Lead Digital Consumer Growth, Personalization Analyst

AT&T•Dallas, TX

3d•Onsite

About The Position

This position requires office presence of a minimum of 5 days per week and is only located in the location(s) posted. No relocation is offered Work Location: Dallas, TX or Bothell, WA 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 possess excellent communication and collaboration skills.

Requirements

Bachelor's degree in Analytics, Data Science, Business or a related field.
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 or 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.
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.

Nice To Haves

MBA or advanced degree preferred.
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).

Responsibilities

Omni-Channel Journey Analysis: 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 Analytic 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.

Benefits

Medical/Dental/Vision coverage
401(k) plan
Tuition reimbursement program
Paid Time Off and Holidays (based on date of hire, at least 23 days of vacation each year and 9 company-designated holidays)
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