Sarah Dzida
Work >

DTS & Xperi

Clients: DTS, Xperi, TiVo

DTS powers 2B+ devices globally. As a B2B2C software solutions enterprise, they partner with OEMs to put their audio/sensing codecs into cars, homes, and movie theaters.

The Challenge: After being acquired by Xperi for $850M, DTS wasn’t sure how to convey their brand value and product differentiation. The CMO invited me in to help the team answer those questions through a website relaunch.

What I Did

30 years ago, DTS was the audio pioneer for movie theaters and a consumer-facing brand. But they had actually evolved into a B2B business—selling to OEMs. The most important work I did was updating DTS’s understanding of their own brand, products, and services—and how they were both distinct from and connected to the larger Xperi brand.

Success Stats

  • Broke a stalled 30th Anniversary campaign loose, turning it from a shelved one-off into a live, ongoing marketing asset
  • Gave siloed teams a shared language, breaking the gridlock that had kept initiatives stuck in place
  • Reactivated a 50,000-contact email list that had gone dormant
  • Overhauled the website and shipped the lead-generation infrastructure the old site never had
  • Built a B2B2C funnel across multiple digital channels, giving multidisciplinary teams a shared system to work from
  • Developed business and consumer experiences for DTS, which were launched in 2025
  • Grew the work beyond DTS into the wider Xperi ecosystem, including TiVo

Expertise

  • Business Transformation
  • Brand & CX Strategy
  • Web & Digital Strategy
  • Marketing Funnel Design
  • Cross-Team Leadership
  • Content & Taxonomy Strategy

Concept → Launch

All of DTS’s marketing efforts were still consumer-facing, but my new B2B2C funnel strategically connected B2C marketing efforts and users to future B2B sales initiatives.

A B2C funnel diagram mapping DTS's user journey from awareness through co-branding efforts, publications, and paid ads to social engagement.

With the new funnel, we turned the website into a meaningful source of customer data. There were clear flows for B2B and B2C traffic that led to lead-generation forms, especially for individual consumers who still regularly signed up for the newsletter.

A batch of wireframes for DTS's homepage, newsletter sign-up, and Connected Car pages, prioritized for the first launch phase.

The website changes finally sunset old products, removed pop-up email clients, deleted links to dropbox folders, etc. But more importantly, the new websites told customers—consumers and businesses—what kind of brand DTS really was! Here’s the business and consumer site.

The redesigned DTS.com homepage, with the tagline “Sound. Sight. Sensing.” and featured product and culture tiles.

Press

“Sarah is thorough in getting to know the business so she can deliver impact quickly.”

Christy Willingham · Head of DTS Powered Marketing · DTS / XPERI