Principal Market Development
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.
At AT&T, we empower leaders to drive change in a fast-evolving, connected world. Your strategic vision will help serve customers and transform lives through innovative solutions and impactful connections.
Key Roles and Responsibilities: tasks may include, but are not limited to, the following:
Program Leadership & Execution:
- Lead end-to-end program management for strategic initiatives—from ideation through launch and performance tracking.
- Own offer lifecycle management, including launch planning, performance monitoring, and optimization.
- Drive cross-functional alignment across Pricing, Marketing, Finance, Product, and Operations teams.
Acquisition & Retention Strategy Development:
- Define and evolve acquisition strategies to drive subscriber growth across key channels and segments.
- Design and implement retention strategies to reduce churn and expand customer value through cross-sell, upsell, and convergence.
- Leverage competitive intelligence and market dynamics to continuously refine offer positioning.
Marketing Alignment & Customer Experience (CX) Impact:
- Ensure tight alignment with Marketing on campaign strategy, messaging, and investment prioritization.
- Assess and optimize customer experience impact of pricing and offer decisions, balancing growth with simplicity and transparency.
- Partner cross-functionally to deliver consistent, differentiated customer value propositions.
Channel Strategy & Execution Support:
- Partner with GTM and channel teams to ensure offers are optimized for channel performance (Retail, Digital, IHX, Call Centers).
- Design and implement channel-specific incentives to drive adoption, attach rates, and execution quality.
- Ensure channel readiness and enablement for all offer launches.
Job Contribution:
- Recognized expert in market development, pricing strategy, and offer design within a complex, multi-product environment.
- Applies deep business acumen and analytical rigor to solve high-impact problems and drive measurable growth.
- Leads critical initiatives with minimal oversight, influencing senior leadership decisions and shaping enterprise strategy.
- Serves as a mentor and thought leader, elevating team capability in pricing, offer strategy, and market execution.
Supervisor:
- No
Education:
- Bachelor’s degree required (Business, Economics, Finance, or related field preferred)
Experience
- 7+ years of experience in strategy, pricing,
- product management, or market development
- Deep expertise in pricing, offer strategy, and promotional design.
- Cross-functional leadership driving market execution.
- Strong financial and analytical capability, and ability to translate insights into actionable strategies
Our Principal Market Development earns between $141,300 – 237,400. 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:
Atlanta, Georgia, Dallas, TexasSalary Range:
$141,300.00 - $237,400.00It 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-112389-1 Date posted 06/16/2026
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
Apply Now
Confirm your qualifications align with the job requirements and submit your application.
Assessments
You may be required to complete one or more assessments, depending on the role.
Interview
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Conditional Job Offer
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Background Check
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