Katie Lay

About Katie Lay

I’m a marketing executive who builds the brands that people choose to make their lives simpler, easier, or better in some way. With over 15 years of experience at global scale, including leadership roles at T-Mobile, Expedia, Amazon, and General Mills, I specialize in identifying high-value customers and building the engines that keep them coming back. My sweet spot is at the intersection of brand, product, consumer understanding, and P&L management. In any role, my goal is the same: to be a high-impact partner who turns complex products into market-leading growth.What I Bring: Full-Stack: A unique blend of Brand development, Product Marketing strategy, and Growth Marketing velocity. Scale Expertise: Proven track record of managing large customer bases while maintaining high-growth agility. Future-Ready: Integrating agentic AI systems into the lifecycle playbook to stay ahead of the developing marketing landscape.Things I’ve done: At T-Mobile: Reframed churn strategy to focus on high-value retention leading to our first industry-leading churn position in 2025. At Amazon: Launched the inaugural Prime Video marketing team, scaling a global subscription base to millions of streaming members and the #2 streaming service in the U.S. At Expedia (Hotwire): Rebuilt travel trust post-COVID by pivoting our personalization engine to spotlight Hotwire’s short-notice, spontaneous travel capabilities—and delivered the highest loyalty rates in the portfolio. In CPG: Grown $600M+ franchises for General Mills and Post, delivering topline and bottom line improvement.I thrive in mid-sized organizations or autonomous divisions where I can lead multi-disciplinary cross-functional teams and build high-trust, strong delivery cultures. Let’s talk: k••••••••@gmail.com

Experience

1. Director of Marketing Strategy

   T-Mobile

   Aug 2024 — Present · Bellevue, WA, US

   Recruited to stand up a new enterprise strategy function focused on customer churn during a period of heightened industry competition.

Education

• University of Virginia

  Bachelor of Arts - BA, Economics

• Duke University

  MBA, Marketing & Operations Focus

Skills

• Online Marketing
• Strategic Planning
• Product Marketing
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Advertising
• Strategic Partnerships
• Market Research
• Digital Marketing
• Budgets
• Nielsen
• Product Development
• Forecasting
• Analytics
• Business Strategy
• Customer Acquisition
• Marketing Communications Planning
• Strategy
• E-Commerce
• Segmentation
• Budgeting
• Managing Agency Relationships
• Project Management
• Business Planning
• Customer Engagement
• Management
• Leadership
• Product Management
• Business Analysis
• Marketing
• Business Process Design
• Competitive Analysis
• Integrated Marketing
• Program Management
• Marketing Management
• P&L Management
• Email Marketing
• Commercialization
• Customer Insight