Director, CRM Strategy & Performance
About The Position
AT&T is seeking a Director, CRM Strategy & Performance to lead the strategic planning, performance management, customer intelligence, and lifecycle prioritization functions for Performance & Customer Lifecycle Marketing. This leader serves as the connective tissue between business objectives, customer insights, marketing performance, CRM strategy, and lifecycle execution. They are responsible for turning customer data, analytics, experimentation, and market intelligence into actionable strategies that improve customer acquisition, engagement, retention, loyalty, and lifetime value. The role will establish the annual and long-range CRM strategy, develop lifecycle priorities across customer segments and products, oversee performance measurement and optimization frameworks, and drive next-best-action decisioning that powers personalized customer experiences across direct marketing channels. As a key member of the Performance & Customer Lifecycle Marketing leadership team, the Director will work closely with Consumer Marketing, Analytics, MarTech, Product, Finance, Experience, and Marketing Leadership to ensure AT&T's CRM investments are focused on the highest-value growth opportunities.
Requirements
- 8+ years of experience in CRM, lifecycle marketing, customer strategy, consulting, analytics, marketing strategy, or related fields.
- Experience developing customer growth, retention, loyalty, or lifecycle strategies.
- Experience translating analytics and customer insights into business action.
- Strong strategic planning, business case development, and executive communication skills.
- Demonstrated success operating within complex, matrixed organizations.
- Telecommunications, subscription, financial services, retail, or technology experience.
- MBA or equivalent strategic planning experience.
Responsibilities
- Lead development of AT&T’s customer lifecycle marketing strategy across onboarding, growth, retention, loyalty, service, and advocacy journeys
- Translate business objectives into lifecycle priorities, marketing roadmaps, and customer experience strategies.
- Define lifecycle frameworks, value drivers, and customer growth opportunities across products and customer segments.
- Develop annual strategic plans and long-term CRM growth strategies aligned to business goals.
- Identify emerging customer, competitive, and market trends to shape future CRM investments.
- Serve as the CRM organization’s leader for customer intelligence and lifecycle insights.
- Synthesize customer research, behavioral data, campaign performance, NPS, CSAT, churn signals, and commercial outcomes into strategic recommendations.
- Identify key moments, behaviors, and triggers that influence customer growth, retention, and loyalty.
- Partner with Analytics and Research teams to develop actionable segmentation, propensity models, and next-best-action strategies.
- Build a culture of evidence-based decision making grounded in customer understanding and marketing science.
- Maintain CRM performance frameworks, KPI architectures, scorecards, and measurement standards.
- Define leading and lagging indicators that connect lifecycle marketing activity to business outcomes.
- Lead performance reviews and optimization discussions across lifecycle programs.
- Lead prioritization of CRM opportunities, investments, and lifecycle initiatives.
- Evaluate opportunities based on customer value, business impact, feasibility, and strategic alignment.
- Develop decision frameworks that help leadership allocate resources and investments effectively.
- Identify growth opportunities, risks, and organizational tradeoffs.
- Support executive reviews through clear recommendations, business cases, and strategic narratives.
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
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What This Job Offers
Job Type
Full-time
Career Level
Director
