Lead Analyst, Digital Consumer Growth – Personalization

AT&T

Lead Digital Consumer Growth Analyst analyzing customer behavior to optimize personalization strategies. Collaborate with cross-functional teams to enhance customer journey and support business success.

Posted 5/26/2026full-timeDallas • Texas, Washington • 🇺🇸 United StatesSenior💰 $143,800 - $215,800 per yearWebsite

ATS Keywords

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Hard Skills

personalization analyticsdigital marketing analyticse-commerce analyticsA/B testingmultivariate experimentsSQLdata visualizationadvanced analyticscustomer behavior analysisperformance metrics

Soft Skills

leadershipcommunicationproject managementproblem-solvingdata-driven decision-makingcollaborationanalytical thinkingtime managementstrategic insight developmentpresentation skills

Tools & Technologies

Adobe AnalyticsCustomer Journey AnalyticsTableauPowerBISnowflakeCRM systemsmarketing automation toolsdata personalization enginesCDPsdigital tools

Certifications & Qualifications

Bachelor’s degree in AnalyticsBachelor’s degree in Data ScienceBachelor’s degree in BusinessMBAadvanced degree in related field

Industry Keywords

customer journey mappingbehavioral segmentsengagement trendsdigital strategieskey performance indicatorsconversion impactpersonalization strategiesemerging digital trendsAImachine learning

Tech Stack

Tools & technologies

SQLTableau

About the role

Key responsibilities & impact

Map and analyze end-to-end customer journeys across all customer touchpoints
Use analytics tools, (e.g. Adobe Analytics, Adobe Customer Journey Analytics, CDPs) to uncover drop-off points, behavioral segments and engagement trends
Identify, analyze and quantify high-impact personalization opportunities using behavioral, contextual and predictive signals.
Support the development of A/B tests and multivariate experiments to optimize creative, message timing and targeting
Collaborate with Data Science, Personalization Operations and Strategy, Data Product, and MarTech teams to operationalize insights within personalization engines.
Translate data into actionable insights that inform personalization strategy and content orchestration
Utilize advanced analytics to gather insights on customer behavior and performance metrics.
Develop and maintain frameworks to quantify lift, incremental engagement, and conversion impact of personalization experiences.
Collaborate with analytics teams to interpret data, identify trends, and optimize digital strategies.
Implement data-driven decision-making processes to enhance customer journeys, improve site performance, and drive digital sales growth across AT&T’s ecosystem.
Apply advanced analytical skills to gain insights into business and model performance, clearly presenting results.
Develop strategic insights and optimization of personalization strategies.
Partner closely with Digital, Product, and Analytic teams to solve problems and identify trends and opportunities.
Influence decisions made by the team through the presentation of data-based insights.
Effectively communicate insights to upper management in support of strategic decision-making.
Work closely with internal and external business partners in building, implementing, tracking, and improving decision strategies.
Partner with cross-functional teams to identify new opportunities requiring the use of modern data and modeling techniques.
Conduct thorough business analysis to identify key performance indicators and metrics that drive business success.
Develop comprehensive reports and dashboards that provide actionable insights to stakeholders.
Continuously monitor and evaluate the effectiveness of personalization strategies and make recommendations for improvement.

Requirements

What you’ll need

Bachelor’s degree in Analytics, Data Science, Business or a related field.
MBA or advanced degree preferred.
5-7 years of experience in personalization analytics, digital, marketing analytics, or e-commerce analytics, with a proven track record of measuring personalization strategies.
Strong understanding of digital marketing channels, digital tools, and best practices.
Proficiency in analytics platforms such as Adobe Analytics or Customer Journey Analytics and marketing automation tools.
Strong SQL and data visualization skills (Tableau, PowerBI, Snowflake).
Excellent leadership, communication, and project management skills.
Ability to manage multiple priorities and thrive in a fast-paced environment.
Experience with personalization platforms and technologies.
Knowledge of customer relationship management (CRM) systems.
Familiarity with emerging digital trends and technologies (e.g., AI, machine learning, AR/VR).

Benefits

Comp & perks

Medical/Dental/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 may be available but is unprotected
Adoption Reimbursement
Disability Benefits (short term and long term)
Life and Accidental Death Insurance
Supplemental benefit programs: critical illness/accident hospital indemnity/group legal
Employee Assistance Programs (EAP)
Extensive employee wellness programs
Employee discounts up to 50% off on eligible AT&T mobility plans and accessories, AT&T internet (and fiber where available) and AT&T phone