Lead Digital Customer Growth - Internet Digital Retention

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

Work Locations: Dallas, TX  

Overview: As a Lead Digital Customer Growth partner, you will drive AT&T’s digital Internet retention strategy across a broad portfolio of products and strategic initiatives. In this role, you’ll lead high‑impact efforts, collaborating with cross‑functional teams to shape and execute digital strategies that strengthen customer retention in both emerging and established markets. The ideal candidate brings strong business acumen and a holistic understanding of digital ecosystems, enabling them to identify growth opportunities, streamline execution, and advance AT&T’s broader business objectives.

Overall Purpose: You will serve as a connector, strategist, and executor—bridging product concepts, digital campaign planning, and customer experience to deliver measurable business outcomes. You’ll lead the creation and delivery of digital retention strategies across web and app experiences, working across the organization to reduce churn, increase saves, and ensure alignment through an omnichannel approach.

Key Roles and Responsibilities:

• Manage the digital retention strategy for Broadband
• Identify development work needed within app and web for potential engagement, offer inclusion, churn models, etc.
• Gather insights to improve customer experience and address potential issues
• Understand customer behavior and motivations
• Establish, implement, and optimize A/B testing strategies and work across propensity models to build, optimize and include AI to drive retention performance
• Monitor campaign KPIs and report key issues and performance to key stakeholders
• Increase CLTV and reduce churn through engaging customer and repeat purchases
• Work with marketing, insights, brand, content management, personalization, development, marketing teams to establish Digital Retention Roadmap
• Work with CARE and CLM marketing on retention offer alignment
• Collaborate with engineering, data and analytics teams to enhance technical capabilities including but not limited to dynamic product recommendations, promo and offer implementation, and advancing event and model-based triggers and segmentation
• Oversee implementation of new tools and technologies to support digital retention efforts
• Partner and work across the BSSE roadmap to ensure digital retention strategy requirements
• Collaborate with product, marketing, analytics, and digital teams to identify, strategically define, and prioritize growth opportunities across AT&T’s digital channels.
• Lead cross-functional workstreams to translate business objectives into actionable digital plans, including campaign development, content creation, and digital capabilities
• Assess and address digital readiness, identifying and closing critical gaps to ensure successful launches and ongoing performance.
• Serve as a business-minded advisor and liaison between product development, marketing, and digital execution teams to drive cohesive customer growth strategies.

Supervisor: No

Education/Experience:  

• Bachelor’s degree in Marketing, Business, or a related field.
• Proven experience (6+ years) in digital marketing, ecommerce, or related fields.
• Strong analytical skills and proficiency with data analytics tools like Adobe Analytics.
• Strategic thinking with tactical execution ability.
• Familiarity with A/B testing, and content management and agile best practices.
• Excellent project management and organizational abilities.
• Effective communication and collaboration skills.
• Executive presence with the ability to communicate concisely.
• Collaborative mindset and ability to influence senior leaders.
• Ability to work autonomously, take initiative, and thrive in a fast-paced environment.
• Proactive problem-solver comfortable with ambiguity.
• Strong verbal and written communication skills.
• Expertise in Microsoft Office suite

Our Lead Digital Customer Growth earn between $143,800 - $215,800 USD Annual. Not to mention all the other amazing rewards that working at AT&T offers. From health insurance to tuition reimbursement and paid time off to discounts on products and services just to name a few. There is a lot to be excited about around here. 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
• Tuit