Job Description

Job Responsibilities

Strategic Marketing Leadership

• Own and execute the energy vertical marketing strategy aligned with the Energy Business Unit and Sales Teams priorities

• Align marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansion

• Leverage market intelligence and competitive insights to craft strategies that enhance market position

• Conceptualize and drive primary market research to better understand marketplace and customer needs

• Monitor market trends across grid modernization, resilience, renewable integration, and AI infrastructure demands, and maintain expertise across key grid areas: transmission, distribution, substation infrastructure, renewable interconnection, and data center power delivery

• Work with Market Development to track competitive landscape, emerging technologies, and industry standards

• Define buyer personas and map the buyer's journey from awareness to decision across key Energy segments

Messaging, Positioning, and Go-To Market

• Lead cross-functional collaboration to craft compelling messaging and differentiated value propositions

• Conduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworks

• Own the messaging hierarchy from thought leadership themes to solution positioning to product messaging

• Define proof points, competitive differentiators, and customer success stories

• Tailor messaging for different buyer personas (executive, technical, procurement) and decision stages

• Develop content roadmaps covering thought leadership, solution launches, and product messaging

• in collaboration with Product Line Management

• Refresh content catalog and web assets

• Develop solution and product branding and naming frameworks with Energy Business Unit and Corporate Branding

• Develop and manage go-to-market plans and launch tiers for grid solutions and product releases

• Ensure messaging consistency and brand alignment across all channels and touchpoints

• Integrate PR and publication opportunities to strengthen brand awareness and credibility

Sales Enablement, Collaboration, and Performance Management

• Lead, develop, and collaborate closely with the Technical Copywriter (Energy)

• Brief and direct content creation; review and approve white papers, case studies, and thought

• leadership content

• Educate internal stakeholders on energy marketing plans, solutions, positioning, and market strategy

• Enable sales teams with presentation templates, case studies, and competitive battle cards

• Work with channel management to enable channel partners with market insights, solution training, and customer-facing collateral

• Partner with Product Line Management to translate technical product capabilities into market-facing value propositions

• Collaborate with Solutions/Application Engineers to ensure technical accuracy and application

• relevance

• Work with Market Development to align on market priorities and thought leadership topics

• Coordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocation

• Partner with Campaign Manager to activate campaigns across digital, social, paid media and PR

• Brief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlines

• Allocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programs

• Define success metrics and KPIs: leads, pipeline, revenue influence, brand awareness

• Track quarterly OKRs and analyze results to adjust strategy based on performance data

Qualifications and Experience

Required

• Bachelor's degree in Marketing, Business or related field

• 5+ years of B2B marketing experience in solution marketing or product marketing

• 5+ years working in the Energy/Utility sector with deep understanding of grid infrastructure

• Strong understanding of energy market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges

• Track record of successful product and solution launches in energy markets

• Demonstrated success in creating messaging frameworks, competitive positioning, and buyer personas

• Experience managing marketing budgets and delivering measurable results

• Experience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teams

Preferred

• Experience in telecommunications, optical networks, or infrastructure technology sectors

• Direct experience with utility customers and EPCs

Technical Competencies

• Strategic marketing planning: Developing vertical marketing strategies, go-to-market plans, and integrated campaign roadmaps

• Messaging and positioning expertise: Creating messaging hierarchies from thought leadership to solutions to product level for technical B2B audiences

• Solution marketing frameworks: Translating technical capabilities into value propositions for different buyer types (executive, technical, procurement)

• Market intelligence: Conducting primary research, competitive analysis, campaign analysis, and customer interviews

• Buyer journey mapping: Defining personas and content strategies across awareness, consideration, and decision stages

• Performance analytics: Defining KPIs, tracking campaign performance, pipeline influence, and revenue attribution

• Budget management: Allocating resources across campaigns, content, events, and partner programs to maximize ROI

• Proficiency in marketing automation platforms, CRM systems (Salesforce), and analytics tools

• Understanding of digital marketing channels, SEO, paid media, and demand generation tactics

• Deep knowledge of energy industry trends, grid infrastructure, and utility/operator business models

Behavioral Competencies

• Strategic thinker: Synthesizes market intelligence, competitive insights, and business objectives into actionable marketing strategies

• Content strategist: Develop content roadmaps, editorial calendars, and thought leadership programs that drive market engagement

• Launch leader: Sets launch tiers, coordinates cross-functional teams, and executes integrated go-to-market programs

• Customer-focused: Translates customer challenges and industry trends into compelling value propositions and positioning

• Cross-functional collaborator: Builds strong partnerships across product management, sales, engineering, and marketing teams

• Data-informed decision maker: Uses analytics and performance metrics to optimize strategy and demonstrate marketing impact

• Influential communicator: Articulates complex technical concepts and strategic recommendations to executive stakeholders

• Entrepreneurial mindset: Takes ownership of vertical performance, identifies opportunities, and drives initiatives independently

• Adaptable and resilient: Thrives in fast-paced environments, manages competing priorities, and adjusts strategy based on market feedback

• Results-oriented: Focuses on business outcomes (pipeline, revenue, market share) rather than activity metrics

• Collaborative negotiator: Balances resource allocation and priorities across multiple stakeholders and competing initiatives

Who You Will Work With

Interfaces – Internal

• Director of Solution Marketing (reporting line)

• Technical Copywriter (Energy) (direct report)

• Solution Marketing Department peers

• Market Development (Energy)

• Product Line Managers

• Solutions Engineers, Application Engineers

• Campaign Manager

• Marketing Services (web/digital, design, video, events)

• Energy Sales Team and Sales Leadership

• Energy Business Unit Leadership

• Channel/Partner Sales Manager

• Corporate Marketing and Communications

Interfaces – External

• Utility customers (investor-owned, public power, cooperatives)

• Independent Power Producers and Certain Developers

• Grid operators

• EPCs and system integrators

• Channel partners and sales agents

• Trade publications and media

Why This Role Matters

Your leadership will:

• Shape AFL's market position in the rapidly transforming energy sector during a critical infrastructure modernization era

• Drive revenue growth by aligning marketing strategy with sales priorities and pipeline development

• Establish AFL as a trusted strategic partner for utilities navigating grid modernization, and resilience challenges

• Create competitive advantage through differentiated positioning and compelling value propositions that resonate with utility decision-makers

• Enable sales success through high-quality content, training, and tools that accelerate deal cycles and improve win rates

• Influence industry conversations and customer perceptions through thought leadership and strategic communications

• Develop organizational marketing capabilities and team talent for sustained competitive advantage

Success Metrics

Your impact will be measured by:

• Marketing-influenced pipeline and revenue contribution from energy vertical

• MQL to SQL conversion rates from marketing campaigns

• Market share growth and competitive win rates in target utility segments

• Sales enablement adoption: Usage and feedback on tools, content, and training programs

• Content performance: Downloads, engagement, and lead generation from white papers, case studies, and thought leadership

• Launch success: Time-to-market, sales adoption, and revenue achievement for new solutions and products

• Brand awareness and perception metrics in target utility segments

• Quarterly OKR achievement and strategic initiative completion

• Team development: Performance and growth of direct report(s)

Working Conditions

• Hybrid, three days office, two days remote

• 10% travel, predominantly domestic