18 days old

Lead Product Marketing Segmentation Manager

El Segundo, CA 90245
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This role within the national marketing team is focused on key growth segment marketing to create value and drive results for the wireless organization. The objective is to reach targeted consumer segments including Teachers, Nurses & Physicians, Military & Veterans and First Responders. This is a top initiative amongst the national marketing team to drive success. Key metrics include driving new gross adds and reducing churn with plan migrations from existing eligible AT&T customers to new discounted unlimited plans. This role is also closely aligned with pricing and analytics teams to have one voice in performance tracking and net subscriber results.


While these segments have servitude in common, each identify separately and require thoughtful planning and targeted marketing outreach to connect authentically. Throughout the calendar year, there is on-going marketing outreach in addition to planned campaigns in key periods. This aligns media investments with organic social conversations for greater ROI and contextual relevancy. For example, in May we join the rest of America in celebrating Military Appreciation month. For teachers, aligning with back to school is an additional opportunity. Given the highly competitive environment and our competition investing heavily in these segments, it is imperative to break through with compelling messaging and marketing execution. This includes creative strategies and partnerships with the sales organization, AT&T Business partners, Employee Resource Groups, sponsorships plus more. This role is also responsible for messaging and discoverability strategies for ATT.com and retail stores merchandising. Marketing campaign results include responses, sales by medium and earned impressions.


To nail the niche, authenticity is critical, including accuracy of uniforms when applicable, but also culture, tone and varied nuances. This role will interact across multiple teams to set strategy and alignment through a compelling marketing brief. The plan is informed by segment insights, wireless product strategies and messaging priorities, target media audiences, competitive intelligence, network, customer research and leadership alignment. This role requires being able to think strategically, develop and articulate clear plans, understanding of wireless and FirstNet product strategies, collaborate cross-functionally and detailed execution for success.


Additionally, First Responders and Nurses/Physicians are eligible for FirstNet. FirstNet is the network built by AT&T for first responders. The offer strategy to extend the AT&T unlimited discounts to their families requires close alignment and collaboration with the FirstNet team from promotional planning to merchandising. However, there are opportunities in co-marketing targeted lists along with creating digital discovery and simplified ordering experiences on AT&T and FirstNet websites.


The preferred locations are Dallas, TX and El Segundo, CA; other locations may be considered.


**Key job functions include:**


+ Develop clear recommendations for wireless product messaging and positioning in promotional campaigns

+ Create messaging and consistency and imagery strategy for various segments from insights

+ Create compelling, clear marketing plan and brief to set clear strategy and initiate cross-functional teams

+ Data-driven strategies to inform, plan and for creative development

+ Partner with cross-functional teams to see idea/brief through execution

+ Develop messaging and positioning, key art and research as needed for campaign development

+ Drive messaging and consistency across marketing tactics including placements within direct marketing, TV advertising, att.com merchandising, retail signage, performance media and more

+ Partner with pricing, promotion and media teams to set campaign success metrics

+ Lead alignment and project status meetings with teams to deliver on campaign elements

+ Review campaign creative, messaging and disclaimers. Leadership presentations and results readouts for campaign

+ Integrated campaigns to ensure customer-facing and rep experience are aligned working along with sales operations and field teams

+ Collaborate with legal, finance, network, devices, sponsorships and brand as well as other teams


**Qualifications:**


+ Minimum 3-5 years marketing experience

+ Demonstrated leadership and interpersonal skills

+ Effective written and verbal communication and presentation skills

+ Ability to lead cross-functional teams

+ Understanding of consumer data & marketing communications methods

+ Ability to work independently in a dynamic environment

+ Previous analytic and fact-based decision-making skills

+ Leadership of agency resources and/or vendors

+ Experience managing relationships

+ Bachelor's degree in general business, marketing or advertising


Ready to join our team? Apply today!
We expect employees to be honest, trustworthy, and operate with integrity. Discrimination and all unlawful harassment (including sexual harassment) in employment is not tolerated. We encourage success based on our individual merits and abilities without regard to race, color, religion, national origin, gender, sexual orientation, gender identity, age, disability, marital status, citizenship status, military status, protected veteran status or employment status.
Posted: 2021-05-29 Expires: 2021-06-28
Sponsored by:
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Lead Product Marketing Segmentation Manager

AT&T
El Segundo, CA 90245

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