01 — Case study

Douglas Fiber Migration

GTM Strategy · Customer Growth · Retail · Multicultural Marketing

The challenge

Migrate approximately 4,000 customers from HFC to fiber while maintaining customer trust and driving upgrades.

The strategy

Developed a Spanish-first, multi-channel customer journey combining direct communications, retail activation, incentives, and local-market messaging.

What I built

→ Customer communications
→ Retail messaging
→ $100 gift card strategy
→ Door hanger / in-store creative
→ Spanish-first messaging
→ GTM launch strategy

The impact

16,145
Connects
42%
Email open rate
8%
Click rate
~80%
Gift card activations through retail

My role

Strategy · GTM · Customer Marketing · Retail · Cross-functional Leadership