Marketing With Intention: Kathryn Wiggs on Collaboration, Clarity and ROI

Kathryn Wiggs approaches marketing the same way she approaches most things in life: with curiosity, flexibility and a strong sense of responsibility to the people who rely on her. As Senior Marketing Program Manager for TD SYNNEX Public Sector, she partners with vendors to turn marketing investments into comprehensive campaigns that are intentional, measurable and grounded in real business goals.

At the core of Kathryn’s work is collaboration. She believes the strongest marketing plans are built through conversation, trust and a clear understanding of what each vendor is trying to accomplish.

“Marketing is not one-size-fits-all. Different organizations come to the table with varying goals, timelines and budgets,” says Kathryn. “That’s why taking the time to understand those nuances is essential before shaping a clear path forward.”

One of the key ways Kathryn puts this philosophy into practice is by viewing marketing initiatives not as fixed plans but rather as dynamic frameworks that can readily adjust to changing business needs. She works closely with vendors to understand their goals, adjust strategy when needed and align campaigns with each organization’s success factors. Her emphasis on transparency and ROI reporting provides a clear picture of current performance while helping identify new, future opportunities to evolve and grow.

That mindset reflects how Kathryn thinks more broadly. A lifelong college football fan who once ran a blog designed to help women feel confident joining game-day conversations, she has always been drawn to helping people navigate complex environments with clarity. Her interests in the outdoors, wellness, cooking and home design reflect the same instinct: test, adjust and fine-tune until optimal results are achieved. Those habits carry into her professional life through a willingness to try new approaches and refine them quickly as conditions change.

For Kathryn, protecting a vendor’s marketing investment is a responsibility she takes seriously. Success is not defined solely by where dollars are spent, but by the quality of the work delivered, the value created and the trust built along the way. By focusing on the full story of growth rather than isolated tactics, she helps vendors develop stronger and more meaningful partnerships.