Lead Product Leader – Identity & Personalization
Dallas, Texas
Lead Product Leader – Identity & Personalization
Role Overview:
The Product Leader – Identity & Personalization is responsible for setting the vision, strategy, and execution roadmap to develop and manage customer identity management programs. This role focuses on driving innovation in customer attribute capture, secure data storage, and the enablement of highly personalized and converged digital product experiences. The Product Leader works across business and technical teams to create scalable, compliant solutions that power next-generation customer journeys and business value.
Role Responsibilities:
Identity Program Development & Execution
- Lead the design, delivery, and ongoing optimization of identity management programs, including the creation and strategic shift from account-centric to individual-centric identity models.
- Implement processes for capturing and securely storing expanded customer attributes across new and existing user types, ensuring comprehensive and enriched customer profiles.
- Plan, coordinate, and execute pilot programs for new identity features and flows, and incorporate key learnings to refine processes at scale.
- Ensure secure, compliant storage and availability of customer identity data, supporting the cross-functional needs of Marketing, Product, and other business teams.
Governance, Compliance & Cross-functional Collaboration
- Establish and maintain governance structures, such as bi-weekly/monthly business and strategy syncs and quarterly identity councils, to facilitate alignment and decision-making across the enterprise.
- Partner closely with Legal, Privacy, Compliance, Fraud, CTX, Digital, and other stakeholders to ensure responsible data stewardship, address system limitations, and shape trustworthy cross-team collaboration.
- Prepare and present business cases and requirements for key initiatives, supporting ongoing expansion of identity products and features.
Strategic Initiatives & Roadmapping
- Drive alignment and innovation through orchestration and co-leadership of strategic identity sessions, focusing on topics including user roles and permissions, data harmonization, data sources, and customer profile strategies.
- Develop, pitch, and advance business cases and requirements for identity roadmap initiatives to governing committees, ensuring finance-vetted candidacy and cross-team alignment.
- Identify system gaps and create actionable roadmaps to resolve limitations and strengthen the overall identity architecture.
Technical Solution Delivery & Enablement
- Oversee the development and launch of robust, scalable data services and APIs, enabling real-time data access, user-level product personalization, individual and household profile management, and efficient downstream integrations.
- Lead the cross-functional implementation of new identity flows, attribute management, permissions, and proactive data security measures (e.g., re-introduction of One-Time-Pin functionality in response to fraud and system testing).
- Author comprehensive strategies, detailed business requirement documents, and reporting strategies to support internal and external communications.
Operational Leadership & Product Innovation
- Demonstrate leadership in identifying opportunities for continuous improvement, managing multiple initiatives through to successful deployment, and sustaining progress through resource changes or challenges.
- Facilitate the expansion of additional attribute capture and platform integration—as well as the validation of solutions in real-world environments—through planning, training, and field visits.
- Foster a culture of innovation, inclusion, and trust, encouraging diverse perspectives and collaboration to continually advance identity and personalization initiatives.
Collaboration & Enterprise-wide Engagement
- Cultivate partnerships across Marketing, Martech, Digital, Data, Compliance, Legal, Fraud, and Product Innovation teams to unify efforts and drive innovation.
- Ensure identity and personalization strategies are seamlessly integrated across all customer touchpoints, including flagship profiles, registration experiences, and emerging product innovation initiatives such as advanced payment solutions and authentication methods.
- Support the development of Proofs of Concept for new features that extend the identity framework across core and emerging business lines.
Key Qualifications:
- Deep experience leading large-scale product and data management initiatives, preferably in telecommunications, digital services, or enterprise technology.
- Expertise in identity management, customer attribute capture, secure data architecture, and real-time data services.
- Strategic thinker with a record of translating complex requirements into actionable business and technical plans.
- Proven cross-functional collaborator, skilled in engaging stakeholders from diverse backgrounds and disciplines.
- Strong governance, compliance, and risk management mindset, balanced with an innovative and customer-focused approach.
- Well-versed in driving product innovation, delivering high-impact customer experiences, and continuously improving operational effectiveness.
Key Performance Indicators:
- Successful design, deployment, and scaling of customer identity solutions and enhanced attribute flows.
- Alignment and engagement of multiple business and technical stakeholders across product roadmaps and governance structures.
- Delivery of seamless, secure, and compliant customer experiences through robust data management and personalization enablement.
- Demonstrated impact on business outcomes through innovation, operational efficiency, and improved partner collaboration.
Our Lead Product Manager, earns between $143,800-$215,800 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/Visioncoverage
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.
Ready to join our team? Apply today.
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.
Weekly Hours:
40Time Type:
RegularLocation:
Dallas, TexasSalary Range:
$143,800.00 - $215,800.00It 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-107842 Date posted 05/21/2026
Benefits
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- Paid Time Off
- Tuition Assistance
- Medical and dental plans
- Discounts
- Training & Development
Our hiring process
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