Ecotricity is looking for a Head of Marketing

Stroud Marketing
Full Time
Location: Stroud
Salary Details: Competitive Depending on Experience

About The Role

The purpose of Ecotricity’s Marketing team is to reach out and inspire like-minded consumers, businesses, partners and communities, activating them in our mission.  Many will help our mission by becoming customers, or by helping to spread the word.  The Marketing team then actively keep them engaged with our mission by updating our customers and our followers on our progress.  The team also play a role in improving the in-life experience for our customers, particularly through fine-tuning our communications and digital interactions.

The team has a key role in growing our customer base – both amongst domestic and business customers, and across all of our products and tariffs, including green electricity, green gas, and our Microtricity portfolio.  The Head of Marketing therefore has an important role in driving activity that will bring new customers on board with us.  The post holder must inspire their own team, as well as the wider Growth team, to achieve high standards and sales and retention levels, while never losing sight of our green mission.  Along with other Heads of Department, Directors and the Board, the postholder will share responsibility for leading our overall Growth agenda and progress against it.

The following areas comprise the Marketing Team:

  • Content.The Content team work across the spectrum of Design, Copywriting, Social Media and Videography to plan, coordinate and deliver communications that are true to our brand, raise engagement with our mission goals, improve service levels and drive customer acquisitions.
  • Marketing Activation.This is about implementing campaigns, events and other activities that will bring new customers to us.It includes maintaining excellent relationships with our partner organisations, leveraging these to promote Ecotricity.
  • Digital Growth. This area maximises the potential of our website and app as well as online promotional activity to spread our message, deliver a great online customer experience, and increase sign-ups. This includes the development of digital self-service options for our customer base.Some insight and analysis responsibilities also form part of the team’s remit (e.g. persona targeting analysis and strategy).The Head of Marketing will also think innovatively beyond these areas, bringing fresh ideas to the business on activity that could drive our growth.More specifically, the deliverables of the role include:
  • Delivery of all performance marketing with emphasis on acquisition marketing, achievement of Cost To Acquire and Return on Investment Targets.
    • Accountability for online conversion rates and strong influence over conversion rates in other channels like Home Moves and Domestic Telesales.
    • Work proactively to ensure conversion flows through from marketing front end channels all the way to account creation in our billing systems (ensure the channels are obtaining the information required for full account set up).
    • Make sure marketing stays true to our brand. Adhere to our brand guidelines around tone of voice, creative direction and topics/relationships we do or do not support. If the guidelines are unclear, work with relevant stakeholders to clarify them.
  • Plan and execute a marketing strategy for new and existing products and services.
    • Includes creation of a campaign calendar.
  • Help set and then administer the annual marketing budget.
    • Monitor spend by activity month on month. Ensure we stay within allocated budget (or make the business case if/when we require more investment).Ensure we are using available budget wisely to meet our targets.
    • Report on campaign costs and effectiveness by activity category.
    • Negotiate with media agencies as required to produce campaign materials cost-effectively.
  • People management.
    • Guide the day to day activities of the Marketing team. In line with growth plans, it is envisaged there will be 10-13 reports in the Marketing team.
    • Work with other stakeholders (including the CEO and Board, Head of PR, Heads of other departments and other Directors) to ensure excellent relationships and well-understood ways of working between team members.
    • Manage people issues if/when they arise, maintaining good team morale and ensuring good understanding from team members of what is expected of them.
    • Manage resources in line with the Payroll budget.
  • Provide tools and materials to enable the sales teams to function effectively.
    • Help identify new business opportunities (for example the provision of sales leads for the teams to follow up on).
  • Manage and grow Ecotricity’s social media presence.
  • As a senior member of Ecotricity’s Leadership Team, contribute to the organisation’s overall direction. Work cross-functionally with Sales, Trading, Technology, Finance, Customer Experience, Operations, Insights & Analysis and other parts of the business to deliver results. Be a strong commercial voice within the organisation while always remembering our mission and values.
  • Develop and disseminate great understanding of our current and target customer types within the organisation.
    • Develop and maintain personas.
    • Develop targeted strategies to acquire and serve these persona types.
  • Deliver regular and engaging communications to our customer base.
    • Regular newsletters such as ‘Transformer’ and ad hoc updates when we have newsworthy messages to communicate.
    • Help shape and deliver in-life communications to the customer base in an on-brand way (e.g. delivery of price adjustment communications or through designing an excellent on-boarding comms customer journey).
  • Work closely with Tech to develop and deliver new digital products / enhancements to our digital customer journey.
    • Includes UX input.
    • Includes the prioritisation of digital workload.
  • With the Chief Growth Officer, help explore external Marketing Agency relationships, when they are a good fit with our plans and strategy.KPIs for the role will include (but may not be limited to):
  • Customer acquisition targets by channel and by product type.
  • ‘Lead’ and ‘Opportunity’ creation (sales opportunities that other teams can follow up on).
  • Website metrics (including visitor volume, web conversion rate, bounce rates, SEO ranking).
  • Social media metrics (engagements and numbers of followers).
  • Churn statistics (this role is not the sole influence on churn, but can have a strong influence by enhancing customer engagement).
  • Customer sentiment metrics (particularly online measures such as our Trustpilot score. As with churn, this role is not the sole influence on this but can help proactively manage this area).
  • Brand metrics such as awareness levels (currently measured via YouGov data).

The role includes but is not limited to:

  • Forming a strategy to deliver on agreed growth (and to a degree retention) targets..
  • Manage budgets smartly, allocating resources towards the most promising opportunities.
  • Work across all areas of the Growth team (and beyond) to bring different stakeholders together to deliver on the strategy.
  • Co-lead the Growth agenda, for example through representing Marketing at Quarterly Business Reviews, co-hosting weekly ‘stand-ups’ to the full Growth team, and compiling relevant reporting for the Board.

 

Deliverables will include:

  • Acquisition of new Domestic and Business customers
  • Raising awareness of the Ecotricity brand
  • Increasing customer retention
  • Supporting good causes aligned with our Ethos and Mission
  • Delivery of timely and accurate reporting and research

About You

If you are successful in getting this role it means that you have a real passion for our vision for a Green Britain and will bring an energetic and dynamic approach to our Growth agenda.

You’ll be experienced in handling a diverse workload, able to spread your time and thinking across a wide range of activity.

You’ll be a natural people person, able to inspire your own team as well as be a figurehead for others in the Growth directorate.  While being naturally organized, a good planner and with a good head for figures, you’ll also be able to work well with creative colleagues.

You have excellent communication skills and are an innovative thinker, willing to try new approaches, and will be someone who really connects with our values. (Read through them below – if they’re not for you, then you’re not for us!)

Requirements

  • Outstanding Relationship skills
  • Excellent knowledge of Marketing, with experience of operating across the whole marketing mix
  • Excellent communication skills, including an eye for detail in proof reading, and the ability to adopt the Ecotricity tone of voice
  • Commercial and analytical savvy: as comfortable with numbers as with concepts
  • Excellent collaboration skills
  • Able to provide a creative and innovative approach
  • Highly developed organizational and planning skills
  • High levels of energy with a ‘can do’, upbeat attitude
  • Understanding of the media environment – print, online and social media
  • Digitally adept, with understanding of digital KPIs and analytics

 

You probably have several years experience in leading all of marketing for a well defined brand, and are motivated to take this experience into a highly mission-led environment.

About Us

What’s in it for you…
  • Healthcare plan, life assurance and generous pension contribution
  • Volunteering day
  • Hybrid working
  • Various company discounts (including shops, days out and events)
  • Holiday of 25 days (plus bank holidays) & ability to buy/sell days
  • Cycle to work scheme, car pooling and onsite parking available
As a valued member of the team you will be supporting the Group Environmental policy and its associated targets to make the Green Britain Group net carbon neutral by 2025

 

Flexibility statement 

The fast moving nature of the company’s business means that from time to time you may be asked to perform duties or tasks outside of your original job description on an ad hoc basis. This allows the company to use it’s people in the best possible way at all times and helps the employees to make make their contribution in a changing environment.

Ecotricity is Britain’s greenest energy company. When we started back in 1995, we were the first company in the world to provide a new kind of electricity- the green kind.

Our mission was, and remains, to change the way energy is made and used in Britain- by replacing fossil fuels with clean, renewable energy.

We don’t just supply green energy, we use the money from our customers’ bills to make it ourselves too- we build windmills and sun parks in Britain. We call this ‘bills in to mills’. In 2021, we started work on building two new solar parks, and now, in 2022, we’re bringing geothermal energy to our customers’ fuel mix, a first in the UK. We’re also developing green gas mills which will generate 100% green gas from a source that we will never run out of- grass.

We don’t just focus on energy though- we built Electric Highways, Britain’s leading network of electric vehicle charging points, we helped Forest Green Rovers become the greenest football club in the world, and, in partnership with RSPB, we launched Britain’s greenest mobile phone service, Ecotalk + RSPB.

 

Ecotricity is an equal opportunities employer and is committed to providing equality for all.