1. JOYCE M. PEPIN 433 Kelsey Park Dr., Palm Beach Gardens, FL 33410
Wireless: (561) 346-7100 Email: pepinjoyce@gmail.com
SUMMARY OF QUALIFICATIONS
High energy, innovative, results oriented, Marketing Communications leader with 20+year’s diverse marketing experience in U.S. &
Caribbean markets; Successful track record of accomplishments as a result of functional expertise, a proven professional. Creative
business vision and comprehensive experience in:
STRATEGIC PLANNING * MARKETING COMMUNICATIONS * MARKETING OPERATIONS * BRAND INTEGRATION AND DEVELOPMENT
* SEGMENT MARKETING * PRODUCT MARKETING * COMPETITIVE ANALYSIS * PROJECT MANAGEMENT * RETAIL ADVERTISING
AND PRODUCTION * EVENT MARKETING *SALES EXECUTION * BUDGET AND COST CONTROL
PRODUCT MARKETING
 Developed go-to–market strategies for Mobility product portfolio in the South Florida area, Business and Consumer, while providing life
cycle management and improving on key performance indicators
 Provide detailed analysis and direction on market competitive trends, pricing and promotion- adjust pricing or promotional direction
 Collaborate/Manage equipment vendor relationships
MARKETING COMMUNICATIONS
 Directed all facets of the Marketing Communications function to develop, test and execute a consistent Brand-sell message that meets the
positioning/organizational goals of the company. Collaborate/Manage multiple agency and vendor relationships
 Advanced Communication skills: copy/editing skills with broad based exposure to online, print, television and radio media outlets
 Directed Business and Consumer Collateral production
RETAIL MERCHANDISING & CHANNEL MARKETING
 Execution of AT&T’s visual merchandising strategy across all retail channels at market and regional levels
 Merchandising design/distribution on drive-to-retail programs cross – channel (company owned retail, dealer and Hispanic markets)
BUSINESS, CONSUMER & SEGMENT MARKETING
 Localization of retail store environments, business segmentation, customer service strategy, visual merchandising
 Directed Business and Consumer Sales teams
LEADERSHIP, ANALYTICS & PROJECT MANAGEMENT
 Leadership of large cross-functional teams executing complex, time-sensitive projects with multi-million dollar budgets
 Extensive Project Management experience resulting in on time-on budget execution
Career History AT&T Mobility
Regional Marketing- Southeast Area 2005 – 4/2015
Area Sr. Product Manager Voice/Data, Sr. Marketing Manager, Sr. Merchandising Manager
Marketing Communications/Brand Management/Retail/Visual Merchandising & Execution / Product Management/
Project Management / Vendor Negotiations / Retail Sales Execution / Rate Plan Development
o Developed product strategy, features and product enhancements to support and improve on key performance
indicators in South Florida while conducting specific vendor negotiations to support the product
o Provide financial analysis and direction on market competitive trends, adjust pricing and promotion
o Manage product life cycle of multiple product & accessory lines to include creation, vendor negotiations and
implementation of local market promotions supporting newly launched devices
o Oversee proper execution of AT&T merchandising strategy across all retail channels to increase the profitability of
company products and services through the utilization of various in store merchandising and messaging programs
o Communicate local initiatives through media outreach programs and event marketing
o Direct merchandising standards, retail store planograms and product flow strategies, fixture execution, signage
programs, and floor plan layout design for both Company owned and Indirect store locations
o Collaborate with Corporate Real Estate to insure quality of build-outs for Company owned retail & new Dealer
locations to support sales processes and merchandising needs
o Conduct store visits to ensure effective retail execution on all promotional efforts
Key Accomplishments: *Negotiated and executed targeted Accessory promotions, increasing ARPO up to 20% over a promotional
period * Negotiated and executed Smartphone Promotion with Samsung and select vendors which resulted in an overall lift of 7% in
Tablet sales for a Quarterly period * Partnered w/HQ on Trial Launch of Senior Rate plan in SE Area– achieved initial take of 3% *
Increased Smartphone attach rates 10% through promotional design and execution with select Vendors * Regional Lead: store of
the future (SOTF) design team * South Florida Control Group for Accessory Clustering project * International Kiosk Re-Design Trial-

2. Miami 1st
in sales over 20 trial locations *Regional Partner with HQ Store Design/Puerto Rico Team * Implement/Manage Annual
Brand Refresh in all Channels*
AT&T Wireless
National Director, Marketing Communications– AT&T Merger Integration 1999 - 2005
New Business Initiatives/Market Integration – National Advertising/Marketing/Project Management/ Strategic
Implementation/ Marketing Communications/International Marketing:
o Marketing lead within AT&T’s Merger and Acquisition team; Responsible for the development and execution of all
marketing strategy and tactical execution related to the integration of wireless customers and companies acquired
by AT&T in the U.S. and the Caribbean
o Provided strategic direction on comprehensive Brand positioning for key Business & Consumer products &
services, managing a $100MM advertising budget
o National advertising responsibilities included all Brand launch related production, Retail Advertising, Direct Mail &
Development of Direct Response Television production
o Managed 3 Multi-state teams, 2 International teams
o Execute localization of worldwide marketing and Brand strategies, Product Marketing, Research, Competitive
Intelligence, Marketing Communications & Channel Marketing
Key Accomplishments: *National Retail Insert Program – achieved 9% increase in store traffic/sales in a 3 day halo – reduced
production time 36% (7 weeks to 4.5 weeks) Reduced production costs from prior year by 23% or $1.7MM * Animated Retail
Television Project – complimented retail Insert program and delivered an increase of 21% in sales for 2003 Holiday from prior
year at the same time * National Direct Response Television Program-GoPhone – delivered 147% on cost per call metrics as
well as 119% cost per order objectives *Successfully executed 26 merger integrations, focusing on the Marketing
Communications function to develop, test and execute a consistent Brand-sell message that meets the positioning goals of the
company*
Recognition: * National President’s Team Award *
Regional Director, Marketing Communications – AT&T Southeast Area 1995 - 1999
Strategic planning/Brand Management/Advertising/Marketing Communications:
o National focus, using in-house & national advertising agency resources, directing the Marketing Communications
function to develop, test and execute a consistent Brand sell message for Wireless that meets the
positioning/organizational goals of the company
o Directed all product, promotional/ & retail collateral production and merchandising for local/area/national programs
& offers
o Directed and managed communications team of 12
Key Accomplishments: *Industry Award winning Digital One rate-National product launch team * Digital PCS national launch team
* Area team lead AT&T Wireless Brand Transition team *
Recognition: Regional Achiever Circle of Excellence 1997, National Achiever Circle of Excellence 1995
Regional Director, SE Area- AT&T/McCaw New Business Initiatives 1987 - 1995
Other position held: Director of Sales and Marketing
o Directed all Marketing Communications functions with a regional focus, using local and in-house advertising
agency resources, to develop, test and execute a consistent Brand sell message that meets the
positioning/organizational goals of the company.
o Directed all product, promotional/ & retail collateral production and merchandising for local/area/national programs
& offers.
o Directed all Wireless Sales activities for the Palm Beach county area
o Directed communications team of 8, sales teams of 20 and a customer service team of 12
Key Accomplishments: *Cellular One Branch Award 1987 & 1988*
Recognition: *National Achiever Circle of Excellence 1988 *Regional Achiever Circle of Excellence 1989 *Regional Achiever Circle
of Excellence 1990 * Dale Carnegie Award Leadership award for Palm Beach County 1991*
EDUCATION
Master of Business Administration -1994 Bachelor Degree Business Administration- 1992
Specialization: International Business Barry University, Miami FL
Nova Southeastern University, Ft Lauderdale FL