Pardeese Ehya

Director of Employee Experience

2021 – Present

Director of Employee Experience, DIRECTV, 2021-Present Spearheaded a strategic transformation of employee experience, communication, and retention that increased company valuation by $10M+, achieved a 70% increase in employee engagement, and reduced attrition from 10-20% to under 5%. Efforts led to our Most Loved Workplace Accreditation. Here’s how I lead these great accomplishments: • People Experience Delivery: Owned the full employee experience lifecycle, including recruitment, onboarding, retention, flight-risk mitigation, and exit processes, driving a holistic and seamless journey for employees. • Retention & Engagement Strategy: Designed and implemented a culture model and behaviors in collaboration with employees, using insights from employee focus groups to establish a "NorthStar" for the organization and foster a strong, engaging culture. • Learning & Development: Developed and implemented learning and development programs and leadership curriculum, directly aligned with the defined culture model and behaviors, to support employee growth and development. • Performance Frameworks & Client Advisory: Partnered strategically with the Talent and Performance Team to map the employee performance experience, identify gaps, and implement a new platform to enhance performance management. • Data-Driven Culture Management: Established a continuous learning and insights model for tracking culture progress, ensuring alignment with HR and company goals through yearly, quarterly, and monthly reporting. • Project Leadership: Led the creation and implementation of new projects to address identified gap areas, including Culture and Wellness programs. • Wellness Program Design & Implementation: Designed and launched a comprehensive wellness program, analyzing benefits engagement and opportunities to create a wellness framework, in partnership with Labor and Legal to ensure compliance. This resulted in a 10% increase in Union employee participation in physical exams and $3M in employee savings through preventive care.

Chanel Marketing Manager Data Analytics, Retention

2017 – Present

Role: Lead retention offer strategy for AT&T. Synthesize call center, digital, and competitive data to understand customer behavior and solve customer concerns. Manage key call center KPIs and offer ROI. Biggest accomplishments: Decreased churn 2% YOY through launch of new call center group. Identified opportunity to drive down churn. Launched new call center group. Key daily contact for center optimization. Daily Responsibilities: • Data and Business Analytics: Align call center KPIs to retention goals. Create dashboards and reports to track campaign, offer, and test performance. Quickly adjust tests and offers to save more customers. • Behavior Models: Use key insights from tests for customer segmentation and to create behavior models. • New Data Sources: Identify new data sources to design tests to understand customer behavior. First to leverage Voice of Customer, call routing, and agent biography data to maximize customer experience. • Spend & Offer Strategy: Manage $100 million minimum quarterly. Save max customers for min spend. • Business Development: Create data-driven stories for executive buy-in and investment (Forecasting, Legal, Product, Finance, and Call-Centers). Align KPIs with call center with retention and loyalty goals.

Marketing Manager, Sales Strategy Walmart Account

2014 – 2016

Role: Strategic sales and marketing management with key emphasis on loyalty programs at our largest retailer Biggest accomplishment: Increased Hot Wheels sales 10% YOY through creation of loyalty program

Brand Analyst, Disney Brand Team

2014 – 2015

Role: Product hierarchy analysis, brand strategy, sku rationale , competitive product analysis Biggest accomplishment: Directly contributed to winning Cars 3 license: Created new product line hierarchy

Global Brand Assurance Director

2012 – 2014

Role: Product, Brand and Co-Brand strategy with focus on licensing partnerships Biggest accomplishment: Launched 10 new global stores which generated 5 new licensing agreements

Brand Strategist

2012 – 2014

Role: Product, Brand and Co-Brand strategy with focus on licensing partnerships Biggest accomplishment: Launched 10 new global stores which generated 5 new licensing agreements

Director Project Management (Creative/Marketing)

2010 – 2012

Role: Strategic leader for new product launches and global marketing strategies Biggest accomplishment: Identified niche market for men’s denim, launched line an degenerated $6MM

Project Management Certification

Concepts and tools for real-world project management.

MBA

2010 – 2012

Graduation Speaker, research assistant, merit scholar.

Bachelors of Science

2006 – 2009

BA in Mass Communications (Media Studies), BA in Universal Design. Minor in Disabilities studies. Merit scholar. Student research fellow and assistant, efforts used to get Ohlone Tribe federal recognition. Student leader and lobbyist with CalPirg, efforts passed Higher Education Opportunity act to lower text book fees