Lead Digital Consumer Growth, Personalization Analyst

About AT&T At AT&T we’re redefining the future of connectivity. At our core is a passion to serve our customers with products and services that create connections, improve lives and allow millions to share the stories and experiences that matter. Our Corporate teams are fueled by innovation and a desire to connect the world in meaningful ways. Join our team and bring your bold ideas, supporting and transforming our business across areas like marketing, finance and more. Position Summary We are seeking a Lead Digital Customer Growth, Personalization Analyst to join our Personalization team. This role is critical in driving insights for our personalization decision engine, evaluating, recommending, and implementing analytic strategies to predict, improve, support, and measure business success. This role partners closely with marketing, product, data science, strategy and technology teams to analyze omni‑channel customer behavior, identify opportunities for personalization and optimization, and quantify lift and business impact from tailored experiences. The ideal candidate combines a strong analytical background who led successful personalization initiatives with deep understanding of customer lifecycle, end‑to‑end journey insights, digital analytics, experimentation and possesses excellent communication and collaboration skills. Key Roles and Responsibilities Map and analyze end‑to‑end customer journeys across all customer touchpoints Use analytics tools (e.g. Adobe Analytics, Adobe Customer Journey Analytics, CDPs) to uncover drop‑off points, behavioral segments and engagement trends Identify, analyze and quantify high‑impact personalization opportunities using behavioral, contextual and predictive signals Support the development of A/B tests and multivariate experiments to optimize creative, message timing and targeting Collaborate with Data Science, Personalization Operations and Strategy, Data Product, and MarTech teams to operationalize insights within personalization engines Translate data into actionable insights that inform personalization strategy and content orchestration Data Analytics and Optimization Utilize advanced analytics to gather insights on customer behavior and performance metrics Develop and maintain frameworks to quantify lift, incremental engagement and conversion impact of personalization experiences Collaborate with analytics teams to interpret data, identify trends, and optimize digital strategies Implement data‑driven decision‑making processes to enhance customer journeys, improve site performance, and drive digital sales growth across AT&T’s ecosystem Develop Strategic Insights Apply advanced analytical skills to gain insights into business and model performance, clearly presenting results Develop strategic insights and optimization of personalization strategies Partner closely with Digital, Product and Analytics teams to solve problems and identify trends and opportunities Influence Decision Making Influence decisions made by the team through the presentation of data‑based insights Effectively communicate insights to upper management in support of strategic decision‑making Collaboration and Partnership Work closely with internal and external business partners in building, implementing, tracking and improving decision strategies Partner with cross‑functional teams to identify new opportunities requiring the use of modern data and modeling techniques Collaborate with various departments to enhance the customer journey and ensure alignment in personalization initiatives Business Analysis Conduct thorough business analysis to identify key performance indicators and metrics that drive business success Develop comprehensive reports and dashboards that provide actionable insights to stakeholders Continuously monitor and evaluate the effectiveness of personalization strategies and make recommendations for improvement Qualifications Bachelor’s degree in Analytics, Data Science, Business or a related field MBA or advanced degree preferred 5‑7 years of experience in personalization analytics, digital, marketing analytics or e‑commerce analytics, with a proven track record of measuring personalization strategies Strong understanding of digital marketing channels, digital tools, and best practices Proficiency in analytics platforms such as Adobe Analytics, Customer Journey Analytics and marketing automation tools Strong SQL and data visualization skills (Tableau, PowerBI, Snowflake) Excellent leadership, communication and project management skills Ability to manage multiple priorities and thrive in a fast‑paced environment Experience with personalization platforms and technologies Knowledge of customer relationship management (CRM) systems Familiarity with emerging digital trends and technologies (e.g., AI, machine learning, AR/VR) Strategic thinker: Ability to develop and execute strategic initiatives that align with business goals Data‑driven: Strong analytical skills and the ability to use data to drive decisions and improvements Collaborative: Proven ability to work effectively with cross‑functional teams and build strong relationships Innovative: Creative thinker who proactively identifies and solves problems Benefits Medical/Dental/Vision coverage 401(k) plan Tuition reimbursement programPaid Time Off and Holidays (based on date of hire, at least 23 days of vacation each year and 9 company‑designated holidays)Paid Parental LeavePaid Caregiver LeaveAdditional sick leave beyond what state and local law require may be available but is unprotectedAdoption ReimbursementDisability Benefits (short term and long term)Life and accidental death insuranceSupplemental benefit programs: critical illness/accident hospital indemnity/group legalEmployee Assistance Programs (EAP)Extensive employee wellness programsEmployee discounts up to 50% off on eligible AT&T mobility plans and accessories, AT&T internet (and fiber where available) and AT&T phone Location and Hours Work Location: Dallas, TX or Bothell, WA Weekly Hours: 40 Salary Range $143,800 - $215,800 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. #J-18808-Ljbffr AT&T