Alicia Joseph

Built the marketing and Go-To-Market function from the ground up at a $100M+ ARR private equity-backed SaaS company and led an eight-person team across brand, product marketing, content, creative, sales enablement, and events. Implemented AI into team workflows and executed multi-channel campaigns generating 1,200+ leads and 22% closed/won rates.

Directed a $150M+ annual marketing budget and led a seven-person team across brand, product marketing, sales enablement, and direct marketing to deliver integrated, insight-driven campaigns. Led ABM programs influencing $75M in Enterprise revenue and owned social and content marketing, including YouTube and brand sponsorship strategy.

Oversaw GTM for 11 Enterprise and Public Sector vertical segments, managing messaging, content, webpages, events, customer collateral, and sales enablement. Directed needs-based ABM and redesigned/A-B-tested landing pages, driving a 68% revenue lift and 127% of the lead generation goal.

Led GTM for AT&T 5G mobility and edge solutions, ensuring messaging consistency across web, video, social, digital marketing, media, analyst relations, and events. Grew marketing-sourced pipeline 105% YoY and directed cross-channel programs generating 152M impressions and increasing earned media share of voice.

Led product marketing for 100+ IoT products, supervising a team responsible for messaging, content, webpages, events, and customer collateral. Conducted qualitative, quantitative, competitive, and social research to develop and validate audience-specific messaging and supported analyst relations activities with Gartner and Forrester.

Owned the multi-year digital experience vision for wireline and voice portfolios and led a 20+ person team to deliver self-service functionality. Drove 38% digital ordering volume and delivered 101% of business unit goals in 2017.

Led the product definition team by owning product vision, roadmap, and user stories for launching new digital capabilities. Delivered through agile development with business cases and benefit-realization tracking.

Managed a $2M advertising budget for Travelocity and American Express and launched advertising tactics to increase American Express’ share of gross bookings and gross sales. Supported performance-focused advertising execution during the internship period.

Analyzed performance and optimized 1,900+ paid search campaigns to improve return on ad spend and drive revenue growth. Achieved a 35:1 ROAS and grew revenue 23% in 2011.

Created website content, authored customer collateral, and managed paid search campaigns for PW Communications, a full-service proposal support firm for defense contractors and commercial entities. Supported marketing operations across digital content and lead-generation activities.

Activities and societies: Awards: SMU Cox Outstanding Young Alumna (2026); Cannes Silver Lion in Social and Influencer Category (2024); Fierce Wireless Rising Star (2021).

Earned a Master of Business Administration with a focus in Marketing and Strategy & Entrepreneurship from SMU Cox School of Business.

Earned a Bachelor of Business Administration with a focus in Marketing and Organization & Management from Emory University’s Goizueta Business School.