Director - Digital Growth Strategy, Omni-Channel Optimization
Dallas, Texas
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 leadership, vision, and operational expertise to drive the success of AT&T’s personalization platform and operational processes across omnichannel touchpoints. This role will focus on optimizing platform capabilities, streamlining workflows, and ensuring scalability to enable seamless delivery of personalized customer experiences. The ideal candidate will have a strong background in personalization technologies, operational excellence, and platform management, with the ability to align systems, processes, and teams to meet AT&T’s business objectives. This is a highly visible role with wide organizational impact, requiring collaboration across Marketing, Product, Technology, and Analytics teams. The right leader will bring exceptional technical and operational expertise, communication skills, and program management abilities to ensure AT&T’s personalization efforts are both scalable and effective.
Position Responsibilities
Personalization Platform Management:
· Oversee the management, optimization, and scalability of AT&T’s personalization platforms.
· Drive the integration of personalization technologies into AT&T’s broader omnichannel ecosystem, ensuring seamless operation across all customer touchpoints.
· Evaluate platform performance and identify opportunities for enhancements, ensuring the delivery of highly relevant and timely personalized experiences.
· Partner with Technology teams to ensure the personalization platform is equipped to handle real-time data inputs and outputs for dynamic personalization use cases.
· Stay abreast of emerging technologies and trends in personalization platforms to recommend innovations that enhance AT&T’s capabilities.
Operational Excellence:
· Develop and implement streamlined workflows for personalization campaign setup, execution, and optimization.
· Ensure business rules for personalization are easy to configure and scalable across teams, reducing complexity and enabling faster deployment of personalization initiatives.
· Address bottlenecks or inefficiencies in operational processes to improve speed and accuracy in delivering personalized experiences.
· Establish self-service capabilities for teams to configure personalization content and campaigns without relying on technical expertise.
· Collaborate with internal teams to create templates, guided workflows, and automation tools to enhance operational efficiency.
Cross-Functional Collaboration:
· Partner with Marketing, Digital, Product, Analytics, and Technology teams to align personalization platform capabilities and operations with business objectives.
· Facilitate collaboration between stakeholders to ensure content configuration, business rules, and personalization logic align across channels and teams.
· Act as the primary operational advisor to cross-functional teams, providing guidance on how to leverage personalization platforms for maximum impact.
· Work closely with journey orchestration teams to ensure platform capabilities support seamless customer experiences across touchpoints.
Testing and Monitoring:
· Support the execution of “champion vs. challenger” testing frameworks on the personalization platform, ensuring tests are easy to set up, run, and measure.
· Implement monitoring systems to track platform performance, campaign effectiveness, and personalization accuracy.
· Use operational insights to refine workflows and platform functionality, ensuring continuous improvement in personalization delivery.
Leadership:
· Build and lead a high-performing personalization platform and operations team, fostering a culture of innovation, collaboration, and operational excellence.
· Recruit, mentor, and develop team members to ensure the team has the technical and operational expertise to meet evolving business needs.
· Set clear goals, expectations, and priorities for the team, ensuring accountability and measurable outcomes.
· Act as a thought leader within the organization, championing the role of personalization platforms and operations in delivering exceptional customer experiences.
Qualifications Education and Experience:
· Bachelor’s degree in Computer Science, Engineering, Business, or a related field; advanced degree (MBA, MS, or equivalent) preferred.
· 8-10 years of experience in personalization technology, platform management, or operations with a proven track record of success.
· 5-7 years of experience managing and developing technical or operational teams.
· Strong understanding of personalization platforms, customer segmentation, and omnichannel marketing.
· Demonstrated experience in streamlining workflows and scaling operational processes. Technical Skills:
· Proficiency in personalization platforms (e.g., Adobe Target, Salesforce Interaction Studio, Pega or similar tools).
· Knowledge of data integration, APIs, and platform architecture to enable seamless operation across systems.
· Familiarity with real-time data processing and its application to personalization use cases.
· Experience with automation tools and technologies to enable self-service workflows.
· Strong understanding of testing frameworks and campaign monitoring tools.
Leadership and Collaboration Skills:
· Excellent communication skills, with the ability to translate technical concepts into actionable insights for non-technical stakeholders.
· Proven ability to work effectively with cross-functional teams and build strong relationships across the organization.
· Strategic thinker with the ability to align personalization platform capabilities with business goals and customer needs.
· Collaborative mindset with a passion for driving alignment and shared success across diverse teams.
Other Skills and Attributes:
· Operational Excellence: A relentless focus on improving workflows and reducing complexity in operational processes.
· Innovative: A creative thinker who identifies new opportunities to enhance personalization through platform capabilities.
· Customer-Centric: Deep understanding of customer behaviors, preferences, and how to translate those into improved experiences.
· Agile: Ability to adapt to a fast-paced, dynamic environment and prioritize competing demands effectively.
· Results-Oriented: A proven track record of delivering measurable outcomes through platform and operational improvements.
About the Role
This role offers the opportunity to lead AT&T’s personalization platform and operational efforts, ensuring scalability, efficiency, and alignment with the company’s personalization strategy. By optimizing platform capabilities and streamlining workflows, this leader will play a key role in delivering seamless and impactful customer experiences. If you are passionate about personalization technologies and operational excellence, this is the role for you.
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-68525 Date posted 05/22/2025
Benefits
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- Paid Time Off
- Tuition Assistance
- Insurance Options
- Discounts
- Training & Development
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