Head of Consumer Marketing

About the role

WeaveGrid clients include several of the biggest utilities in the country. We unlock value for these clients by helping their EV-driving customers connect their vehicles to our application through a simple three-step registration process. Once connected, we shape their vehicles’ charging patterns to solve multibillion dollar risks to utility infrastructure posed by the rise of EVs. 

Our impact for utilities grows with the scale of our connected residential customer ‘fleet’.

Stepping into the Head of Consumer Marketing role, you’ll be directly responsible for helping WeaveGrid build a massive base of connected drivers, shaping our driver-facing brand and messaging, leading program growth and lifecycle initiatives and guiding utility counterparts’ deployment of marketing resources.

You’ll maximize your impact through building replicable processes, content and messaging  that utility partners can use to accelerate WeaveGrid’s direct driver acquisition initiatives.

Through this, you will drive some of the most foundational metrics for our company’s success.

By your side, you’ll have incredible, committed colleagues in UX, product, analytics, support and utility client success, as well as the resources you need to build an effective product marketing platform.

 

Core Responsibilities

• What you’ll do:

  • Position our driver product within utility programs to acquire, retain and shape the charging behavior of electric vehicle (EV) drivers
  • Refine core messaging to be used in EV driver outreach as part of WeaveGrid driver program acquisition and retention campaigns, as well as utility client-driven driver acquisition campaigns
  • Establish a brand for our driver product that is understandable and memorable to users, and compatible with our utility clients' brand systems and marketing programs as well as those of our EV manufacturer partners
  • Plan marketing projects across email, social, digital, webinars and utility client-led channels to support program driver enrollment growth
  • Build content, strategies and case studies to guide effective utility client deployment of marketing resources for driver growth
  • Collaborate with product, design and utility client solutions teams to maintain documentation of core driver personas and effectively target their needs in growth and lifecycle campaigns
  • Engage with utility client stakeholders to best integrate the WeaveGrid driver product into the utility brand system, product hierarchy and user experience
  • Set up driver program acquisition KPIs and test frameworks with product analytics teams and consistently drive performance improvement

About you

You’re an experienced consumer product marketer with a track record of conceiving and executing successful growth and retention strategies in which you developed compelling product messaging, collaborated closely with product, design, business and analytics teams and shaped your product brand to support core company objectives.

You’ve also demonstrated your ability to effectively engage with external stakeholders in creating successful campaigns, ideally in a B2B2C context, helping leverage partner resources to drive growth. 

You have strong intuition on brand development and positioning, including in complex situations that may involve parent brand hierarchies, partner brand associations and white-labelling.

Most of all, you’re ready to step up to a big, bare canvas and draw on your unique experience to scale a business that can meaningfully reduce global climate risk.

You have:

• Previously achieved impressive business outcomes in consumer product marketing, over at least 5+ years professional marketing experience
• Led product marketing initiatives from end to end: strategy to tactical implementation
• Shown your ability to operate cross-functionally and make your collaborators successful
• Keen brand strategy acumen and experience shaping a consumer brand
• A track record of successfully managing complex, multi-stakeholder projects
• The ability to communicate clearly and concisely verbally and in writing
• Infectious curiosity and an experimental mindset
• A commitment to reducing climate risk in your work