The strategy: As founding CMO, I built Visible from ground up—creating breakthrough brand positioning, visual identity, go-to-market strategy, and the entire marketing organization and operations (brand, creative, growth, e-commerce, insights, partner marketing, plus hardware logistics). This required throwing out the telecom playbook while strategically leveraging the infrastructure and know-how of Verizon, the parent company. I created a GTM playbook that tapped into community-led growth and word-of-mouth, while activating brand experiences to extend our affinity and relationship with customers—differentiating the brand on transparency and simplicity.