Lisa M.
Walker

Providing brand strategy, positioning, and marketing consulting to small businesses and mission-driven organizations while pursuing full-time opportunities.

• Developed full brand identity system for Liberating Truth (Dr. Jill Simms, PhD) — including brand strategy, positioning, tone of voice, visual identity, and a complete brand guidelines document.
• Translated a deeply personal ministry mission into a coherent, professional brand built around four research-backed pillars: humility, listening, emotional control, and self-assessment.

Led cross-functional GTM and launch support for device and wireless initiatives — 7–10 major launches per year — driving launch readiness through briefs, messaging alignment, and integrated timelines across Product Marketing, Web, Growth, Creative, and channel teams.

• Built positioning and messaging architecture for launches (value prop, RTBs, objections, talk tracks), tailored by segment and channel (web, retail, partner) to drive consistency.
• Partnered with Growth, Paid Media, and Analytics to test messaging, creative variations, and audience approaches — 3–5 tests per quarter — using performance insights to optimize ROI and multi-channel campaign effectiveness.
• Partnered with CRM team to support campaign execution across SMS, email, and digital channels, ensuring brand voice alignment and journey consistency from onboarding through retention.
• Optimized product and feature messaging across web and channel content using Google Analytics, performance dashboards, and post-launch learnings to improve customer understanding and engagement.
• Coordinated tracking URL implementation and QA across digital campaign assets, enabling click-path visibility and informing post-launch messaging optimization.
• Contributed to service communication reviews and template refinement, ensuring brand voice standards and CX consistency across transactional, lifecycle, and digital touchpoints.
• Led a year-long brand/performance test across 4 treated submarkets using control-store methodology, tracking KPIs from impressions through attributed revenue — measuring impact on Gross Adds, consideration, and network perception.
• Developed partner- and field-ready launch assets supporting consistent execution across 6 regions, 4 OEM partners, and ecosystem partners (Affirm, Asurion) with toolkits, FAQs, and key messages.

Strategic partner to the CMO, shaping product narratives, roadmap clarity, and cross-functional alignment across a large, matrixed organization.

• Built the GTM operating system — narratives, briefs, decision cadence, and stakeholder alignment — to translate product strategy and roadmap into clear launch priorities.
• Developed executive-ready product narratives (positioning, value props, FAQs, talk tracks) used across Product, Sales, Media, and Retail to drive consistent messaging at scale.
• Improved product decision velocity by 30% by implementing governance, intake, and prioritization frameworks tied to business impact.
• Led cross-functional alignment across Product, Engineering, Sales, Media, and Retail — surfacing tradeoffs early and clearing blockers to accelerate launch readiness.

Executed integrated go-to-market campaigns across retail, digital, social, and partner channels.

• Led integrated partner campaign execution across national and retail channels — supporting multi-million audience programs (email, direct mail, SMS) with partners including Walmart, Affirm, Acorns, and Sam's Club.
• Managed $10M MDF/co-marketing funding, including intake, eligibility, approvals, and reporting — ensuring investments supported priority partner strategies and measurable outcomes.
• Executed co-marketing initiatives (webinars, partner launches, joint promotions) and coordinated cross-functionally with Partner Management, Sales, Product Marketing, and Digital to deliver on-time campaigns.
• Built partner + frontline enablement toolkits — key messages, playbooks, training, talk tracks, FAQs, and launch guides — to improve product understanding and confident customer conversations.
• Improved execution consistency by standardizing launch assets, activation guidance, and messaging guardrails while allowing local flexibility where needed.

16 years building marketing muscles across mobile security, connected devices, and partner ecosystems — long before those were buzzwords.

• Led integrated launch planning and messaging development for Mobile Security + Call Protect, coordinating across teams and agencies.
• Partnered with CLM team to incorporate product messaging into lifecycle tactics including newsletters, trigger campaigns, and promotional messaging across email, direct mail, and SMS.
• Drove product marketing for Connected Car — translating complex device, platform, and partner ecosystems into clear positioning, launch messaging, and partner enablement across B2B and B2C channels.
• Built repeatable messaging frameworks that aligned internal teams and agencies around a shared product narrative and launch approach.