Director, Customer Based Management (Marketing)

About Enercare:

Enercare is one of North America's leading home and commercial services and energy solutions companies. As a proudly Canadian-owned organization, we are committed to providing the best services, solutions, and advice to make our customers' homes as comfortable as possible. Our focus is on putting people first through listening to our customers, continuous improvement, and creating a destination for career development.

We offer comprehensive benefits, a DC Pension Plan, and a savings match plan. If you are passionate about joining an organization committed to delivering 5-Star Customer Service, we would love to hear from you.

Enercare has embraced a hybrid work environment for the time being as we try different options and technologies to determine what will work best for the future of our people and our organization. Join us with an open mind on the future of work!

Summary:

Reporting to the Vice President, Marketing, the Director, Customer Based Management will build and manage our direct-to-customer programs and campaigns throughout all stages of the customer lifecycle with a focus on engagement and retention, impacting key performance indicators including churn & number of products per household. The ideal candidate will bring a balance of strategic thinking, creativity, customer first perspective and a data driven drive to the role.

Key Responsibilities:

• Be obsessive about customer results and customer behaviors throughout the journeys, and ensure journeys are continually improved and optimized based on customer response
• Dive into customer data and craft-high impact CBM growth strategies aligned with key points of the funnel.
• Effectively communicate strategy, objectives, performance, insights and results cross functionally. Advocate and educate a customer first approach internally, tracking the impact where possible.
• Improve effectiveness of product cross-sell and upsell rates through efficient targeting and communications
• Work closely with our marketing, product, customer experience, and data/analytics teams to build and iterate on subscription, engagement and retention marketing campaigns across key channels such as email, SMS, in-app, social and direct mail.
• Use your deep understanding of customer journey orchestration to plan, build, execute and own scalable and automated lifecycle programs that focus on growing and engaging our customer base.
• Collaborate with broader marketing team to ensure lifecycle marketing campaigns align with the brand strategy and key seasonal marketing campaigns
• Leverage data help to shape customer segments to develop personalized CRM and engagement initiatives that drive growth across a range of segments from first time customers to longer tenured ones
• Develop qualitative and quantitative A/B testing strategies and continuously apply learnings
• Identify key customer insights from primary customer-based research in addition to database analytics to ensure effective customer segmentation and campaign approach
• Work with Product Marketing to ensure direct to customer initiatives are sized for churn impacts and those impacts are socialized before implementation
• Hire, lead, develop and inspire highly talented, customer focused professionals to build a best-in- class CBM team.
• Manage implementation of the CBM strategy
• Ensure product content and social strategies align with customer needs
• In partnership with our creative agency, create best-in-class relevant and engaging customer comms that align and leverage the key insights about the target customers and align to campaign objectives

Skills & Experience:

• You have a deep understanding of customer lifecycle journeys, opportunities and strategies with a foundation in measurement
• You have an entrepreneurial spirit with a flexible approach to problem solving, you have proven experience working on innovative and complex projects in a fast-paced dynamic environment
• 10+ years of Direct-to-Customer experience in both digital marketing, CRM, Lifecycle marketing. Context and experience with 1:1 Marketing Communications also essential.
• Ability to drive the best results from agency partners: on time, on budget and on strategy
• Proven experience and knowledge of Salesforce Marketing Cloud and the landscape of MarTech
• Ability to lead transformative change bringing stakeholders along via education and personal engagement
• A proven track record of designing and delivering customer journeys that have measurable improvement on conversion, customer retention and customer spend.
• An enthusiastic collaborative team-player comfortable working with cross functional partners

Enercare is an equal opportunity employer. We are committed to equal employment opportunity regardless of race, colour, ancestry, national origin, religion, sex, age, sexual orientation, gender identity, citizenship, marital status, disability, pregnancy, military status, protected veteran status or other characteristics protected by applicable law. Enercare’s recruitment process includes accommodation for applicants with disabilities in accordance with applicable provincial accessibility laws and regulations. All accommodations will take into account the applicant’s accessibility needs due to disability and are available upon request.