AVP, Brand Marketing

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About the role

AVP, Integrated Brand Marketing About the Organization AT&T’s purpose is clear: we connect people to greater possibility – with expertise, simplicity, and inspiration. The objective for our brand is single-minded: To become the most loved and chosen connectivity provider that creates customers for life. This purpose and objective are embedded across AT&T’s Marketing & Growth Organization (MGO) to ensure all marketing activities are in service of our Brand and business goals. Role Summary The AVP, Integrated Brand Marketing’s core responsibility is mission-critical: to lead, orchestrate, and influence how AT&T brings the brand to market by translating enterprise-level brand strategy, audience insights, cultural truths, and competitive realities into marketing that creates awareness, builds equity, sharpens salience, generates demand, and drives perceptual change. Reporting directly to the SVP of Marketing & Planning, this influential and highly cross-functional role leads the development of AT&T’s Brand Marketing Strategy that not only directs the brand’s biggest storytelling moments, but also permeates through, governs, and influences how the brand comes to life across all marketing communications, spanning all products, LOBs, and MGO priorities. As a leader with deep and proven GTM expertise, this role not only sets the brand marketing strategy, but also leads a high-performing team of brand marketers who bring it to life through the end-to-end development and orchestration of programs and campaigns that extend beyond the product portfolio. In partnership with marketing specialists across MGO, this leader identifies and capitalizes on audience insights, emerging trends, and cultural opportunities to amplify the brand in unique and inspiring ways, driving brand buzz, earned media, social virality, perceptual change, and growth at scale. Job Description Integrated Brand Marketing Strategy • Translates enterprise-level brand strategy, audience insights, cultural truths, and competitive realities into AT&T’s brand marketing strategy that permeates through, governs, and influences how the brand comes to life across all marketing communications. • Develops brand-level marketing brief(s), platform(s), and program(s) that create consistency, attribution, and salience for the brand across all marketing communications. • Establishes the strategic role of partnerships/sponsorships, tentpole moments, programs (e.g. AT&T Guarantee, Purpose, etc.) and cultural activations within AT&T’s broader marketing ecosystem, ensuring investments are optimized to drive brand and business outcomes. • Owns the brand marketing planning cycle and calendar, including objectives, priorities, briefs, platforms, and moments that serve as the foundation for all marketing owners and executional teams to build from. • Partners with the Media and Sponsorships team to develop a Brand Partner Strategy that aligns with corporate objectives, the brand marketing strategy, and amplifies the brand. • Works closely with Brand Strategy and Research, Analytics, and Insights, Brand Experience Design and third party partners to infuse the work with deep customer needs/benefits as well as research and measurement to drive ongoing optimizations to marketing strategy. GTM Excellence • Develops and orchestrates end-to-end brand marketing campaigns that extend beyond the product portfolios, delivering on brand and business objectives. • Identifies, builds, and leads audience-first brand marketing programs (e.g. AT&T Guarantee, AT&T Purpose, etc.) that amplify brand awareness, equity, salience, and drives brand love as well as critical brand health attributes for priority audiences. • Capitalizes on audience insights, emerging trends, and cultural opportunities through campaigns,

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