Principal Market Development

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

Call to action

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!

Weekly Hours:

40

Time Type:

Regular

Location:

Atlanta, Georgia, Dallas, Texas

Salary Range:

$141,300.00 - $237,400.00

It is the policy of AT&T to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, AT&T will provide reasonable accommodations for qualified individuals with disabilities. AT&T is a fair chance employer and does not initiate a background check until an offer is made.