Associate Director - Digital Consumer Sales (Wireless Performance & Optimization)

Overall Purpose: This Associate Director role is a high-impact leadership opportunity responsible for running and protecting AT&T's digital wireless business while identifying opportunities to improve sales performance, customer outcomes, revenue growth, and operational effectiveness. The leader owns the integrated performance story across wireless acquisition, lifecycle growth, monetization, and sales health, translating complex business signals into clear priorities, actionable recommendations, and measurable business results. The position serves as the commercial hub for wireless performance, partnering across Product, Technology, Analytics, Marketing, Operations, Customer Experience, and Digital organizations to diagnose business performance, quantify opportunity, prioritize interventions, and influence execution against the highest-value wireless outcomes. This leader is accountable for delivering results through others by building operating discipline, developing talent, and leading cross-functional teams toward shared business objectives. Why This Role Matters: This role sits at the intersection of business performance, customer experience, digital commerce, and organizational leadership. The work directly influences wireless revenue, activations, upgrades, customer growth, monetization, and operational health. The leader helps AT&T maximize the value of existing customer demand, identify sources of business leakage, improve conversion performance, and create sustainable growth while ensuring the organization remains focused on the highest-value opportunities. Key Roles and Responsibilities: Typical tasks may include, but are not limited to, the following: Lead Wireless Performance and Business Outcomes: Own the integrated performance story across wireless acquisition, Add-A-Line growth, upgrades, monetization, revenue optimization, and sales health. Translate performance trends into actionable business decisions that improve sales, conversion, customer outcomes, and revenue growth. Build a High-Performing Performance Management Organization: Lead and develop a team responsible for acquisition performance, lifecycle performance, revenue optimization, and business diagnostics. Establish clear ownership, accountability, decision rights, and operating rhythms that enable the team to deliver results through disciplined execution and continuous improvement. Influence Senior Leaders and Align Cross-Functional Teams: Act as a trusted advisor to executive leaders and partner organizations by providing data-driven business insights, facilitating tradeoff decisions, and aligning stakeholders around customer-focused growth priorities and performance interventions. Identify and Quantify Growth Opportunities: Evaluate acquisition, lifecycle, monetization, convergence, and customer experience performance to identify opportunities that improve revenue, conversion, attach rates, product mix, and customer value. Develop business cases and recommendations that drive measurable business impact. Protect Demand and Improve Sales Health: Lead efforts to identify, quantify, and prioritize customer friction, business defects, operational failures, fulfillment issues, and sales leakage. Ensure material risks receive appropriate visibility, escalation, accountability, and recovery planning. Drive Enterprise Performance Diagnostics: Create a cohesive narrative that connects traffic, funnel performance, conversion, customer behavior, product mix, operational health, and financial performance. Communicate complex business dynamics in a clear and actionable manner to executive audiences. Operate as the Hub for Wireless Performance: Partner across Analytics, Product, Technology, Site Experience, Personalization, Operations, and Marketing organizations to ensure resources and investments remain aligned to the highest-value business opportunities. Own the business outcome, expected value, prioritization rationale, and proof metrics that guide