Position: Manager of Marketing & Public Relations Reports to: General Manager Works with: Staff, Members, Contractors, Vendors Updated: June 2018

Transcription

1 Position: Reports to: General Manager Works with: Staff, Members, Contractors, Vendors Updated: June 2018 I. POSITION SUMMARY The is an executive role that is responsible for developing, implementing, communicating, and revising the Cooperative s member relationship strategy that sustains the Cooperative and the communities it serves. This individual sustains the Cooperative business model by connecting member data to the Cooperative s operations to create and communicate member-centric programs based on predictive data analytics. This individual also supports the sustainable development of the Cooperative s communities through communication programs and activities that build social capital. II. GENERAL CHARACTERISTICS Work collaboratively with colleagues and foster the spirit of cooperation in the workplace by utilizing the Code of Conduct as a guideline. Conduct yourself in a manner that reflects favorably on Lane Electric and fosters a harmonious and helpful relationship between staff, our members, vendors, and the general public. Approach all situations with the attributes of honesty, integrity, respect, and professionalism. Maintain and promote a positive work environment by creating an environment of creativity, collaboration, safety, and pride in your work. Maintain a helpful attitude in which you see yourself as a part of the whole team ready to add your strengths to any area you might be needed. Always look for ways in which you can help Lane Electric employees and members. Speak and write clearly with the desired effect of positive outcomes in any situation. Look for ways to improve and promote quality, and demonstrate accuracy and thoroughness. Treat all people with respect in actions and speech, supporting affirmative action and respecting diversity. Exhibit sound and accurate judgement, including an understanding of who should be involved in decision making. Ability to prioritize and plan work activities using time effectively. Maintains a neat, organized work area that allows for easy access to information when absent.

2 General Job Description for: View Lane Electric as a unit of interdependent functions and assist when needed for the good of the whole. Respectfully take direction and feedback from supervisor and/or co-workers. III. GENERAL DUTIES & RESPONSIBILITIES (See Attachment A for specific job responsibilities) A. Member Relationship Development (50% time spent) Take ownership for the relationship between the Cooperative and its Membership by continuously researching member behaviors and attitudes to design and implement initiatives that develop multiple relationship contacts with members and their communities. Educate and involve Cooperative employees on initiatives and programs. B. Communications (30% time spent) Establish and maintain communication that is consistent with the Cooperative image and brand through social media, printed publications, district meetings, and community education. Also maintain effective relationships with the media for routine and outagerelated emergency information. C. Contract management (15% time spent) Supervise the performance of contract partners. D. Professional Development (5% time spent) Maintain a work style and manage priorities that enable ongoing growth. This is meant to be an outline of the types of responsibilities that are associated with the position. It is not meant to be inclusive. A more detailed Tasks & Areas of Responsibility document will be maintained by management and the employee. Management reserves the right to add or delete tasks at any time to meet the needs of the Cooperative. IV. SKILLS & ABILITIES A. Requires a Bachelor's degree with emphasis in business administration, marketing, statistics, public relations, political science, journalism or communications. Completion of NRECA's Management Internship Program, and/or NRECA s Certified Cooperative Communicator (CCC) program or equivalents (for example, Credit Union Certified Marketing Executive (CUCME) program), may substitute for college requirement. Page 2 of 3

3 General Job Description for: B. Requires five (5) years previous experience in public relations, communications or marketing fields with a focus on marketing analytics and communication outreach. One (1) year on the job experience needed before employee can be expected to perform satisfactorily at minimum level with no more than normal supervision. C. Requires completion of Certified Cooperative Communicator (CCC) or a work sample portfolio sufficient to be eligible to begin CCC certification process no later than the one (1) year employment anniversary. D. Working knowledge of the cooperative business model and Seven Cooperative Principles. E. Willingness to complete other courses, in a reasonable amount of time, as requested by the General Manager. F. Strong skills in Microsoft Office Suite (Word, Excel, PowerPoint, Publisher) and social media platforms (Facebook, Twitter, YouTube, etc.); experience with Adobe Creative Suite (Photoshop, Illustrator, and InDesign) desirable. G. Excellent writing skills required. Ability to write clearly and persuasively using correct grammar is necessary. H. Excellent presentation skills required. Ability to speak effectively and efficiently to a wide variety of audiences and connect to them. I. Effective communication skills that include listening, providing direction, and monitoring projects with others, both inside and outside the organization, to create clarity that produces quality outcomes. J. Ability to handle moderate to high levels of stress with a clear head. Page 3 of 3

4 Specific Job Responsibilities for: Updated: June 2018 ATTACHMENT A ATTACHMENT A The specific areas of responsibility and expectations listed below are supplemental to, and not a part of, the general job description. This separate document: Makes it easier for a potential hire to digest what the job is without getting lost or overwhelmed in the weeds. Is a living document that is visited annually and updated as part of the review process. Provides an easy way for a manager/supervisor to communicate with the employee regarding their deliverables and how they get things done. AREAS OF RESPONSIBILITY & EXPECTATIONS Within the limits of board policies, operating rules, budgets, and legal requirements, the Manager is responsible for the following activities, in descending priority order: A. Member Relationship Development (50% time spent) 1. Gain strategic knowledge about the Cooperative s membership to develop and implement the Cooperative s membership marketing plan. a) Use a customer relationship management (CRM) or marketing customer information file (MCIF) database tool to identify member-cooperative relationship types through member load profile, energy services data, geography, and consumer preferences (demographic surveys, service follow-up surveys, cloud analytics, and membercommunity attitude surveys, etc.) to develop and implement communications programs. b) Measure and analyze programs for participation and engagement levels per cost. 2. Train and inform Cooperative employees on outreach programs including, but not limited to: Safety awareness (in collaboration with the Safety Coordinator), the 7 Cooperative Principles, Co-op Connections Card, community solar, EV use, scholarships, NRECA Youth Tour, meeting room availability, and other value-added benefits for members. 3. Supervise sponsorships and in-kind donation efforts with an overall goal of leveraging our participation to increase our community engagement and build members trust with the Cooperative. Meet regularly with the General Manager to determine the best, most effective ways for the Cooperative to be involved with each community. Be responsible for receiving, Page 1 of 3

5 ATTACHMENT A reviewing, deciding on all sponsorship and in-kind requests, and then communicating that decision to the requestor. Track all sponsorships and in-kind donations by event, organization, community impacted, value, and additional details. Current sponsorships include food pantry/4-h livestock, high school concessions, ball-field signage, etc. 4. Coordinate Cooperative participation in community events. Recruit appropriate attendees for sponsored events. Gather all materials needed to participate in each event. Coordinate volunteers where staffing is needed. Represent the Cooperative at sponsored events during and after business hours. 5. Supervise Lane Electric logo merchandise development, purchasing, and distribution. B. Communications (30% time spent) 1. Establish and maintain consistent communication of the Cooperative s image and brand internally and externally, including editorial direction, design, production and distribution of all Cooperative publications to build social capital. 2. Contract for or write media copy and oversee advanced planning for monthly publication of Ruralite magazine specialized content. 3. Coordinate social media content and media relations with Engineering Department staff, members, and media during outages lasting more than 4 hours. 4. Serve as member outreach coordinator for: a. Contacting members that have asked for advance notification of substation vegetation management activities in sensitive areas under Policy 308 (Vegetation Management). b. Sending out letters for outages, service transfers between local distribution utilities, etc. c. Bill inserts, press releases, etc. as appropriate. d. Serving as management contact on member call/contacts. e. Maintaining and enhancing the ORECA grassroots communication channel. 5. Supervise the planning and performance of the Cooperative s annual district meetings. 6. Manage the growth and cultivation of Lane Electric s digital community by connecting members with Lane Electric s brand and tone-of-voice through interesting, sharable, and open-ended content that creates interactions using actions such as: a. Timely online responses with a friendly and professional voice and tone that creates the same positive experience that front-line employees deliver in the office and field. Page 2 of 3

6 ATTACHMENT A b. Introducing staff to put a face to the Co-op through short biographies and their perspective on the role they play at Lane Electric. c. Photos and short videos that brings the community behind-the-scenes at Lane Electric. 7. Supervise the planning and performance of safety events for schools and emergency responders. 8. Supervise the planning and performance of co-op educational programs to 4-H groups and schools, and other classroom co-op education programs. 9.Maintain working relationships with area media outlets (television, radio, newspapers) as the primary point of contact for Lane Electric for general and outage-related information. C. Contract management (15% time spent) 1. Supervise the performance of appropriate contract partners for the following services: a) 24/7 call center b) Touchstone Energy, our national co-op branding partner c) Ruralite Magazine d) Website e) Social media f) Freelance contract writers for Ruralite magazine local features g) Printing and graphic design h) Logo branded gifts and clothing i) Commemorative plaques, gifts, and awards D. Professional Development (5% time spent) Plan and prioritize time for professional training and personal growth to foster and sustain an attitude that the position provides meaningful work impacting members lives. # # # # Page 3 of 3