AVP Digital Growth Strategy – Engagement (AT&T Consumer)
Dallas, Texas
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.
Role Overview
The AVP, Digital Growth Strategy – Engagement (AT&T Consumer) is a leader accountable for driving measurable digital customer growth for AT&T, optimizing upper-funnel engagement, merchandising, and cross-platform communications across web and app experiences. This leader will translate customer insights and platform performance into a clear growth strategy and roadmap—leveraging measurement, experimentation, and personalization to improve engagement, strengthen funnel performance, and deliver meaningful impact (e.g., growth, revenue conversion, loyalty, and market share) for AT&T.
This role requires a proven people leader with deep digital expertise and the ability to thrive in ambiguity—driving alignment across a complex, matrixed enterprise while accelerating AT&T’s digital transformation.
What Success Looks Like (Outcomes)
Improved digital engagement and funnel health across AT&T’s digital platforms driving growth, conversion, and revenue.
- Increased qualified traffic and downstream conversion through merchandising and messaging strategy.
- Strong, transparent performance management (KPIs, dashboards, learnings, and executive updates).
- A high-performing, innovative team with a test-and-learn culture.
- Effective cross-functional execution through a clear operating model and governance.
Key Responsibilities:
- Own the digital engagement strategy and roadmap for homepage and upper-funnel experiences across desktop, mobile web, and app, ensuring alignment to AT&T Consumer priorities and customer needs.
- Define and manage a comprehensive measurement framework and engagement key performance indicators.
- Build and evolve an operating model that efficiently delivers customer experiences across AT&T digital platforms—clarifying roles, decision rights, governance, and ways of working. Drive alignment across a matrixed organization.
- Leads the digital communications and engagement strategy, including prioritization of customer messaging across platforms, representing both evergreen and campaign messaging to deliver the right message at the right time across the digital journey.
- Partner with Conversion, Personalization, Strategy, and Technology to identify friction points and prioritize improvements that strengthen customer journeys and drive growth.
- Responsible for upper funnel page strategy and execution across digital platforms, driving engagement, and improving click through rates to strengthen the funnel and drive results.
- Oversee site merchandising and digital campaign execution, ensuring go-to-market strategies are represented effectively across the digital experience and optimized for performance.
- Own holistic site merchandising go-to-market plans, ensuring cohesive execution and measurement across digital touchpoints.
- Communicate performance, tradeoffs, and recommendations with strong executive presence—translating analytics into clear narratives and actions.
- Hires, develops and leads a team of digital experts who are responsible for delivering critical engagement metrics across the digital funnel.
- Foster a culture of innovation, accountability, continuous improvement, and operational excellence.
Qualifications:
- Bachelor’s degree in Marketing, Business, or a related field. MBA or advanced degree preferred.
- 10+ years of experience in digital marketing or e-commerce strategy and execution, with a proven track record of driving measurable customer and business outcomes, preferably within consumer-facing businesses, and leading engagement and conversion strategies.
- Demonstrated leadership experience building and leading high-performing teams in fast-paced environments.
- Experience partnering effectively across Product, UX, Technology, and Marketing in a matrixed enterprise.
- Strong understanding of digital marketing channels, tools, and best practices.
- Strong proficiency in digital analytics and insights-to-action execution (e.g., Adobe Analytics, Quantum Metric, or similar tools) and marketing automation tools.
- Excellent leadership, stakeholder management, communication, and execution skills, with the ability to influence senior leaders and drive decisions.
- Ability to manage multiple priorities in a fast-paced environment, operate through ambiguity, and deliver results amid change.
Preferred Qualifications / Differentiators:
- Experience driving performance across large-scale, high-traffic digital platforms in a consumer business environment
- Experience with martech and marketing automation, customer messaging platforms, and measurement instrumentation
- Familiarity with CRM, lifecycle marketing, segmentation, and personalization at scale
- Exposure to AI-assisted optimization, decisioning, and machine learning-driven personalization
- Telecom, subscription, or similarly complex consumer experience background
Leadership Traits:
- Enterprise Growth Strategist: Defines and drives a clear digital growth vision tied to AT&T Consumer priorities, translating engagement into measurable outcomes (revenue, conversion, market share).
Data-Driven Operator: Leads with analytics and experimentation, using insights to prioritize, inform trade-offs, and accelerate performance.
- Builder in Complexity: Brings structure, governance, and pace to ambiguity; establishes scalable operating models across a matrixed organization.
- Executive Influencer: Aligns senior leaders and cross-functional partners to drive decisions, navigate trade-offs, and deliver results with speed and clarity.
- Transformational People Leader: Builds and develops large, high-performing, and agile teams, fostering accountability, ownership, and a culture of continuous improvement.
- Customer-Centric Innovator: Champions the customer and advances personalization, testing, and emerging capabilities (e.g., AI/ML) to elevate experiences.
- Performance & Accountability Leader: Sets high standards, owns outcomes, and consistently drives measurable impact through disciplined execution.
Our AVP, Digital Growth Strategy – Engagement earns between $191,400 - $287,200 USD Annual. 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 23 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
Call to action
If you’re ready to make an impact on our business and your career, bring your bold ideas to a world of possibility. Apply today!
Ready to join our team? Apply today!
Weekly Hours:
40Time Type:
RegularLocation:
Dallas, TexasSalary Range:
$191,400.00 - $287,200.00It 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-108500 Date posted 05/21/2026
Benefits
Your needs? Met. Your wants? Considered. Take a look at our comprehensive benefits.
- Paid Time Off
- Tuition Assistance
- Medical and dental plans
- Discounts
- Training & Development
Our hiring process
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