CARLA RUBIO
Dallas
Overview
11
11
years of professional experience
Work History
Marketing Manager
AT&T
01.2024 - Current
- Led the development of the Opportunity Map Dashboard, integrating AI capabilities to support efforts from research to campaign planning.
Director – Product Technology
AT&T
01.2023 - 01.2024
- Led development of $1.2B in benefits, $900M capital investment, business case and multi-year data-driven product roadmap for new Mobility and Fiber backend systems (BSSe)
- Secured additional funding for critical capabilities (Device Financing, Migrations, Fiber initiatives)
- Collaborated on migration cohorts planning and KPI metrics for 2025 Mobility Customer Introduction
- Contributed to cross-functional team developing simplified pay-now subscription model (Blue Topia)
- Managed risk mitigation and provided executive leadership readouts on products, features, and roadmaps
Director – Product Management and Development
AT&T
01.2021 - 01.2023
- Led a team of Corporate Strategists, Data Analysts, and Product Development Managers to enhance the CX experience for the AT&T Wireless product through innovation, insights, CX recommendations, and analysis of customer friction points for implementation of new customer experiences, with the intent to increase NPS and deliver a superior experience for customers.
- Managed the team responsible for the Product Feature insights to delivery in the pre-BSSe and BSSe platforms, including the new Split Pay feature
- Created product roadmaps and project plans inclusive of business cases and product analysis reports
- Responsible for multi-year product planning and prioritization, leveraging industry and competitive dynamics, and standards
- Collaborated cross-functionally with Business, Customer Advocacy, Tech, Legal, Finance, Pricing, Channel Execution, Wireless and Broadband Product, Architecture, Design, and Engineering
Director – Advertising Product Management
Warner Media
01.2020 - 01.2021
- Oversaw the Advertising Innovation team of Product and Technical Project Managers to deliver a platform that enabled 'out of stream' advertising units (Pause Ads) across DIRECTV satellite and OTT endpoints, facilitating direct competition against Hulu and NBC Peacock.
- Managed P&L which exceeded 2020 & 2021 revenue forecasts by 84% and 192% respectively
- Enhanced product features, via competitive analysis, within 18 months of launch beyond a general market offering to include: addressable targeting via 1st and 3rd party data, delivery reporting and 3rd party verification (e.g. ComScore, DoubleVerify, NielsenDR)
- Partnered with Business Development to unlock local, direct response, and reseller sales channels via agreements with major TV programmers
- Oversaw Business Cases, Sale Forecast Projections, Yearly Innovation Capital, and Expense Budget
- Evangelized and educated internal and external partners, clients, and leadership on product features including monthly competitive analysis
Director – Data Product Management
Xandr
01.2018 - 01.2019
- Led a team of Data Product and Project Managers to support the development of Advertising Data Products across three organizations: Xandr, Warner Media, and AT&T including major initiatives using AT&T 1st Party Data for the Advertising Identity Layer, Audience, Attribution, and Theatrical Optimization.
- Managed the cross-functional team that delivered $28M in AT&T data ingestion projects, collaborating and providing direction to the A&T Chief Data Office and Xandr Data team, i.e., location, browsing, and viewership data
- Coordination with AT&T Legal, Privacy, and Chief Security Office (CSO) for all issues from dealing with the transmission and storage of data to data used for specific use cases, including and not limited to CCPA and state compliance
Associate Director – Advertising and Content
AT&T
01.2014 - 01.2017
- Delivered advertising insights for the AT&T Advertising Unit Adworks and troubleshooted legal and compliance challenges for using AT&T 1st Party Data in advertising
Education
MBA - Finance
St. Mary's University
San Antonio, TXSkills
- Product roadmap
- KPI development
- AI integration
- Cross-functional collaboration
- Customer experience
- Business case development
- Market analysis
- P&L management
- Project management
- Regulatory compliance
- Stakeholder engagement
- Product backlog prioritization
- Technical acumen
- Product requirements definition
- Competitive intelligence
- Data-driven decision making
Timeline
Marketing Manager
AT&T
01.2024 - Current
Director – Product Technology
AT&T
01.2023 - 01.2024
Director – Product Management and Development
AT&T
01.2021 - 01.2023
Director – Advertising Product Management
Warner Media
01.2020 - 01.2021
Director – Data Product Management
Xandr
01.2018 - 01.2019
Associate Director – Advertising and Content
AT&T
01.2014 - 01.2017
MBA - Finance
St. Mary's University
Similar Profiles
Elda BenitezElda Benitez
Sales Manager Representative at AT&TSales Manager Representative at AT&T
MURICEO FELIXMURICEO FELIX
Premier Service Consultant at AT&TPremier Service Consultant at AT&T
Brandon GrissomBrandon Grissom
Wire Technician at AT&TWire Technician at AT&T
Kathy ValladaresKathy Valladares
Associate Director at AT&TAssociate Director at AT&T
Casey AdesuluCasey Adesulu
Medical Assistant at OUI MEDICAL INCMedical Assistant at OUI MEDICAL INC