Eddie Lutz

Eddie is a Consultant at Sand Cherry Associates, with 12 years of marketing, operations and competitive strategy experience spanning the wireless, telecom, and broadband verticals. Eddie is an integral part of our firm's ongoing success in the design and delivery of strategic customer-centric initiatives through digitally-native, data-empowered solutions.

Eddie has led numerous product, pricing, and packaging initiatives for multiple Fortune 100 telecommunications companies to improve revenue and optimize customer experience. His more recent work has focused on product marketing and development to effectively convey product value to millions of telecom customers worldwide. 

Prior to Sand Cherry Associates, Eddie was a Senior Product Marketing Manager, where he was responsible for the development and execution of Go-To-Market strategy, value proposition development, product marketing strategy development, and more

• Telecommunications Product Management: Led the go-to-market strategy and implementation for multiple highly technical commercial products and services for several large North American broadband providers. Ensured the effective implementation of product, pricing, and promotional tactics. Created customer collateral, managed product marketing messaging, developed pricing, and implemented offers. Coordinated product launches and changes with cross-functional teams such as legal, finance, brand marketing, social media, IT, billing, and engineering.
• Competitive/Market Analysis: Built competitive strategy for a Fortune 50 telecommunications company for residential video, broadband, and wireless customers. Facilitated decision-making and status updates for executive leadership. Worked cross-functionally across the organization to ensure alignment with general market offers and services and flawless implementation. Developed employee training and communications.  
• Data Analysis: Collaborated with Business Intelligence team to develop KPIs and reporting. Analyzed data and extracted insights to inform future business strategies. Identified hot spots of customer churn and impact to ARPU by market segment and geography over time.  
• Sales Training Development and Implementation: Developed training and trained hundreds of customer-facing residential sales representatives in retail, door-to-door, and call centers quarterly.  Focused on market trends, competitor tactics, and pricing and promotional trends by market.