Mgr, Market Strategy Project

Job Summary 

The Market Strategy Manager is responsible for developing and executing market strategies that drive customer growth, customer retention, and sustainable demand for natural gas services. This role will lead market intelligence, competitive analysis, customer segmentation, total addressable market analysis, and strategic initiatives that support the company’s residential, commercial, industrial, and large-load customer segments.

The Manager role serves as a strategic advisor to Growth & Retention leadership, partnering closely with stakeholders across the business to identify market opportunities, address competitive threats, and develop programs that enhance customer value and support sustainable growth. 

Representative Duties and Responsibilities:

• Develop, implement, and manage the growth strategy to attract and retain customers.
• Translate strategic plans into action plans and execute those plans.
• Create business cases, forecasts, presentations, and communications to support the proposal, planning and execution of projects. 
• Manage project schedules, budgets, and communications to ensure that goals are met. 
• Execute marketing, advertising, communications, and outreach to increase customer participation and enrollment in Growth & Retention programs. Develop messaging and content to educate on the benefits of natural gas and ensure message consistency across all communications. Create marketing materials and manage editing, approvals, and logistics.
• Manage marketing analytics, tools, and trends. Track KPIs and report on progress toward growth and market share objectives.
• Conduct industry research, market analysis, and competitive intelligence to support program and process improvement recommendations.
• Research and analyze data from multiple sources to identify opportunities and action plans.
• Identify process improvement opportunities and proactively seek solutions. Remove barriers to growth to ensure short- and long-term growth success.
• Keep team consistently informed of all project tasks, deadlines, and information that may impact the completion of the project.
• Gain and maintain trust of team members and influence others to action without direct authority; share wins and successes and foster open dialogue. 
• Create new Power BI dashboards to track and report on program effectiveness, including web analytics, response rates, conversion rates, trending, and business insights. 
• Complete ad hoc requests for research, analysis, and reporting by pulling from diverse internal and external data sources, using the appropriate method of analysis, and presenting relevant insights.
• Segment customers and analyze behavior to determine optimal product offerings, messaging, channels, audiences, and programs to achieve business goals. 
• Support sales management in identifying new customers, markets, trends, and applications for natural gas and assessing the business impact. 
• Consolidate analysis, summarize key findings and trends, and produce presentations.
• Apply industry, marketing, business, and analytical knowledge to support business decisions and offer fresh and creative ideas for digital ads and marketing collateral.
• Support departmental campaigns, programs, and initiatives by offering ideas and strategies and tracking applicable metrics.
• Provide support and help manage programs focused on increasing the use of natural gas including advertising, market research, field initiatives, etc.
• Collaborate directly with natural gas marketers and vendors on opportunities to educate consumers on the benefits of natural gas and conversion opportunities. 
• Represent the company at industry events, conferences, and working groups.
• Maintain working knowledge of all company products and services, as well as regulatory practices.
• Provide backup assistance to other roles within the department and perform other duties as assigned.

Education and Experience:

• Required:
  • BA/BS degree in Business, Economics, Public Relations, or related field
  • 7+ years data analysis experience

• Preferred:

  • 3+ years experience in the natural gas or utility industry
  • 3+ years project management experience

   

Desired Qualities & Abilities:

• Must be a self-starter, resourceful, and a strategic thinker.
• High level of proficiency with Microsoft Excel, PowerPoint, and Power BI.
• Analytically minded with sharp problem-solving skills and a strong curiosity to understand drivers behind performance.
• Comfortable leading group discussions, speaking in public, and holding peers accountable for deliverables.
• Possess strong attention to detail and ability to manipulate and analyze large datasets to identify trends, insights and solutions.
• Proven ability to convert data into meaningful and actionable reports, presentations, and recommendations. Able to translate complex concepts into easy-to-understand and relatable ideas for target audiences.
• Strong ability to build and maintain internal and external relationships along with excellent interpersonal and written communication skills.
• Ability to manage and prioritize multiple projects and tasks simultaneously. Strong project management skills.
• Ability to act on projects while receiving limited guidance, and use discernment to understand situations, relay information and check-in with team members.

Working Conditions/Physical Requirements:

• Occasional travel (<5%) may be required with overnight stays. Work may extend beyond traditional business hours to meet deadlines or attend events as company representative.