• Developing the “purpose-driven” marketing strategy for AT&T to build brand equity, trust, affinity, and segment growth, increasing brand health, perception, and awareness.
• Leveraging customer insights to develop marketing briefs to action brand-led strategies, ensuring AT&T Purpose is aligned with customer needs and behaviors.
• Partnering with the Media and Sponsorships and Creative Content & Advertising teams to activate against this strategy through tentpole events and curated campaigns.
• Partnering with the Media and Sponsorships team to develop a Brand Partner Strategy to identify key partners to amplify AT&T purpose.
• Identifying new ESG programming to highlight in brand-wide campaigns.
Purpose-Driven Strategies and Activations
• Work closely with Brand & Marketing Strategy and Insights to infuse customer insight into brand messaging to drive deeper brand love and consideration.
• Partnering with specialists across the Marketing & Growth Organization, including Media & Sponsorships, external agencies, and partnership teams to bring to life inspiring and impactful marketing programs and campaigns that elevate AT&T’s approach to Purpose and propel long term growth.
•Identifying programs within the AT&T Purpose umbrella that align with specific audience segments (e.g., She’s Connected, NBA Dreams, Connected Learning Centers, etc.) and activating purpose messaging in marketing efforts for those programs, emphasizing program benefits.
• Collaborating with Audience Segment teams to develop strategies that align to specific AT&T purpose programs and activating with executional partners to drive incremental value and growth.
Program Operations & Effectiveness
• Developing centralized marketing playbooks that can be leveraged by MGO to ensure consistency with messaging across the organization.
• Creating a framework to measure ROI effectiveness for brand initiatives, track results and continually optimize.
• Partnering with stakeholders across AT&T and external bodies to measure brand health and awareness, specifically the impact of AT&T’s Purpose efforts to drive ongoing improvements to programs.
Preferred Criteria
• Experience at a major league team, league, or premium culture shaping event, leading marketing strategies to drive deeper brand love.
• Experience and deep understanding of the ESG, Purpose, and Cause Marketing landscape including hands-on experience developing strategies and programs. • Experience partnering with external stakeholder communities to drive rollout and implementation of purpose-driven marketing strategies.
• Experience managing brand health, perception, and preference for a Fortune 50 brand.
• Change agent and pragmatist; able to drive positive cultural change at AT&T.
• Entrepreneurial spirit and ability to stand up net new functions and infuse new strategic thinking across all levels.
• Experience in matrixed organizations and ability to collaborate with non-direct reports to drive change.
Qualifications
• An expert in their field, leveraging advanced knowledge to shape company objectives and achieve goals. Leads impactful, wide-scope projects, creatively solving complex problems and developing policy changes. Identifies innovative solutions with significant operational impact. Works autonomously, frequently engaging with senior and executive leaders and serving as a strategic advisor.
• Bachelor’s degree (BS/BA) or advanced degree desired. 10+ years of related experience
Weekly Hours:
40
Time Type:
Regular
Location:
Dallas, Texas
Salary Range:
$158,200.00 - $237,400.00
It 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.
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