Katy Hale Roach

About Katy Hale Roach

I’m a data driven, team player who values customer-centricity, relationships and has a passion for strategic marketing. I’m attracted to customer-centric, consumer marketing environments where I can focus on customer behavior, experiences, and perception of the brand. This type of work allows me to draw on my MBA marketing & finance coursework and prior digital marketing experience, while also exploring new ways to think strategically and work creatively. I enjoy metrics and leveraging data insights to identify key trends and construct strategic solutions that align with overarching objectives.

Experience

1. Director Product Technology - Transformation

   AT&T

   Jan 2024 — Present · Dallas, TX, US

   Strategic Alignment & Cost Management: Achieved organizational alignment on 2024 priorities & commitments, reducing overspend by 40% from April to June while retroactively assessing business capability outcomes across 139 epics.• Enhanced Program Rigor: Established new budget vs. actuals tracking at the epic level, introduced defect tracking processes, & reorganized the roadmap to align epic objectives with accurate value streams, enhancing organizational cohesion and operational efficiency.• Defined 2025 Outcomes: Created detailed OKRs and a measurement plan for 2025, aligning business capability outcomes with channel, P&L, and technical objectives. Implemented frameworks for capability and epic-level incrementality measurements to document and catalog ACC functionality improvements.

Education

• The University of Texas at Austin

  BS, Advertising, BA, Spanish

  2005 — 2009

• Rice Business

  Master of Business Administration (M.B.A.)

  2014 — 2016

Skills

• Atlas
• Strategy
• Facebook
• Mri
• Online Marketing
• Digital Strategy
• Sem
• Advertising
• Web Analytics
• Integrated Marketing
• New Media
• Google Adwords
• Comscore
• Digital Media
• Marketing
• Google Analytics
• Media Planning
• Ppc
• Interactive Advertising
• Social Media Marketing
• Media Buying
• Display Advertising
• Online Advertising
• Sqad
• Mintel
• Mobile Marketing
• Doubleclick
• Srds
• Analytics
• Interactive Marketing
• Digital Marketing