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Lead - Digital Customer Growth

Lead - Digital Customer Growth

AT&TDallas, TX, US
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Lead - Digital Customer Growth

This position requires office presence of a minimum of 5 days per week and is only located in the location(s) posted. No relocation is offered.

Work Location : Dallas, TX

Role Overview

As Lead - Digital Customer Growth, you will drive strategy, execution, and performance optimization for AT&T's digital sales initiatives in the Wireless and Internet cross-sell space. Your mission is to increase authenticated customer conversions and Gross Adds through seamless, personalized experiences that encourage household bundling.

About the Marketing Digital Customer Growth Team

The Digital Customer Growth Team is AT&T's marketing engine, responsible for driving sustainable growth by deeply understanding and championing our customers, captivating them with compelling products, services, and experiences, and building a culturally relevant and beloved brand. We pride ourselves in continuously striving to embody expertise, simplicity, and inspiration in everything we do.

Key Responsibilities

1. Digital Sales Strategy & Execution

  • Own KPIs including buy flow progression, ATC Conversion, and Gross Adds Wireless and Internet buy flows and households who interact with digital.
  • Develop and launch personalized cross-sell strategies that drive authenticated customer conversions.
  • Lead initiatives to sell wireless products to existing internet customers and vice versa.
  • Partner with marketing, personalization, and lifecycle teams to deliver targeted offers and bundles.

2. Customer Experience Optimization

  • Define and evolve the digital experience vision for existing customers across wireless, internet, and converged products.
  • Identify and resolve customer pain points in digital journeys to improve satisfaction, increase retention, and boost conversion rates.
  • Enhance converged bundle experiences with dynamic pricing, plan-first flows, and build-your-own tools.
  • Use customer feedback and usability testing to refine feature display and discount visibility.

    • 3. Insights, Testing & Innovation

  • Translate customer insights and business goals into actionable requirements and functional specs.
  • Collaborate with product owners to ensure feasibility and alignment with platform capabilities.
  • Develop strategic A / B testing roadmaps focused on driving Gross Adds and improving conversion.
  • Generate and prioritize test hypotheses based on behavioral data, pain points, and competitive benchmarks.
  • Document and socialize learnings to inform future enhancements.

    • 4. Data & Analytics Leadership

  • Partners with analytics lead to define household-level metrics and validate cross-product conversions.
  • Use tools like Tableau, Power BI, and Adobe Analytics to monitor performance and uncover growth opportunities.
  • Track internal and external factors (e.g., offers, macro trends, funnel changes) to contextualize performance.
  • Surface insights and recommend actions to improve conversion and attach rates.

    • 5. Cross-Functional Collaboration

  • Work closely with product teams, UX, legal, GTM, merchandising, and marketing teams to align messaging, design, and compliance.

    • Qualifications

  • Bachelor's degree in Marketing, Business, Digital Media, or equivalent work experience will also be considered. (MBA or advanced degree a plus)
  • 7+ years of experience in digital marketing, digital product management, or digital strategy roles, with a proven track record of driving digital conversion strategies.
  • Demonstrated expertise in web and app analytics and data visualization tools (e.g., Adobe Analytics, excel, Power BI, Tableau)
  • Strong communication skills with the ability to present complex data insights to executive leadership
  • Excellent communication, presentation, and stakeholder management abilities
  • Creative, data-driven, and results-oriented mindset

    • A career with us, a global leader in communications and technology, comes with big rewards. As part of our team, you'll lead transformation surrounded by trailblazing industry leaders like you. You'll be empowered to go above and beyond making a difference through company-sponsored initiatives or connecting and networking through one of our many employee groups. And regardless of where you're at in your career trajectory, you'll be rewarded by the impact that comes with making a difference in the lives of millions.

    With AT&T, you'll be a part of something greater, do incredible things and be rewarded with a chance to change the world.

    AT&T will consider for employment qualified applicants in a manner consistent with the requirements of federal, State, and local laws.

    Ready to close the deal on a career with AT&T?

    Apply today.

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    Growth Lead • Dallas, TX, US