Lead Digital Customer Growth

Lead Digital Customer Growth

This position requires office presence of a minimum of five days per week and is only located in the locations posted. No relocation is offered.

The Lead Digital Customer Growth professional is a strategic individual contributor responsible for driving digital growth initiatives, customer experience transformation, and business performance improvements across AT&T's digital channels.

This role serves as the bridge between business strategy and product execution, partnering closely with Product, Technology, UX/UI, Analytics, Operations, and Marketing teams to identify opportunities, define business requirements, prioritize investment decisions, and deliver measurable business outcomes.

The ideal candidate combines digital commerce expertise, business analysis skills, customer-centric thinking, and strong stakeholder management capabilities to lead complex initiatives that enhance customer experiences, improve conversion, drive revenue growth, and support strategic business objectives.

This position influences enterprise-wide initiatives without direct authority and is expected to operate as a trusted advisor to business leaders while ensuring successful execution through cross-functional collaboration. The role is responsible for translating customer needs, business priorities, and growth opportunities into actionable requirements, business cases, and delivery-ready solutions. Success in this position requires strong business analysis expertise, customer journey ownership, data-driven decision making, and the ability to influence roadmap decisions through strategic insights and cross-functional partnership.

Business Analysis & Requirements Management

Lead requirements gathering efforts for complex customer-facing digital experiences and platform enhancements.

Partner with stakeholders to define business needs, customer problems, operational considerations, and desired outcomes.

Create and maintain Business Requirements Documents (BRDs), business process flows, use cases, functional requirements, epics, features, user stories, and acceptance criteria.

Facilitate discovery sessions, stakeholder interviews, requirements workshops, and design reviews.

Establish traceability between business objectives, customer needs, requirements, and delivered solutions.

Define reporting, analytics, operational readiness, and measurement requirements necessary to support implementation and adoption.

Ensure business requirements support customer experience goals, strategic priorities, and measurable outcomes.

Agile Planning & Delivery

Partner with Product Managers, Product Owners, Engineering, UX/UI, and Analytics teams throughout the delivery lifecycle.

Support intake evaluation, roadmap development, backlog prioritization, capacity planning, PI Planning, sprint readiness, and release planning activities.

Translate strategic business priorities into actionable work that can be executed by delivery teams.

Identify and manage dependencies, assumptions, risks, constraints, and implementation considerations.

Ensure solutions meet business objectives while balancing customer experience, technical feasibility, operational impacts, and delivery timelines.

Support prioritization decisions through customer insights, business value assessment, and data-driven recommendations.

Customer Experience Optimization

Advocate for the customer across all phases of solution design and delivery.

Partner with UX/UI and Analytics teams to identify customer pain points and improvement opportunities.

Support experimentation, A/B testing, and performance optimization activities.

Use quantitative and qualitative data to influence experience design, prioritization, and investment decisions.

Drive initiatives that improve conversion, engagement, customer satisfaction, and overall digital experience performance.

Stakeholder Partnership & Executive Communication

Build strong relationships across Business, Product, Technology, UX/UI, Analytics, Marketing, and Operations organizations.

Create executive-ready presentations, business cases, strategic recommendations, and status updates.

Drive alignment among diverse stakeholder groups and influence decisions without direct authority.

Present risks, opportunities, recommendations, tradeoffs, and business impacts to senior leadership audiences.

Facilitate cross-functional collaboration to accelerate delivery and improve business outcomes.

Other Non-Primary Responsibilities

The Lead Digital Customer Growth role may support a limited set of operational activities that enable effective portfolio management and business continuity. These responsibilities are expected to consume no more than 25% of weekly workload and should not detract from the role's primary focus on digital growth strategy, business analysis, customer experience optimization, and cross-functional delivery leadership.

Operational Portfolio Support

Support device inventory management activities across Digital Consumer Sales initiatives, including coordination of device lifecycle requests.

Manage and track device End-of-Life (EOL) requests and associated retirement activities.

Coordinate and process device add-back requests to ensure inventory availability aligns with business, operational, and testing needs.

Partner with product, technology, operations, and vendor teams to maintain inventory visibility and resolve inventory-related issues.

Monitor and communicate inventory status, risks, constraints, and impacts to relevant stakeholders.

Device Ship Commit & Readiness Tracking

Support tracking and reporting of device ship commitments and related readiness activities.

Monitor key milestones, inventory availability, and fulfillment status to help ensure alignment with launch and operational timelines.

Coordinate with cross-functional teams to identify and escalate risks affecting device availability, readiness, or launch commitments.

Maintain reporting, status updates, and operational documentation related to device inventory and ship commit activities.

Support launch readiness reviews and operational planning efforts as needed.

Time Allocation Guidelines: Expected Allocation

• Digital Growth Strategy, Business Analysis, Customer Experience Optimization, Roadmap Planning, Intake Management, Agile Delivery, and Stakeholder Leadership - 75% or more
• Device Inventory Management, Device Ship Commit Tracking, and Related Operational Support Activities - Up to 25%

Required Qualifications

5+ years of experience in Digital Customer Growth, Digital Strategy, Business Analysis, Product Management, eCommerce, Customer Experience, or related disciplines.

Experience developing Business Requirements Documents (BRDs) and business cases for customer-facing digital experiences.

Proven ability to translate customer and business needs into functional requirements, user stories, acceptance criteria, business process flows, and implementation-ready documentation.

Experience supporting Agile delivery methodologies including PI Planning, backlog prioritization, sprint planning, release readiness, and cross-functional delivery execution.

Strong analytical and problem-solving skills with the ability to leverage customer insights, analytics, and business performance metrics to identify opportunities and guide strategic recommendations.

Experience defining KPIs, success metrics, reporting requirements, and measurement frameworks for digital initiatives.

Ability to manage ambiguity, balance competing priorities, and drive alignment across large, matrixed organizations.

Excellent written, verbal, presentation, and executive communication skills.

Demonstrated ability to influence decisions and lead initiatives without direct authority.

Experience partnering across Product, Technology, UX/UI, Analytics, Operations, Marketing, and Business organizations to deliver customer-centric solutions.

Preferred Qualifications

Bachelor's degree in Business, Marketing, Information Systems, Digital Commerce, Engineering, Analytics, or a related field.

Experience owning digital intake submissions, prioritization recommendations, capacity planning inputs, roadmap development, and PI Planning activities.

Experience leading initiatives across a combined Digital Consumer Sales portfolio, including Wireless, Internet/Fiber, Converged, Self-Service, and Omnichannel customer experiences.

Strong understanding of digital customer journeys, conversion funnels, acquisition, upgrade, retention, and cross-sell sales strategies.

Experience identifying growth opportunities through customer journey analysis, digital performance metrics, and customer behavior insights.

Experience partnering with Product, Technology, UX/UI, Analytics, Operations, and Marketing teams to define, prioritize, and deliver customer experience improvements.

Knowledge of digital commerce platforms, customer experience optimization, experimentation frameworks, and journey analytics.

Experience supporting customer journey mapping, design reviews, Figma collaboration, and digital experience validation processes.

Experience using analytics platforms and performance tools to measure business outcomes and support optimization efforts.

Experience developing investment recommendations, ROI models, and strategic business cases for digital initiatives.

Telecommunications, wireless, broadband, internet, digital commerce, or omnichannel sales experience preferred.

Experience working within enterprise-scale transformation programs and Agile delivery organizations.

Ideal Candidate Profile

The ideal candidate is a strategic business leader who can effectively operate as both a Digital Customer Growth Lead and a Senior Business Analyst. This individual will demonstrate the ability to:

Understand customer problems, business objectives, and growth opportunities.

Translate strategy into actionable requirements, business cases, and executable roadmaps.

Lead digital intake efforts and recommend prioritization decisions based on customer and business value.

Partner with Product, Technology, UX/UI, and Analytics teams to deliver