Lyons, Sarah

VP, OTT Media Products | AT&T Mobility and Entertainment

Lyons, Sarah

Previously, Sarah was vice president of DIRECTV's Digital Entertainment Products Group (DEPG), and was part of DEPG's founding leadership team. Lyons was responsible for setting strategy and defining the product roadmap for mobile- and broadband-delivered video products across web, apps, and third-party connected devices. She oversaw the award-winning TV Everywhere product suite, which under her leadership became a robust streaming experience available on more than 250M mobile devices. She also was responsible for the product roadmap for the NFL SUNDAY TICKET streaming service and NFLST.tv OTT product, growing unique streamers 70 percent year-over-year.

Since joining DIRECTV in 2002, Sarah has held a variety of positions of increasing responsibility. Previously she was vice president of Revenue Marketing where she was responsible for generating $4B in revenue across the portfolio of incremental services including NFL SUNDAY TICKET, paid premium networks, pay-per-view movies and events. She was selected to turn around the then-declining Premium Channel business, driving continued year-over-year growth and increasing annual revenue by over $300M despite industry-wide declines of 6 to 7 percent. She also launched DIRECTV's first digital distribution service for streaming events online.

As senior director of Direct Marketing, she was responsible for generating 2 million new subscribers annually. She overhauled the strategy and improved cost per sale by 25 percent. In her role as senior director of Acquisition Marketing, she drove new customer growth through local and national dealers and consumer electronics retailers. She also led advertising, on-premise marketing, and direct marketing for DIRECTV for Business.

Prior to DIRECTV, Lyons managed marketing campaigns for a variety of clients at Bender/Helper Impact, a leading independent marketing communications and public relations firm, working with brands including LG Mobile Phones, British Telecom, Dolby and the Game Developers Conference. She began her career in public relations for AMC Networks.

Lyons holds a master's degree in Communications Management with an emphasis in Entertainment Business from the University of Southern California and a bachelor's degree in Communications with magna cum laude honors from the University of Arizona.



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