Electrify America
Brand Marketing Specialist
Electrify 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 Electrify America, Electrify Canada, Electrify Home, and Electrify Commercial businesses, focusing 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 the 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 aspects 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 the 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) with 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 a 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.Years Of Relevant Experience:
5+ years of relevant experience.Education (Required):
Bachelor’s Degree in Marketing, Communications, Digital Marketing, Product Marketing, Market Research or related field.Other bachelor’s degree with strong proven marketing and communications and/or project management expertise.Education (Desired):
MBA or Master's Degree.Skills:
Resourceful, adaptable, and results-oriented with a positive attitude and the ability to contribute in a team environment.Strategic Thinking: The ability to think strategically and develop comprehensive brand marketing strategies aligned with business objectives.Brand Management: Proficiency in brand management, including defining brand positioning, messaging, and tone of voice, and ensuring consistency across all marketing channels.Integrated Marketing: Experience in planning, developing, and executing integrated marketing campaigns across multiple channels to drive brand awareness, engagement, and revenue growth.Performance Marketing: Expertise in optimizing performance marketing channels, such as digital advertising, social media, SEO/SEM, email marketing, and other relevant channels to drive customer acquisition and revenue growth.Analytical and conceptual thinking: Ability to gather and analyze qualitative, quantitative feedback and data to assess campaign KPIs and product success in real-time.Communication Skills: Excellent communication and presentation skills to effectively articulate complex ideas, influence stakeholders at all levels, and present marketing strategies and campaign results.Cross collaboration: Comfortable in bringing people, processes or systems together to achieve common goals.Resource Management: Highly skilled at vendor & agency management. Must be comfortable and showcase ability to lead an agency team.Organization: Highly organized; used to working to tight deadlines and able to work under own initiative.Specialized Skills (Required):
Marketing and/or marketing research expertise.Analytical and conceptual thinking – using logic and reason, creative and strategic thinking.Experience of working in a dynamic, fast-moving and pressurized environment.Experience aligning multiple customer touchpoints to deliver consistent brand experience.Success in developing strong working relationships across many layers of an organization, outside agencies and vendors.Agency experience or direct experience working with an agency relationship.Ability to use data and analytics to optimize programs and campaigns.Proficiency in Microsoft Office suite (Word, PowerPoint, Excel).Problem solving.Project management.Attention to detail.Success in developing strong working relationships across many layers of an organization, outside agencies and vendors.Comfortable working with tight deadlines; must be proactive and able to multi-task.Budget management experience.Verbal and written communication must be clear, concise, and well-articulated.Event Planning.Specialized Skills (Desired):
Enthusiasm for an electric future.Experience using project management software like Monday.com, Trello, JIRA and Confluence.In-depth knowledge of production for Television, Video, Digital (Banners, Site Experience, Unique Home Page takeovers, Social Media).Advanced understanding of the Brand advertising space & emerging trends.Work Flexibility:
Domestic travel may be required; estimated at 10-15%.Volkswagen Group of America is an Equal Opportunity Employer. We welcome and encourage applicants from all backgrounds, and do not discriminate based on race, sex, age, disability, sexual orientation, national origin, religion, color, gender identity/expression, marital status, veteran status, or any other characteristics protected by applicable laws.
Primary Location:
United States-Virginia-Reston Seniority level
Mid-Senior levelEmployment type
Full-timeJob function
Marketing and SalesIndustries: Motor Vehicle Manufacturing
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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 Electrify America, Electrify Canada, Electrify Home, and Electrify Commercial businesses, focusing 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 the 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 aspects 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 the 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) with 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 a 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.Years Of Relevant Experience:
5+ years of relevant experience.Education (Required):
Bachelor’s Degree in Marketing, Communications, Digital Marketing, Product Marketing, Market Research or related field.Other bachelor’s degree with strong proven marketing and communications and/or project management expertise.Education (Desired):
MBA or Master's Degree.Skills:
Resourceful, adaptable, and results-oriented with a positive attitude and the ability to contribute in a team environment.Strategic Thinking: The ability to think strategically and develop comprehensive brand marketing strategies aligned with business objectives.Brand Management: Proficiency in brand management, including defining brand positioning, messaging, and tone of voice, and ensuring consistency across all marketing channels.Integrated Marketing: Experience in planning, developing, and executing integrated marketing campaigns across multiple channels to drive brand awareness, engagement, and revenue growth.Performance Marketing: Expertise in optimizing performance marketing channels, such as digital advertising, social media, SEO/SEM, email marketing, and other relevant channels to drive customer acquisition and revenue growth.Analytical and conceptual thinking: Ability to gather and analyze qualitative, quantitative feedback and data to assess campaign KPIs and product success in real-time.Communication Skills: Excellent communication and presentation skills to effectively articulate complex ideas, influence stakeholders at all levels, and present marketing strategies and campaign results.Cross collaboration: Comfortable in bringing people, processes or systems together to achieve common goals.Resource Management: Highly skilled at vendor & agency management. Must be comfortable and showcase ability to lead an agency team.Organization: Highly organized; used to working to tight deadlines and able to work under own initiative.Specialized Skills (Required):
Marketing and/or marketing research expertise.Analytical and conceptual thinking – using logic and reason, creative and strategic thinking.Experience of working in a dynamic, fast-moving and pressurized environment.Experience aligning multiple customer touchpoints to deliver consistent brand experience.Success in developing strong working relationships across many layers of an organization, outside agencies and vendors.Agency experience or direct experience working with an agency relationship.Ability to use data and analytics to optimize programs and campaigns.Proficiency in Microsoft Office suite (Word, PowerPoint, Excel).Problem solving.Project management.Attention to detail.Success in developing strong working relationships across many layers of an organization, outside agencies and vendors.Comfortable working with tight deadlines; must be proactive and able to multi-task.Budget management experience.Verbal and written communication must be clear, concise, and well-articulated.Event Planning.Specialized Skills (Desired):
Enthusiasm for an electric future.Experience using project management software like Monday.com, Trello, JIRA and Confluence.In-depth knowledge of production for Television, Video, Digital (Banners, Site Experience, Unique Home Page takeovers, Social Media).Advanced understanding of the Brand advertising space & emerging trends.Work Flexibility:
Domestic travel may be required; estimated at 10-15%.Volkswagen Group of America is an Equal Opportunity Employer. We welcome and encourage applicants from all backgrounds, and do not discriminate based on race, sex, age, disability, sexual orientation, national origin, religion, color, gender identity/expression, marital status, veteran status, or any other characteristics protected by applicable laws.
Primary Location:
United States-Virginia-Reston Seniority level
Mid-Senior levelEmployment type
Full-timeJob function
Marketing and SalesIndustries: Motor Vehicle Manufacturing
#J-18808-Ljbffr