Job Description:
Right now, AT&T Fiber is one of the fastest growing, most visible product offerings in our company’s suite. With leadership calling for a 50% penetration rate by the end of 2022 (that is 7M Fiber households across the country, nearly doubling our existing base) we need a marketer whose only ambition is to propel us to the next level. We need an individual who is creative, strategic and high-minded, a manager who will function as the tip of our Acquisition Marketing spear. Someone who will dive into the trenches with our Product, Research, Pricing/Offers, Advertising and Legal teams, aligning them to the same goal: Deliver sticky gross adds for this all-important product. This perfect candidate will be raise-their-hand confident, roll-up-their-sleeves dedicated, and they’ll have the grit to smile when, at 6pm, the 4th fire drill of the day rolls into their inbox.
Fiber is the Future, do you want in? Reporting to the Director of Broadband Marketing, you’ll be expected to seize the Fiber go-to-market baton and run with it. This role is true end-to-end Acquisition Marketing. You’ll translate a Product Roadmap into a customer-centric Marketing Strategy. Factoring in market research, you’ll partner with our Pricing/Offers, Advertising and Media teams, honing an impactful plan and briefing our cross-functional channel partners: Paid/Mass Media, Digital, Direct Marketing, Retail, Call Centers, Indirect. After a flawless launch, you’ll pull results and learnings, then synthesize and present. Then, armed with new knowledge, you’ll do it all over again.
The Perfect Candidate: You are tenacious, thoughtful and you hate sloppy. You’re a team player and a self-starter. You’re a high-minded strategist with an eye for design and a lyrical mind. You’re a developer of succinct, presentable data-informed narratives, and you’re always a step ahead—formulating answers to solve problems we can’t yet see on the horizon. You’re dedicated to this company and what we’ve been building for over a 100 years, but you’re also a change agent who is dead set to make their mark. On day one, you’ll be ready to galvanize our work. Your old boss will be devastated when you leave.
Key Responsibilities:
Research, develop, socialize and execute GTM marketing briefs for AT&T Fiber and Broadband
Collaborate with STIM partners and Legal to ensure alignment with goals and our marketing hits intended KPIs
Lead analysis of channel performance and other data to understand, inform and optimize strategy – be the database of reporting and consumer insights
Lead analysis of channel performance and support STIM/channel partners in their ongoing efforts to evaluate sales performance
Support Director in calibrating marketing mix – regularly generate key learnings from activities to better inform decisions at both the strategic and tactical levels
Partner with Competitive Intelligence and Product to adapt and optimize GM Fiber and Broadband messaging to targeted audiences
Initiate and lead market research and messaging testing
Be the gatekeeper of tactic messaging, RTBs and claims
Search for new business opportunities to drive subscriber acquisition
Bachelor’s degree in a marketing or related field
5-7+ years of marketing experience
Strong written communicator: everyone looks forward to your emails
Proficient presenter: you’re great in the room
PowerPoint storyteller: articulate clever strategy; say a lot but don’t drown in details
Excel ninja: craft data-informed narratives
Sharp eye for detail to evaluate and direct creative
Recognize P&L pressures on Product client and anticipate next steps/desired actions
Advanced relationship-building abilities with strong project management skills needed to manage an assertive cross-functional team
Strong financial, trends and data skills with a keen understanding of marketplace and consumer dynamics
Exceptional analytic and fact-based decision-making skills, experience with detailed quantitative analyses
Superb efficiency and quality under tight deadlines – set and meet tight deliverables for multiple simultaneous projects while assuring accuracy and consistency in deliverables
Leadership skills to shape/lead growth vision and marketing strategy
DESIRED QUALIFICATIONS: • Management experience • Facilitation of agent training • Agency/client experience • Prowess in digital marketing
