Director - Digital Strategy & Performance (Business)

Job Description:

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.

Position Summary: Responsible for providing expertise, vision, and leadership to drive both personalization analytics and data strategy for AT&T across omnichannel touchpoints. This role will focus on leveraging data, analytics, and advanced technologies to inform, measure, and optimize personalized customer experiences while ensuring a cohesive data strategy underpins all personalization efforts. The ideal candidate will have a strong background in analytics, data governance, and strategy development, with a proactive approach to enabling data-driven decision-making and scaling personalization initiatives. This is a highly visible role with significant organizational impact, requiring deep collaboration across Marketing, Product, Technology, and Data teams. The right leader will bring exceptional analytical, data strategy, and communication skills, as well as the ability to align cross-functional teams toward a unified vision for personalization.

Position Responsibilities Personalization Analytics Strategy:

• Develop and lead the personalization analytics strategy, ensuring alignment with AT&T’s broader business objectives and personalization vision.

• Identify and implement key metrics and KPIs to measure the effectiveness and ROI of personalization initiatives across channels and customer segments.

• Establish a robust process for continuous improvement, using analytics to refine personalization strategies and drive measurable outcomes.

Data Strategy and Governance:

• Define and execute a comprehensive data strategy to support personalization initiatives, ensuring data is accessible, accurate, and actionable.

• Collaborate with data governance teams to ensure compliance with privacy regulations, security protocols, and ethical data usage standards.

• Partner with data engineering teams to design and maintain a scalable data infrastructure that supports real-time and omnichannel personalization use cases.

• Work with technology teams to ensure data pipelines are optimized for real-time use, enabling dynamic personalization and journey orchestration.

Insights and Reporting:

• Deliver actionable insights to accelerate the adoption and impact of personalization efforts across the customer journey.

• Analyze data from personalization campaigns to identify key issues, opportunities, and trends.

• Partner with data science teams to enhance predictive models and algorithms, improving personalization accuracy and relevance.

• Leverage advanced analytics techniques (e.g., machine learning, propensity modeling, clustering) to uncover deeper insights into customer behavior and preferences.

Cross-Functional Collaboration:

• Collaborate with Marketing, Digital, Product, and Technology teams to align personalization strategies with analytics findings and data strategy objectives.

• Partner with journey orchestration teams to ensure analytics and data strategies enable seamless, dynamic customer experiences.

• Support marketing and product teams in prioritizing personalization initiatives based on data-driven insights and ROI potential.

Testing and Optimization:

• Provide recommendations for optimizing personalization strategies based on test results and analytics insights.

• Partner with marketing and product teams to scale successful tests and refine underperforming strategies.

• Ensure testing frameworks are aligned with the broader data strategy and leverage the full capabilities of AT&T’s data infrastructure.

Strategic Leadership:

• Build and lead a high-performing personalization analytics and data strategy team, fostering a culture of innovation, collaboration, and continuous improvement.

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