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AVP Brand Strategy

Dallas, Texas


The Assistant Vice President of Brand Strategy will partner with
and provide counsel to Business Unit leaders and their teams to both develop
and execute “move the needle” brand strategies that support and accelerate
AT&T’s business goals.

AVPs know the brand better than anyone else, lead critical,
priority work streams (primarily on behalf of Marketing and Business Unit
leaders), partner with everyone from Marketing to Emerging Businesses to
Corporate Strategy to technology architects to global segments to Sales/Field
organizations. AVP’s own and are accountable for 3 - 4 major initiatives each
year for the company – but are required to embrace and leverage the ‘influence
model” structure in-place today, forming strong partnerships that advance the
company’s objectives. The AVP is responsible for: serving as a senior-level
advisor during key work streams, managing the various stakeholder interests,
and leading a combined team of internal and external brand strategy experts.
The AVP works seamlessly with key stakeholders, the VP of Brand Strategy and
SVP of Brand to execute the brand strategy (or strategies) across internal and
external touch points (customer experiences); including, but not limited to,
sales, support, retail, customer service, retention & recruiting,
citizenship/CSR/education initiatives, sponsorships, product development, and
marketing communications. Brand Strategy AVPs work tirelessly to develop new
strategic frameworks, case studies and methods for stakeholders to digest (and
fully understand) the business impacts of various brand strategy decisions. The
AVP, Brand Strategy also shares responsible with peers for building, managing
and developing a team of internal experts who serve as the company's brain
trust regarding all brand strategy decisions, topics, and questions.

Keys to success include:
  • Expert level understanding of the relationship between brands and
    a wide range of marketing communications and customer touch points
  • Expert level skills in brand strategy development: value
    proposition, brand architecture, brand portfolio strategy, naming strategy,
    insights development (facts-to-findings), etc.
  • Expert-level capability to work in a consultative or advisory
    capacity at all levels of top-tier organizations
  • Ability to assimilate business group strategy and objectives and
    develop brand programs that help accelerate business objectives
  • Ability to explain complex concepts and research outputs in simple
  • Demonstrated strength managing agency partners to deliver
    break-through work
  • Fluency in AT&T’s corporate objectives, business objectives,
    and product and technology strategies
  • Ability to build strong collaborative relationships with a diverse
    range of partners – across functions and levels
  • Excellent communication skills (written and via tools like
    PowerPoint) and the ‘proven’ ability to influence at multiple levels of the
  • Ability to shape and harness qualitative and quantitative research
    to drive decision-making
  • Demonstrated strength managing virtual teams
  • Strong interpersonal, negotiation, and conflict-management skills
  • A depth of knowledge in and ability to advise on both B2B and B2C
    branding/marketing strategy
  • Ability to teach and mentor more junior colleagues, helping them
    learn new skills and methodologies
  • Knowledge of both sophisticated management and operational systems
    found in larger companies
  • Demonstrated ability to both operate and effect significant change
    within a matrix environment, where influencing and relationship-building skills
    are essential

Strategic Leadership and Business Acumen: The AVP must have or
quickly develop a keen understanding of AT&T's business strategies, models
and key products and services - and must quickly contribute valuable customer
insights, competitor intelligence and branding solutions to the discourse.
He/she will do this by:

  • Demonstrating a clear passion for technology and media and a
    willingness to immerse him/herself fully in the details of the company's
  • Accessing existing or developing/commissioning new customer and
    competitor research and insight work to quickly gain a deep understanding of
    the customer, his/her wants and needs and how AT&T can deliver against
    these versus its competitors
  • Displaying exceptional collaboration and influencing skills.

The AVP will work closely with the various business unit leaders
& their teams, strategists and marketers, and numerous peers in the Global
Marketing Organization to define and help execute the brand strategy. He/she
will do this in many cases via virtual teams in a highly-matrixed environment.
He/she will succeed by:

  • Investing heavily of his/her personal time and energy to build
    strong working relationships with numerous people at all levels of the
  • Being an exceptionally strong listener
  • Bringing to bear outstanding written and verbal communication and
    presentation skills.
  • Bringing to bear the ability to strongly offer a well-structured,
    well-supported (with data when possible) and clearly articulated point of view
    in the face of strong opposition.
  • Demonstrating a high level of tenacity, diligence and patience and
    a strong ability to adapt to different styles and ways of working.
 Other Personal Characteristics that are required:
  • An inspirational leader with a high degree of drive, energy and
    intellectual ability.
  • An individual with the intellectual curiosity and horsepower to
    quickly grasp complex business models, products/ technologies.
  • A natural collaborator. An individual
    with the intellectual agility and organizational savvy to solve complex issues
    and find win-win solutions when dealing with a number of very demanding

Job ID 1852520 Date posted 01/15/2019

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