Marketing Lead, Planning and Analytics

Job Description:

At AT&T we’re redefining the future of connectivity. At our core is a passion to serve our customers with products and services that create connections, improve lives and allow millions to share the stories and experiences that matter. Our Corporate teams are fueled by innovation and a desire to connect the world in meaningful ways. Join our team and bring your bold ideas, supporting and transforming our business across areas like marketing, finance and more.

The Marketing & Growth Organization 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.

In this highly visible and cross-functional role that spans skillsets in Marketing, Finance, and Marketing Analytics. You will play a key role in AT&T’s marketing annual planning process. This role will aid in the creation of annual budgets based on revenue projections, goals for AT&T and the business units, market factors, marketing mix modeling, profit goals, external benchmarks, and other inputs. You will work with teams across the company to build a tops down plan, while simultaneously collaborating with business unit partners to create bottom-up list of activites that allow AT&T to maximize its return on marketing investment (mROI). You will collaborate closely with the marketing insights, strategy, planning and analytics teams along with other divisions to forecast and plan the marketing budgets that will drive results, specifically for revenue goals, and deliver on other KPIs including profit goals.

You will also provide strategic input and serve as a consultative partner and advocate across products and marketing initiatives via a centralized and coordinated approach. The net result will be a clear POV and overall recommendation for AT&T that will spend and maximize desired outcomes. You will also provide adjustments and guidance throughout the year to ensure spending is aligned to dynamic changes in the business. You will be working closely with the Marketing CFO team to monitor overall performance throughout the year and make the necessary adjustments, as well as Marketing teams to ensure plans are being appropriately tracked and measured.

Location: 3 days per week minimum working in our office in Dallas, TX

(This is not a remote position)

Principal Responsibilities:

Annual Marketing Budget Planning:

• Collaborating on annual bottoms-up budget for marketing across the organization, including:
  • Providing recommendations on budget thresholds to meet or exceed business KPIs
  • Provide quarterly and yearly marketing mix investment recommendations linked to specific marketing actions
  • Generate POV on marketing ROI’s across channels / campaigns / priorities and apply to broader spend planning (e.g. Forecasts, budgets, etc.)
  • Partnering with Marketing & Finance teams to build unified metrics that can be measured and optimized
  • Providing benchmarking and thought leadership on marketing-to-sales ratios, competitive insights, and perspective on optimal budgeting best practices
  • Contributing to a Multi-Product Integrated Planning Approach:
    • Building a cross-product investment strategy that prioritizes marketing spending based on revenue goals across products & across the enterprise
    • Recommending and implementing prioritization (including inputs into both Consumer and Business segments) and focus for each year that ties back to revenue goals for all of AT&T and drives optimal growth across our various businesses
    • Developing a spend recommendation, based on the total marketing budget, for each product campaign by allocating spending to revenue goals, industry dynamics and priorities for the year
    • Developing holistic methodology and process that balances the needs of AT&T with each product campaign, by allocating spending to revenue goals and priorities for the year
• Budget Maintenance and Optimizations:
  • Adjusting budgets as needed throughout the year based on business conditions and revised forecasts
  • Ongoing consulting and input into budgeting decisions with the Marketing teams across AT&T and our individual Business Units
• Internal Communications and Visibility:
  • Providing executive-level visibility into marketing budgeting and annual planning
  • Providing key updates to executives within AT&T and serving as a representative of the annual budgeting and planning process

Requirements/Q