In a Nutshell
An Austin Woman Magazine 2024 Technology Change Maker and product innovator focused on widgets that change how people interact, experience technology, and discover information. I work with talented people to increase product value by leveraging human-centered design and testing market fit. Our job is not to design products; it's to help the organization win by creating a competitive advantage with Design.
I like playing with the latest technology and refining prototypes in a sandbox. It is imperative, in my belief, that technology should be understandable by all.
I am fortunate to be part of many forward-thinking opportunities: Product Innovation at Slalom Consulting, a massive UX modernization effort at USAA, designing the City of New York’s first Digital Road Map, a Budweiser campaign at Super Bowl LVIII, Amazon/Direct Energy product bundle, Dell Technologies A.I. chatbot refinement and developing international FemTech companies with FemTech Focus.
A few of the companies I’ve helped along the way:
Select Portfolio
DELL TECHNOLOGIES: AVA, the VIRTUAL ASSISTANT
Led the mobile and web delivery of 12 Dell-branded artificial intelligence chatbots for critical business units, including Customer Support, Informational Technologies, Consumer Sales, and Enterprise Services.
Collaborated on a cross-functional team of engineers, UI/UX developers, marketers, and sales analysts to map the customer journey while leveraging existing Dell Technologies data, interview research, verbatim analyses, and market test-group feedback.
VIDEO: Direct Energy Canada + Budweiser Super Bowl Partnership
When Direct Energy partnered with Budweiser to deliver renewable energy (wind power) to their breweries in Canada, a robust go-to-market announcement strategy was required.
Announcement news was distributed on Canadian digital channels and through traditional PR efforts.
Scope of work included managing the web and digital strategies for the debut of Simple Renewable products; developing web collateral; and rolling out social media and listening for the announcement/commercial during the 2019 Super Bowl, which an estimated 5 million Canadians watched.
Currently continues to oversee digital efforts throughout the three-year partnership.
University of Houston + Experience The H
Worked with University of Houston’s Office of the Provost and LVRG Sports to launch the ExperienceTheH campaign, which aimed to improve the overall perception of UH as a desirable college destination and to increase African American enrollment from the Houston area. The scope of work included market research and strategy, social media outreach, a mobile-friendly website, a custom mobile app with immersive 360 VR video and analytics reports per platform/channel. The dynamic campaign brought the school’s added value to life with respect to diversity, sports and entertainment. Within nine months, the campaign garnered more than 6 million impressions on Twitter, 82% engagement rate on Instagram and increased target demographic enrollment by 17%.
Mayor Michael Bloomberg + NYC Digital Road Map
Executed New York City’s first official Digital Roadmap and launched social media channels in 2012 to reach eight million residents with a lean digital team, as part of former Mayor Michael Bloomberg’s administration. Within two months, Facebook and Twitter were launched; shortly after, partnerships with tech companies contributed to NYC’s efforts to improve digital literacy citywide. Organized the Engage NYC summit with keynote speaker David Karp of Tumblr to educate city employees on social media, which became a national model. Facilitated organic growth through the LoveNYC contest that asked New Yorkers to find the quintessential “New York photo” to be featured in Times Square, which fostered a professional relationship with Instagram. The Digital Road Map also helped greatly with communications before, during and after Hurricane Sandy.
VIDEO: Direct Energy + The Amazon Echo Dot
Direct Energy Canada launched a go-to-market strategy during the holidays that established a more holistic view of the home by connecting to energy and technology.
Homeowners who sign up for a 3-year Lucky Penny bundle receive a complimentary new third-generation Amazon Echo Dot (Canada’s first business line with Amazon).
Project management and digital campaign scope of work involved working closely with Amazon to be compliant; creating a landing page, e-mail campaign, and social media content; overseeing creative banners for paid acquisition (PPC, display, and YouTube); and working with third-party agencies to roll out campaigns.
Conceptualized and developed the Lucky Penny marketing video from a blank slate to post-production, distributed to the Alberta consumer energy market.
Takeda Pharmaceuticals’ BRINTELLIX LAUNCH
Managed a multi-million-dollar budget as the lead project manager for pharmaceutical brand Brintellix’s (now Trintellix) new “smart” email marketing campaign.
Tactics included digital strategy, CRM implementation, web UI/UX redesign, and rebranding products to Trintellix. Medical professionals received tailored emails with relevant content about the prescription drug. The project successfully passed medical and legal board review and launched on time.
Speaking
Alley speaks on a wide range of technology and innovation. Recently, she received speaking invites from General Assembly, Women in Tech - Silicon Valley, WomenTech Network, Breaking the Glass, and TEDx. Topics include product innovation, women in tech, entrepreneurial burnout, the future of FemTech, and the rise of eSports.
“I had the pleasure to work with Alley on several occasions. She is hard working, very detail-oriented and thorough, while also enthusiastic, flexible, and accommodating. She is focused on delivering projects on time and on budget, and, on the top of that, she has a great sense of humor. She is great to work with.”
Sandbox: The Blog
