Tracye Dooley Williams
McKinney,TX
Summary
Accomplished Marketing & Communications Director with over two decades of experience driving innovative marketing strategies, customer acquisition and loyalty efforts, and executive and field communications. Proven track record of developing and executing impactful marketing and communications initiatives that enhance brand presence, boost customer growth, and foster high employee engagement. Expert in leading direct and cross-functional teams to achieve goals, with exceptional interpersonal, leadership, and communication skills.
Overview
22
22
years of professional experience
Work History
Sr. Professional, Direct to Consumer Marketing & Communications
Samsung Electronics America
Plano, TX
08.2018 - Current
- Oversee marketing initiatives, budgets, and agency coordination for Samsung Experience Retail Stores within the US Direct-to-Consumer channel
- Originated marketing processes within a complex matrixed organization for new retail channel
- Drive omnichannel digital marketing (paid media, social, programmatic, audio, geo-targeted push, experiential), achieving 7.3% YoY traffic growth in 2024 amid overall mall traffic decline
- Foster effective collaborations within teams and with outside partners to deliver exceptional experiences and events for consumers
- Create an adaptable marketing and communications calendar that accounts for major events, product launches, and promotions throughout changing seasons and a fast-paced environment.
- Led SVP communications for 700+ executives and field staff, delivering biweekly content and completing over 70 deployments.
- Led a task force to enhance cross-departmental employee satisfaction by designing and implementing initiatives throughout the Mobile Experience organization, several of which were adopted immediately.
Director of Customer Relationship Management, Analytics & Retention
AT&T
Dallas, TX
01.2015 - 01.2017
- In addition to serving as Director of Communications, assigned the role of Director of Customer Relationship Management (CRM) overseeing customer analytics, loyalty and retention marketing
- Translated consumer and churn analytics into actionable marketing strategies by identifying key drivers, developing insight-driven campaigns, and executing programs that reduced churn and increased loyalty.
- Directed team of analysts and campaign managers to identify types of customer churning by geography, income, ethnicity, service plan, tenure and usage and develop marketing strategy
- Analyzed customer churn and competitive market share data to identify churn drivers, understand customer behavior, and develop growth initiatives
- Developed marketing campaigns to drive customer loyalty through appreciation efforts and targeted offers while collaborating closely with regional and field market executives
- Analyzed wireless porting to determine impact of competitive activity on key market metrics and developed programs to protect existing customer base and drive additional revenue
- Collaborated with vendors and creative agencies to develop the most effective media type for each campaign while managing the budget and negotiating the use of additional manufacturer marketing funds
- Developed and executed regional marketing acquisition and retention campaigns, resulting in the nation's lowest wireless subscriber churn rate; Received National Marketing Director Award
- Spearheaded digital acquisition campaigns producing 105 million incremental impressions with 70% above average click-through rate, 5 million+ e-mails, 5.5 million set-top-box messages and 800k DM pieces in 2017
Director of Communications
AT&T
Dallas, TX
01.2011 - 01.2017
- Directed executive and cross-channel communications, and led employee engagement programs to align and enhance understanding of strategic and execution initiatives across 9700+ cross-functional team members
- Advised executives on optimal communications strategies for various management levels, developed executive presentations, wrote and edited speeches for both internal and external audiences
- Achieved over 90% employee engagement designing and producing 70+ town halls, scripting and directing videos, creating posts and managing speaking engagements
- Organized, produced and facilitated 10 cross-channel employee meetings, and monthly town halls with audiences ranging from 250-6000 attendees
- Achieved 100% employee engagement scores with every anonymous team survey
Director of Marketing
AT&T
San Antonio, TX
01.2004 - 01.2011
- Directed all aspects of marketing strategy including advertising, product portfolio management and pricing, budget management, retail merchandising, sponsorships, customer lifecycle and vendor relationships
- Developed customized multi-tiered marketing programs targeting several diverse customer segments
- Formulated market-specific strategies by analyzing subscriber churn, market growth, and competitive flow share
- Directed sponsorship strategy and execution, contract negotiations, budget management, partnership relationships and promotional events
- Produced marketing presentations for VP/GMs while also fulfilling the role of media spokesperson
- Directed team of marketing managers with achievement of 100% employee engagement score
Education
Bachelor of Arts - Sociology, Minor in English
University of Texas At Austin
Skills
- Campaign Development & Execution
- Marketing Strategy & Data Analytics
- Agency & Budget Management
- CRM
- Customer Growth & Partnerships
- Employee Engagement
- Telecommunications & Mobile Products
- Data-driven decision making
Awards
- Engagement Excellence Director Award (2x)
- National 'Git R Done' Award
- President's Club
- Multiple Sales Awards
Timeline
Sr. Professional, Direct to Consumer Marketing & Communications
Samsung Electronics America
08.2018 - Current
Director of Customer Relationship Management, Analytics & Retention
AT&T
01.2015 - 01.2017
Director of Communications
AT&T
01.2011 - 01.2017
Director of Marketing
AT&T
01.2004 - 01.2011
Bachelor of Arts - Sociology, Minor in English
University of Texas At Austin
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