A new position has been posted for a Chief Members Officer. This newly created position is the first step to create a new Member Experience Department. This new department will be comprised of staff that focus on the design, development, implementation, communication, and performance tracking of residential and commercial Member marketing programs, products, and services.
The Chief Members Officer will be responsible for maintaining critical relationships with representatives from each of United Power’s operating units while guiding and/or directing all phases of cooperative-wide Member marketing and Member experience management activities as they relate to the design, development, implementation, and performance tracking of residential and commercial Member marketing programs, products, and services.
The Chief Members Officer will work closely with the Research and Communications Manager, the New Business Director, the Member Services Director, and representatives from the operating units to coordinate the design, launch, and delivery of programs/products/services that support their strategic objectives. This individual will be charged with meeting Member adoption targets and Member satisfaction ratings. The Officer will make recommendations to management on effective strategies and specific tactics for achieving Member satisfaction.
The Officer, teaming with Research and Communications, New Business, Member Services, and the operating unit personnel; will lead teams through the research, design, and planning for program development. The individual will see that the concerns of all parties are considered in the design process. The Officer will ensure that program implementation is successful and that the strategies achieve expected results. The individual will also assess the expenses associated with the new program and will determine the cost/benefit impact on United Power and/or its operating unit. The Officer will develop or participate in the development of program release schedules, promotions, target market, and distribution/fulfillment channels. The individual will evaluate the effectiveness of the program plans and recommend strategies and tactics. In addition, coordinate and collect needed market and business intelligence, and design the appropriate products and services. The individual will leverage data findings to recognize trends, forecast outcomes, and make actionable recommendations to management.
The Officer will be responsible for following Member satisfaction trends in each of United Power’s regions. The individual will develop strategies to enhance the Member experience across the organization and explore best practices among utilities tracked by NRECA and other industry and regional research firms.
These activities will be performed under the direction of the Chief Executive Officer. The Chief Members Officer directs and supervises the work of the:
New Business Director
Research and Communications Manager
Member Services Director
Essential Functions and Duties:
Manage a market program/product/service development process through the phases of program design, development, implementation, and performance tracking for multiple operating units in United Power
As it relates to the United Power operating units, investigate and understand complex characteristics of market segments, project future directions and trends, and develop effective program strategies that yield value-added results
Serve as a key contact and program development liaison to assigned operating units.
Work with operating unit personnel, the communications team, and Community Affairs Representatives to devise and evaluate methods and procedures for collecting data (e.g., surveys, opinion polls, and questionnaires) or arranging to obtain existing data
Routinely communicates with key contacts within operating units to understand the research and business objectives. Share findings and results regularly
Develop and implement market communication strategies according to United Power objectives and budget
Manage implementation of integrated marketing communication programs from inception to completion
Employ multi-channel campaigns in an integrated approach with email, direct channels, social media, web, mobile, etc., to engage target audiences and provide relevant content
Monitor, interpret, and report integrated marketing campaign performance and provide strategic direction and guidance based on analysis of results
Track assessments of Member experience, satisfaction and loyalty, and proactively develop programs/services that enhance United Power’s standing among a variety of Member segments
Provide guidance to staff implementing new programs and services, perform project management and change management, and develop Member education and outreach programs for a variety of Member segments
Investigate programs from similar utilities and analyze their pricing, sales/adoptions, and method of marketing and distribution of programs and services. Test to determine if programs would work in United Power’s territory. Monitor industry statistics and trends
Provide guidance to Member Services management and staff who are meeting Member needs and implementing new programs and services and develop Member education and outreach programs for a variety of Member segments
Utilize computers including spreadsheet, database, word processing, and presentation applications to gather, analyze, and model information
Demonstrated ability to conceptualize complex Member marketing issues and work independently and creatively to solve these marketing challenges
Provide alternatives and recommendations to management and influence their decisions regarding courses of action. Provide advice and counsel to management
Facilitate team development towards market and Member-based data decision-making
Prepare and administer budgets including approval of budgetary expenditures
Support the work of research contractors
Secondary Job Functions:
Assist with safety training programs
Attend cooperative meetings as needed
Participate in technical, professional and community activities
Travel by automobile or airplane for work, training or planning purposes
Supervision Received and Exercised:
Receives general guidance and direction from the Chief Executive Officer. Direct reports include:
New Business Director
Member Services Director
Education, Training and Experience:
Bachelor’s and/or Master’s Degree in Business, Marketing, or related fields is preferred. A minimum of ten (10) years of electric utility industry experience is preferred with a comprehensive understanding of market research and its application to program development and Member experiences.
Knowledge, Skills and Abilities:
A thorough working knowledge of electric utility distribution systems.
Knowledge pertaining to marketing programs created by the National Electric Cooperative Association and Touchstone Energy.
Knowledge of marketing principles and practices including Member segmentation, modeling, assessment of business environments, product lines, distribution channels, branding, and advertising. Knowledge of the electric utility industry is highly desirable.
Analytical skills with the ability to think critically and take the initiative and identify gaps in the program or service levels and make recommendations for improvement.
Ability to communicate effectively in oral and written form to the executive team and the Board of Directors. Excellent oral and written communication skills to package, present, and report on marketing and communication program plans and outcomes. Proactive communicator that seeks input from major constituents.
Credible and persuasive communication and interpersonal skills including: (1) the ability to consult with internal customers and external Members regarding matters/issues which may be sensitive in nature, (2) the ability to work with all levels of an organization including people with different styles and backgrounds, (3) the ability to work as a member of a team, and (4) the ability to present alternatives and recommendations.
Demonstrated ability to be self-managed, organize time/projects, solutions-oriented, and apply skills in problem solving and decision-making.
Demonstrated ability to develop business cases successfully. Develop or participate in the development of product release schedules, promotions, target market, distribution/fulfillment channels, facilitate and coordinate projects, resources, and personnel
Ability to build credibility, trust, and rapport with stakeholders at all levels, both within and outside of the organization.
Physical, Mental and Visual Requirements:
This position may require: sitting, stooping, kneeling, crouching, standing, pushing, pulling, walking, talking, hearing, seeing, and repetitive motions. Incumbents may be subject to driving from site to site, exposure to potentially difficult members and environmental hazards, and may involve off-hour calls.