🚧 Under construction — the final portfolio with full case study links is coming soon.
LCLisa CatalanoMarketing PortfolioContact Me
Connecting Customer Insight to Market Success

I'm the translator

I'm fascinated by the gap between how companies see their products and how customers experience them. That's where the clues live. My work is uncovering those insights and turning them into product strategies, go-to-market plans, and customer experiences that drive growth. I've honed that skill set in startup environments, at Fortune 50 companies like AT&T and Microsoft, and at Providence, a Fortune 500 healthcare leader.

Location
Greater Austin, TX
Looking for
Hybrid in the greater Austin area, or remote full time
Contact MeLinkedIn
I'm at my best connecting the dots across product, sales, and leadership to align customer needs, market strategy, and business outcomes. I use AI to supercharge workflows and uncover greater insights — leading campaign planning, messaging and positioning, content development, and lifecycle automation, all tied to attribution metrics that turn smart ideas into measurable wins.
Lisa Catalano, Sr. Marketing Manager
Capabilities Snapshot
  • Product Marketing & Go-to-MarketLaunches that land
  • Lifecycle — Adoption, Upsell & RetentionBehavior change, not blasts
  • Sales / Partner EnablementField-ready toolkits
  • Messaging & PositioningSay it so it sticks
  • Content Strategy — Brand & StorytellingBrand with a voice
  • Growth Marketing Campaign StrategyIntegrated, full-funnel
  • Analytics & Performance OptimizationOptimize, then prove it
Selected Work

Four stories, told in three beats.

Situation, Action, Results. Skim the bold parts — the detail is there when you want it.

01Product Marketing · GTM · Integrated CampaignAT&T

A product portfolio kept in constant motion

Foundational, true product marketing: a portfolio at different lifecycle stages, all in motion at once.

Situation
  • A portfolio of products in every stage at once — pre-launch, launching, in-market, sunsetting.
  • Priorities shifted weekly across product, sales, creative, legal and channel partners.
Action
  • Built and presented the line review deck: a clean snapshot of the portfolio's current state.
  • Wrote the product launch GTM marketing plan — timeline, channels, tactics and collateral in one place.
  • Ran cross-functional communications as the connective tissue between product, sales and creative.
Results
Portfolio
$1B+Portfolio
Subscribers from 30-day campaign
200k+Subscribers from 30-day campaign
Revenue from 30-day campaign
$12.3MRevenue from 30-day campaign
COR retail sales
+44%COR retail sales
Local Dealer sales
+33%Local Dealer sales
Willingness to recommend
+15%Willingness to recommend
  • Led GTM and marketing strategy for a $1B+ mobile solutions portfolio, owning product naming, positioning, messaging and customer insights for cloud, device and rich communications services.
  • Drove end-to-end marketing for a 30-day campaign, directly credited with 200k+ incremental subscribers and $12.3M in-year revenue.
  • Scaled monthly product sales: COR retail up 44% and Local Dealer up 33%, capitalizing on a 2X increase in sellable opportunities during the campaign period.
  • Recognized for a successful launch and for improving CX communications, boosting willingness-to-recommend scores by 15%.
Supporting work — view only
02Paid Programmatic · Annual Planning · BudgetProvidence

Planned the year, budgeted the year, then proved it year over year

Annual marketing plan — audiences, budget, creative and events mapped for the year, then tuned against what the market actually did.

Situation
  • Growth marketing across a large health system needed paid reach that could be planned, not improvised.
  • Programmatic spend had to work against application and talent network goals, not just impressions.
  • The mandate: deliver measurable pipeline results at scale.
Action
  • Built the annual paid programmatic plan from scratch — nothing inherited: audience segments, channels, budget pacing and creative rotations mapped a year out.
  • Owned budget allocation and pacing across the programmatic campaigns on an average $700k marketing budget.
  • Sought out cost savings by putting AI-powered workflows behind repeatable motions — accelerating production, streamlining content development and reducing agency spend.
  • Ran optimization cycles — tightening audiences, swapping creative and moving spend toward what was performing.
  • Piloted a Gen Z creator initiative for the workforce pipeline — authentic creator voices and high-trust peer storytelling on social-first channels.
  • Added a brand awareness TikTok pilot to further the workforce strategy, targeting the 40-and-under demographic.
  • Stayed flexible when the business had a critical need or changed direction, shifting the plan to meet it — like the RT Campaign plan.
Results
More applications
+92–94%More applications
Less budget
-24%Less budget
Annual cost savings
$100kAnnual cost savings
Social CPA improvement
77%Social CPA improvement
Avg. CPA improvement
34%Avg. CPA improvement
Awards received
5Awards received

Paid media became significantly more productive from 2023–2025:

  • Generated 92–94% more applications while the budget was reduced by 24%.
  • Proactively identified $100k in annual cost savings through AI-accelerated workflows and lower agency spend.
  • The channel mix evolved materially: display was the dominant application driver in 2023 and remained highly efficient in 2024, while social CPA improved 77% from 2023–2025, emerging as the leading application channel.
  • Average CPA across search, social and display improved 34% YoY.
  • Efficiency peaked in 2024 with average CPA improving 61% over 2023, before increasing in 2025 primarily due to weaker display performance.
  • Workforce data insights showed an increasingly constrained hiring environment: applicant and unique-candidate volume trended upward while opened requisitions moved lower and became more stable in 2025.
  • External hires remained comparatively flat — increased candidate volume against lower hiring demand rather than proportionally more hires.
  • Five awards for creative and campaign work, including a Communicator Award of Excellence.
Supporting work — view only
03Product Adoption · Change ManagementProvidence · RITA

Repositioning RITA around what users actually cared about

The first AI agentic digital assistant had launched. Awareness was low and long-standing legacy workflows were still the path of least resistance. I volunteered to change that.

Situation
  • A high-visibility product with executive leadership focus — a main strategic initiative for 2025–2026.
  • Post-launch adoption lagged for the Requisition & Internal Transfer Assistant (RITA).
  • Established legacy workflows remained the default, so day-to-day behavior had not yet shifted.
  • Low awareness among hiring leaders compounded the gap — the data and core leader verbatims made the shift to behavior clear. So I sent targeted communications to improve adoption.
Action
  • Repositioned RITA around user-focused benefits rather than system features.
  • While the initial campaign focused on growing awareness, once in market the messaging pivoted toward use cases, behaviors and change management.
  • Wrote the messaging framework and the SharePoint Community hub content.
  • Ran stakeholder interviews, core leader interviews and surveys; produced testimonial videos.
  • Wrote executive communications, UX + accessibility content, and an eMail nurture touch strategy.
  • Activated hiring leaders as visible champions of the new workflow.
Results
Drop in admin effort
90%Drop in admin effort
Faster internal transfers
12 daysFaster internal transfers
Lower transfer costs
60%Lower transfer costs
Greater process accuracy
70%Greater process accuracy
Manager hours saved
75K+Manager hours saved

After more than a year in production, the results are impressive:

  • 90% drop in administrative effort for hiring managers.
  • Internal transfers completed 12 days faster on average.
  • 60% lower transfer costs.
  • 70% greater process accuracy, reducing errors and rework.
  • 75K+ manager hours saved.
  • Part of the team behind two Pacesetter Awards.
Supporting work — view only
04Product & Brand RefreshProvidence · Caregiver Referral Bonus

A strategic program gone stale, rebuilt into something people used

This strategic, funded program had grown outdated and was underperforming, and the business changed the benefit for internal caregivers. I saw a need and volunteered to take it on — giving it a clear name, a real message and a usable path.

Situation
  • The referral program was still a strategic priority with funding and resources behind it.
  • Low awareness and dated creative left it underperforming.
  • The business changed the program benefit, which required a fresh explanation for caregivers.
  • I saw a need that wasn't being addressed and volunteered to own the rebuild.
Action
  • Corrected naming, wrote the messaging framework and positioning statements.
  • Refreshed brand alignment across every touchpoint.
  • Produced an explainer video and internal communications.
  • Redesigned the landing page and flyer using authentic caregiver imagery.
  • Found and activated new promotion channels.
Results
Sessions
+124%Sessions
Active users
+101%Active users
New users
+83%New users
Engagement time
+76%Engagement time
  • +124% sessions and +101% active users.
  • +83% new users.
  • +76% engagement time.
Supporting work — view only

Decks, plans and creative are hosted privately and shared as view-only links on request.

More from my desk

The rest of me — off the résumé.

What I'm learning, building and reading while I figure out where I'm going next.

01Snack Size AIBite-size AI tips, one a week.→02The Build StoryCanva → Wix Studio → Lovable, in public.→03Marketing ToolkitThe tools I actually work in.→04What I'm Reading NowThe stack on my desk.→