AVP, Brand Marketing

AT&T•Dallas, TX

3d•$210,600 - $316,000•Onsite

About The Position

AT&T’s purpose is clear: we connect people to greater possibility – with expertise, simplicity, and inspiration. The objective for our brand is single-minded: To become the most loved and chosen connectivity provider that creates customers for life. This purpose and objective are embedded across AT&T’s Marketing & Growth Organization (MGO) to ensure all marketing activities are in service of our Brand and business goals. The AVP, Integrated Brand Marketing’s core responsibility is mission-critical: to lead, orchestrate, and influence how AT&T brings the brand to market by translating enterprise-level brand strategy, audience insights, cultural truths, and competitive realities into marketing that creates awareness, builds equity, sharpens salience, generates demand, and drives perceptual change. Reporting directly to the SVP of Marketing & Planning, this influential and highly cross-functional role leads the development of AT&T’s Brand Marketing Strategy that not only directs the brand’s biggest storytelling moments, but also permeates through, governs, and influences how the brand comes to life across all marketing communications, spanning all products, LOBs, and MGO priorities. As a leader with deep and proven GTM expertise, this role not only sets the brand marketing strategy, but also leads a high-performing team of brand marketers who bring it to life through the end-to-end development and orchestration of programs and campaigns that extend beyond the product portfolio. In partnership with marketing specialists across MGO, this leader identifies and capitalizes on audience insights, emerging trends, and cultural opportunities to amplify the brand in unique and inspiring ways, driving brand buzz, earned media, social virality, perceptual change, and growth at scale.

Requirements

15+ years of progressive marketing leadership building and executing marketing strategies that bring brands to market, spanning enterprise brand marketing, integrated marketing, and go-to-market strategy.
Experience leading brand marketing for a large, mass-market brand with national scale and multiple products, audiences, and channels.
Proven track record shifting entrenched perceptions and building salience at national scale through brand marketing strategies and communications, generating brand buzz, earned media, and social virality for a widely known brand.
Deep, hands-on experience building and landing integrated campaigns, programs, partnerships, and tentpole moments end to end.
Demonstrated success translating enterprise brand strategy, audience insight, and cultural truth into a governing brand marketing strategy, briefs, platforms, and programs.
Exceptional collaboration skills, with demonstrated success setting standards, establishing governance, and driving alignment across large, matrixed organizations without direct authority.
Strong command of brand health, campaign effectiveness, and marketing performance measurement.
Experience managing large marketing budgets and tying brand investment to business outcomes.
Exceptional executive presence, judgment, narrative-building, and storytelling, with a proven ability to advise senior leadership.
Proven ability to build and develop high-performing and engaged marketing organizations and teams.

Nice To Haves

Background in subscription or recurring-revenue businesses where brand affects acquisition, retention, and lifetime value — not just awareness.
Fluency in marketing across both consumer and business audiences under a single masterbrand.
Experience scaling a national brand while flexing for regional and local market differences in culture, competitive dynamics, and consumer behavior.
Experience driving demand into digital and direct channels as distribution shifts away from physical retail.
Success interfacing and collaborating with large agency and partner ecosystems, including holding-company relationships and in-house/outsourced models.
Depth marketing to multicultural and generationally diverse audiences at national scale.

Responsibilities

Translates enterprise-level brand strategy, audience insights, cultural truths, and competitive realities into AT&T’s brand marketing strategy that permeates through, governs, and influences how the brand comes to life across all marketing communications.
Develops brand-level marketing brief(s), platform(s), and program(s) that create consistency, attribution, and salience for the brand across all marketing communications.
Establishes the strategic role of partnerships/sponsorships, tentpole moments, programs (e.g. AT&T Guarantee, Purpose, etc.) and cultural activations within AT&T’s broader marketing ecosystem, ensuring investments are optimized to drive brand and business outcomes.
Owns the brand marketing planning cycle and calendar, including objectives, priorities, briefs, platforms, and moments that serve as the foundation for all marketing owners and executional teams to build from.
Partners with the Media and Sponsorships team to develop a Brand Partner Strategy that aligns with corporate objectives, the brand marketing strategy, and amplifies the brand.
Works closely with Brand Strategy and Research, Analytics, and Insights, Brand Experience Design and third party partners to infuse the work with deep customer needs/benefits as well as research and measurement to drive ongoing optimizations to marketing strategy.
Develops and orchestrates end-to-end brand marketing campaigns that extend beyond the product portfolios, delivering on brand and business objectives.
Identifies, builds, and leads audience-first brand marketing programs (e.g. AT&T Guarantee, AT&T Purpose, etc.) that amplify brand awareness, equity, salience, and drives brand love as well as critical brand health attributes for priority audiences.
Capitalizes on audience insights, emerging trends, and cultural opportunities through campaigns, programs, and activations that strengthen AT&T’s relevance, drive earned media, create brand buzz, and spark social virality at scale.
Establishes strategic direction for tentpole event planning, and orchestrates across a diverse set of teams in the Marketing & Growth Organization to activate.
Partners with specialists across the enterprise – including Media & Sponsorships, Creative, Content, and Advertising, Social, and Corporate Communications teams - to bring to life inspiring and impactful marketing programs and campaigns.
Serves as the primary point of brand integration between enterprise Brand Strategy and Product Marketing, Lifecycle Marketing, Media & Sponsorships, Creative Content & Advertising, Public Relations and other enterprise partners.
Critical advisor to senior leadership and an influential voice for the brand across a diverse set of stakeholders, representing how brand marketing drives growth, demand, and long-term affinity.
Works cross-functionally across the MGO team to enable and ensure the brand marketing strategy is translated across marketing briefs and activities, including Partner & Sponsor selection, Advertising, Media, messaging, and Sponsorship activations.
Develops measurement frameworks and partners with stakeholders across AT&T and external bodies to measure brand health metrics and ROI effectiveness - specifically the impact of Brand Marketing’s efforts to drive ongoing perceptual improvements, moving neutrals to being ‘lovers’ of the brand, and correlated business growth.
Builds, leads, and develops a high-performing integrated brand marketing team, growing organizational capability, setting clear performance expectations, and development paths.
Manages Brand Marketing budgets and connects all brand investment to business-critical key performance indicators, such as revenue and share.

Benefits

Medical/Dental/Vision coverage
401(k) plan
Tuition reimbursement program
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
Paid Time Off and Holidays (based on date of hire, at least 28 days of vacation each year and 9 company-designated holidays