Caroline skender

Go-To-Market Product Marketing planning for a strategic smartphone device launch.

As the Sr. Product Marketing Manager and lead marketing account managers for one of UScellular's key OEM partners, Samsung, driving the company’s product marketing strategy to achieve a successful launch and drive sales is a key element of the organization's core business verticals. The all-encompassing Go-To-Market Strategy and Integrated Marketing approach for Samsung's Z series iconic device launch included Paid Digital, Organic and Paid Social, Customer Social Sweepstakes, Web strategy, Retail Signage and Promotional Messaging. Coordination and collaboration amongst all internal integrated marketing and brand partners, while working with our key external partner, Samsung, was essential for the campaign's success.

Note: all images are property of UScellular

Product Management of CPO and Open Box Accessories Portfolio.

With the universal increasing cost of devices witnessed in the industry, US Cellular realized a product offering was needed for growing consumer demand for low-value, refurbished devices. The CPO program began by providing a portfolio of like-new devices for cost conscious customers. Through learnings from the CPO program launch, the product offering has since expanded to Open Box Accessories. This provides customers with low-valued devices that can be bundled with discounted accessories.

In addition to closing the consumer demand gap, the CPO and Open Box portfolio helps avoid potential inventory obsolescence and captures additional revenue otherwise unachieved through the devices and accessories' typical path of liquidation.

The CPO Device portfolio and web experience can be found here.

Note: all images are property of UScellular

Work Sample for client: Red Frog

Customized new business piece for Red Frog Events, a creative and innovative event productions company. Worked with client relationship owner to develop package to speak directly to clients’ brand and culture. Art directed between technical team and the graphics team to achieve the look and feel of client's identity.

Note: all images are property of Gensler.

Headquarter practice area marketing collateral.

Collaborated with Headquarter Practice Area to create a collection of marketing collateral for new business opportunities and relationship building. Two out of the six pieces are shown here, each serving a unique purpose to for specific client types and the problems each are facing.

Note: all images are property of Gensler.

Email marketing, event materials, post-event blog posts and post event wrap-book

Managed marketing campaign for an ongoing, quarterly event series to help promote the Education Practice Area’s thought leadership around current, relevant topics. Marketing efforts include email campaign, panelist bio sheets, post-event booklet and blog post coordination.

For a glimpse into the Dialogues event, read one of the many blog posts here.

Note: all images are property of Gensler.

Work Sample for client: Google

Managed the marketing proposal process for Google’s new workplace for the Chicago location. Worked with the client relationship owner, the graphics team and strategists to create a tailored response to their design needs through a four phased process, including interview preparation, proposal creation and ‘lessons-learned’ piece.

Note: all images are property of Gensler.

Integrated Marketing and Brand Awareness around Academic Incubators.

Gensler's Education Practice Area realized an opportunity on marketing the expertise being developed on designing Academic Incubator spaces. Having done 19 Academic Incubator spaces to date, the PR, Marketing and Communications team partnered with Gensler's designers of these spaces to craft a cohesive story using multiple vehicles, including social media, blogging, print collateral and event marketing, to bring this story to light in the public eye. The goal of the initiative was to achieve searchability for Gensler's Academic Incubator expertise, which was successfully achieved.

For an in-depth understanding on this topic, read these blog posts here, here and here. 

Note: all images are property of Gensler.