Sarah Alyea

Sarah Alyea

Work History

Work History
Jun 2012 - Present

Internal Communications


Responsible for the development of the brand for new internal corporate university, HP University, and internal employee enablement driving improved access to learning and development for 320,000+ employees.• Improved favorable response to annual Voice of the Workforce survey question "The learning experiences and training I need to be successful are available to me" by 4 points from 2012.• Increased visits to new internal learning portal by 270% though integrated internal communications plan leveraging, email, video, presentation, posters and more.• Developed new portal for HP University. 74% of survey respondents agreed or strongly agreed that the new portal made finding the learning they need easier.

Sep 2010 - Jun 2012

Marketing Communications


Responsible for the development of brand for internal corporate sales University, managing the grand opening celebration of the University, as well as, all internal & external communications efforts to drive awareness of value of University programs and executive communications for VP & Dean of University.

• Developed the strategy for the internal brand and launched HP Sales University, the place to learn for HP's Global Account Sales leaders.  • Planned grand opening celebration of University in under three months as well as, the unveiling of HP Sales University at Global Sales Kick Off in November 2010.  • Coordinated efforts with Public Relations and Analyst Relations to secure coverage of grand opening and further enhance HP’s reputation amongst Analyst community. Secured positive coverage of grand opening in local press, national analysts, as well as, on HP’s main intranet portal viewable by 320,000 employees. • Supported roll out of HP Connections, HP's social business collaboration tool (Jive), within University programs and built and maintained HPSU’s presence on HP Connections. • Developed multiple stories featured on internal communications websites or internal sales emails to drive awareness of University programs among globally distributed sales force. Produced multiple case study and testimonial videos for use in promoting University programs. Achieved 84% awareness score. • Manage technology direct report; responsible for all the technology within the University, ensuring that HP Sales University presents cutting edge technology to student's.

Jun 2007 - Sep 2009

Manager, Brand and Marketing Communications


Responsible for brand, strategy development and tactical execution of integrated marketing communications and social media marketing for inflight Internet provider to travelers via commercial airlines.• Developed new service brand, Gogo®, along with brand personality, color palette, and style guidelines. Brought brand to life through offline and online communications vehicles. Served as brand champion across the company and with airlines. Branded emoticon received a Platinum award in the 2009 MarCom Creative Awards.• Prior to airline service launch, implemented teaser/awareness campaign at key airports with objective to begin establishing new category of inflight Internet. In-airport ads received a Gold award in the 2009 MarCom Creative Awards.• Customized co-branded in-cabin awareness tools for each airline, including video, seatback card & wi-fi decals. The onboard video won a Bronze for the 2009 Telly Awards.• Managed creative development of new ground-based website and air-based portals for laptop and mobile devices. Pre-launch website won a Standard of Excellence Award in 2008 from the Web Marketing Association “Web Awards”.• Managed the development and implementation of the Integrated Marketing Campaign for service launch on AA. Campaign included print ads, video, a gate customer service representative program, promotion cards, giveaways and launch events. The campaign won a Gold award in the 2009 Hermes Creative Awards.• Developed social media platform on Facebook, Twitter & YouTube and acted as voice of Gogo in social space, developing relationships with key influencers and new content for sites.• Developed and implemented integrated demand generation programs, customized and co-branded by airline.• Supported celebrity seeding & product placement program including placement in George Clooney movie "Up in the Air".

• Managed the search for a brand and marketing communications agency, resulting in the hiring of Chicago based agency, Upshot.  Managed relationship on a daily basis. 

• Developed corporate videos for feature at World Airline Entertainment Association to market Aircell and Gogo to commercial airlines with objective to overcome doubts.

Jun 2006 - Jun 2007

Marketing Resultant

Mixed Media Communications
Freelance marketing communications consultant servicing small- to medium-sized businesses. • Developed marketing plan for San Diego-based travel tour company. Wrote and distributed press release with coverage in San Diego Union Tribune, Travel Section. • Assisted direct-to-consumer auto insurance company with DRTV agency selection and development of new DRTV advertising.
Jul 2005 - May 2006

Sr. Marketing Manager

Dot Hill Systems Inc.

Responsible for product launches, collateral/sales tools, tradeshows/events, external & internal websites, internal communications, PR and media/analyst relations for disk-storage array manufacturer. - Repositioned the company by developing a re-branding and re-messaging strategy to establish the company as the most flexible and responsive storage manufacturer for server/storage OEMs. - Developed new marketing materials that support new messaging strategy, including acquiring new trade show booth property. - Implemented Dot Hill’s first analyst day; briefed 16 financial analysts, six industry analyst and three reporters. Generated four financial reports and eight industry reports/articles.

- Partnered with EMEA and APAC local marketing managers to influence and ensure brand consistency, globally.

- Managed & produced National Sales meeting for 50 sales team members domestically & internationally with less than three months planning time.

Aug 2004 - Mar 2005

Sr. Manager, Marketing


Responsible for the development and production of direct response TV and print advertising targeting consumer segment to drive brand awareness and demand of desktops, notebooks and accessory products. - Exceeded call forecast through the 2004 Back-to-School TV campaign, which leveraged Gateway’s sponsorship of the 2004 Summer Olympics. - Worked with Intel and Microsoft to meet Intel Inside and Microsoft MDA requirements to secure advertising rebates.

- Ensured technical specifications and fluctuating prices were accurate in all advertisements by managing review process for internal departments. - Managed guerrilla marketing holiday campaign, featuring “Box Sightings” and product demonstrations in key markets. - Supervised multiple creative agencies, through numerous agency transitions including on-boarding and training. Monitored relationships to ensure timely and accurate development of communication tools.

Jan 2003 - Aug 2004

Business Advertising Manager


Responsible for the development and production of advertising targeting B2B segments to drive demand of desktops, notebooks, servers/storage solutions and accessory products and services.• Supported development of new business-to-business brand strategy. Managed the development of new brand campaign, utilizing TV and print advertising to drive awareness and demand generation.• Responsible for launch of new case study advertising campaign utilizing customer testimonials. Exceeded lead targets by 17% through the implementation of complex integrated campaign which included print, email, banner ads, landing pages, web registration and white papers for multiple segments. Developed the process for and secured testimonials from 50 customers for use in campaign. • Defined and created departmental operating standards, processes and procedures to improve quality and effectiveness, including production, case study development and sales tool generation. • Developed and implemented "Tech Refresh" outbound telemarketing campaign, resulting in $2.2 million in sales.• Secured $4.8M in media rebates for Gateway through Intel Inside program in 2003.

Jul 2002 - Jan 2003

Program Manager – Retail SMB Integration


Responsible for integrating SMB business unit marketing strategies in Gateway Country Stores.• Collaborated on the development of sales strategies including establishment of sales force structure and the formulation of sales organization pilots.• Established sales process and hand-offs between channels (retail, outside and phone) to minimize conflict and maximize sales.• Increase use of sales lead lists by 29% through improved communication with store management; improved business product sales knowledge testing pass rate by 71%.

Nov 2000 - Jul 2002

Consultant – Integrated Marketing and Sales Strategy


Responsible for establishing and integrating sales and marketing processes when the consumer and B2B business units merged.• Managed and participated in cross-functional teams including multiple segments, product management and tactical execution members.• Led implementation of mobile, wireless, networking and e-business focus plans; exceeded laptop sales targets by 19.5% and achieved 87% pass rate in employee networking knowledge tests.• Established sales process and hand-offs between channels to minimize conflict and maximize sales.

Jan 1999 - Oct 2000

Business Advertising Manager


Manager, Business Mar Com Additional responsibilities of generating calls for service and training departments. Supervisor, Business Mar Com Responsible for print, direct mail, collateral, sales tools and trade shows to generate calls and store visits by SMB, enterprise, government and education target segments. • Hired, trained, disciplined and rewarded up to four advertising and events coordination personnel. • Responsible for the allocation of annual budgets of up to $12 million. • Created CompUSA’s “Circle of Excellence” sales incentive program to improve sales levels and meet revenue generation targets. Exceeded target trips awarded by 10%.• Created multi-media sales presentation for use by field sales personnel, in addition to portable tradeshow program to provide consistent messaging at local events.• Managed and distributed field-marketing funds to support sales driven events.• Led the strategy for participation in key vertical tradeshows including:• NECC (National Education Computing Conference)• GTC (Government Technology Conference) West & East• Supported launch of CompUSA house PC brand, including development of brand, logo, packaging, in-store presence and product guides/handbooks.

Jan 1996 - Jan 1999

Sponsorship & Events Manager


Responsible for the development and implementation of marketing strategies and plans to reach target audience, building brand awareness and generating leads through events, tradeshows and sponsorships.• Assessed opportunities; negotiated deals; implemented programs and measured results. • Developed and managed sponsorship relationship with Fast Company. Managed coordination and integration of SMB messages through advertising, web site, booth graphics and registration materials; extended brand to 400 attendees and drove 370 website click-throughs.• Formulated, developed and implemented three events in support of "Fridays Free" campaign, resulting in attendee ratings of nearly 100%.• Managed Sprint’s Entrepreneur of the Year sponsorship. Developed the marketing materials for sales branches and the internal communications plan to ensure execution by field sales and results tracking; played key role in achieving $1.7 million (‘97) and $4 million (‘98) in additional monthly sales.




University of North Texas


I bring 15 years experience in technology marketing, targeting business-to-business, consumer and employee audiences. My background includes developing strategies and executing integrated communications plans targeting small-to-medium sized businesses, enterprise business, K-12 and Higher Education institutions and State, Local and Federal Government segments. Additionally, I have experience with channel and partner marketing of technology hardware and services.I am creative and innovative, with broad, yet deep, marketing communications experience. From desktops, notebooks, servers and storage infrastructure, telecommunications, technology services or internet at 35K feet, I’ve developed integrated communications plans that effectively create awareness and drive demand. I have employed campaigns utilizing testimonials, celebrities or athletes, social media, major sporting events or other strategically developed creative ideas based on well developed measurable objectives. Recent practice has allowed me to hone my internal communications expertise and executive communications support as well as, sales enablement experience.My background has provided me with the experience and skills necessary to perform agency search’s, evaluations, and the exiting or transitioning of agency relationships, as well as, manage the day-to-day performance and agency deliverables. I love complex projects, enjoy leading teams and am a skilled cross-functional/ matrix-organization project manager, able to set priorities based on the organizations objectives and deliver numerous projects on time and within budget.



• Business-to-Business audiences• Consumer audiences• Employee audiences• Integrated marketing communications• Brand development & management• Customer acquisition & retention• Agency selection & management• Broadcast, print & collateral production• Case study, testimonial, reference marketing• Digital marketing• SEO/SEM• Email marketing• Tradeshows, events & sponsorship marketing• Sales enablement• Social media, WOM & viral marketing• CRM & customer experience

Volunteer Experience

Denton County CASA (Court Appointed Special Advocate): CASA 2013 

Young Audiences San Diego: Board Member, 2004 - 2007

High Tech Marketing Alliance: Vice-President, Membership 2007