Tabitha Upshaw
About Tabitha Upshaw
Tabitha Upshaw is the Senior Director of Brand, Creative, Web & Corporate Impact at NI Test & Measurement at Emerson, with extensive experience in corporate impact, marketing, and brand management across various industries.
Current Position at NI Test & Measurement
Tabitha Upshaw is the Senior Director of Brand, Creative, Web, and Corporate Impact at NI Test & Measurement, an Emerson company. Based in Austin, Texas, she oversees branding, reputation management, and corporate impact initiatives. Her role includes leading creative strategies, web development, and ensuring the brand's corporate social responsibility aligns with broader business objectives.
Previous Leadership Roles
Tabitha Upshaw has held several significant positions throughout her career. From 2019 to 2021, she served as the Director of Corporate Impact at NI (National Instruments), focusing on corporate responsibility. Prior to that, she was Chief Marketing Officer at Re:wild from 2018 to 2019. Additionally, she has worked as Director of Brand, Creative & CSR at SunPower Corporation, and at Dell in various marketing capacities from 2002 to 2013.
Educational Background
Tabitha Upshaw holds an MBA in Marketing from St. Edward's University. She also earned a BA in Public Relations & Technical Writing from Texas Tech University. Her education has equipped her with a diverse skill set, informing her balanced approach to both technical and creative facets of brand management.
Corporate Social Responsibility Integration
Known for integrating Corporate Social Responsibility (CSR) strategies into three major corporate re-brands, Tabitha Upshaw is passionate about embedding corporate citizenship into business operations. Her experience spans various industries and company sizes, including startups, mid-market, and large enterprises, as well as both for-profit and nonprofit sectors.
Leadership and Team Development
Tabitha Upshaw excels in building and developing high-performing teams. Her diplomatic approach enables her to align teams and build cross-organizational bridges. She focuses on prioritizing work that creates the most value and is known for being a caring leader genuinely interested in helping others achieve their goals.