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.

Principal Market Development

The Forecasting & Scenario Planning team is seeking a highly strategic and analytically-oriented leader to serve as Principal, Market Development.

This team helps market leaders close the gap between forecasted performance and business commitments by identifying performance drivers, sizing opportunities, evaluating commercial levers, and coordinating cross-functional action plans across products, channels, and markets. The team provides the analytical foundation and decision support required to convert market opportunities into clear, measurable action plans.

In this role, you will serve as a strategic and analytical partner to senior leadership, reporting directly to the AVP. You will be responsible for translating performance gaps into actionable recommendations, including where action is needed, which levers are available, what impact can reasonably be expected, and what decisions or dependencies are required to move forward.

Successful candidates will combine strong quantitative skills, commercial judgment, and operational rigor. This individual must be comfortable building a fact-based business case, creating executive-ready recommendations, aligning cross-functional stakeholders, identifying dependencies, and supporting clear follow-through on decisions.

The role will support performance across Wireless, Fiber, and AIA, and partner closely with Forecasting, Finance, Pricing, Offers, Marketing, Go-to-Market, Sales, Operations, Data & Technology, national, regional, and local teams, and market leadership. This role will also help evaluate investment scenarios and trade-offs across commercial and operational levers, including product, pricing, offers, marketing, customer experience, network, distribution, channel, and local market initiatives.

Success in this role means leadership has a clear view of performance gaps, the initiatives available to close them, the expected impact and trade-offs of each option, and the decisions required to move forward.

Key Responsibilities:

1. Performance Gap Management

• Quantify gaps to Budget, Forecast, and other operating commitments across products, channels, and markets.

• Identify the primary drivers of performance gaps, distinguishing among addressable opportunities, structural constraints, execution issues, and timing risks.

• Identify the potential mix of initiatives that could help close identified gaps, including expected contribution, timing, dependencies, cost, and risk.

• Develop gap closure frameworks that connect performance needs with specific business levers, expected impact, dependencies, and stakeholder ownership.

• Maintain an integrated view of expected initiative impact, remaining performance risk, and areas where leadership decisions are required.

• Identify the sales, promotion, channel, and market levers best positioned to capitalize on opportunities or bridge forecast gaps.

2. Initiative Evaluation & Scenario Planning

• Create and maintain a centralized view of available initiatives, including timelines, dependencies, approval requirements, expected impact, and appropriate deployment conditions.

• Estimate the incremental volume and financial impact of proposed initiatives.

• Evaluate how changes in assumptions, timing, funding, or execution risk affect expected volume and financial outcomes.

• Assess initiative timing against market needs, operational readiness, customer demand, launch calendars, competitive actions, and other business constraints.

• Recommend initiative sequencing to maximize expected impact while accounting for execution capacity, dependencies, and potential overlap.

• Develop scenario analyses that clarify trade-offs, risks, investment implications, and expected outcomes under different approaches.

• Compare realized initiative results with expected impact to inform future assumptions, sizing, and forecasts.

• Evaluate market-level results to inform recommendations on whether initiatives should be expanded, adjusted, or discontinued.

• Partner with stakeholder teams to translate analytical recommendations into clear market action plans.

• Partner with Finance to assess approval requirements, funding constraints, investment trade-offs, and financial implications.

• Support recurring working sessions and leadership reviews with clear analysis, decision framing, and initiative updates.

• Identify unresolved issues and decision barriers early, frame available options, and escalate decisions when leadership input is required.

• Maintain visibility into initiative status, changes in expected impact, and risks that may affect forecasted outcomes.

• Recommend whether initiatives should be scaled, modified, or discontinued based on performance results, expected impact, and market need.

3. Decision Support

• Provide senior leadership with a consolidated view of performance gaps, initiative timing, expected contribution, risks, dependencies, and required decisions.

• Develop concise, executive-ready materials that frame performance gaps, available options, analytical findings, and recommended actions.

• Prepare leadership discussions by synthesizing cross-functional inputs into a clear fact base, decision path, and recommended next steps.

• Translate complex analytical, financial, and market issues into clear recommendations for senior leaders.

• Anticipate information needs, surface emerging risks, and identify issues requiring AVP attention.

• Support weekly, monthly, and quarterly performance reviews with decision-oriented analysis, performance gap insights, and initiative updates.

• Document leadership decisions and maintain visibility into related actions, owners, timing, and expected outcomes.

Qualifications:

• Experience in product, strategy, finance, business intelligence, consulting, program management, marketing analytics, or related discipline.

• Strong quantitative skills with demonstrated experience in opportunity sizing, forecasting, scenario analysis, business case development, or financial modeling.

• Proven ability to translate ambiguous business problems into structured analyses, clear recommendations, and executable plans.

• Demonstrated success coordinating complex initiatives across matrixed organizations with multiple stakeholders and dependencies.

• Strong executive communication skills, including experience developing decision materials and recommendations for senior leadership.

• Ability to identify key business levers and operational constraints affecting market performance.

• Experience prioritizing markets, customer segments, channels, or investments using quantitative and qualitative criteria.

• Advanced proficiency in Excel and PowerPoint, with a bonus for experience using Power BI, SQL, Databricks, Snowflake, or related analytical tools.

• Strong program management, stakeholder management, organizational, and problem-solving skills.

• Ability to manage multiple workstreams, drive decisions, and maintain accountability in a fast-paced environment.

• Experience supporting sales, marketing, pricing, finance, forecasting, operations, or go-to-market organizations is highly desirable.

• Experience using AI technologies and automation to improve analysis, decision-making, or workflow efficiency.

Supervisor: No

Education/Experience: Bachelor’s degree (BS/BA) desired. 7+ years of related experience. Certification is required in some areas.

Our Principal Market Development jobs earn between $158,200.00 - $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:

Dallas, Texas

Salary Range:

$158,200.00 - $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 provide reasonable accommodations to qualified individuals with disabilities. AT&T is a fair chance employer and does not initiate a background check until an offer is made. Click here to learn more or request an application accommodation here.

Job ID R-118824 Date posted 09/23/2026