Job SummaryThis role supports new customer/consumer acquisition and existing customer/consumer by building brand strength (awareness and highlighting differentiated, premium attributes), as well as by improving likelihood of recommendation and (repeat or initial) purchase.

ResponsibilitiesAnalyzes customer segments and consumer research insights to identify heirarchy of needs, motivations and preferences of influencers, decision makers, and purchasersDefines target customer and consumer segments for comms based on growth targets by channel, and develops distinctive and targetted messages Designs, executes, and shares insights related to US specific market, consumer, customer, competitive, and pricing research, in coordination with Product management and offer development teams Ensures insights from research is incorporated into product and offer dev activities by working closely with product management, sales, and offer dev roles to articulate distinctive features and benefits of BP's offer (products and services), as well as to shape/refresh product and master brand bridge elementsCampaign development, media planning and advertising execution: works with ad agencies to design and place targetted product and/or service oriented ads in highly fragmented and evolving industry trade and vocational publications, national/regional newspapers, select radio, online ads, and direct customer/consumer mailings in specific cities/states, ensuring message content, voice, visual, and personality consistent with defined product brand architecture (PBA) and targetted to specific customer/consumer segmentsManages annual US advertising and comms budget and develops/tracks KPIs to measure effectiveness of marketing spendResponsible for evaluating, detailing and executing select sponsorship opportunities by working closely with sales teams to ensure revenue and margin generation appropriate for investment levelsWorking with regional sales teams and regional event coordinator, establishes annual target marketing activity guidelines and co-op budget for distributor/installers in the US in line with strategic growth objectives for each channel and/or partners type; ensures overall US co-op budget on track throughout the year and re-allocates funds between partners as necessary to ensure optimum effectiveness of spend Business dimensions, KPIs, and/or budget responsibilities Manages US Advertising budget TBDManages US Co-op budget TBD Tracks % Market share by channel/geographyTracks Marketing Return on Investment (MROI)Tracks Brand Health, purchase intent, and relevant customer, and consumer preference metricsEstablishes and tracks level and effectiveness of spend vs key competitorsExperience 5+ years experience in B2B and/or B2C marketing rolesExposure to product brand development or management principles, including designing product brand and service tiers/structures and developing unique propositions based on customer/consumer needsDesigning and executing integrated marketing comms plan for partners/customers/consumers to launch new products and services across multiple channels in the USDesigning and commissioning research and/or focus groups for market, customer/partner, consumer, and competitor analysisDetailed market and customer segmentation analysis to support channel or route-to-market strategiesStrong experience writing agency briefs and managing media planning processes (print and online), research/creative agencies, writing and designing advertising copy/layout for print/online Marketing KPI design & tracking and budget management experienceStrong customer orientation: prior exposure to distributors, customers, channel partners, etcSolar industry knowledge a plus Skills Strong written & verbal communicator; able to identify target audience(s) and tailor both content and method of delivery of key product or service messagesProven track record in effectively influencing and coordinating across a wide variety of cultures, internal & external stakeholders, and cross-functional teamsProject management experience Proven ability to expertly manage multiple prioritiesStrong analytical and creative mindsetComfortable with ambiguity and able to adapt to rapidly changing industry climateExcellent MS Office skills, especially Powerpoint & ExcelLanguages RequiredEnglishEducationRelevant degree in sales/marketing and/or business

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