Job Description:

AT&T’s core mission is driven by purpose: to provide connectivity to all, empowering all communities with digital access. This purpose and mission are infused in all marketing activities throughout AT&T’s Marketing & Growth Organization, ensuring that all external messaging is infused with the company’s dedication to advancing the mission of connectivity.

As a key leader in the Marketing Planning team, the AVP, Brand Strategy will be the champion for purpose throughout all marketing efforts, leading the end-to-end marketing strategy and go-to-market activities for AT&T’s purpose and brand marketing. This role will be responsible for building recognition for AT&T’s mission and message beyond the product portfolio and developing strategies to drive upper funnel awareness and overall brand perception and health.

The AVP, Brand Strategy will identify programs within the AT&T purpose umbrella that align to customer intent and plan targeted campaigns to reach these audience segments accordingly. The role will require cross-functional partnership with the Media & Sponsorships and Creative, Content & Advertising teams to develop thoughtful brand partnerships, tentpole events, and campaigns to highlight AT&T Purpose.

AT&T Purpose Marketing Strategy & GTM

• 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

• Identifying programs within the AT&T Purpose umbrella that align with specific audience segments (e.g. FirstNet, Affordable Connectivity Program, 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.
• Working closely with Brand & Marketing Strategy and Insights to infuse brand messaging into the research and concepts that drive all marketing strategies across segments and products.
• 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.

Program Operations & Effectiveness

• Developing centralized marketing playbooks that can be leveraged by MGO to ensure consistency with messaging across the organization.
• Managing brand marketing pipeline, ensuring all partnerships, tentpole events, and brand-focused campaigns emphasize AT&T’s Purpose and mission in all messaging.
• 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 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.

Our AVP, Brand Strategy salary is between $210,600 - $316,000. 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.

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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.