AVP Digital Channel Optimization

AT&T   •  

Atlanta, GA

Industry: Telecommunications


11 - 15 years

Posted 36 days ago

Can you DIG it?  The Distribution Insights and Growth team (DIG) was formed to drive growth and value in Digital, Retail & Care through advanced analytics, external insights and investments in long-term optimization. DIG will shape and support improved channel performance through a combination of Centers of Excellence in the areas of Strategy, Planning, Analytics, and Reporting as well as dedicated channel optimization teams that will work alongside our Retail, MDU, Indirect Sales & Distribution, Call Centers (Sales, Retention, and Technical Support), and Digital organizations. Aligned with our 2018 goals, DIG will:

    1. Formulate distribution playbooks and tactics that drive growth & value within and across channels
    2. Leverage analytics and long-term thinking to help channels unlock performance gains
    3. Serve as the objective single-source of truth for diagnostic performance reporting
    4. Build and steward business plans that reflect the growth & value being driven by DR&C

This leader will be responsible for shaping and supporting the sales and service performance in the Consumer Digital channels  This will include working closely with leadership to formulate go to market strategies, sales plans and forecasts, and specific tactics and playbooks that drive growth & value.  Some of the goals for this role include:

Creating Digital Strategy

      • What is the online sales strategy?
      • Self-Service Strategy
      • Merchandising Strategy (outside of A&T products)
      • Social Media Strategy
      • Architecture & Platform
      • What do we not do online and what do we only do online?

Leading Digital Strategy

        • Where do we want to be with Digital Adoption & Omni-Channel Experience
        • What is the optimal channel usage  by customer journey
        • Waiving Activation Fees in lower cost channels

Digital Channel Structure

          • Owned & Operated/Outsource Mix
          • Do we consider offshore dedicated development capacity?
          • How do we execute Design First

To accomplish these goals, the successful candidate will develop a world-class digital strategy, leverage analytics and long-term thinking to unlock performance gains, and provide effective and objective single-source of truth for diagnostic performance reporting to explain the “Why” behind performance variances and trends.  This position requires a leader who is an innovator, change agent, a thought leader, a data driven decision maker, excellent communicator, and influencer. Education: Bachelors or Master degree in Business Administration, Finance, Economics, or similar preferred. Experience: Typically requires 10 or more years of experience.

Job ID 1827387