIONS

Winner of more than 20 digital and advertising creative awards, author of globally published work and accomplished public speaker.

Recognized as one of Brand Innovators’ Women to Watch Class of 2018. Top 100 Women in Brand Marketing Art Directors Club – Young Guns – YG3

IDEA – Industrial Design Excellence Awards (BusinessWeek Magazine)

OneShow Interactive Award eHealthcare Leadership Awards

I.D. Magazine Interactive Media Design Review

SPEAKING ENGAGEMENTS

Brand Innovators Women in Brand Marketing Summit • Advertising Week • Brand Marketing Summit, Incite Group

JUROR One Club Awards and Programs supporting and growing the global creative community. One Club Design Awards • Young Ones and Next Creative Leaders • Next Creative Leaders

PROFESSIONAL ASSOCIATIONS & VOLUNTEER

Chapter Group Leader/Founder & Member – Chief NYC Chapter Board Member – SocialMedia.org

Chair – AT&T Women of Business – NYC Chapter

Founder & Leader – DIRECTV’s Emerging Latinx Talent Program. Employee resource group supporting millennials’ career advancement Founder & Leader– DIRECTV Women’s Leadership Exchange, New York Chapter