Director, Marketing - Akron, OH

Employment Type

: Full-Time


: Advertising/Marketing/Public Relations

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FirstEnergy at a Glance

FirstEnergy (NYSE: FE) is dedicated to safety, reliability and operational excellence. Headquartered in Akron, Ohio, FirstEnergy includes one of the nation's largest investor-owned electric systems, more than 24,000 miles of transmission lines that connect the Midwest and Mid-Atlantic regions, and a generating fleet with a total capacity of more than 5,000 megawatts.

About the Opportunity

This is an open position with FirstEnergy Service Co., a subsidiary of FirstEnergy Corp. [SC00]

The position reports to the VP; Marketing, Product Development & Energy Efficiency and is located at the Corporate Office in Akron, Ohio.

The Director, Marketing will lead a team of marketers responsible for the strategy, planning and execution for the enterprise, with primary focus enabling the Company’s Consumer Products related businesses. Consumer Products businesses within the Company are both established as a 1.) limited regulated portfolio of offerings (products & services) to the Company’s operating territory customers and 2.) evolving as an unlimited free-enterprise portfolio of offerings to more broadly meet the expanding needs of customers. The role will also include (but not be limited to): driving demand & conversions for offerings; marketplace identification, development and management; campaign development and management (awareness, tactical and continuity); marketplace and commerce support (e-tail retail), customer experience (CX), user experience (UX); offering(s) portfolio support; customer segmentation and persona development, customer journeys and road-mapping development and fulfillment; marketing channel optimization; content marketing; offering(s) & brand development and management; messaging, packaging, and delivery of our offerings to market. The position will also be responsible for supporting the Company’s innovation engineering process for bringing new offerings, features and benefits to market through working closely with portfolio analysts while leading customer research, data and analytics. This is a core role working within co-department areas: Operations, Consumer Offerings, Product Development & Innovation as well as working collaboratively with peer-level departments in support of our Consumer Products businesses to drive KPIs for 1.) deepening customer engagement, and 2.) drive sales and grow margin.

Responsibilities include:

  • Develop and implement effective marketing strategy & planning into the organization with complementary fulfillment to each designed plans’ execution
  • Identify suitable customer segments that align them with meaningfully strategic offerings while maximizing the most effective marketing channels which connect them at most opportune times
  • Drive demand of customers to our marketplace(s) and consistently grow conversion
  • Optimize marketing channel(s) utilization
  • Effectively navigate and maximize Customer Lifetime Value while growing customer bases
  • Assist product portfolio managers to maximize and mature their offering(s) lifecycles
  • Develop, integrate and adapt marketing and market-planning processes into standard operating procedure for offerings including, but not limited to brand development & management, CRM integration and ecommerce solutions
  • Successfully implement and run product marketing for the company including, but not limited to digital and traditional marketing campaigns within a consumer products marketplace
  • Ecommerce platform management
  • Make data-driven decisions to move the team and its offerings forward in order to hit company goals
  • Assist in the development of the strategy for pricing, messaging, packaging, promotion and selling of our offerings
  • Build, grow and lead a team of marketers to ensure the success and adoption of our offerings as they go to market
  • Train and support sales and customer support teams on new tools and products
  • Serve as an advocate and brand ambassador for our products through thought leadership and working with Communications team for such things as: blogging, social media, speaking and related activities
  • Keep the company up-to-date with market trends and competition, and keep us several steps ahead of the competition at all times
  • Prospect, develop and manage any requirements with agencies as a solution to provide the team with appropriate levels of complimentary, supplemental and/or augmented support


  • Bachelor’s degree in Marketing, Business Administration or related field required – advanced degree a plus
  • Minimum 10-years relevant work experience required. Relevant work experience will include experience in relevant product marketing, portfolio management and customer relationship management (CRM)
  • Product profiling, Customer persona and market channel/omni-channel optimization experience preferred
  • Data analytics backgrounds and insights mining/trend management experience preferred
  • Experience leading and managing a team
  • Project management experience within a structured environment – along with any management and/or development roles within “start-ups” a plus
  • Other relevant experience in free-enterprise consumer product marketing, market-planning, digital marketing and product management, campaign automation and data insights
  • Proven track record as a marketing veteran, with experience determining product-market fit and delivering products to market
  • Acumen to current marketing automation tools, market-planning trends, applications and practices found in free-enterprise consumer facing products business
  • A highly analytical approach, used in a wide range of responsibilities, from customer development, to product adoption, to sales processes
  • Ability to collaborate and communicate cross-functionally amongst peers, direct staff and co-dependency departments and external partners
  • Leadership experience with excellent communication and presentation skills, both written and verbal
  • Understanding of regulatory demands within the utility industry preferred


Benefits, Compensation & Workforce Diversity

At FirstEnergy, employees are key to our success. We depend on their talents to meet the challenges of our changing business environment. We are committed to rewarding individual and team efforts through our total rewards philosophy which includes competitive pay plus incentive compensation, a company-sponsored pension plan, 401(k) savings plan with matching employer contribution, a choice of medical, prescription drug, dental, vision, and life insurance programs, as well as skills development training with tuition reimbursement. Please visit our website at to learn more about all of our employee rewards programs. FirstEnergy proudly supports workforce diversity. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sex, sexual orientation, gender identity, age, status as a protected veteran, or status as a qualified individual with a disability. No recruiters or agencies without a previously signed contract. Unable to sponsor or transfer H-1B visas at this time.


Safety is a core value for FirstEnergy and is essential to all of our business activities. We ensure employees have the tools, information, and processes to perform their duties in a manner that assures safety for themselves, their co-workers, our customers and the public. Our goals are to provide a safe work environment, to maintain an accident-free, injury-free workplace, and to promote and maintain public safety. To meet these goals, we dedicate ourselves to achieving world-class safety standards.

Position Classification


FirstEnergy Human Resources Team

Job Requirements:

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