AVP, Base Management (Growth/Retention) and Customer Lifecycle Marketing
Dallas, Texas
Job Description:
Role Overview
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.
Required Qualifications
- 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 Qualifications
- 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.
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.
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.
This role offers a unique opportunity to drive meaningful business impact at scale while leading innovative, customer-first marketing strategies.
Our AVP Base Management & Customer Lifecycle Management will earn between $231,700 - $347,500. 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 28 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
- Long Term Grants and Deferred Compensation
A career with us, a global leader in communications and technology, comes with big rewards. As part of our team, you will lead transformation surrounded by trailblazing industry leaders like you. You will be empowered to go above and beyond – making a difference through company-sponsored initiatives or connecting and networking through one of our many employee groups. And regardless of where you are at in your career trajectory, you will be rewarded by the impact that comes with making a difference in the lives of millions. With AT&T, you will be a part of something greater, do incredible things and be rewarded with a chance to change the world.
AT&T will consider for employment qualified applicants in a manner consistent with the requirements of federal, State, and local laws.
Ready to close the deal on a career with AT&T? Apply today!
Weekly Hours:
40Time Type:
RegularLocation:
Dallas, TexasSalary Range:
$231,700.00 - $347,500.00It is the policy of AT&T to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, AT&T will provide reasonable accommodations for qualified individuals with disabilities. AT&T is a fair chance employer and does not initiate a background check until an offer is made.
Job ID R-58699 Date posted 07/15/2025
Benefits
Your needs? Met. Your wants? Considered. Take a look at our comprehensive benefits.
- Paid Time Off
- Tuition Assistance
- Insurance Options
- Discounts
- Training & Development
Our hiring process
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Assessments
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