Caroline skender

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

As the Sr. Product Marketing Manager and lead marketing partner for Samsung, I drove the product marketing strategy behind one of the company’s most important OEM relationships. For the Z Series launch, I led a comprehensive go‑to‑market and integrated marketing plan spanning paid digital, organic and paid social, influencer activations, customer sweepstakes, web strategy, and retail signage. Close coordination across internal marketing and brand teams—and tight collaboration with Samsung—was essential to delivering a cohesive, high‑impact launch and successful campaign.

Note: all images are property of T-Mobile/UScellular

GTM Strategy for a white-labeled High-Speed Internet portfolio need.

Developed and executed the go‑to‑market strategy for a first‑of‑its‑kind High‑Speed Internet self-install outdoor receiver, driven by customer insights showing strong demand for an easy‑install solution for rural and underserved areas. Led a fully white‑labeled product reveal, including device naming (‘UScellular Outdoor Receiver’), branded packaging development, Welcome Guide creation, and customer‑facing installation video. Partnered closely with the Original Equipment Manufacturer (OEM) and internal cross‑functional teams to deliver a holistic, white‑labeled solution for a critical device in the High‑Speed Internet portfolio.

Note: all images are property of T-Mobile/UScellular

Product Management of CPO and Open Box Accessories Portfolio.

As device costs continued to rise across the industry, a growing need for affordable, refurbished options was identified while managing the category. I led the CPO program launch with a portfolio of like‑new devices for cost‑conscious customers, and, based on early learnings, expanded to include Open Box accessories that could be bundled with discounted devices. Beyond meeting consumer demand, the CPO and Open Box portfolio also helped reduce inventory obsolescence and capture revenue that would otherwise be lost through liquidation.

Note: all images are property of T-Mobile/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.

Client: The Wabash Lights​

The Wabash Lights was a client of ours in an Integrated Marketing Communications class who was in the fundraising phase of implementing an interactive art installation. We proposed an integrated marketing campaign for the client in order to capture a wider audience via social media, guerrilla marketing and business development - all to gain funds for the art installation. The first pilot phase of the art installation is being installed as we speak!

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.