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BRANDING AND ADVERTISING

Brand and Advertising: Image

January 2016 - August 2016

BRAND AND ADVERTISING MARKETING MANAGER, GREEN MOUNTAIN ENERGY

Responsibilities:

  • Drove national, multi-channel messaging strategy for Green Mountain Energy (GME) brand

  • Oversaw all mass advertising activities including strategy, development, creative execution, media planning and optimization based on performance and historical benchmarks

  • Delivered strategic marketing plans that produced measurable and sustainable results to strengthen GME brand, drive new customer acquisitions, and improve retention

  • Developed amplification strategy and content for GME monthly national newsletters, resulting in increased brand engagement and retentive service enrollment

  • Drove activation plans and other key sponsorships to position GME as a thought leader in the renewable retail electricity space for commercial/residential customers

  • Executed all event plans for GME Sun Club nationwide, promoting the advancement of renewables and increasing amplification for the GME brand for a positive ROI on donation

  • Oversee all GME digital/web properties 

Results:

  • Developed, and currently in the process of executing, activation plan at SXSWeco 2016

  • Drove 2016 strategy, media buys/placements to drive consideration and conversions for GME brand; YTD over 6% increase in overall site traffic and outperforming channel partner benchmarks

  • Exceeded industry standard open and click through rates for national newsletters (28% OPN and 2% CTR avg.)

  • Brand awareness for the GME brand has increased by 3% since January of 2016 

Brand and Advertising: Experience
GME Newsletter.png
GME Web optimization.png
Brand and Advertising: Welcome
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