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.

At AT&T, we empower leaders to drive change in a fast-evolving, connected world. Your strategic vision will help serve customers and transform lives through innovative solutions and impactful connections.

Overall Purpose: Drive digital customer growth by leading site merchandising and mobile app experiences that deliver best-in-class, personalized journeys. This role ensures the right content, offers, and experiences reach customers at the right moment advancing AT&T’s purpose of connecting people to greater possibility while improving digital adoption.

Key Roles and Responsibilities: Typical tasks may include, but are not limited to, the following:

• Experience & Site Management: Own the end-to-end digital experience across web and app, delivering cohesive, customer-first journeys grounded in data and insights. Lead visual merchandising and content strategy across key journeys to create intuitive, seamless experiences that guide customers to the right products and solutions.

• Content & Messaging Strategy: Define messaging hierarchy, prioritization, and content strategy to ensure clear, compelling, and consistent storytelling across touchpoints. Partner cross-functionally to align on customer-focused messaging that simplifies decisions and drives action.

• Site Merchandising & Growth (App Focus): Partner with App & Personalization teams to develop in-app merchandising and marketing strategies. Optimize mobile-first campaigns and experiences to drive measurable growth, engagement, and conversion through targeted, relevant interactions.

• Data-Driven Optimization: Leverage advanced analytics to monitor performance, identify opportunities, and continuously improve outcomes. Lead a structured test-and-learn agenda with hypothesis-driven experimentation (A/B testing) to accelerate innovation and conversion gains.

• Cross-Functional Leadership: Partner across Marketing, Consumer Technology, Product, Personalization, and Analytics to enable dynamic, audience-based experiences. Drive alignment on priorities, strategy, and execution to deliver integrated, high-impact outcomes.

• Innovation & Roadmap Influence: Identify and champion new capabilities that enhance the digital experience (e.g., personalization, cross-sell, AI-driven journeys). Influence product and technology roadmaps to unlock growth and elevate customer experiences.

• Operational Excellence: Lead planning, prioritization, and execution across campaigns and site/app updates, ensuring timely, high-quality delivery. Leverage CMS tools and streamlined workflows to drive speed, accuracy, and scalable execution.

Job Contribution: An experienced professional, recognized as an expert, creatively resolving complex issues with broad and in-depth knowledge. Leads significant projects with strategic autonomy, influencing executive decisions. Mentors less experienced staff, implements long-term plans impacting the organization, and frequently collaborates with senior leadership.

Supervisor: No

Education/Experience: Bachelor’s degree (BS/BA) desired. 5+ years of related experience. Certification is required in some areas.

Our Lead, Digital Customer Growth earns between $143,800 - $215,800 USD Annual. Not to mention all the other amazing rewards that working at AT&T offers. Individual starting salary within this range may depend on geography, experience, expertise, and education/training.  

Joining our team comes with amazing perks and benefits:

• Medical/Dental/Vision coverage  
• 401(k) plan  
• Tuition reimbursement program  
• Paid Time Off and Holidays (based on date of hire, at least 23 days of vacation each year and 9 company-designated holidays)  
• Paid Parental Leave  
• Paid Caregiver Leave  
• Additional sick leave beyond what state and local law require may be available but is unprotected  
• Adoption Reimbursement  
• Disability Benefits (short term and long term)  
• Life and Accidental Death Insurance  
• Supplemental benefit programs: critical illness/accident hospital indemnity/group legal  
• Employee Assistance Programs (EAP)  
• Extensive employee wellness programs  
• Employee discounts up to 50% off on eligible AT&T mobility plans and accessories,
• AT&T internet (and fiber where available) and AT&T phone

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