Lead Product Marketing Manager – AT&T Fiber Alternate Media

ABOUT THE ROLE

AT&T Fiber is one of the fastest growing, most visible product offerings in our company’s suite. With Fiber being a new focus area and priority in 2021, AT&T is interested in quick expansion of new fiber in 2021. We need a marketer whose only ambition is to propel us to the next level. We need an individual who is creative, strategic, doesn’t shy away from data and analytics, or one who will function as a marketing mover and shaker for the AT&T Fiber Acquisition Direct Marketing team. This perfect candidate will be curious about all aspects of marketing, hungry for the challenge, moves at lightning speed, adapts easily to needs of the business, has conviction in what they are pursuing, be 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?
This will be a critical job focused on fiber acquisition direct marketing, reporting to the Director of Broadband Marketing. As our Lead Product Marketing Manager, you will lead the development of marketing programs to increase the profitability of fiber through the utilization of various advertising media. In this position, your responsibilities will be managing and optimizing a multi-million dollar acquisition direct marketing budget to achieve company goals for new customer acquisition. The ideal candidate is excellent at customer segmentation, project management, and understanding media performance. You will work closely with third party vendors and agency partners to create and deploy a pilot an alternative media and offline marketing program to fiber-eligible prospects. You will partner with business analytics to design and analyze your campaigns with the aim of constant iteration and improvement. You should be organized and detail-oriented and feel comfortable in a fast-paced environment. At the end of this pilot, you will evaluate how this program should be refined or continued going into 2022.

THE PERFECT CANDIDATE
You are tenacious, thoughtful and you hate sloppy. You project confidence and can easily take over when your boss is double-booked and needs you to sit in for her. You’re comfortable with “white space,” are comfortable with the unknown, and can structure ambiguity into deliverables that everyone can understand. You’re a team player and a self-starter. Accountability is your middle name, and you’re here to finish what you’ve started. 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. Communication is a strong suit for you, and you don’t leave people guessing about the next step. You have a strong sense of urgency. You’re dedicated to this company and what we’ve been building for over a hundred years, but you’re also a change agent who is dead-set on making their mark. On day one, you’ll be ready to galvanize our work. Your old boss will be devastated when you leave.

KEY PROJECTS AND RESPONSIBILITIES:

• Align with Brand, Consumer Go-to-Market, and CLM on a consistent look and feel of the email creative for each prospective segment.
• Work with third party vendors and agencies to produce outstanding print creative to deploy to fiber prospects in a timely manner.
• Focus on new build print programs to seed and drive excitement for fiber in the market.
• Set up a test and learn strategy to glean best practices, iterate, and deploy new strategies.
• Evaluate and stay up to date on the competitive market. Consider and review best practices from other industries on a regular basis.
• Synchronize with the Fiber go-to-market team to put the latest and greatest marketing messages, claims, pricing, and offers out into the market asap.
• Work with other stakeholders to evaluate media performance to determine how the program should be refined or if it should be continued.
• Read out on alternative media performance results to be shared on a quarterly business review to sales and marketing leaders of the business
• Optimize multi-million dollar budget to maximize fiber growth while keeping costs at a minimum.

Qualifications

• Bachelor’s degree in a marketing or related field
• 5-7+ years of project management and/or sales execution
• Creative acumen: creativity is your strongsuit and you have an eye for presentation and formats
• Strong project management skills needed to drive a disciplined approach to perfecting print creative, optimized touches, and timely deployment.
• Exceptional analytic and fact-based decision-making skills, experience gleaning media performance insights from reports and quantitative analysis.
• Strong communicator: everyone looks forward to your emails, phone calls, and meetings.
• Proficient presenter: you’re great in the room and the narrative is clear.
• PowerPoint storyteller: articulate clever strategy; say a lot but don’t drown in details.
• Recognize P&L pressures on Product and anticipate next steps/desired actions
• Strong financial, trends and data skills with a keen understanding of marketplace and consumer dynamics