DIRECTV / AT&T
DIRECTV.com: Offers & Promotions at Scale
Role: Senior Producer
50+ PAGES PER CAMPAIGN · TURNAROUND CUT 75% · 32% YoY GROWTH
THE CHALLENGE
DIRECTV.com supported a $3.4B digital sales channel, where a single offer change could ripple across 50+ pages. When the market or sales numbers shifted, campaigns had to follow fast, stay accurate, and hold up through the company’s moves in and out of AT&T ownership.
WHAT I DID
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Managed DIRECTV’s largest campaigns and offer changes, coordinating sitewide updates so every affected page launched together.
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Outlined requirements for UX partners and kept marketing, legal, development, and affiliates aligned on dates and milestones.
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Rebuilt the production pipeline with templates, reusable modules, and a new review process, then led QA through every launch so offers, pricing, and legal copy stayed accurate.
THE RESULT
Turnaround dropped 75% while digital sales grew 32% year over year.
“Greg was one of the highest-performing producers / project managers in the organization.”
— Thomas Nassiff, Former Director of Merchandising, DIRECTV
