Dawn Scata
Seattle
Summary
With over two decades of experience, I currently lead a dynamic team of 120 strategists at Slalom, specializing in CX Transformation, Service Design, Product Strategy, Research & Insights, and Contact Center Transformation. Our collective mission is to shape and accelerate customer, product, and service transformations by connecting human insights with business value and operational realities. My expertise centers on growth and sustainability through service design, customer experience strategy, and AI coaching designed to enable customer-centric and AI-enabled transformations. Passionate about simplifying complexity and solutioning creatively, I collaborate with executives and their teams to create impactful, innovative strategies that drive measurable outcomes.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Senior Director, Customer Strategy & Senior Leadership Team
Slalom Consulting
Seattle
07.2025 - Current
- Partner with executives and their teams at global organizations to create the next growth phase with customer investment, defined by AI acceleration, human-centered innovation, and agility in testing to launch.
- Identify new opportunities and creative solutions for solving organizations’ customer-centricity challenges in rapidly changing customer, competitive and technology landscapes.
- Lead cross-functional teams to deliver multi-year strategic roadmaps in enabling customer investment strategies.
- Accountable for developing the vision for and standing up four new capabilities - Research & Insights, Product Strategy, Service Strategy & Design, and Contact Center Transformation capabilities – and driving 6% revenue growth in 2026.
- Responsible for growth, development, and delivery of 100+ person Customer Strategy practice with annual billing of over $40M, 78% utilization, and $100M+ sales impact at Slalom.
- Continue to upskill and advance quality and impact of team’s delivery, problem solving, critical thinking, and client management.
Senior Director, Global Customer Strategy & Experience
Slalom Consulting
Seattle
01.2021 - 06.2025
- Partnering with senior clients, delivered complex customer experience strategy projects, generating over $400K in individual annual billing and influencing $10M - $20M in individual annual sales.
- Spearheaded the launch of new capabilities at Slalom, including Loyalty Strategy, Employee Experience Strategy, Voice of Customer, Brand Strategy, and CX Org Design.
- Drove the growth of the Customer Strategy team from 5 to 55 members within three years with annual billing of $15M, up to 85% utilization, and $60M+ in sales impact.
- Established the Loyalty Center of Excellence, representing a $200 million opportunity area, resulting in cementing 26 service offerings and collaboration of five previously fragmented capability motions at Slalom.
- Served as formal coach to various Slalom Leadership Development programs.
Practice Area Lead, West Region Lead, Customer Strategy & MarTech
Slalom Consulting
Seattle
03.2019 - 12.2020
- Partnered with west region account, sales and capability leads to drive Customer Strategy and MarTech project pipeline, training, and quality delivery in 10 west region markets.
- Formalized Experience Strategy and Mixed-Method Customer Research capabilities at Slalom.
Principal, Global Strategy
Slalom Consulting
Seattle
09.2014 - 03.2019
- Sold and delivered projects in customer experience, employee experience, and customer research.
- Demonstrated value of strategy and business advisory through client projects in tech-led approaches and implementation-focused engagements.
Director, Engagement Strategy, Strategic Services
OgilvyOne (WPP)
New York
12.2013 - 09.2014
- Oversaw Digital Strategy team to ensure high-quality output and engagement, continuous revenue growth, team health and retention, and cross-discipline and agency alignment.
- Grew pipe and scoped large strategy assignments leveraging skillsets across the department – digital strategy, CRM, sales enablement, and analytics.
- Developed integrated 360 tactical roadmaps across digital, CRM, DM, TV, print, activations, and PR. Led ideation and planning sessions with other planners, creatives, producers, and inter-agency teams.
- Developed formal offerings and capabilities, and career development and training plans for the practice.
- Managed career development, day-to-day performance, and staffing of 6 strategists and sr. strategists.
Associate Director, Digital Strategy
OgilvyOne (WPP)
New York
11.2010 - 12.2013
- Developed global/enterprise-wide digital strategy and cross-channel recommendations for various B2B/B2C clients. Scopes of typical strategy engagements at $300-500K. Consistently generated incremental revenue of $500K to $3MM in development following strategy. Responsible for total incremental revenue $6.5MM.
- Led cross-functional teams in developing tactical plans and prioritizing recommendations into a phased roadmap detailing where clients should invest short-term vs. long-term.
- Grew and managed pipelines of work. Achieved over 300% FTE incremental utilization and 60% project to retainer conversion.
Manager, Strategy & Analysis
Publicis Modem (Publicis Groupe)
New York
03.2008 - 11.2010
- Constructed new visions and strategy recommendations and current state assessment, relevant trends, competitive and social landscapes, and audience insights. Created digital roadmaps of prioritized tactics.
- Closely partnered with key marketing and technology clients to develop and implement new global measurement strategies.
- Developed measurement plans, including KPIs, benchmarks and tool identification, and managed teams of technologists and analysts through implementation and ongoing reporting.
- Created data-based personas, detailing digital/technology behaviors and attitudes, to guide creative ideation.
Strategist
Razorfish
New York
12.2006 - 03.2008
- Developed competitive and best practice assessments highlighting areas of potential opportunities.
- Planned and executed various primary research projects, analyzed data, and constructed executive reports.
- Conducted client stakeholder interviews and partnered with user experience teams to gather requirements.
Business Analyst, Strategy
Razorfish
New York
06.2005 - 12.2006
- Analyzed site measurement results to identify behavior trends and optimization opportunities. Produced ongoing reports and optimization recommendations. Drove up to 300% lift in engagement metrics.
- Analyzed email campaign results, including segmentation, offer, subject line, and creative component tests, and developed recommendations to improve conversion and sales for future campaigns. Established in-report statistical formulas to streamline reporting process and to explore efficient ways to test variables.
Marketing Intern
U.S. Department of Commerce, Foreign Commercial Services
Seoul
06.2004 - 09.2004
- Identified and screened potential Korean partners for American companies interested in exporting to Korea and facilitated partnership meetings.
- Provided customized competitive and vertical intelligence, including the Department’s 150-page Commercial Guide describing Korea’s commercial, cultural and political landscape.
Manager, Chamber Music Division
New York Youth Symphony
New York
01.2001 - 01.2003
- Negotiated 30% reduction in venue cost with 3rd party vendors to meet budget cuts.
- Evaluated members’ ongoing progress to enhance standard goals, resulting in higher quality reputation.
Education
MBA - Marketing & International Business
BARUCH COLLEGE
New York, NYBACHELOR OF MUSIC -
NEW YORK UNIVERSITY
New York, NYSkills
- Customer Experience Transformation
- Service Design
- AI acceleration
- CX Org Modeling
- Product Strategy
- Loyalty Strategy & Design
- Customer Research & Insights
- Executive Alignment Workshop & Facilitation
- Leadership Development & Coaching
Certification
- SAFe Product Owner/Product Manager, Scaled Agile, 2019
- Effective Facilitator, Leadership Strategies, 11/01/17
- Foundational Leadership Program, Stagen Leadership Academy
- DISC Facilitator, Triaxia
- Adobe Experience Manager Author Training, 06/01/15
- Sitecore Certified Marketer, 06/01/15
Other Leadership Experience
- Leadership Coach, Various Slalom Programs, 2021, Present
- Advisory Board Member, CX Program, Tombolo Institute Bellevue College, 2021, 2022
- Leadership Conference Committee Volunteer, The Mountaineers, Member Experience, 2015
- Freelance Musician & Piano Teacher, U.S., Europe, Asia, 1998, 2014
- Capoeira Teacher, Brazilian Martial Arts, ABADA Capoeira Center, New York, NY, 2002, 2014
- Mountain Climber, Summited Denali, Aconcagua, Rainier, Cotopaxi, Cayambe
- Choir Director, New York, NY, 1998, 2007
Timeline
Senior Director, Customer Strategy & Senior Leadership Team
Slalom Consulting
07.2025 - Current
Senior Director, Global Customer Strategy & Experience
Slalom Consulting
01.2021 - 06.2025
Practice Area Lead, West Region Lead, Customer Strategy & MarTech
Slalom Consulting
03.2019 - 12.2020
Principal, Global Strategy
Slalom Consulting
09.2014 - 03.2019
Director, Engagement Strategy, Strategic Services
OgilvyOne (WPP)
12.2013 - 09.2014
Associate Director, Digital Strategy
OgilvyOne (WPP)
11.2010 - 12.2013
Manager, Strategy & Analysis
Publicis Modem (Publicis Groupe)
03.2008 - 11.2010
Strategist
Razorfish
12.2006 - 03.2008
Business Analyst, Strategy
Razorfish
06.2005 - 12.2006
Marketing Intern
U.S. Department of Commerce, Foreign Commercial Services
06.2004 - 09.2004
Manager, Chamber Music Division
New York Youth Symphony
01.2001 - 01.2003
MBA - Marketing & International Business
BARUCH COLLEGE
BACHELOR OF MUSIC -
NEW YORK UNIVERSITY