Tabitha U.

NI specializes in software-connected, automated test and measurement systems, focusing on continuous innovation and operational excellence to help engineers solve the world's toughest challenges.

• Led a marketing team of 50+ members and managed a program budget over $20M, driving brand, messaging, content, creative, communications, e-commerce, and social impact initiatives.
• Played a pivotal role in the seamless integration of the NI brand into Emerson’s portfolio during the acquisition, collaborating with the C-Suite and VP of Marketing on strategic planning.
• Developed and implemented a new brand architecture and identity strategy to align with Emerson’s acquisition, enhancing the company’s technical focus and repositioning its flagship software brand.
• Directed the creation of an M&A branding playbook and selected a new brand measurement tool, significantly improving the brand performance measurement and e-commerce strategy.

• Designed and launched NI’s first comprehensive social impact and ESG strategy, establishing 10-year goals.
• Successfully led cross-functional teams to integrate the ESG strategy across company operations, philanthropy, supplier, and customer engagements, leveraging NI products in addressing global challenges.
• Directed $17M in charitable donations aligned with ESG priorities, demonstrating a strategic approach to corporate philanthropy.
• Achieved significant third-party recognition for NI’s ESG efforts, including listings in Newsweek’s "America’s Most Responsible Companies" and achieving Sustainalytics ESG Regional Top Rated status and the Ecovadis Bronze Medal for the first time.

Re:wild protects and restores the wild, leveraging partnerships and expertise to address climate, biodiversity, and human health crises.

• Pioneered the organization’s brand identity strategy, establishing a strong, resonant messaging foundation for marketing communications.
• Successfully launched Re:wild's inaugural marketing budget post-board approval, signaling a new era of strategic growth and enhanced market visibility.
• Recruited 10 influencers with a 30M combined reach, amplifying the organization's message across a broad audience.
• Achieved exponential social media growth, increasing Instagram followers by 1000% and Facebook followers by 70%, while also doubling website visitors by 200%.

SunPower Corporation specializes in solar energy solutions, offering a range of solar panels and systems for residential, business, and utility-scale applications.

• Led the company's transformative rebrand, resulting in a more human and approachable identity, contributing to an 8-point market share increase and a 40% rise in brand equity.
• Successfully introduced the company’s first comprehensive brand-to-demand campaign, encompassing paid, owned, and shared media, along with implementing its inaugural brand measurement system.
• Expanded role to develop SunPower’s first ESG Impact Report, underscoring the company’s commitment to environmental, social, and governance issues.
• Co-founded an in-house creative agency, achieving a 30% annual saving on creative costs by transitioning work in-house, and expanding the team from 3 to 10, thereby enhancing creative quality and output.

Macheen Inc was a SaaS company facilitating mobile broadband and connected services to devices without traditional data plans.

• Launched new brand and website in less than 3 months, significantly enhancing company visibility and market position.
• New branding and messaging strategy facilitated the successful acquisition by Good Technology, showcasing the value and appeal of Macheen Inc's innovative approach.

Dell Technologies provides essential infrastructure for digital business and IT transformations, driving human progress through technology.

• Spearheaded the development and integration of a new messaging strategy and communications platform, aligning with Dell's rebranding efforts and elevating the company's profile as a global corporate citizen.
• Expanded the team from 1 to 7 members, fostering a high-performing environment that successfully broadened Dell's environmental marketing into all social impact pillars including environment, giving, governance, and diversity and inclusion.
• Led integrated campaigns across multiple channels, significantly increasing brand equity and establishing Dell as a trusted corporate citizen with a 10% rise in trust.
• Achieved a 6-point increase on Interbrand's list of Best Global Green Brands through effective communications strategies and stakeholder engagement.

• Hand-picked to join Dell's first global integrated marketing team for the small business segment, playing a crucial role in the reorganization that consolidated regional marketing efforts into a singular, efficient global team.
• Responsible for the strategy, planning, market research, and delivery of integrated marketing campaigns that significantly boosted demand for Dell's products and services.
• Managed agency relationships, brief development, and creative feedback processes, ensuring the delivery of high-quality marketing content.
• Honored with several individual achievement awards for contributions to the marketing strategy and planning efforts at Dell.

• Responsible for the definition of new products, including creating business cases and marketing requirements for the Dell laptop and software lines of business.
• Developed go-to-market strategies, identifying target customers, formulating messaging and positioning, as well as managing merchandising, promotion, pricing, and end-of-life sell-through strategies.