Volkswagen Group of America
Brand Marketing Specialist
Volkswagen Group of America, Reston, Virginia, United States, 22090
Electrify America is committed to revolutionizing the way people charge. As the country's largest open DC fast charging network, Electrify America is actively contributing to electrifying mobility today and building a more sustainable future.
At Electrify America, we value innovation, collaboration, and a commitment to sustainability. We strive to establish a diverse and inclusive workplace where employees can develop personally and professionally. As a team member at this rapidly growing company, you can work on state-of-the-art technology and join a team making a significant impact in the world. If you're interested in joining a dynamic, innovative company, Electrify America is a place where you can learn, grow, and make a difference!
Role Summary:
The Brand Marketing Specialist is responsible for managing and developing marketing initiatives to further Electrify America’s branded and brand-neutral objectives, leveraging owned and paid channels.
This role develops the strategy and coordinates the execution of member and prospect marketing campaigns for the Electrify America, Electrify Canada, Electrify Home, and Electrify Commercial businesses, with a focus on driving charging station utilization, customer loyalty, and retention. This role serves as the protector of the Electrify brand standards, educating relevant stakeholders and ensuring compliance across all channels. This role is also responsible for the strategy and execution of Brand Neutral marketing efforts to drive ZEV awareness and adoption.
This role will work with internal and external partners and agencies to develop marketing campaigns to create branded and brand neutral marketing content and advertising campaigns.
This position requires a self-motivated, flexible individual with strong communication and leadership skills. This Specialist should be able to think critically about the state of the electric vehicle industry, have a good sense of external factors influencing its growth, as well as opportunities for Electrify America to help support that growth from a marketing integration standpoint. This person should be proactive in seeking out information that could help inform strategic decisions, and is someone who is not afraid to ask questions and challenge status quo. The Specialist will lead cross-functional teams and will work with external partners including automotive partners on a daily basis.
Role Responsibilities:
Brand Strategy
(30%):
Develop and implement brand marketing strategies aligned with organizational goals for both Electrify America and Brand Neutral.
Support all business units of Electrify America, Home, Canada and Commercial with campaign execution.
Define brand positioning, messaging, and visual identity guidelines across all “Electrify” business verticals
Act as brand steward and manage all aspect of brand guidelines and playbook
Collaborate with cross-functional teams to ensure brand consistency across all channels and touchpoints.
Monitor and measure brand performance and make strategic adjustments as needed.
Support Cycle 4 Brand Neutral RFP & funding disbursement.
Marketing Campaign Planning and Execution
(40%):
Conceptualize and execute innovative marketing campaigns to promote the brand and its products/services.
Collaborate with creative teams to develop campaign assets.
Determine the appropriate marketing channels and tactics to reach the target audience.
Monitor campaign performance, analyze data, and optimize strategies for maximum effectiveness.
Ensure all campaigns adhere to brand guidelines, legal requirements, and ethical standards.
Lead and contribute to Electrify America’s engagement at events, including developing activation concepts, leading partners and agencies, preparing briefing materials, and handling logistics
Act as the “go to” Customer resource for the team to generate ideas and collaborate with to solve challenges
Liaise with legal team and understand legal implications of copy, photography, video content of customer communications
Produce training documentation for Contact Center agents to support Marketing programs and promotions
Present findings/suggestions to internal stakeholders in an educational capacity while helping to steer and influence the customer-centric journey
Ensure advanced, detailed and collaborative communication of plans and initiatives to ensure organizational alignment
Effectively communicate opportunities, issues, risks and dependencies with project stakeholders, where it applies to the area of responsibility
Media 20%
Execute against the multi-tier marketing media buy strategy and interpret metrics into actionable recommendations leading to business growth
Oversee creative development and photoshoots
Lead cross-functional project management and coordination to support ZEV awareness and branded marketing initiatives, often playing the point person / liaison to collect and present a coordinated response across various teams
Accountable for delivering upon Key Performance Indicators
Lead and manage the Marketing Return on Investment (MROI) w/ agency partner in order to provide near and long-term marketing budget recommendations
Accountable for the successful delivery of multiple, simultaneous projects from briefing and design through completion and delivery
Operational 10%
Implement and establish robust reporting for campaigns and platforms.
Support the required Government Affairs reporting on quarterly and annual basis
Oversee brand and brand neutral marketing budgets
Research and analyze data to distill customer trends, acting as a consultant and stakeholder to the holistic customer experience; advise on prioritization, design, and measurement of key outcomes
Manage day to day operations to support creative agencies
At Electrify America, we value innovation, collaboration, and a commitment to sustainability. We strive to establish a diverse and inclusive workplace where employees can develop personally and professionally. As a team member at this rapidly growing company, you can work on state-of-the-art technology and join a team making a significant impact in the world. If you're interested in joining a dynamic, innovative company, Electrify America is a place where you can learn, grow, and make a difference!
Role Summary:
The Brand Marketing Specialist is responsible for managing and developing marketing initiatives to further Electrify America’s branded and brand-neutral objectives, leveraging owned and paid channels.
This role develops the strategy and coordinates the execution of member and prospect marketing campaigns for the Electrify America, Electrify Canada, Electrify Home, and Electrify Commercial businesses, with a focus on driving charging station utilization, customer loyalty, and retention. This role serves as the protector of the Electrify brand standards, educating relevant stakeholders and ensuring compliance across all channels. This role is also responsible for the strategy and execution of Brand Neutral marketing efforts to drive ZEV awareness and adoption.
This role will work with internal and external partners and agencies to develop marketing campaigns to create branded and brand neutral marketing content and advertising campaigns.
This position requires a self-motivated, flexible individual with strong communication and leadership skills. This Specialist should be able to think critically about the state of the electric vehicle industry, have a good sense of external factors influencing its growth, as well as opportunities for Electrify America to help support that growth from a marketing integration standpoint. This person should be proactive in seeking out information that could help inform strategic decisions, and is someone who is not afraid to ask questions and challenge status quo. The Specialist will lead cross-functional teams and will work with external partners including automotive partners on a daily basis.
Role Responsibilities:
Brand Strategy
(30%):
Develop and implement brand marketing strategies aligned with organizational goals for both Electrify America and Brand Neutral.
Support all business units of Electrify America, Home, Canada and Commercial with campaign execution.
Define brand positioning, messaging, and visual identity guidelines across all “Electrify” business verticals
Act as brand steward and manage all aspect of brand guidelines and playbook
Collaborate with cross-functional teams to ensure brand consistency across all channels and touchpoints.
Monitor and measure brand performance and make strategic adjustments as needed.
Support Cycle 4 Brand Neutral RFP & funding disbursement.
Marketing Campaign Planning and Execution
(40%):
Conceptualize and execute innovative marketing campaigns to promote the brand and its products/services.
Collaborate with creative teams to develop campaign assets.
Determine the appropriate marketing channels and tactics to reach the target audience.
Monitor campaign performance, analyze data, and optimize strategies for maximum effectiveness.
Ensure all campaigns adhere to brand guidelines, legal requirements, and ethical standards.
Lead and contribute to Electrify America’s engagement at events, including developing activation concepts, leading partners and agencies, preparing briefing materials, and handling logistics
Act as the “go to” Customer resource for the team to generate ideas and collaborate with to solve challenges
Liaise with legal team and understand legal implications of copy, photography, video content of customer communications
Produce training documentation for Contact Center agents to support Marketing programs and promotions
Present findings/suggestions to internal stakeholders in an educational capacity while helping to steer and influence the customer-centric journey
Ensure advanced, detailed and collaborative communication of plans and initiatives to ensure organizational alignment
Effectively communicate opportunities, issues, risks and dependencies with project stakeholders, where it applies to the area of responsibility
Media 20%
Execute against the multi-tier marketing media buy strategy and interpret metrics into actionable recommendations leading to business growth
Oversee creative development and photoshoots
Lead cross-functional project management and coordination to support ZEV awareness and branded marketing initiatives, often playing the point person / liaison to collect and present a coordinated response across various teams
Accountable for delivering upon Key Performance Indicators
Lead and manage the Marketing Return on Investment (MROI) w/ agency partner in order to provide near and long-term marketing budget recommendations
Accountable for the successful delivery of multiple, simultaneous projects from briefing and design through completion and delivery
Operational 10%
Implement and establish robust reporting for campaigns and platforms.
Support the required Government Affairs reporting on quarterly and annual basis
Oversee brand and brand neutral marketing budgets
Research and analyze data to distill customer trends, acting as a consultant and stakeholder to the holistic customer experience; advise on prioritization, design, and measurement of key outcomes
Manage day to day operations to support creative agencies