AVP, Base Management (Growth/Retention) and Customer Lifecycle Marketing

Job Description:

AT&T is seeking a results-driven AVP, Base Management & Customer Lifecycle Marketing to lead and optimize customer engagement, retention, and revenue growth across our entire household ecosystem. This high-impact role will drive AT&T’s customer value strategy by leveraging audience segmentation, personalized lifecycle marketing, and data-driven decision-making. 

This role is based in Dallas TX requiring in-office presence 5 days/week. Relocation assistance is available for qualified candidates.

Key Responsibilities:

• Strategic Leadership: Own and drive retention and growth strategies for wireless, broadband, converged, and prepaid-to-postpaid households, ensuring alignment with AT&T’s shareholder and customer commitments. 
• Customer Lifecycle Optimization: Design and execute personalized, data-driven engagement strategies that increase Net Adds, revenue, and customer lifetime value. 
• Retention & At-Risk Customer Management: Develop predictive models and proactive interventions for high-value and at-risk customer segments, ensuring sustainable churn reduction. 
• Base Health & Audience Strategy: Define, analyze, and communicate customer trends, influencing forecasting and customer engagement strategies. 
• Data-Driven Personalization: Partner with analytics teams to implement test-and-learn frameworks, optimize messaging, and refine treatment sequencing. 
• Cross-Functional Collaboration: Work closely with Commercialization, Sales, Product, and MarTech teams to exceed customer retention and growth objectives. 

Qualifications:

Required:

• 12+ years of experience in Base Management, Customer Lifecycle Marketing, CRM, or Growth Marketing, preferably in a telecom, tech, or subscription-based industry. 
• Proven success in customer retention, churn reduction, and revenue growth strategies. 
• Strong expertise in audience segmentation, data-driven marketing, and personalization at scale. 
• Experience leading large-scale, cross-functional initiatives within complex, matrixed organizations. 
• Deep understanding of MarTech platforms, data analytics, and omnichannel marketing execution. 
• Strong ability to influence and present insights to senior executives and key stakeholders. 

Preferred:

• Experience in AI-driven analytics, predictive modeling, or advanced customer segmentation techniques. 
• Knowledge of subscription economics, pricing strategies, and customer lifetime value optimization. 
• Familiarity with customer journey automation, retention scoring models, and behavioral analytics. 
• MBA or equivalent advanced degree in Marketing, Business, Data Science, or a related field. 

This role offers a unique opportunity to drive meaningful business impact at scale while leading innovative, customer-first marketing strategies. 

What Success Looks Like: 

• Increased Net Adds, Revenue, and Margin, while reducing Churn. 
• Successfully implementing AI-driven micro-segmentation to enhance customer engagement. 
• Delivering measurable uplift in customer retention and cross-sell/upsell conversion rates. 

Key Traits:

• Customer-Centric Mindset – Deeply understands customer needs and is passionate about delivering personalized, customer-first experiences. 
• Data-Driven & Analytical – Comfortable working with complex data, deriving insights, and using them to make high-impact decisions. 
• Strategic & Visionary – Can balance short-term wins with long-term strategic planning to drive business growth. 
• Execution-Oriented – Knows how to operationalize strategies, drive measurable results, and adapt quickly in a dynamic environment. 
• Innovative & Growth-Oriented – Willing to test, iterate, and implement new retention and engagement tactics using AI and automation. 
• Strong Influencer & Communicator – Can effectively engage senior executives and cross-functional teams to align on key initiatives. 
• Collaborative Leader – Builds strong partnerships across functions and fosters a high-performance, customer-first culture. 

Benefits and Perks:

At AT&T, we recognize that our people are our most valuable assets. We offer a competitive benefits package designed to enhance well-being and provide peace of mind. Benefits may include:

• Health and Wellness: Comprehensive medical, dental, and vision coverage options.
• Financial Security: 401(k) retirement savings plan with company matching, life insurance, and disability coverage.