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brad mcelroy

@bradmcelroy

Customer Lifecycle Product Manager at DIRECTV, driving 950,000 annual contact reductions and $7.5M in operational savings.

United States

Message

At DIRECTV, I own customer lifecycle experiences across billing, package management, and support. My work drove approximately 950,000 annual contact reductions and $7.5M in operational savings.

I designed and optimized One Continuous Conversation capabilities between chatbot and IVR platforms, using conversation data and customer feedback to identify journey breakdowns. I also supported a customer-facing LLM platform by consolidating the knowledge base.

As Conversation Designer at DIRECTV, I led content strategy for Eva, the AI chatbot, and designed conversational flows, intent structures, and escalation logic to improve self-service across millions of customer interactions.

Earlier, I led customer-facing content and email marketing at City Electric Supply, developed digital campaigns and brand voice guidelines at Eighty Three Creative, and improved onboarding and account workflows at Fancloth.

Experience

Work history, roles, and key accomplishments

Current

Customer Lifecycle Product Manager

Current

DIRECTV

Jan 2024 - Present (2 years 10 months)

Owned customer lifecycle experiences across billing, package management, and support, identifying friction points and prioritizing enhancements that improved CSAT and churn rates. Drove approximately 950,000 annual contact reductions and $7.5M in operational savings.

Customer Lifecycle Management Product Management Conversational AI Behavioral Analytics Customer Journey Optimization Customer Retention Experimentation A B Testing Stakeholder Management Roadmapping

Conversation Designer

DIRECTV

Jan 2022 - Dec 2024 (2 years 11 months)

Led content strategy for Eva, DIRECTV's AI chatbot, improving self-service performance across millions of customer interactions and reducing reliance on live support. Designed and optimized conversational flows, intent structures, and escalation logic to resolve high-volume support requests.

Conversation Design Conversational AI Content Strategy Intent Design escalation logic Data Analysis User Experience

Copy Director & Email Marketing Manager

City Electric Supply

Jan 2020 - Dec 2022 (2 years 11 months)

Led content strategy and execution for customer-facing content across web, email, and in-store channels for 500+ retail locations. Partnered with the Creative Director to build campaign briefs and align messaging strategy.

Content Strategy Email Marketing Campaign Management Audience Segmentation Personalization Analytics Creative Direction

Senior Copywriter

Eighty Three Creative

Jan 2018 - Dec 2020 (2 years 11 months)

Developed content and messaging across digital channels for a range of clients, focusing on clarity, engagement, and consistency across the customer journey. Built structured campaign narratives and crafted brand voice guidelines.

Copywriting Content Strategy Brand Voice Campaign Narrative Digital Marketing Client Collaboration

Customer Success Manager

Fancloth

Jan 2014 - Dec 2018 (4 years 11 months)

Identified opportunities to improve customer onboarding and post-fundraiser communications, enhancing the customer experience across key lifecycle touchpoints. Led contact center responsible for supporting active fundraising accounts.

Customer Success Customer Onboarding Contact Center Management Customer Insights Process Automation Data Accuracy