Michael Weathers

About Michael Weathers

I’m an Advanced Analytics executive who loves bringing clarity to complexity—transforming massive data, shifting market dynamics, and evolving customer behaviors into decisions that move businesses forward.My career has been shaped by adaptability and curiosity. Growing up across several states before planting roots in Dallas taught me how to navigate change, learn fast, and build teams that do the same. Today, as AVP of Advanced Analytics within AT & T’s Research, Analytics & Impact organization, I partner closely with leaders to elevate how analytics informs strategy, investment, and execution across the enterprise. I lead work that blends rigorous science with business instinct—whether advancing Brand as Performance initiatives, shaping enterprise learning agendas, or delivering next‑generation Marketing Mix Models that help balance media and offer investment for long‑term growth. Driving Test & Learn programs, refreshing measurement frameworks, and building cross‑functional alignment aren’t just responsibilities; they’re where I do my best work.My approach is rooted in three things:• Curiosity that never quits — I’m energized by asking better questions, understanding people, and uncovering what truly drives performance.• Analytical storytelling — I translate complex modeling, customer insights, and investment scenarios into simple narratives that leaders can act on with confidence.• Collaborative leadership — Fast‑moving, high‑trust teams get better answers. I build environments where ideas move freely, expertise compounds, and everyone pushes toward results together.Outside of work, life revolves around my three Westies—Rosie, Belle, and Millie—college sports (Go Razorbacks!), and finding time to draw or paint when the house is quiet. That blend of discipline, creativity, and grounded shows up in my leadership, too.I’m motivated by big questions, energized by smart teams, and at my best when helping organizations unlock the full value of their data to make smarter, more customer‑centric decisions.If you’re passionate about modern measurement, brand + performance integration, or scaling analytics impact across a large organization—I’d love to connect.

Experience

1. Assistant Vice President, Advanced Analytics - Marketing Measurement & Optimization

   AT&T

   Jan 2022 — Present · Dallas, TX, US

   Leading a 30+ member analytics organization responsible for optimizing media and promotion investments across Mobility and Fiber for both consumer and business segments.* Partner closely with executive leaders across audience strategy & planning, media, commercialization, product marketing, finance, and agency teams to align insights with enterprise priorities.* Scaled a modern Test & Learn discipline, expanding the use of experimental design to validate hypotheses and accelerate strategic decision‑making.* Stabilized and accelerated Marketing Mix Modeling and sunset Multi‑Touch Attribution (MTA) by establishing faster, more reliable delivery cycles.* Built and stood up a next‑generation advanced modeling team focused on holistic measurement—integrating brand, media, and offer performance to guide long‑term investment optimization.

Education

• University of Arkansas ­- Sam M. Walton College of Business

  Master of Business Administration - MBA, Marketing Strategy & Research

• Arkansas Tech University

  BS, Business Administration

• University of Arkansas

  Master of Science - MS, Statistics

Skills

• Business Development
• Digital Marketing
• Romi
• Market Analysis
• Data Mining
• Marketing Research
• Customer Loyalty
• Segmentation
• Product Development
• Analysis
• Marketing Mix Modeling
• Mobile Marketing
• Sas
• M2m
• Focus Groups
• Strategic Planning
• Market Research
• Marketing Analytics
• R Programming
• Strategy
• Direct Marketing
• Customer Insight
• Analytics
• Marketing Roi
• Predictive Modeling
• Marketing Strategy
• Forecasting
• Integrated Marketing
• Competitive Analysis
• Customer Experience
• Brand Tracking