AT&T Director - Customer Loyalty & Lifecycle Marketing: AT&T THANKS in El Segundo, California
AT&T is at the leading edge of a new category in Entertainment & Communications with a world class portfolio of products across mobility, video, content & technology. AT&T brings together some of the most iconic brands in the world – as well as our world class mobility & video platforms – this role will work with WarnerMedia; including HBO, Turner & Warner Bros.
AT&T THANKS is our way of appreciating our customers by celebrating their passions. AT&T THANKS gives new customers one more reason to join us and existing customers one more reason to stay.
If you have a passion for creating & delivering value at every step of the customer journey – we have a role that is like no other. We are looking for a dynamic leader and change agent to continue the expansion of the AT&T THANKS customer loyalty program. This is a unique opportunity to work with the entire AT&T portfolio and a carefully selected group of partners across the entertainment, technology, hospitality, sports, VIP event & related sectors.
Working with a team of product marketers, digital first communications & creative experts – this leadership role will grow and nurture the AT&T base with a focus on our multi-product accounts. The right candidate will know how to identify and structure partner agreements that deliver value & create exclusive experience for AT&T customers.
You know how to lead & inspire a team that has end-to-end responsibility for ideating & proving the success of the AT&T THANKS benefits catalogue. We have a disciplined approach to investment decisions and we measure success through hard data & advanced analytics – driving improved customer satisfaction, reduced churn and increased engagement with the brand. Every part of the AT&T THANKS program must add value to the customer and deliver positive ROI to the business.
Duties and Responsibilities:
Loyalty Program Development and Management: Partner with internal and external resources to maintain, optimize, grow & refine the AT&T THANKS benefit portfolio. Develop strategies to capture data along the customer journey for lifecycle marketing and customer retention. Evaluate future opportunities to expand the program. Management of the full funnel from new program participation to repeat engagement & multi-category customer participation.
Relationship Management: Champion the AT&T THANKS program internally and serve as primary point of contact for all loyalty-related strategies and initiatives. Manage productive relationships with key internal stakeholders including IT, retail, care, sales & service operations (field and corporate), finance, HR, and marketing, as well as external partners. Provide updates to leadership on a regular basis.
Marketing Communications and Integration: partner with the Lifecycle Communications & Base Management team in the development of AT&T THANKS communications. Work closely with the Campaign Planning & Customer Contact Strategy marketing team(s) to strategically integrate the program with AT&T existing multi-channel marketing cadence.
Lead the development of the AT&T THANKS customer engagement strategy. Design & document the delivery of AT&T THANKS through the AT&T digital ecosystem. Create a joined up customer journey that puts benefits where the customer interacts with AT&T.
Program Operations and Analytics: Maintain responsibility for the direct ($XXm) budget & indirect internal assets ($XXXm) within the AT&T THANKS program. Regularly review key performance metrics to generate insights, identify opportunities, and drive process improvements and results.
Maintain a bias for action & act daily to move the needle against targets that matter to the business at the highest level.
Talent Management: Provide coaching and mentoring opportunities to team members and work with direct reports to build and follow through on development plans and goals
Position will be located at the Mobility & Entertainment headquarter campus in El Segundo, CA.
10+ years of related marketing experience, preferably in customer relationship management, loyalty or experiential marketing
Client side experience preferable but agency background will be considered
Strong creative & customer marketing skills. Focus on digital and direct marketing preferred.
Excellent analytical skills – ability to use reports and analytics to make & justify decisions, develop insights, tell a story & prove investment rationale
Strong customer targeting and segmentation skills – ability to use data and insights to develop targeting and segmentation strategies for marketing campaigns
Ability to help lead multi-channel direct marketing campaigns from concept through execution and reporting
Exceptional organization, problem solving, and multitasking skills
Excellent communication including written, oral, and presentation skills
Self-motivation and ability to work under minimal supervision
Familiarity with campaign & CRM tools would be a bonus
Exemplary leadership capabilities, unwavering commitment to people development, diversity and inclusion
Bachelor degree in Marketing, Business or related field of study
Principal Functional Skills / Competencies associated with this Title:
Team leadership of 20-50 FTE plus agency resources & contractors
Marketing Strategy Development & Implementation
Leadership of cross functional initiatives