Director-Product Marketing (Local Strategy)

Key Responsibilities

• Lead integrated local go-to-market execution across Wireless, Fiber, and 5G Home Internet, aligning portfolio priorities with business objectives, customer needs, regional opportunities, and brand direction.
• Translate enterprise and portfolio priorities into locally relevant marketing plans, launch roadmaps, investment priorities, and activation requirements.
• Partner with senior leaders, regional leadership, strategy, product, sales, media, creative, operations, legal, compliance, and execution teams to align objectives, timing, dependencies, channels, audiences, and success measures.
• Lead governance routines, decision forums, prioritization discussions, issue escalation, and cross-functional operating rhythms to keep local activations moving with speed, discipline, and executive visibility.
• Adapt national priorities for regional and local market needs while maintaining consistency with AT&T’s brand, portfolio strategy, business objectives, and customer experience standards.
• Anticipate market, operational, and execution risks; develop mitigation plans; and mobilize cross-functional teams to resolve barriers and protect business outcomes.

Local Campaign Strategy & Activation

• Own local campaign activation strategy from executional brief through market launch, ensuring positioning, messaging, offers, channels, audiences, deliverables, and measurement plans are aligned to portfolio and market priorities.
• Ensure coordination with national teams and adoption of brand systems, guidelines, and enterprise standards to preserve consistency while maximizing local relevance and impact.
• Direct creative, media, merchandising, digital, sales enablement, legal, compliance, brand management, and operations inputs to support timely, accurate, and differentiated campaign deployment.
• Establish launch readiness standards, executive reporting routines, decision trackers, communication plans, and activation recaps that drive accountability across teams.

Regional Partnership & Local Market Execution

• Partner with regional leadership to identify local growth opportunities, activation barriers, competitive dynamics, channel considerations, and market-specific priorities.
• Lead collaboration with strategy and product teams to ensure local activations accurately reflect portfolio priorities, offer strategy, customer value propositions, and commercialization objectives.
• Use feedback from regional partners, field teams, and performance data to improve activation materials, timing, local relevance, and execution quality.

Execution Leadership & Resource Management

• Oversee integrated timelines, deliverables, approvals, dependencies, and readiness milestones to support high-quality, on-time local market launches.
• Direct internal and external resources to improve activation speed, execution accuracy, operational efficiency, partner alignment, and marketing effectiveness.

Campaign Performance & Optimization

• Define KPIs and track launch readiness, execution quality, market performance, campaign impact, and post-launch optimization opportunities.
• Translate analytics, partner feedback, and market intelligence into actionable recommendations that improve future activations and business outcomes.
• Deliver concise performance updates, activation recaps, and strategic recommendations to senior leadership and cross-functional stakeholders.

Process Improvement

• Champion improved activation processes, governance models, tools, templates, and routines that make local go-to-market execution simpler, faster, more measurable, and more consistent across teams.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field. MBA or advanced degree preferred.
• 10+ years of marketing, go-to-market, campaign management, product marketing, or integrated marketing experience in telecommunications, technology, consumer services, or a related field.
• Proven experience leading go-to-market strategy, campaign activation, launch readiness, stakeholder alignment, resource coordination, and cross-functional execution at scale.
• Local or Regional experience is a Plus.
• Strategic, executive-ready communicator who can translate complex portfolio, market, competitive, and execution dynamics into clear priorities, compelling narratives, and actionable plans.

Pay

Our Director-Product Marketing jobs earn between $191,400.00 - $287,200.00 USD Annual. Not to mention all the other amazing rewards that working at AT&T offers. Individual starting salary within this range may depend on geography, experience, expertise, and education/training.

Schedule

Weekly Hours: 40
Time Type: Regular