Solution Marketing Manager - Energy Market
AFL, Duncan, SC, United States
Responsibilities
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
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
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
Required Qualifications
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 Qualifications
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
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, Energy Sales Team and Sales Leadership, Energy Business Unit Leadership, Channel/Partner Sales Manager, Corporate Marketing and Communications
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
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
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
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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
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
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
Required Qualifications
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 Qualifications
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
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, Energy Sales Team and Sales Leadership, Energy Business Unit Leadership, Channel/Partner Sales Manager, Corporate Marketing and Communications
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
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
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
#J-18808-Ljbffr