AVP, Base Management (Growth/Retention) and Customer Lifecycle Marketing
Dallas, Texas
Job Description:
AT&T is seeking a results-driven AVP, Base Management & Customer Lifecycle Marketing to lead and optimize customer engagement, retention, and revenue growth across our entire household ecosystem. This high-impact role will drive AT&T’s customer value strategy by leveraging audience segmentation, personalized lifecycle marketing, and data-driven decision-making.
This role is based in Dallas TX requiring in-office presence 5 days/week. Relocation assistance is available for qualified candidates.
Key Responsibilities:
- Strategic Leadership: Own and drive retention and growth strategies for wireless, broadband, converged, and prepaid-to-postpaid households, ensuring alignment with AT&T’s shareholder and customer commitments.
- Customer Lifecycle Optimization: Design and execute personalized, data-driven engagement strategies that increase Net Adds, revenue, and customer lifetime value.
- Retention & At-Risk Customer Management: Develop predictive models and proactive interventions for high-value and at-risk customer segments, ensuring sustainable churn reduction.
- Base Health & Audience Strategy: Define, analyze, and communicate customer trends, influencing forecasting and customer engagement strategies.
- Data-Driven Personalization: Partner with analytics teams to implement test-and-learn frameworks, optimize messaging, and refine treatment sequencing.
- Cross-Functional Collaboration: Work closely with Commercialization, Sales, Product, and MarTech teams to exceed customer retention and growth objectives.
Qualifications:
Required:
- 12+ years of experience in Base Management, Customer Lifecycle Marketing, CRM, or Growth Marketing, preferably in a telecom, tech, or subscription-based industry.
- Proven success in customer retention, churn reduction, and revenue growth strategies.
- Strong expertise in audience segmentation, data-driven marketing, and personalization at scale.
- Experience leading large-scale, cross-functional initiatives within complex, matrixed organizations.
- Deep understanding of MarTech platforms, data analytics, and omnichannel marketing execution.
- Strong ability to influence and present insights to senior executives and key stakeholders.
Preferred:
- Experience in AI-driven analytics, predictive modeling, or advanced customer segmentation techniques.
- Knowledge of subscription economics, pricing strategies, and customer lifetime value optimization.
- Familiarity with customer journey automation, retention scoring models, and behavioral analytics.
- MBA or equivalent advanced degree in Marketing, Business, Data Science, or a related field.
This role offers a unique opportunity to drive meaningful business impact at scale while leading innovative, customer-first marketing strategies.
What Success Looks Like:
- Increased Net Adds, Revenue, and Margin, while reducing Churn.
- Successfully implementing AI-driven micro-segmentation to enhance customer engagement.
- Delivering measurable uplift in customer retention and cross-sell/upsell conversion rates.
Key Traits:
- Customer-Centric Mindset – Deeply understands customer needs and is passionate about delivering personalized, customer-first experiences.
- Data-Driven & Analytical – Comfortable working with complex data, deriving insights, and using them to make high-impact decisions.
- Strategic & Visionary – Can balance short-term wins with long-term strategic planning to drive business growth.
- Execution-Oriented – Knows how to operationalize strategies, drive measurable results, and adapt quickly in a dynamic environment.
- Innovative & Growth-Oriented – Willing to test, iterate, and implement new retention and engagement tactics using AI and automation.
- Strong Influencer & Communicator – Can effectively engage senior executives and cross-functional teams to align on key initiatives.
- Collaborative Leader – Builds strong partnerships across functions and fosters a high-performance, customer-first culture.
Benefits and Perks:
At AT&T, we recognize that our people are our most valuable assets. We offer a competitive benefits package designed to enhance well-being and provide peace of mind. Benefits may include:
- Health and Wellness: Comprehensive medical, dental, and vision coverage options.
- Financial Security: 401(k) retirement savings plan with company matching, life insurance, and disability coverage.
- Paid Time Off: Generous vacation, holiday, and sick leave policies to support work-life balance.
- Professional Development: Access to training programs, leadership development opportunities, and tuition reimbursement.
- Additional Perks: Employee discounts, wellness programs, commuter benefits, and more.
A career with us, a global leader in communications and technology, comes with big rewards. As part of our team, you’ll lead transformation surrounded by trailblazing industry leaders like you. You’ll be empowered to go above and beyond – making a difference through company-sponsored initiatives or connecting and networking through one of our many employee groups. And regardless of where you’re at in your career trajectory, you’ll be rewarded by the impact that comes with making a difference in the lives of millions.
With AT&T, you’ll be a part of something greater, do incredible things and be rewarded with a chance to change the world.
AT&T will consider for employment qualified applicants in a manner consistent with the requirements of federal, State, and local laws.
Ready to close the deal on a career with AT&T?
Apply today
Weekly Hours:
40Time Type:
RegularLocation:
Dallas, TexasSalary Range:
$231,700.00 - $347,500.00It 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.
Job ID R-58699 Date posted 03/07/2025
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