Outbound Demand Generation Specialist, Traditional Media

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• Outbound Marketing Strategy: Design and implement outbound marketing campaigns to drive demand for propane services among residential and small business customers in Canada, focusing on targeted neighborhoods rather than a blanket approach. Transition from general advertising methods to more aggressive and sophisticated outreach efforts.
• Partner with Operations: Get out into the field and get to know your customers through the people that interact with them directly, extracting valuable customer data from market managers and other front-line employees.
• Direct Mail Campaigns: Develop and manage targeted direct mail initiatives, from creative concept through execution, utilizing advanced marketing technologies to enhance effectiveness and generate leads and conversions.
• Email Marketing: Oversee segmented email campaigns that engage prospects and drive conversions, including list segmentation, copywriting, and performance analysis.
• Telemarketing Support: Collaborate with telemarketing teams to build and optimize outbound call campaigns to convert leads and generate new business.
• Lead Nurturing: Design and implement lead nurturing programs using a combination of outbound tactics to move prospects through the funnel by supporting sales with additional campaigns.
• Partnership with Sales and Marketing Teams: Work closely with the sales team and collaborate with the marketing team to ensure that leads generated from outbound campaigns are qualified and properly handed off to close deals, aligning marketing strategies with company objectives.
• Market Research: Conduct market analysis to identify key residential and small business customer segments and tailor outbound efforts accordingly.
• Campaign Performance Tracking: Measure, report, and analyze the effectiveness of demand generation campaigns, utilizing data-driven insights to optimize strategies and maximize acquisition ROI.
• Vendor Management: Manage relationships and review current solutions with external vendors and agencies involved in direct mail, telemarketing, and other outbound initiatives.
• Budget Management: Oversee marketing budgets and optimize spend for maximum ROI across outbound marketing channels.
• Presentation Skills: Present your own solutions, recommendations, and findings to marketing and sales leadership ensuring your message to the business is clear and in line with your strategy.

• Bachelor's degree in marketing, Business, or related field.
• Minimum of 5 years of experience in demand generation, outbound advertising, or direct marketing, ideally in the energy or home services sector.
• Proven experience with direct mail campaigns, targeted advertising, and email marketing strategies.
• Strong understanding of the Canadian residential and small business market.
• Familiarity with advanced marketing technologies, Salesforce or other CRM systems, and marketing automation tools.
• Excellent project management and communication skills.
• Ability to work collaboratively across teams and manage multiple projects simultaneously.
• Strong analytical skills to assess campaign performance and make data-driven decisions.
• Experience in the propane or energy services industry would be considered an asset
• Experience planning comprehensive demand gen strategy in rural markets
• Knowledge of telemarketing strategies
• Familiarity with Canadian advertising regulations and industry best practices for marketing to diverse residential and small business prospects