Director-Product Marketing - Local Marketing GTM

This position requires office presence of a minimum of 5 days per week and is only located in the location(s) posted.

At AT&T, we are reimagining the technology that connects people, businesses, and communities. Join us to help shape differentiated, simplified customer experiences across one of the most recognized connectivity portfolios in the market.

Lead local go-to-market marketing execution for AT&T’s consumer portfolio, including Wireless, Fiber, and 5G Home Internet. This role serves as the marketing leader for local campaign activation—translating Consumer Marketing priorities into market-relevant plans, aligning regional and cross-functional partners, guiding investment and execution priorities, and ensuring AT&T shows up with clarity, consistency, speed, and local relevance across priority markets.

Key Responsibilities

Strategic Go-to-Market Leadership & Alignment:

• Lead integrated local go-to-market execution across Wireless, Fiber, and 5G Home Internet, aligning portfolio priorities with business objectives, customer needs, regional opportunities, and brand direction.
• Translate enterprise and portfolio priorities into locally relevant marketing plans, launch roadmaps, investment priorities, and activation requirements.
• Partner with senior leaders, regional leadership, strategy, product, sales, media, creative, operations, legal, compliance, and execution teams to align objectives, timing, dependencies, channels, audiences, and success measures.
• Lead governance routines, decision forums, prioritization discussions, issue escalation, and cross-functional operating rhythms to keep local activations moving with speed, discipline, and executive visibility.
• Adapt national priorities for regional and local market needs while maintaining consistency with AT&T’s brand, portfolio strategy, business objectives, and customer experience standards.
• Anticipate market, operational, and execution risks; develop mitigation plans; and mobilize cross-functional teams to resolve barriers and protect business outcomes.

Local Campaign Strategy & Activation:

• Own local campaign activation strategy from executional brief through market launch, ensuring positioning, messaging, offers, channels, audiences, deliverables, and measurement plans are aligned to portfolio and market priorities.
• Ensure coordination with national teams and adoption of brand systems, guidelines, and enterprise standards to preserve consistency while maximizing local relevance and impact.
• Direct creative, media, merchandising, digital, sales enablement, legal, compliance, brand management, and operations inputs to support timely, accurate, and differentiated campaign deployment.
• Establish launch readiness standards, executive reporting routines, decision trackers, communication plans, and activation recaps that drive accountability across teams.

Regional Partnership & Local Market Execution:

• Partner with regional leadership to identify local growth opportunities, activation barriers, competitive dynamics, channel considerations, and market-specific priorities.
• Lead collaboration with strategy and product teams to ensure local activations accurately reflect portfolio priorities, offer strategy, customer value propositions, and commercialization objectives.
• Use feedback from regional partners, field teams, and performance data to improve activation materials, timing, local relevance, and execution quality.

Execution Leadership & Resource Management:

• Oversee integrated timelines, deliverables, approvals, dependencies, and readiness milestones to support high-quality, on-time local market launches.
• Direct internal and external resources to improve activation speed, execution accuracy, operational efficiency, partner alignment, and marketing effectiveness.

Campaign Performance & Optimization:

• Define KPIs and track launch readiness, execution quality, market performance, campaign impact, and post-launch optimization opportunities.
• Translate analytics, partner feedback, and market intelligence into actionable recommendations that improve future activations and business outcomes.
• Deliver concise performance updates, activation recaps, and strategic recommendations to senior leadership and cross-functional stakeholders.

Process Improvement:

• Champion improved activation processes, governance models, tools, templates, and routines that make local go-to-market execution simpler, faster, more measurable, and more consistent across teams.

Education

• Bachelor’s degree in Marketing, Communications, Business, or a related field. MBA or advanced degree preferred.

Experience

• 10+ years of marketing, go-to-market, campaign management, product marketing, or integrated marketing experience in telecommunications, technology, consumer services, or a related field.
• Proven experience leading go-to-market strategy, campaign activation, launch readiness, stakeholder alignment, resource coordination, and cross‑functional execution at scale. Local or Regional experience is a Plus.
• Strategic, executive‑ready communicator who can translate complex portfolio, market, competitive, and execution dynamics into clear priorities, compelling narratives, and actionable plans.

Job Contribution

• Leads local go-to-market marketing strategy and activation across AT&T’s consumer portfolio, aligning enterprise priorities, regional needs, cross‑functional teams, and execution plans.
• Directs departmental programs from strategy through launch, often hands‑on in planning, governance, stakeholder alignment, and implementation.
• Leads teams and cross‑functional workstreams, including supervisors and career‑level employees where applicable.
• Influences people leadership decisions, resource allocation, prioritization, performance expectations, and business outcomes through strategic leadership, collaboration, and operational discipline.

Supervisor

Yes

Our Director - Product Marketing earns between $158,200 - $237,400 USD Annual. 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.

Joining our team comes with amazing perks and benefits:

• Medical/Dental/Vision coverage
• 401(k) plan
• Tuition reimbursement program
• Paid Time Off and Holidays (based on date of hire, at least 28 days of vacation each year and 9 company‑designated holidays)
• Paid Parental Leave
• Paid Caregiver Leave
• Additional sick leave beyond what state and local law require may be available but is unprotected
• Adoption Reimbursement
• Disability Benefits (short term and long term)
• Life and Accidental Death Insurance
• Supplemental benefit programs: critical illness/accident hospital indemnity/group legal
• Employee Assistance Programs (EAP)
• Extensive employee wellness programs
• Employee discounts up to 50% off on eligible AT&T mobility plans and accessories, AT&T internet (and fiber where available) and AT&T phone
• Long Term Grants and Deferred Compensation

Weekly Hours: 40

Time Type: Regular

Location: Dallas, Texas

Salary Range: $191,400.00 - $287,200.00

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. AT&T is a fair chance employer and does not initiate a background check until an offer is made.