AVP Digital Growth Strategy – Engagement (AT&T Consumer)

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.

Role Overview

The AVP, Digital Growth Strategy – Engagement (AT&T Consumer) is a leader accountable for driving measurable digital customer growth for AT&T, optimizing upper-funnel engagement, merchandising, and cross-platform communications across web and app experiences. This leader will translate customer insights and platform performance into a clear growth strategy and roadmap—leveraging measurement, experimentation, and personalization to improve engagement, strengthen funnel performance, and deliver meaningful impact (e.g., growth, revenue conversion, loyalty, and market share) for AT&T.

This role requires a proven people leader with deep digital expertise and the ability to thrive in ambiguity—driving alignment across a complex, matrixed enterprise while accelerating AT&T’s digital transformation.

What Success Looks Like (Outcomes)

Improved digital engagement and funnel health across AT&T’s digital platforms driving growth, conversion, and revenue.

• Increased qualified traffic and downstream conversion through merchandising and messaging strategy.
• Strong, transparent performance management (KPIs, dashboards, learnings, and executive updates).
• A high-performing, innovative team with a test-and-learn culture.
• Effective cross-functional execution through a clear operating model and governance.

Key Responsibilities:

• Own the digital engagement strategy and roadmap for homepage and upper-funnel experiences across desktop, mobile web, and app, ensuring alignment to AT&T Consumer priorities and customer needs.
• Define and manage a comprehensive measurement framework and engagement key performance indicators.
• Build and evolve an operating model that efficiently delivers customer experiences across AT&T digital platforms—clarifying roles, decision rights, governance, and ways of working. Drive alignment across a matrixed organization.
• Leads the digital communications and engagement strategy, including prioritization of customer messaging across platforms, representing both evergreen and campaign messaging to deliver the right message at the right time across the digital journey.
• Partner with Conversion, Personalization, Strategy, and Technology to identify friction points and prioritize improvements that strengthen customer journeys and drive growth.
• Responsible for upper funnel page strategy and execution across digital platforms, driving engagement, and improving click through rates to strengthen the funnel and drive results.
• Oversee site merchandising and digital campaign execution, ensuring go-to-market strategies are represented effectively across the digital experience and optimized for performance.
• Own holistic site merchandising go-to-market plans, ensuring cohesive execution and measurement across digital touchpoints.
• Communicate performance, tradeoffs, and recommendations with strong executive presence—translating analytics into clear narratives and actions.
• Hires, develops and leads a team of digital experts who are responsible for delivering critical engagement metrics across the digital funnel.
• Foster a culture of innovation, accountability, continuous improvement, and operational excellence.

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field. MBA or advanced degree preferred.
• 10+ years of experience in digital marketing or e-commerce strategy and execution, with a proven track record of driving measurable customer and business outcomes, preferably within consumer-facing businesses, and leading engagement and conversion strategies.
• Demonstrated leadership experience building and leading high-performing teams in fast-paced environments.
• Experience partnering effectively across Product, UX, Technology, and Marketing in a matrixed enterprise.
• Strong understanding of digital marketing channels, tools, and best practices.
• Strong proficiency in digital analytics and insights-to-action execution (e.g., Adobe Analytics, Quantum Metric, or similar tools) and marketing automation tools.
• Excellent leadership, stakeholder management, communication, and execution skills, with the ability to influence senior leaders and drive decisions.
• Ability to manage multiple priorities in a fast-paced environment, operate through ambiguity, and deliver results amid change.

Preferred Qualifications / Differentiators:

• Experience driving performance across large-scale, high-traff