Repositioning for
Streaming-First Growth

Driving customer acquisition and margin growth by translating technical streaming capabilities into a modern brand promise.

Role

Product Marketing Lead

Metrics

220K+ New Subs / Qtr

Awareness Lift

35% Increase

Focus

Acquisition & GTM

Context

DIRECTV was navigating slower subscriber growth amid intense competition from streaming-first platforms. While associated with legacy satellite TV, higher margins lay in streaming products. The priority was to drive demand toward streaming while delivering near-term acquisition results.

The Objective

Product-Led Positioning

Translating technical enhancements like universal search and watchlists into value propositions focused on "Less time browsing, more time watching."

Operational Excellence

Streamlining campaign briefing and aligning Product, GTM, and Creative teams to reduce execution friction across funnels.

My Role

Core Execution

• Developed a centralized Value Proposition “Bible,” codifying core RTBs and claims by audience to enable consistent activation.
• Led cross-functional stakeholder alignment across Product, Creative, and Media to accelerate speed to market.
• Orchestrated full-funnel acquisition strategies for streaming products, shifting the product mix by 7%.

Impact & Results

→

Contributed to 220K+ new subscribers per quarter through optimized acquisition funnels.

→

Achieved a 35% lift in brand awareness for DIRECTV streaming offerings.

→

Strengthened execution alignment across Product, Creative, and Media teams.

→

Established scalable GTM frameworks used for subsequent streaming initiatives.

Lessons Learned

"Operational rigor scales impact: Streamlined processes didn’t just improve speed—they enabled better creative and more consistent results."

By bridging the gap between product capability and market perception, we shifted the brand story. Operationalizing positioning ensured every touchpoint spoke with one high-converting voice.

Repositioning for Streaming-First Growth