Principal Market Development

About this role

This position requires office presence of a minimum of 5 days per week and is only located in the location(s) posted. No relocation is offered.

At AT&T, we empower leaders to drive change in a fast-evolving, connected world. Your strategic vision will help serve customers and transform lives through innovative solutions and impactful connections.

Key Roles and Responsibilities:  tasks may include, but are not limited to, the following:

Program Leadership & Execution: • Lead end-to-end program management for strategic initiatives—from ideation through launch and performance tracking. • Own offer lifecycle management, including launch planning, performance monitoring, and optimization. • Drive cross-functional alignment across Pricing, Marketing, Finance, Product, and Operations teams.

Acquisition & Retention Strategy Development:

• Define and evolve acquisition strategies to drive subscriber growth across key channels and segments. • Design and implement retention strategies to reduce churn and expand customer value through cross-sell, upsell, and convergence. • Leverage competitive intelligence and market dynamics to continuously refine offer positioning.

Marketing Alignment & Customer Experience (CX) Impact: • Ensure tight alignment with Marketing on campaign strategy, messaging, and investment prioritization. • Assess and optimize customer experience impact of pricing and offer decisions, balancing growth with simplicity and transparency. • Partner cross-functionally to deliver consistent, differentiated customer value propositions.

Channel Strategy & Execution Support:

• Partner with GTM and channel teams to ensure offers are optimized for channel performance (Retail, Digital, IHX, Call Centers). • Design and implement channel-specific incentives to drive adoption, attach rates, and execution quality. • Ensure channel readiness and enablement for all offer launches.

Job Contribution:

• Recognized expert in market development, pricing strategy, and offer design within a complex, multi-product environment. • Applies deep business acumen and analytical rigor to solve high-impact problems and drive measurable growth. • Leads critical initiatives with minimal oversight, influencing senior leadership decisions and shaping enterprise strategy. • Serves as a mentor and thought leader, elevating team capability in pricing, offer strategy, and market execution.

Supervisor: • No

Education: • Bachelor’s degree required (Business, Economics, Finance, or related field preferred)

Experience

• 7+ years of experience in strategy, pricing, • product management, or market development • Deep expertise in pricing, offer strategy, and promotional design. • Cross-functional leadership driving market execution. • Strong financial and analytical capability, and ability to translate insights into actionable strategies

Our Principal Market Development  earns between $141,300 – 237,400. Not to mention all the other amazing rewards that working at AT&T offers. Individual starting salary within this range may depend on geography, experience, expertise, and education/training.  

Joining our team comes with amazing perks and benefits:

• 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

If you’re ready to make an impact on our business and your career, bring your bold ideas to a world of possibility.  Apply today!

Ready to join our team? Apply today! 

Our Principal Market Development jobs earn between $141,300.00 - $237,400.00 USD Annual. Not to mention all the other amazing rewards that working at AT&T offers. Individual starting salary within this range may depend on geography, experience, expertise, and education/training.
 Joining our team comes with amazing perks and benefits: • 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

Weekly Hours: 40 Time Type: Regular Location: Atlanta, Georgia, Dallas, Texas, El Segundo, California Salary Range: $141,300.00 - $237,400.00 AT&T and its subsidiaries are committed to equal employment opportunity. All hiring, promotion, and other employment decisions remain merit-based and free from discrimination on the basis of race, color, religion, religious creed, national origin, ancestry, age, sex, sexual orientation, gender, gender identity, gender expression, physical disability, mental disability, pregnancy, medical condition, genetic information, marital status, citizenship status, military status, veteran status, or any other characteristic protected by federal, state, or local laws. In addition, AT&T will p

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