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AT&T's Director of Brand Management Talks Cold Calls and Evolving Your Brand


 Date Published: Oct. 4, 2016

Boyanovsky ClassroomJennifer Boyanovsky, MBA ’03, began her marketing career making cold calls. “I was literally doing door-to-door sales,” she explained.  The skills she developed have remained with her throughout her career. “It not only forced me to get outside of my comfort zone, it also helped me learn to deal with different types of people.” Working her way up the ranks at one of the world’s most recognizable brands, Boyanovsky now serves as executive director of brand management for AT&T Inc.

Speaking to students in a Marketing Theory and Practice course taught by Associate Professor of Marketing Laura Muñoz, Ph.D. Boyanovsky discussed her strategy of approaching the market, market segmentation and her own career history with AT&T Inc.

Following the cold calling, Boyanovsky moved into business acquisition sales, eventually took a role in consumer marketing, to support establishing the company’s early online presence. She then worked in channel marketing, where she served as a liaison between the marketing and distribution channels. “I was really a negotiator in that role,” she said. “It was my job to make sure marketing plans got executed on the front line.” From that experience, Boyanovsky learned marketing departments can’t sit in a silo making plans. “Marketing has to figure out how the front lines can improve the customer experience.”

According to Boyanovsky, one of the keys to marketing a big brand like AT&T is balance. “The trick is to keep the brand stable, yet evolving,” said Boyanovsky. Marketing plays a key role in that process by continuing to evaluate customers’ needs. “Our business marketing is a great example of how we are evolving,” she said. “We want to provide solutions to everyone from small businesses to huge corporations like IBM. Our marketing has to show both types of companies how AT&T can help them optimize their networks, manage their data and answer the phones.”

Boyanovsky added that in order to become an integrated communications company, AT&T has had to break down barriers between departments. “Our marketing plan focuses on advertising broader solutions rather than just individual products,” said Boyanovsky. Despite the brand evolving in this way, it remains consistent. “Our ads are predominately blue, they contain a particular font and include the iconic AT&T tone.”

Because AT&T values new talent acquisition, Boyanovsky said that the company has two programs aimed at college students and recent graduates. The summer internship program targets freshmen and sophomores and allows students to rotate through different departments within the company over three summers, with the potential to move into full-time employment after graduation. AT&T’s 16-week B2B Sales Program is a graduate apprenticeship-type program that Boyanovsky said allows for “excellent career and learning potential.”

The University of Dallas Executives on Campus program was founded to further the University's mission of providing practice-based education, by inviting successful business leaders to share their experience with graduate and undergraduate students in the classroom. Through this program, alumni, business leaders, and their companies are invited to partner with the University in our shared pursuit of management excellence. For more information or if you would like to inquire about becoming an Executive on Campus, contact Ben Gibbs at bgibbs@udallas.edu.

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