Director – Digital Growth Strategy – Omni-Channel Optimization

Director – Digital Growth Strategy – Omni-Channel Optimization

Requirements

• Bachelor’s degree in Computer Science, Engineering, Business, or a related field; advanced degree (MBA, MS, or equivalent) preferred.
• 8-10 years of experience in personalization technology, platform management, or operations with a proven track record of success.
• 5-7 years of experience managing and developing technical or operational teams.
• Strong understanding of personalization platforms, customer segmentation, and omnichannel marketing.
• Demonstrated experience in streamlining workflows and scaling operational processes.
• Proficiency in personalization platforms (e.g., Adobe Target, Salesforce Interaction Studio, Pega or similar tools).
• Knowledge of data integration, APIs, and platform architecture to enable seamless operation across systems.
• Familiarity with real-time data processing and its application to personalization use cases.
• Experience with automation tools and technologies to enable self-service workflows.
• Strong understanding of testing frameworks and campaign monitoring tools.

Responsibilities

• Oversee the management, optimization, and scalability of AT&T’s personalization platforms.
• Drive the integration of personalization technologies into AT&T’s broader omnichannel ecosystem, ensuring seamless operation across all customer touchpoints.
• Evaluate platform performance and identify opportunities for enhancements, ensuring the delivery of highly relevant and timely personalized experiences.
• Partner with Technology teams to ensure the personalization platform is equipped to handle real-time data inputs and outputs for dynamic personalization use cases.
• Stay abreast of emerging technologies and trends in personalization platforms to recommend innovations that enhance AT&T’s capabilities.
• Develop and implement streamlined workflows for personalization campaign setup, execution, and optimization.
• Ensure business rules for personalization are easy to configure and scalable across teams, reducing complexity and enabling faster deployment of personalization initiatives.
• Address bottlenecks or inefficiencies in operational processes to improve speed and accuracy in delivering personalized experiences.
• Establish self-service capabilities for teams to configure personalization content and campaigns without relying on technical expertise.
• Collaborate with internal teams to create templates, guided workflows, and automation tools to enhance operational efficiency.
• Partner with Marketing, Digital, Product, Analytics, and Technology teams to align personalization platform capabilities and operations with business objectives.
• Facilitate collaboration between stakeholders to ensure content configuration, business rules, and personalization logic align across channels and teams.
• Act as the primary operational advisor to cross-functional teams, providing guidance on how to leverage personalization platforms for maximum impact.
• Work closely with journey orchestration teams to ensure platform capabilities support seamless customer experiences across touchpoints.
• Support the execution of ‘champion vs. challenger’ testing frameworks on the personalization platform, ensuring tests are easy to set up, run, and measure.
• Implement monitoring systems to track platform performance, campaign effectiveness, and personalization accuracy.
• Use operational insights to refine workflows and platform functionality, ensuring continuous improvement in personalization delivery.
• Build and lead a high-performing personalization platform and operations team, fostering a culture of innovation, collaboration, and operational excellence.
• Recruit, mentor, and develop team members to ensure the team has the technical and operational expertise to meet evolving business needs.
• Set clear goals, expectations, and priorities for the team, ensuring accountability and measurable outcomes.
• Act as a thought leader within the organization, championing the role of personalization platforms and operations in delivering exceptional customer experiences.

Preferred Qualifications

• Excellent communication skills, with the ability to translate technical concepts into actionable insights for non-technical stakeholders.
• Proven ability to work effectively with cross-functional teams and build strong relationships across the organization.
• Strategic thinker with the ability to align personalization platform capabilities with business goals and customer needs.
• Collaborative mindset with a passion for driving alignment and shared success across diverse teams.
• Operational Excellence: A relentless focus on improving workflows and reducing complexity in operational processes.
• Innovative: A creative thinker who identifies new opportunities to enhance personalization through platform capabilities.
• Customer-Centric: Deep understanding of customer behaviors, preferences, and how to translate those into improved experiences.
• Agile: Ability to adapt to a fast-paced, dynamic environment and prioritize competing demands effectively.
• Results-Oriented: A proven track record of delivering measurable outcomes through platform and operational improvements.