Kristin Newsome
Richmond
Summary
Dynamic digital strategist with a proven track record at TE Connectivity, driving customer experience initiatives and enhancing digital tool adoption. Expertise in segmentation and prioritization, leading cross-functional teams to achieve impactful results. Leadership fosters collaboration and ensures alignment with business goals while delivering measurable ROI.
Overview
27
27
years of professional experience
Work History
Director, Digital Strategy
TE Connectivity
05.2023 - Current
- Lead customer experience strategy for Transportation segment; translate Voice of Customer and NPS insights into journey-based market strategies, enablement, and service-model design.
- Lead a pilot using AI to generate customer journey maps with scenario planning to accelerate insight-to-action.
- Develop customer journey maps and segmentation used to prioritize applications, guide messaging, and inform channel programs and seller enablement.
- Owned and integrated VOC programs into business strategies, connecting backend data to front-end experience to enhance customer impact.
- Designed frameworks for touchpoint analysis, needs assessment, and Customer 360 to standardize CX practices across BUs and regions.
- Facilitate workshops on customer experience and voice of customer design to align Sales, Marketing, Digital, and Operations.
- Built a data-and-insights culture with leaders, serving as business voice to analytics teams to convert signals into actionable insights.
Director, Digital Adoption
MRC Global
02.2021 - 04.2023
- Grew digital sales percentage by 500 bps year over year; defined and tracked adoption KPIs to ensure ROI.
- Created targeted digital adoption plans aligned with sales strategy, incorporating roadmap, rollout, and impact forecasting.
- Built and led a cross-functional team (sales, marketing, training, customer support, implementation) to launch and scale digital tools for internal and external users.
- Established and led enterprise steering committee and governance model to ensure alignment of digital tool functionality with business needs.
- Designed the global Salesforce CRM rollout, including communications, training, and KPI governance.
- Developed training toolkits (collateral, video, guides, webinar scripts) and managed communications to enhance user engagement and drive tool usage.
- Improved customer onboarding processes to accelerate revenue realization; equipped sellers to position digital capabilities as value-add.
- Supported Salesforce Marketing Cloud implementation (content, IP warming, nurturing journeys) and stood up a content publishing strategy.
Director, Digital Adoption; Marketing Manager (Industrial Global Accounts & Value Creation; Utility & Supplier Support)
WESCO Distribution
04.2011 - 01.2021
- Increased electronic revenue by 1000 bps over six years; built the digital adoption function and multi-year roadmap.
- Led a team spanning sales, digital marketing, merchandising, digital experience, and customer implementation to drive adoption of digital capabilities.
- Productized 15+ digital solutions with clear value propositions, standardized implementation, and full marketing and training support.
- Launched ABM plans for three global accounts targeting ~10% incremental YoY growth, developing sales messaging for 50 global account resources.
- Delivered enablement toolkits and training for 5,000+ field employees, achieving $104M in annual value-add savings communicated to customers.
- Built demand generation programs with supplier and branch engagement, launching a training site for 250 reps across 88 product categories and 20+ suppliers.
- Ran an intake-to-delivery process for platform enhancements; connected technical teams with business stakeholders and customers.
- Led change management for major software upgrades, ERP conversion support, and a SharePoint Online intranet migration; designed MQL process and nurturing programs.
Brand Manager, Vitamins
GNC
04.2010 - 03.2011
- Developed brand strategies to enhance product visibility and consumer engagement.
- Analyzed competitive positioning and pricing to inform merchandising and promotional strategies, driving alignment with market trends.
- Developed pricing and merchandising strategies for $85M category, managing over 20 third-party vendors to enhance market presence.
- Conducted market research to identify trends and consumer preferences.
- Collaborated with cross-functional teams to launch new products successfully.
Brand Manager & Associate Brand Manager, Daily's Cocktails & Mixers
American Beverage Corporation
06.2005 - 03.2010
- Launched ready-to-drink products achieving $5M in first three years; directed $125K consumer research to inform product development.
- Managed $38M brand, overseeing $3M promotional budget; led trade and consumer communications and developed innovation pipeline.
- Coordinated marketing and training initiatives with distributors and supply chain partners; executed $250K trade media and tradeshow plan.
Marketing & Communications (Pittsburgh Market, Public Sector & Healthcare)
Deloitte
09.1999 - 06.2005
- Increased brand awareness and facilitated business development initiatives across key industries; uncovered growth opportunities through targeted market analysis and strategic campaigns.
- Ensured timely completion of routine responsibilities to maintain workflow efficiency.
- Contributed innovative ideas and solutions to enhance team performance and outcomes.
- Worked successfully with diverse group of coworkers to accomplish goals and address issues related to our products and services.
Education
MBA - Marketing & Human Resources
University of Pittsburgh
01-2005
B.S. - Business Administration
Bucknell University
01-1999
Skills
- Customer experience strategy
- Channel and partner marketing
- Sales plays and enablement
- Regional activation and co-marketing
- Digital shelf merchandising and content operations
- Segmentation and prioritization
- KPI and ROI governance
- Team leadership in matrixed global organizations
- Digital tool adoption
- Cross-functional collaboration
Core Capabilities
- Channel & partner marketing
- Portfolio & application narratives
- Sales plays & enablement
- Regional activation & co-marketing
- Digital shelf / merchandising & content ops
- Segmentation & prioritization
- KPI/ROI governance
- AI-assisted insight & content
- Team leadership in matrixed, global orgs
Fit Snapshot
20+ years across channel marketing, portfolio storytelling, sales enablement, and digital adoption in industrial/manufacturing and distribution environments., +500 bps digital sales YoY (MRC Global), +1000 bps electronic revenue growth (WESCO), ABM programs driving ~10% YoY growth, global CRM rollout, and enablement for 5,000+ sellers., leads Voice of Customer and journey mapping, builds ROI governance and KPIs, and pilots AI to scale insights and content.
Timeline
Director, Digital Strategy
TE Connectivity
05.2023 - Current
Director, Digital Adoption
MRC Global
02.2021 - 04.2023
Director, Digital Adoption; Marketing Manager (Industrial Global Accounts & Value Creation; Utility & Supplier Support)
WESCO Distribution
04.2011 - 01.2021
Brand Manager, Vitamins
GNC
04.2010 - 03.2011
Brand Manager & Associate Brand Manager, Daily's Cocktails & Mixers
American Beverage Corporation
06.2005 - 03.2010
Marketing & Communications (Pittsburgh Market, Public Sector & Healthcare)
Deloitte
09.1999 - 06.2005
MBA - Marketing & Human Resources
University of Pittsburgh
B.S. - Business Administration
Bucknell University