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Rachel Roszatycki

Brand & Product Strategy

strategy, with practical application

As a Brand Strategy lead (and former lead for Product Strategy & Planning) at T-Mobile, I bring a combination of high-level strategic vision and the ability to realize those  strategies through to implementation. I focus on building teams that have a common vision, are collaborative, forward-thinking, process-driven and data-backed. Cross-functional collaboration is key to my role, requiring partnership and executive buy-in with diverse stakeholders in corporate strategy, commercial, marketing and product to craft long-term, comprehensive strategies.

Regardless of the role I play, I lead with empathy - for customers, coworkers, clients. I embrace change and create process from ambiguity. I consider myself an innovator - of ideas, of processes, of things. 

Need-to-knows:

  • I have 9 years in digital and brand strategy with training in primary research, data analysis, positioning and portfolio architecture
  • I have lead multidisciplinary teams, overseeing upwards of $2mil in billings annually
  • I've lead brand strategies, go-to-market strategies, and integrated marketing campaigns for some of the largest brands in the world (Amazon, Microsoft, eBay)

Nice-to-knows:

  • I have lived in more than 5 countries and am always planning my next thing
  • I have a chocolate lab whom I love dearly; he finds me tolerable
  • I go hiking. On every hike I have a moment where I stop and think: "I hate hiking."

Summary

Team & Client Management • Brand Strategy • Positioning & Messaging • Digital Strategy • Integrated Marketing • Business Development & Proposal Writing • Social Media • Campaign Development & Execution • Executive Presentation & Communications • Data Analysis • Brand Voice & Engagement • Copywriting • Content Management • Community Insights • Competitive Analysis • PowerPoint • Excel • WordPress • Windows & Mac • Outlook • Radian6 • Hootsuite • Google Analytics • Facebook Insights

Portfolio

A sampling of my work

Above & Beyond

Side projects & interests

Work experience

10/2018Current

Sr. Manager, Brand Strategy

T-Mobile
  • Lead strategist for new product introduction, including positioning in the marketplace, consumer value proposition, marketing plans and creative execution.
  • Drive company-wide brand architecture and corresponding guidelines, coordinating with cross-functional leadership to ensure behaviors, products and experiences align to our promise from the inside-out. 
  • Internal advocate and education around the importance of an aligned vision and brand strategy, working to put in place operational guardrails and documentation to create a cohesive vision and corresponding behaviors across all lines of business and departments.
5/201710/2018

Sr. Manager, Strategy & Planning

T-Mobile
  • Oversees strategy and planning teams, defining new processes, documentation and a strategic planning cycle that has not previously existed; created the first comprehensive roadmap across the entire Product & Experience organization
  • Drives enterprise capital planning process, including budget allocation, prioritization and workshop facilitation with senior leadership
  • Creating partnerships across the organization, including strategy development and insight incorporation within Research, Commercial and Corporate Strategy teams into quarterly and annual strategy & planning
  • Leads executive communications, including strategy deck preparation and presentations for C-suite audiences
  • Translates long-term product & experience strategies into product roadmaps, creating & modifying communications for both executive and tactical teams
2/20153/2017

Director of Strategy

Northbound Brand

Clients: eBay, Microsoft, Amazon, Safeco Insurance, The Nature Conservancy, T-Mobile, Sysomos

  • Strategy lead, consulting C-suite executives at Fortune 500 companies on brand strategy, portfolio management and communications, leveraging a background in digital and content strategy
  • Leads B2B and B2C go-to-market and communications strategies for products and brands – determining channels, content types, messaging per audience, and delivery method (across email, print, social media, webinars, etc.)
  • Manages project design, profitability, staffing and deliverables for multiple concurrent projects; projects average 3 months, average scope ~$250k, teams of 4-6 per project; overseeing upwards of $2mil in billings annually
  • Project lead for quantitative/qualitative research design and analysis for audience segmentation, psychographic and demographic insight, and creation of customer personas and lifecycles
12/20132/2015

Lead Digital Strategist

Radarworks

Clients: Amazon, Susan G Komen, Acer, Alaska Airlines, LA Dodgers, LA Sparks

  • Lead digital content strategy across Seattle, Los Angeles and New York
  • Responsible for agency vision and client communications for content marketing, PR and social media
  • Successfully designed proposals and pitched T-Mobile, Alaska Airlines, Amazon, Acer, and Frederick Goldman
  • Built digital marketing strategies (including listening, branding and a competitive analysis) for Susan G Komen, Acer, Amazon and the LA Sparks incorporating channels such as paid media, social media, content marketing and event integration; built proprietary modeling tool to measure ROI based on client goals and KPIs
  • Designed Amazon Publishing’s new digital engagement strategy for Montlake Romance, has since been used to model other digital programs (including those for Kindle) within Amazon
8/201212/2013

Sr. Social Marketing Manager

Radarworks

Clients: Acer, Windstar Cruises, Xbox, Microsoft

  • Hired to build social media and digital content capabilities; built a team of 12 across Seattle, LA and NYC
  • Managed Social Media and Social Influence teams, including management of 8 direct reports
  • Oversaw Acer’s United States content marketing strategy, designed and executed monthly listening reports, conducted competitive analyses and oversaw a global campaign that drove 34% increased social SOV
  • Conducted a digital footprint audit and competitive analysis for Windstar Cruises, building a 2014 engagement and customer relationship management strategy
  • Designed customer engagement & loyalty guides for Microsoft OEM’s global markets - localized into 7 languages
3/20108/2012

Senior Account Executive

Banyan Branch

ents: Windstar Cruises, Hartz, Clarisonic (L'Oreal subsidiary), Constellation Wines, Paramount Pictures, EZ Grill

  • Head of Lifestyle/Retail Vertical managing 6-member team; oversaw content (long-form articles, blogger pitches)
  • Acted as clients' point of contact, managing social communities, outreach campaigns and data analysis
  • Developed client profile and onboarding databases that were adopted company-wide
  • Supervised development of the Windstar Cruises’s corporate travel blog, creating 2-3 posts weekly; executed marketing strategy to increase SOV and positive brand sentiment, expanding social properties by 400% in one year
  • Conceived movie release campaign strategy for Paramount Pictures, tripling fan numbers in three months
  • Integrated media pitching and social media outreach for EZ Grill product promotion video, securing placements on targeted outlets including Technorati, Mashable and Boy Genius Report, resulting in nearly 2 million video views

Education

20172019

Master of Business Administration

Foster School of Business, University of Washingtion

Focus in Entrepreneurial & Organizational Leadership

Study Abroad in Estonia & The Netherlands 

9/20043/2009

Bachelor of Arts

University of Washington

Bachelor of Arts, English; GPA: 3.9 - Magna Cum Laude

Concentration in Social Sciences, March 2009

  • Study Abroad Programs:
    • Greece- Fall 2005 (Architecture / Intensive Greek Language)
    • Senegal and The Gambia- Summer 2006 (Ecotourism)
    • Brazil- Summer 2007; NUI Galway, (Race Relations: Capoeira)
    • National University of Ireland - Galway Academic Year 2007-2008 (Literature)