Angelica Scott

Building What Matters

Strategy, Go-to-Market, and Systems Leadership for Scalable Growth

Young woman sitting on pink couch, smiling, wearing a black turtleneck and light pink blazer, with eco-friendly background visible through windows

Big ideas, real impact.

View Resume

I’m a senior marketing leader who designs the systems behind high-performing marketing. My work sits at the intersection of strategy, operations, and execution—building operating models that scale growth, align teams, and deliver outcomes that last.

This is not a creative portfolio. It is a leadership portfolio that shows how I architect marketing operating systems, translate business priorities into execution, and build frameworks that endure.

How I Lead. What I Build. The Impact I Deliver.

  • Great marketing isn’t about channels—it’s about systems. I lead by designing how marketing works: aligning strategy, execution, and measurement so growth is intentional, scalable, and durable.

  • • Turning ambiguity into structured, scalable execution
    • Leading cross-functional delivery across agencies, vendors, and internal teams
    • Translating business priorities into GTM systems that perform
    • Balancing brand integrity with operational rigor

  • • Built a net-new operating model from 0→1, executed successfully two years in a row
    • Led multi-market GTM initiatives across 6+ markets and ~700 locations
    • Designed scalable growth systems under tight time and budget constraints
    • Delivered integrated programs across digital, experiential, and traditional channels

My Featured Work.

Two hands stacking rocks on a sandy surface, with a pile of stones in the background.

A BUILDER

Designing a Net-New Operating Model (0→1)

I built and operationalized a recruiting engagement program from the ground up—owning strategy, operating model, governance, staffing, budget, KPIs, and execution. What began as a response to an unmet hiring need became a repeatable system delivered across both in-person and virtual formats.

The program was successfully executed two consecutive years, requiring cross-functional coordination across recruiting, HR operations, leadership, and external event partners. I established clear performance metrics, run-of-show frameworks, staffing models, and post-event reporting that transformed a one-time initiative into a scalable, institutional capability.

Why this matters
This was not an event—it was an operating system. I designed how the work functioned end-to-end: how resources were deployed, how outcomes were measured, and how execution could scale without losing quality or accountability. The model proved durable enough to be repeated year over year and remained viable until organizational priorities shifted due to executive leadership change.

A small green seedling sprouting from dark soil on a white plate.

A SCALER

Growth at Organizational Scale Multi-Market Go-to-Market

I led a regional go-to-market system to drive adoption of the McDonald’s mobile app across 6+ markets and approximately 700 locations. This required aligning agencies, owner-operators, internal teams, and external vendors into a single execution framework—connecting audience segmentation, market-specific planning, performance tracking, and local activation.

Rather than treating the launch as a campaign, I designed the infrastructure behind it: standardized rollout models, audience and market prioritization, budget governance, and feedback loops to refine performance. The result was a scalable approach to app adoption that extended beyond an initial launch and continues to exist in the market today.

Why this matters
This work demonstrates my ability to translate strategy into operating systems that function across complex, distributed organizations. I didn’t just drive adoption—I built a repeatable growth model that aligned business priorities with execution at scale.

A close-up of a glowing filament light bulb hanging outdoors during dusk, with a blurred background of trees and sky.

A STRATEGIST

Designing How Growth Operates (Advisory Framework)

In parallel to hands-on leadership, I developed a strategic advisory framework focused on how organizations design marketing operating models for performance. This work captures my approach to market assessment, segmentation, execution planning, performance governance, and organizational alignment.

Rather than tactical recommendations, the playbook reflects how I architect systems: identifying structural gaps, defining scalable processes, and building execution frameworks that allow teams to operate with clarity and accountability.

Why this matters
This work reflects how I think—not just what I execute. It shows my ability to step back from delivery and design the systems that enable sustainable growth.

View Case Study

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How I Think.

A leadership perspective on building scalable marketing systems

Most organizations don’t have a marketing problem—they have an operating model problem. Growth stalls not because of creative or channels, but because strategy, execution, and accountability aren’t designed as a system.vI believe marketing is not a collection of tactics—it is an operating architecture. My role is to design how work flows: how strategy becomes action, how teams align, and how performance is measured.

I care about performance & about what the work touches—people, customers, teams, & organizational integrity. That’s why I build systems that last, not campaigns that fade.

My leadership focuses on outcomes:

01
Clarity

02
Durability

03
Impact

Guiding Principle

Do the work with intention. Lead with integrity. Build something that matters.

A workspace with a laptop, open notebook with a pen on it, a mug, a small bottle with liquid, a tray, and a vase with flowers on a wooden table.

Past Work.

  • A woman smiling while working on a laptop in an office setting with other business professionals in the background.

    Brand, Storytelling & Market Perception

    Brand and narrative platforms built to shape perception, establish trust, and create emotional resonance—while supporting broader business and growth objectives.

  • Four professionals walking in an office corridor, dressed in business attire, with bright lighting and modern decor.

    Brand, Storytelling & Market Perception

    Brand and narrative platforms built to shape perception, establish trust, and create emotional resonance—while supporting broader business and growth objectives.

  • Two men engaged in conversation at a table, one in a blue suit and the other in a white shirt, in a professional setting with greenery in the background.

    Brand, Storytelling & Market Perception

    Brand and narrative platforms built to shape perception, establish trust, and create emotional resonance—while supporting broader business and growth objectives.

  • A webpage for AARP job search featuring a hero image of four diverse professionals in a meeting room, with a search bar for skills and location, and a red 'Find Jobs' button.

    Brand, Storytelling & Market Perception

    Brand and narrative platforms built to shape perception, establish trust, and create emotional resonance—while supporting broader business and growth objectives.

  • A woman standing next to an AARP Total Rewards Center sign with colorful balloons on the right side, holding a red folder with AARP logo, inside a building.

    Experiential, Events & Field Activation

    Experiential programs and field activations designed as strategic engagement systems—connecting brand, audience, and outcomes across both physical and virtual environments.

  • A woman is receiving a red AARP bag from a representative behind a table with informational materials, at an event. Another man is in the background.

    Experiential, Events & Field Activation

    Experiential programs and field activations designed as strategic engagement systems—connecting brand, audience, and outcomes across both physical and virtual environments.

  • A man in a suit talking to a woman at an AARP event with a red and white banner that reads 'AARP District of Columbia.' There are promotional materials on the table, including a sign highlighting advocacy, community outreach, social impact, engagement, and government affairs.

    Experiential, Events & Field Activation

    Experiential programs and field activations designed as strategic engagement systems—connecting brand, audience, and outcomes across both physical and virtual environments.

  • Triptych of McDonald's promotional flyers featuring a wrap sandwich with a hamburger patty, lettuce, tomato, and wrapped in a white tortilla wrapper with red background. Each flyer displays the price as $3 and includes the McDonald's logo at the bottom.

    Go-to-Market & Campaign Systems

    Integrated campaign systems designed to drive awareness, adoption, and growth—aligning strategy, targeting, creative, and performance across channels.

  • Group of four diverse professionals gathered around a laptop in a modern office, engaging in a discussion.

    Go-to-Market & Campaign Systems

    Integrated campaign systems designed to drive awareness, adoption, and growth—aligning strategy, targeting, creative, and performance across channels.

  • Woman smiling and standing in an office cubicle.

    Go-to-Market & Campaign Systems

    Integrated campaign systems designed to drive awareness, adoption, and growth—aligning strategy, targeting, creative, and performance across channels.

  • AARP Careers webpage featuring a smiling man and woman in a professional setting, with social media icons at the top.

    Lifecycle, CRM & Direct Engagement

    Lifecycle and direct engagement programs architected to move audiences from awareness to action—using personalization, segmentation, and performance-driven design.

  • Group of three people sitting at a table, smiling and engaged in a discussion, in a professional setting.

    Lifecycle, CRM & Direct Engagement

    Lifecycle and direct engagement programs architected to move audiences from awareness to action—using personalization, segmentation, and performance-driven design.

  • An advertisement with a plate of cooked lobster, lemon, and vegetables. The text says, "That cuisine won't pay for itself. Switch to GEICO and save money for the things you love."

    Traditional, OOH & Market Presence

    High-impact market presence designed to reinforce brand, support campaigns, and drive awareness at scale—integrated into broader multi-channel strategies.

Core Competencies & Technical Skills.

    • Go-to-market strategy

    • Portfolio positioning

    • Brand architecture

    • Integrated launches

    • Segmentation & personas

    • Executive storytelling

    • Lifecycle marketing strategy

    • Journey mapping

    • Personalization

    • CRM-driven engagement

    • Analytics-informed decisions

    • KPI reporting

    • People leadership

    • Budget ownership

    • Matrixed leadership

    • Agile delivery & enablement

    • Marketing automation

    • CMS management

    • Workflow & DAM governance

    • HubSpot

    • LinkedIn Campaign Manager

    • Meta Business Manager

    • Sprinklr

    • Google Analytics

    • Tableau

    • Microsoft Excel

    • Microsoft PowerPoint

  • Canva

    Adobe Illustrator

    CapCut

    • Jira

    • Smartsheet

    • Aprimo

    • Miro

    • Visio

    • CMS platforms

    • Digital Asset Management (DAM)

    • SharePoint

About Me.

I’m driven by impact—seeing how the work I lead affects the people it touches. That belief has shaped my career at the intersection of strategy, operations, and execution: designing systems that don’t just perform, but endure.

I don’t just care about performance. I care about what the work touches—people, teams, customers, and the integrity of the organization behind it. That’s why I build systems that last, not campaigns that fade.

I lead by creating structure where there is ambiguity, aligning teams around what matters, and translating business priorities into scalable, measurable outcomes. Whether launching go-to-market strategies, designing operating models, or guiding cross-functional delivery, my focus is always the same: create clarity, drive momentum, and build something that lasts.

Education & Certifications.

Education

M.S. Business Admin, University of Florida

B.S. Health Education, University of Florida

Certifications

Certified Associate in Project Management, Empire State University

HubSpot Marketing Hub Software Certification (through Jan 2027)

HubSpot Inbound Marketing Certification (through Oct 2027)

Trustworthy Generative AI, Vanderbilt University

Prompt Engineering for ChatGPT, Vanderbilt University

Karrass Effective Negotiating® I & II