This position reports to the Senior Director, Marketing and Corporate Communications to lead and develop core pieces of the digital customer experience, including public-side website, email/marketing automation, CRM, marketing operations and analytics. This position also manages brand and product marketing and advertising, and works closely with the transactional digital and corporate communications teams. The Director, Marketing is responsible for bringing ideas and strategies to bear while working to effectively monitor and manage plans, process and people for successful and timely execution and enhanced customer experience. This position plays a vital role in ensuring the Company reaches customers in a way that best serves them, treats them as though they have a choice in their electricity provider and enhances their satisfaction.
Content Strategy, Product & Marketing Communications
Conduct planning for content strategy that provides relevant, consistent content that engages customers, positions Company as a trusted industry partner and enhances customer experience. Conduct market research to understand and leverage market trends, and meet customer needs. Develop behavioral and demographic segmentation strategies that increase the relevancy of communications with customers, leading to increased customer satisfaction. Translate planning and research into actionable initiatives, prioritize and direct implementation.
Direct team responsible for digital strategy and content for the web and email channels. Coordinate closely with teams and departments that manage other major aspects of the customer experience, including Corporate Communications and Customer Service Operations, to develop consistency of customer experience across channels.
Direct team responsible for Product Marketing, Marketing Communications/Brand. Plan and direct ongoing marketing efforts to build customer awareness of company offerings, products and services. Lead mass and direct communications efforts that drive customers through the marketing funnel from awareness to education, conversion and engagement.
Digital Customer Experience & Marketing Operations
Conduct planning for non-transactional digital properties and the digital customer experience, in coordination with the Sr. Dir. Marketing and Corporate Communications and Director, Customer Experience. Translate this planning into actionable initiatives, prioritize and direct implementation.
Build, maintain and oversee the effectiveness of digital properties that meet customer needs and support company objectives. Channels within scope for this position are public-side website, email/marketing automation, marketing operations and analytics and CRM. Influence and enhance additional digital properties not directly responsible for, including social media, transactional and other digitally-based interactions with customers across the company. Ensure the brand is accurately reflected in the front-end design of all digital properties – both marketing/public-side and transactional and that user experience is in line with best practices and customer needs.
Oversee implementation of best-in-class marketing technology systems and software across marketing communications, digital content and transactions, and marketing production. Direct teams responsible for these systems, including Sitecore, Eloqua and Oracle Sales Cloud. Cultivate apartnerships with Information Technology and Customer Service Operations to ensure resources are provided and collaboration occurs.
Ensure the company is gaining value from analytics resources, including ForeSee, Google Analytics, Sitecore Analytics, Kilpfolio and more. Direct team to derive trends and actionable insights from data. Formulate recommendations for action based on this information.
Overall Management of Function & Role
Budget, forecast and utilize funding resources in a way that meets specified objectives advancing the digital customer experience and marketing efforts.
Monitor and report on department efforts and impact on customer experience. Stay abreast of developments in digital customer experience, content strategy and marketing to ensure plans include approaches appropriate for the Company. Develop and maintain strong ties with utility industry peers.
Manage key vendor relationships with digital agencies and marketing and CRM systems vendors. Ensure partnerships are structured effectively and manage associated funding. Serve as coach and point of escalation for team members managing work with these partners day-to-day.
Exercise the usual authority of a manager concerning performance improvement plans and reviews, promotions and salary recommendations. Coach, develop and inspire staff to maximize their potential.
Take responsibility for own performance and self-manage work by maintaining composure and control in the face of highly complex situations, effectively assigning and overseeing the management of multiple projects and individuals, taking the time to ensure maximum effectiveness of direct reports in accomplishing their objectives.
POSITION COMPETENCIES & REQUIREMENTS
• Bachelor's degree in marketing or related field.
• 10 + years experience in corporate digital marketing environment strongly preferred. 10+ years in digital marketing agency environment will be considered. Previous experience managing direct reports in this environment required.
• Previous digital and marketing communications experience and experience managing strategy and day-to-day management of websites, email, CRM and digital customer experience. Deep knowledge of associated strategies and tactics.
• Advanced writing and editing abilities; advanced presentation skills.
• Advanced organizational, project management and problem-solving skills.
• Strong financial and budgeting skills.
• Advanced ability to work effectively within all levels of the organization, from senior executive management to individual contributors. Advanced personnel management and delegation skills.