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