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Lead Marketing Manager of Testing, Reactive Retention Strategy


El Segundo, CA
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Job Details

Company AT&T

Job Title Lead Marketing Manager of Testing, Reactive Retention Strategy

Jobid att4-6283431

Location: El Segundo, CA, 90245, USA

Description Our TV business is under siege. Cable companies with 100MB speeds are bundling with TV and phone service and offering our customers significant monthly savings. Streaming services like Netflix are being supplementing with live TV streaming products that offer a real alternative to satellite or cable. In this tough competitive environment, our job is to reduce the number of customers leaving the franchise. Not just a small number but 20% less than last year to churn levels we haven’t seen since 2015. This job is not for the faint-hearted.

**You’ll drive our retention journey.**

This position will be key in delivering our retention credits that are the key to keeping customers. In an increasingly competitive environment, retention credits are our secret weapon. Matching the right customer to the right offer is key. Your job will be to evolve from 4,000 customers segments to over 20,000.

You’ll not just improve our segmentation. You’ll constantly try new offers to ensure our customers stay. For some customers, price is critical. Others love HBO. Some are sports addicts. Profitably saving customers will be your mission.

Critically though, you’ll help drive a change in how we look at retention in the Entertainment Group. You’ll help transform our thinking from individual product retention to a household view where we value all your relationships and present offers, value and products accordingly. We’ve never done this before. You’ll be an innovator that enjoys blazing new trails. A marketing Davy Crockett!

We’re looking for Exceptional

If you enjoy the thrill of high octane day to day responsibilities combined with the challenge of creating strategic step change, this role is for you. You’ll be great at what you do and have a passion for the customer but a focus on business results. You will be strategic, analytical, a change agent and yet someone who has strong team followership. You’ve been successful to date but ready for your next challenge. Your current boss will be devastated that you’re leaving.

**What will you do day to day?**

+ This position will be working closely with the Business Analytics and Call Center Operations teams to understand daily churn trends and provide testing strategy to understand which solutions are best for solving specific customer churn issues.

+ Serve as primary interface and subject matter expert for day-to-day guidance on creating new retention offer tests.

+ Track effectiveness of new tests and offer changes by customer cohorts.

+ Recommend whether or not to proceed to full rollout of tested offers.

+ Design tests across multiple products & multiple channels to measure effectiveness of using one product to save another.

**This type of experience will get our attention:**

+ 5+ years of related marketing experience, preferably in customer retention but could also be in strategic analysis, loyalty, finance or CLM.

+ Strong analytical skills – ability to use reporting and analysis to glean insights, tell a story and drive decision-making.

+ Great at rallying partners to do the best work of their career. Ability to build strong collaborative relationships with a diverse range of partners.

+ Strong targeting and segmentation skills – ability to use data and insights to develop targeting and segmentation strategies for marketing campaigns.

+ Ability to simply and effectively communicate complex concepts and product stories.

+ Ability to thrive in a fast-paced environment with multiple priorities.

+ Ability to leverage multiple sources of data to drive sound economic decisions.

+ Excellent communication skills and ability to influence at multiple levels of the organization.

**Other Personal Characteristics that get you closer to perfect:**

+ A high degree of drive, energy and intellectual ability.

+ Intellectual curiosity and horsepower to quickly grasp complex challenges.

+ A natural collaborator.

+ Intellectual agility and organizational savvy to solve complex issues and find win-win solutions when working with a number of parties.


+ Bachelor’s degree in Marketing, Business or related field of study

AT&T is an Affirmative Action/Equal Opportunity Employer, and we are committed to hiring a diverse and talented workforce. EOE/AA/M/F/D/V


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