Identity & Data
Customer Identity as a Product
Reset the customer identity data profile and shipped the first Identity Data Service — a unified graph aggregating first- and third-party data with enterprise-wide access.
150+ new attributes
The Work
Industry firsts.
A record of firsts in the wireless carrier and connectivity industry — plus a portfolio of product platforms serving millions of customers and tens of thousands of employees.
The Firsts
Ahead of the industry.
01
Omnichannel Strategy
Architected the wireless industry's first true omnichannel operating model — Start Anywhere, Finish Anywhere across digital and retail.
02
Buy Online, Pickup In-Store
Trial-launched May 2013; national launch February 2014. Trial performance exceeded 20% of digital orders — beating the 12–15% target.
03
Same-Day & White-Glove Anywhere Delivery
Created the first same-day delivery solution in wireless — customers chose it 30% of the time and transacted 20%+ more when offered.
04
Certified Pre-Owned Digital Store
Built the first used/recycled device digital store on att.com — 5K+ activations and $2M+ long-term value in the first 12 months.
05
First Tablet & Wearable Activation Portal
Delivered the industry's first digital activation portal for tablets and wearables — unlocking a new category of connected devices.
06
Customer Data Microservice for Personalization
Designed a customer data microservice architecture for enterprise-wide experience personalization — 150+ new identity attributes.
Product Platforms
Selected work.
Customer Experience
Customer History & Interaction Log
Centralized customer history so agents and customers see the same information. Saved ~31s of average handle time, 4+ agent clicks per interaction, and $3.2M in annual benefit for 45K frontline employees.
$3.2M annual benefit
Fulfillment
Extended Aisle — Direct Fulfillment
Unified retail and virtual inventory pools so customers could ship product to their doorstep while shopping in-store.
40K+ digital product upgrades enabled
Fulfillment
Charge for Fulfillment
Dynamic surcharge capability across fulfillment options.
$77M 3-yr EBITDA
Fulfillment
Gig Worker Fulfillment
Third-party last-mile routing using stores as shipping nodes — +34% take-rate and +22% conversion.
$57M annual EBITDA
Retail Innovation
Retail Traffic Control & Appointments
Reduced long waits and managed traffic across company-owned retail — award-winning platform innovation.
TIP Award, 2017
Recognition
Awards & honors.
2022 — 2026
Multiple Mass Markets Connection Awards
Product Design & Delivery
2017
TIP — The Innovation Platform Award
Retail Traffic Control
2017
Technology Development President's Award
Platform Innovation
2016
ATNO Conference Award — John Donovan
AT&T Discover App / AR
2015
Wireless CEO Award — Ralph de la Vega
Digital Channel Leadership
2014
AT&T Mobility Digital Channel Velocity Award
Digital Execution
2013
AT&T Summit Award
Mass-Market Product Impact