Director - Digital Growth Strategy Personalization Data Analytics
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 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.
• Create frameworks for testing, optimizing, and scaling personalization models, campaigns, and customer journeys. • 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.
• Identify and prioritize data sources (internal and external) that enhance customer insights and personalization efforts.
• 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.
• Develop advanced dashboards, visualizations, and reports to clearly communicate insights, performance, and recommendations to senior leadership.
• 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.
• Act as the primary data and analytics advisor for cross-functional teams, providing guidance on how to leverage data for impactful personalization use cases.
• 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:
• Lead the development and execution of "champion vs. challenger" testing frameworks to evaluate the effectiveness of personalization approaches.
• 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.
Leadership:
• Build and lead a high-performing personalization analytics and data strategy team, fostering a culture of innovation, collaboration, and continuous improvement.
• Recruit, mentor, and develop team members, ensuring the team has the skills and expertise to meet evolving business needs.
• Set clear goals, expectations, and priorities for the team, ensuring accountability and delivering measurable results.
• Act as a thought leader within the organization, championing the use of data and analytics to enhance personalization efforts and customer experiences.
Qualifications Education and Experience:
• Bachelor’s degree in Analytics, Data Science, Marketing, Business, or a related field; advanced degree (MBA, MS, or equivalent) preferred.
• 8-10 years of experience in analytics, data strategy, or personalization with a proven track record of using data to drive impactful decisions.
• 5-7 years of experience managing and developing analytics or cross-functional teams. • Strong understanding of personalization strategies, customer segmentation, and omnichannel marketing.
• Experience leading data strategy initiatives, including designing data infrastructure and ensuring data governance.
Technical Skills:
• Proficiency in analytics platforms (e.g., Google Analytics, Adobe Analytics) and business intelligence tools (e.g., Tableau, Power BI).
• Expertise in data analysis tools such as SQL or Python.
• Knowledge of personalization platforms and technologies (e.g., Adobe Target, Salesforce Interaction Studio, or similar).
• Familiarity with data engineering concepts and tools (e.g., ETL pipelines, cloud data platforms).
• Experience with machine learning techniques and predictive modeling.
• Strong understanding of A/B testing frameworks and advanced statistical analysis.
Leadership and Collaboration Skills:
• Excellent communication skills, with the ability to translate complex data and analytics 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 data and analytics strategies with business goals and customer needs.
• Collaborative mindset with a passion for driving alignment and shared success across diverse teams.
Other Skills and Attributes:
• Data-Driven: A relentless focus on using data to guide decision-making and improve outcomes.
• Innovative: A creative thinker who identifies new opportunities to enhance personalization through data and analytics.
• 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.
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-68430 Date posted 05/22/2025
Benefits
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- Paid Time Off
- Tuition Assistance
- Insurance Options
- Discounts
- Training & Development
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