Lead Digital Customer Growth

About the role

This strategic individual-contributor role drives digital growth initiatives, customer-experience transformation, and business-performance improvements across AT&T’s digital channels. The position bridges business strategy and product execution, partnering with Product, Technology, UX/UI, Analytics, Operations, and Marketing teams to identify opportunities, define requirements, prioritize investments, and deliver measurable outcomes. The ideal candidate combines digital-commerce expertise, business-analysis skills, customer-centric thinking, and stakeholder-management capabilities to lead complex initiatives that enhance customer experiences, improve conversion, and drive revenue growth.

Responsibilities

• Business Analysis & Requirements Management
  • Lead requirements gathering for complex customer-facing digital experiences and platform enhancements.
  • Partner with stakeholders to define business needs, customer problems, operational considerations, and desired outcomes.
  • Create and maintain Business Requirements Documents (BRDs), business process flows, use cases, functional requirements, epics, features, user stories, and acceptance criteria.
  • Facilitate discovery sessions, stakeholder interviews, requirements workshops, and design reviews.
  • Establish traceability between business objectives, customer needs, requirements, and delivered solutions.
  • Define reporting, analytics, operational readiness, and measurement requirements to support implementation and adoption.
  • Ensure business requirements align with customer-experience goals, strategic priorities, and measurable outcomes.
• Agile Planning & Delivery
  • Partner with Product Managers, Product Owners, Engineering, UX/UI, and Analytics teams throughout the delivery lifecycle.
  • Support intake evaluation, roadmap development, backlog prioritization, capacity planning, PI Planning, sprint readiness, and release planning.
  • Translate strategic business priorities into actionable work for delivery teams.
  • Identify and manage dependencies, assumptions, risks, constraints, and implementation considerations.
  • Ensure solutions meet business objectives while balancing customer experience, technical feasibility, operational impacts, and delivery timelines.
  • Support prioritization decisions through customer insights, business-value assessment, and data-driven recommendations.
• Customer Experience Optimization
  • Advocate for the customer across all phases of solution design and delivery.
  • Partner with UX/UI and Analytics teams to identify customer pain points and improvement opportunities.
  • Support experimentation, A/B testing, and performance-optimization activities.
  • Use quantitative and qualitative data to influence experience design, prioritization, and investment decisions.
  • Drive initiatives that improve conversion, engagement, customer satisfaction, and overall digital-experience performance.
• Stakeholder Partnership & Executive Communication
  • Build strong relationships across Business, Product, Technology, UX/UI, Analytics, Marketing, and Operations organizations.
  • Create executive-ready presentations, business cases, strategic recommendations, and status updates.
  • Drive alignment among diverse stakeholder groups and influence decisions without direct authority.
  • Present risks, opportunities, recommendations, tradeoffs, and business impacts to senior leadership.
  • Facilitate cross-functional collaboration to accelerate delivery and improve business outcomes.
• Operational Portfolio Support (up to 25% of workload)
  • Support device-inventory management activities, including coordination of device lifecycle requests.
  • Manage and track device End-of-Life (EOL) requests and associated retirement activities.
  • Coordinate and process device add-back requests to ensure inventory availability aligns with business, operational, and testing needs.
  • Partner with product, technology, operations, and vendor teams to maintain inventory visibility and resolve inventory-related issues.
  • Monitor and communicate inventory status, risks, constraints, and impacts to stakeholders.
  • Support tracking and reporting of device ship commitments and readiness activities.
  • Monitor key milestones, inventory availability, and fulfillment status to ensure alignment with launch and operational timelines.
  • Coordinate with cross-functional teams to identify and escalate risks affecting device availability, readiness, or launch commitments.
  • Maintain reporting, status updates, and operational documentation related to device inventory and ship-commit activities.
  • Support launch-readiness reviews and operational-planning efforts as needed.

Requirements

• 5+ years of experience in Digital Customer Growth, Digital Strategy, Business Analysis, Product Management, eCommerce, Customer Experience, or related disciplines.
• Experience developing Business Requirements Documents (BRDs) and business cases for customer-facing digital experiences.
• Proven ability to translate customer and business needs into functional requirements, user stories, acceptance criteria, business process flows, and implementation-ready documentation.
• Experience supporting Agile delivery methodologies including PI Planning, backlog prioritization, sprint planning, release readiness, and cross-functional delivery execution.
• Strong analytical and problem-solving skills with the ability to leverage customer insights, analytics, and business-performance metrics to identify opportunities and guide strategic recommendations.
• Experience defining KPIs, success metrics, reporting requirements, and measurement frameworks for digital initiatives.
• Ability to manage ambiguity, balance competing priorities, and drive alignment across large, matrixed organizations.
• Excellent written, verbal, presentation, and executive communication skills.
• Demonstrated ability to influence decisions and lead initiatives without direct authority.
• Experience partnering across Product, Technology, UX/UI, Analytics, Operations, Marketing, and Business organizations to deliver customer-centric solutions.

Preferred Qualifications

• Bachelor’s degree in Business, Marketing, Information Systems, Digital Commerce, Engineering, Analytics, or a related field.
• Experience owning digital intake submissions, prioritization recommendations, capacity planning inputs, roadmap development, and PI Planning activities.
• Experience leading initiatives across a combined Digital Consumer Sales portfolio, including Wireless, Internet/Fiber, Converged, Self-Service, and Omnichannel customer experiences.
• Strong understanding of digital customer journeys, conversion funnels, acquisition, upgrade, retention, and cross-sell sales strategies.
• Experience identifying growth opportunities through customer journey analysis, digital performance metrics, and customer behavior insights.
• Experience partnering with Product, Technology, UX/UI, Analytics, Operations, and Marketing teams to define, prioritize, and deliver customer-experience improvements.
• Knowledge of digital commerce platforms, customer-experience optimization, experimentation frameworks, and journey analytics.
• Experience supporting customer journey mapping, design reviews, Figma collaboration, and digital-experience validation processes.
• Experience using analytics platforms and performance tools to measure business outcomes and support optimization efforts.
• Experience developing investment recommendations, ROI models, and strategic business cases for digital initiatives.
• Telecommunications, wireless, broadband, internet, digital commerce, or omnichannel sales experience preferred.
• Experience working within enterprise-scale transformation programs and Agile delivery organizations.

Ideal Candidate Profile

The ideal candidate is a strategic business leader who operates as both a Digital Customer Growth Lead and a Senior Business Analyst. This individual demonstrates the ability to:

• Understand customer problems, business objectives, and growth opportunities.
• Translate strategy into actionable requirements, business cases, and executable roadmaps.
• Lead digital intake efforts and recommend prioritization decisions based on customer and business value.
• Partner with Product, Technology, UX/UI, and Analytics teams to deliver customer-centric solutions.
• Participate in roadmap planning, capacity planning, and PI Planning activities.
• Leverage data, KPIs, and customer insights to guide decision-making.
• Communicate effectively with executive leadership, business stakeholders, and delivery teams.
• Influence decisions and drive alignment across complex matrixed organizations without direct authority.

Success Metrics

• Growth in digital customer acquisition, conversion, retention, engagement, and self-service metrics.
• Quality and completeness of business requirements, business cases, roadmap recommendations, and delivery-readiness artifacts.
• Effectiveness of intake prioritization, capacity planning inputs, and PI Planning contributions.
• Delivery of customer-experience improvements that generate measurable business outcomes.
• Ability to align cross-functional teams and accelerate execution against Digital Consumer Sales objectives.
• Successful management of operational inventory and device-readiness responsibilities while maintaining focus on strategic business objectives.

Schedule

This position requires office presence a minimum of 5 days per week at the posted location(s). No relocation is offered.

Pay

Annual salary range: $128,400.00 – $215,800.00 USD. Individual starting salary may depend on geography, experience, expertise, and education/training.

Benefits

• Medical, dental, and 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 (unprotected).
• Adoption Reimbursement.
• Disability Benefits (short term and long term).
• Life and Accidental Death Insurance.
• Supplemental benefit programs: critical illness.