Rachael Lyden

About Rachael Lyden

Strategic and results-oriented leader with expertise in telecommunications (product marketing, GTM strategy, and data-driven execution) and commercial/multifamily real estate (sales, property management, and analytics). I drive high-impact initiatives that deliver revenue growth, cost savings, and operational efficiency while leading cross-functional teams of 15–40+ partners.In my current role, I execute national product launches, optimize pricing strategies, and build audience-first marketing programs, leveraging data and market insights to inform strategic decisions. In prior real estate roles, I supported sales, analytics, and market strategy, generating leads, informing executive decisions, and strengthening market positioning.Career Highlights: Launched a national campaign in social, search, display, direct mail, email, flyers, etc, that drove a 5.1% lift in sales within 8 weeks.Implemented control introductory test that attributed to a 35% increase in sales for a new product launch.🥇Developed the go-to-market strategy and messaging for a competitive battle plan,utilizing competitive insights, market share, and market research to combat competitivepressures.Insourcing a 3rd party contract through cross functional collaboration, saving millions. Project managing the development and implementation of data architecture used to create 100+ variations of audience first marketing strategies which saved and generated +$20M.Built the GTM strategy and financial model for new product launches in Direct Marketing. Skills Include:PowerBi, Financial Modeling, Financial Analytics, Go to Market Strategy, Business Strategy, Google Analytics, Adobe Analytics, Proficient in Excel, Customer Value Proposition, Data Analytics, User Acceptance Testing, P&L, Cross-Functional Collaboration, Agency Relations, Vendor Negotiation, competitive analysis, market and industry trends analysis, LLMs, generative AI, market and user research, and business planning.

Experience

1. Lead Product Marketing Manager- Audience Execution

   AT&T

   Jan 2024 — Present · Dallas, TX, US

   Led enterprise-wide coordination of 100+ partners to execute a pricing action on an accelerated schedule, providing direction, alignment, and decision-making support across cross-channel and legal teams, resulting in a projected ~$374M impact.•Aligned 30+ cross-functional partners to optimize product pricing, resulting in an 80% lift in digital click-to-shop engagement.•Directed contract negotiations and crafted a competitive strategy projected to generate ~$60M annually by collaborating with a third-party contractor, data architecture, Martech, and marketing execution teams.•Functioned as an executive partner to the AVP, managing Chief of Staff responsibilities including organizational alignment, leadership communications, and staff meeting facilitation for a 40+ member team with 8 directors.•Led a cross-functional team of 15+ partners to develop new offers, shape a GTM strategy, and launch a national audience-first marketing program in social, search, display, direct mail, email, digital channels, driving a 5.1% lift within 8 weeks.•Developed GTM strategy and messaging playbooks leveraging competitive insights, market share analysis, and market research to combat competitive pressures, driving a 4% lift YoY.•Designed and implemented a control test for price-sensitive audiences that increased sales by 35% YoY.

Education

• University of Missouri-Kansas City

  Bachelor of Business Administration - BBA, Business, Management, Marketing, and Related Support Services