Lead Market Research & Analysis - Local Research

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're shaping the next generation of connectivity. At the heart of our mission is a dedication to serving our customers with innovative products and services that foster connections, enhance lives, and enable millions to share their important stories and experiences. Our Corporate teams thrive on innovation and a commitment to connecting the world in significant ways. Join us and bring your bold ideas to support and transform our business in areas such as marketing, finance, and beyond.

AT&T is focused on delivering the best Mobility and Internet experiences for customers in every market we serve. Our Research, Analytics, and Insights (RAI) team uses data-driven insights, local market intelligence, and the latest consumer and competitive trends to inform decisions that strengthen AT&T’s performance nationally and locally. The Lead Market Research & Analysis – Local Research role will focus on local marketing research across both Mobility and Internet, designed to uncover regional and DMA-level insights that inform local business priorities, marketing initiatives, campaigns, and go-to-market actions.

Role:

Lead the design, execution, and optimization of local market research programs that generate actionable insights at the regional and DMA level to support AT&T’s local business, marketing, and customer growth priorities. This is an individual-contributor role with the following key areas of support:

• Local Market Research – custom quantitative and qualitative research across Mobility and Internet focused on regional and DMA-level customer, competitive, brand, and business dynamics
• Local Marketing Insights – research and analysis that inform local campaigns and initiatives spanning fiber expansion, churn reduction, competitive response, acquisition, winback, and growing brand love, including media strategies and market-level action planning
• Cross-Functional Stakeholder Support – insight partnership with Local Marketing, Local Market Strategy, Consumer Markets, the Network team, and C-Suite executives leading local efforts

Responsibilities:

• Lead end-to-end local market research initiatives, ensuring strong research design, disciplined execution, high-quality data collection, and timely delivery of actionable insights
• Design and execute custom quantitative and qualitative research that identifies customer needs, perceptions, behaviors, barriers, and opportunities at the regional and DMA level
• Integrate research findings with internal business metrics, competitive intelligence, media and campaign inputs, customer experience data, and other relevant sources – such as NPS, Brand Health Tracking (BHT), Inflow/Outflow, Retail, and Advertising trackers – to create a more complete view of local opportunities and risks
• Translate local research findings into strategic implications and practical recommendations that inform local marketing efforts, initiatives, campaigns, offers, messaging, and customer growth plans
• Partner closely with cross-functional stakeholder teams leading local efforts, including Local Marketing, Local Market Strategy, Consumer Markets, the Network team, C-Suite executives, and external agency and research partners
• Develop local market narratives that connect customer insight, competitive context, business performance, and marketing activity to clarify what is happening in key markets and what actions should be considered
• Prepare executive-ready reports, presentations, charts, tables, and visual aids that clearly communicate local insights, strategic implications, and recommended actions
• Present findings to leadership and cross-functional stakeholders in a clear, persuasive, and business-oriented manner, tailoring communications to both executive and working-team audiences
• Build and maintain strong relationships with internal stakeholders and external research partners to ensure research priorities are aligned with local business needs and delivered with quality and speed
• Manage multiple simultaneous research projects and vendor relationships, ensuring timelines, budgets, quality standards, and stakeholder expectations are met

Position Qualifications

Required:

Deep expertise in designing and executing primary market research, with demonstrated ability to generate insights that inform market-level business and marketing decisions:

• 3+ years of hands-on experience as a Market Research professional on the client or research supplier side, preferably with experience supporting marketing, brand, customer experience, or local market strategy
• Experi