BRANDING AND ADVERTISING

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