The posting
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Not every fiber market is the same — and a playbook that pretends otherwise loses before it starts. The Hyperlocal Playbook, Sr Mgr is the person who builds the intelligence layer behind T-Mobile Fiber's field strategy: defining market archetypes, identifying the winning plays for each, and building a living playbook that tells the field team exactly what to do, when, and why — based on the specific conditions in front of them. This isn't a role that publishes a document once a year. It's a role that systematically learns what drives penetration in different market types, codifies those learnings into replicable strategies, and continuously updates the playbook as markets evolve and new data emerges.
This role works at the intersection of data and execution. They partner closely with analysts to understand what's working, what isn't, and why — then translate those findings into specific tactical recommendations that field teams can act on. They hold the standards for how the field approaches different market conditions, and they build the tools, frameworks, and guidance that make those standards operational. The goal: the right campaign, the right tactics, in the right market, at the right time — every time.
Working Conditions — Travel required: This is a remote role with periodic travel to markets for field observation and to national team locations for cross-functional planning. — Cross-functional engagement analysts, Market Activation Managers, Regional Field Leads, and the broader Field Marketing Strategy & Operations team. — Work cadence is driven by the planning calendar and playbook update cycles — with intensity peaks around major market launches, quarterly planning, and post-campaign analysis periods.
JOB RESPONSIBILITIES
Market Archetypes & Winning Plays
— Archetype Framework: Define and maintain T-Mobile Fiber's market archetype framework — the classification system that groups markets by their competitive, demographic, and structural conditions: fiber overlap, greenfield, T-Mobile dense, FWA migration, urban core, suburban fringe, and others as the portfolio evolves.
— Winning Plays by Archetype: For each archetype, build and continuously refine the set of winning plays — the specific combination of campaigns, tactics, channels, audiences, and sequencing that drives maximum penetration given those market conditions.
— Conditions of Success: Define the conditions of success for each archetype: what penetration velocity, conversion rates, and cost-per-acquisition benchmarks should look like in a market of that type at each stage of maturity.
— Classification Logic: Establish the criteria for how a market gets classified — and the process for reclassifying markets when conditions change.
Playbook Development & Maintenance
— Playbook Ownership: Own the T-Mobile Fiber Hyperlocal Playbook as a living document — not a static PDF. The playbook is the authoritative source of truth for how the field approaches each market type, and it must reflect current learnings, not last year's assumptions.
— Field-Ready Standards: Build the playbook to be field-executable: clear enough that a Market Activation Manager entering a new market can use it to build their local plan without ambiguity about what to prioritize or when to trigger specific tactics.
— Tactic-Level Guidance: Define tactic-level guidance within each winning play — D2D coverage thresholds, local event cadences, digital geo-targeting parameters, partner activation sequences — with the rationale behind each recommendation so field teams understand the logic, not just the instruction.
— Update Cadence: Establish a regular cadence for playbook updates — incorporating performance data, field feedback, and competitive intelligence — so the playbook improves with experience rather than aging out of relevance.
Analytics Partnership & Learning Loops
— Analyst Partnership: Partner closely with analysts to build the analytical foundation behind every playbook recommendation — identifying which tactics drive penetration in which market conditions, at what cost, and with what lag time between activation and results.
— Learning Agenda: Design the learning questions that analytics should answer: not just 'what happened' but 'why did it happen here and not there' — pushing toward causal understanding of market performance, not just descriptive reporting.
— Field Feedback Loops: Build feedback loops between field execution and playbook refinement — ensuring that what MAMs and Regional Field Leads observe on the ground informs the next iteration of the playbook, not just formal analytics cycles.
— Insight Translation: Translate analytical findings into plain-language playbook updates — bridging the gap between what the data shows and what the field team needs to do differently as a result.
Field Enablement & Standards
— Field Enablement: Enable field teams to use the playbook effectively — through training, planning support, and direct engagement with MAMs and Regional Field Leads on how to apply archetype-specific strategies to their specific markets.
— Standards Ownership: Hold the standards for how the field plans and executes against market archetypes — reviewing local plans for alignment with playbook guidance and identifying where teams are deviating and why.
— Deviation Analysis: Surface patterns in where the playbook isn't landing — markets where field teams consistently deviate from recommended plays — and determine whether the deviation reflects a gap in the playbook or a gap in field execution.
— Cross-Functional SME: Serve as the subject matter expert on hyperlocal strategy in cross-functional forums — bringing a market-intelligence perspective into GTM planning, campaign development, and launch readiness conversations.
QUALIFICATIONS
— Bachelor's degree and 7 years of related work experience. Or, a combination of education and experience deemed equivalent
— 6+ years in marketing strategy, field marketing, or GTM strategy — with demonstrated experience building frameworks that connect market conditions to specific tactical recommendations.
— Strong analytical orientation: comfortable working with data, partnering with analysts, and translating quantitative findings into strategic direction. Does not need to run the models — does need to know what questions to ask and what to do with the answers.
— Proven ability to build structured frameworks and playbooks that field or sales teams actually use — not documents that get published and ignored.
— Experience in a distributed field environment — understands the gap between strategy and execution and designs for it explicitly.
— Strong written communication; can distill complex market strategy into clear, usable field guidance.
— Experience in telecom, broadband, or a consumer business where local market conditions drive meaningfully different strategies across geographies preferred.
— Background in market segmentation, audience strategy, or competitive intelligence preferred.
— Familiarity with hyperlocal marketing tactics: door-to-door, local events, geo-targeted digital, community partnerships preferred.
— Experience building or maintaining a living playbook or knowledge management system — not just a one-time deliverable preferred.
— At least 18 years of age
— Legally authorized to work in the United States
Total Target Cash Earnings Opportunity: $134,880 - $243,240
National Base Pay Range: $112,400 - $202,700
The Total Target Cash Earnings Opportunity represents the expected total cash compensation for this role at target performance, combining base salary and annual incentive opportunity. Actual earnings may be higher or lower depending on individual performance and overall company results.
The base pay range reflects the compensation component of this opportunity. The candidate’s actual pay will be based on various factors, such as work location, qualifications, and experience, so the actual starting pay will vary within this range. To find the pay range for this role based on hiring location, https://paylookup.t-mobile.com/paylookup?reqID=REQ380226¶dox=1
At T-Mobile, employees in regular, non-temporary roles are eligible for an annual bonus or periodic sales incentive or bonus, based on their role. Corporate employees are eligible for a year-end bonus based on individual and/or company performance and which is set at a percentage of the employee’s eligible earnings in the prior year. Certain positions in Customer Care are eligible for monthly bonuses based on individual and/or team performance. The incentive component included in the Total Target Cash Earnings Opportunity reflects target performance. Actual earnings included in the Total Target Cash Earnings Opportunity reflect target performance; actual payouts may vary.
At T-Mobile, our benefits exemplify the spirit of One Team, Together! A big part of how we care for one another is working to ensure our benefits evolve to meet the needs of our team members. Full and part-time employees have access to the same benefits when eligible. We cover all of the bases, offering medical, dental and vision insurance, a flexible spending account, 401(k), employee stock grants, employee stock purchase plan, paid time off and up to 12 paid holidays - which total about 4 weeks for new full-time employees and about 2.5 weeks for new part-time employees annually - paid parental and family leave, family building benefits, back-up care, enhanced family support, childcare subsidy, tuition assistance, college coaching, short- and long-term disability, voluntary AD&D coverage, voluntary accident coverage, voluntary life insurance, voluntary disability insurance, and voluntary long-term care insurance. We don't stop there - eligible employees can also receive mobile service & home internet discounts, pet insurance, and access to commuter and transit programs! To learn about T-Mobile’s amazing benefits, check out www.t-mobilebenefits.com.
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