Senior Brand Marketing Manager

Date:  Aug 5, 2022
Location: 

Calgary, AB, CA, T2P3S8

Company: Direct Energy

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Job Summary: 

The Senior Brand Marketing Manager, located in Calgary, is an exciting position in Direct Energy Canada’s growing marketing team. With over 900,000 customers in Alberta, we play an important role in helping Albertans manage their energy needs. We’re happy to let you know the reason why this position is open is because one of our amazing team members was promoted into a new role within the company.  

 

The Senior Brand Marketing Manager will partner closely with the Director of Marketing to build out Direct Energy’s brand value proposition, as well as drive the full funnel marketing strategy across all channels. There is a lot of room to innovate and grow in our industry, and this position will be a key strategic player in that future growth. 

 

We’re looking for a senior marketer who knows and loves branding, but also knows the reasons why we do it is to grow and attract new customers. This position will partner with our go-to-market leaders on a regular basis to stay up to date on pricing, competitive landscape, new product launches, and deliver compelling and creative brand campaigns that convert. You will be the lead product marketer and guide a team focused on a number of different broad marketing activities that increase our presence online and in the communities we serve. This includes our brand strategy, lead gen, retail sales support, sponsorships, community engagement and social media strategy. 

 

Essential Duties/Responsibilities: 

  • Marketing leadership for go to market strategy, full calendaring/market planning, channel management and development 

  • Lead a team of three, including personal development planning, day to day leadership and guidance

  • Partnering with director of marketing to develop and enhance brand vision, promise and platform 

  • Responsible for full funnel marketing campaign planning and for entire portfolio funnel health, covering creative executions (brand and product advertising), mass/digital media, digital product conversion KPIs (TOFU, MOFU, BOFU)

  • Lead on campaign creative development and execution along with agency and internal creative partners 

  • Partnering closely with Lifecycle Marketing Manager who is leading small business marketing efforts to optimize channels for success

  • Budget management and coordination across all marketing channels including paid/digital

  • Full partnership with product management team to bring customer centric products and experiences to life through a data-driven marketing strategy and acquisition plan you will develop and lead

  • Product marketing (naming, visuals/creative, key messages, digital product, landing pages etc.) support for new product launches and refreshes as outlined by the product management team 

  • With product management team, development of communications and key message plans, customer segmentation strategies etc.  

  • Call centre training support in conjunction with product, sales, and customer service teams to ensure agents are aware of marketing tactics (enterprise product launch readiness support)  

  • Work with digital and other teams on beta launches and testing new products in development 

  • Agency Management – ensuring strategy is implemented, campaigns executed, and efficiencies are found

  • Partner with creative resources to ensure brand look and feel is consistent across our customer base and with prospective customers

  • Oversee paid search and digital marketing portfolio ensuring key conversion metrics are met and feedback is given to digital team for optimization of landing pages and other key assets

  • Collaborate on creative support for all product launches

  • Oversee creative and marketing strategy support for Retail Sales Team 

  • Sponsorship and local strategy plan/execution, donations etc. 

  • Brand Health reporting and tracking 

  • Develop marketing ROI and attribution model 

  • Active listening to market and customer feedback, bringing forth insights and data to various teams and partners across DE 

  • Contribute to owned marketing channels and messaging in those channels (IVR on hold, website, OAM, social) 

  • Partnership marketing strategy, referral marketing  

  • Social media channel strategy, publishing and community management 

  • Other duties as assigned

  

Minimum Requirements: 

  • Bachelor’s degree in marketing, business, commerce, communications or public relations from an accredited college or university 

  • Minimum 8 years of experience in marketing, advertising, account planning, brand management or related field 

  • Experience directly leading others in a marketing environment 

  • Significant experience with the following marketing channels: Mass Media, Paid Social, Paid Search, Email, Direct Mail, Sponsorships and Community events 

  • Familiarity with key metrics for each channel, tracking and analyzing KPIs 

  • Comfortable with test-and-learn, adaptive approach to marketing 

  

Preferred Qualifications: 

  • Experience working in or managing in a marketing agency or corporate marketing department 

  • Experience bringing a new product or service to market 

  • Ability to handle ambiguity and comfort in defining appropriate direction for role and product offering 

  • Experience with using data and insights to target customers and personalize messages 

  • Experience with GTM approach for rolling out a new product / new program and/or experience in startup environment 

  • Experience managing and leading marketing strategy for a product or service, including directing others, coordinating with multiple stakeholders 

  • Experience with Agile ways of working (iterative, fast-paced, MVP-driven approach, ceremonies) 

  

Additional Knowledge, Skills and Abilities: 

  • Ability to interact and coordinate across an organization, including with leaders 

  • Ability to present to management and executive teams 

  • Strong collaborator, excellent listening and organizational skills 

  • Ability to multitask and work successfully in a matrix organization with competing priorities 

  • Strong PowerPoint skills for building marketing plans and reporting on results 

 

 

NRG Energy is committed to providing broad access to employment opportunities so that diverse job seekers can apply to positions, and to ensuring our workforce represents the diverse communities we serve.  We abide by human rights legislation and accommodate applicants and employees in accordance with applicable law.

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