Marketing Writer of Key Selling Message & Concept Development

The Associate of Demand Side Management (DSM) Key Selling Message & Concept Development is passionate about selling and persuasive fact-filled copywriting, is responsible for understanding TXU Energy’s DSM product offerings, for developing key selling messages (KSM) to be used by sales agents and in marketing communications and managing the development of concept language used for research tests. The Associate 1) is an expert on TXU Energy Demand Side Management products and services and how they compare against the competition; 2) takes the facts about TXU Energy’s DSM products provided by Product Development & Management and turns them into persuasive key selling messages; 3) collaborates with Research and Product Development to develop product concept language suitable for testing; and 4) manages the development of Product/Program/Service naming and works with Legal to get trademark approval. In addition, manages the development and execution of marketing communication projects to grow skill set as needed.

Planning & Development
• Work closely with Product Development/Management to understand all aspects of TXU Energy DSM product and service offerings and how they fit in the framework of existing offerings, how they benefit the customer and how they compare against the competition by market (TDSP)
• Leverage/utilize the full expertise of the
- Product Development/Management team who will be expected to maintain a database of DSM product briefs that outline the features, price points, eligibility requirements, etc. of the products.
- Campaign & Pricing Development (C&PD) team who will be expected to provide analytics/research to support claims made in KSMs.
- Market Research team who will be expected to test message KSM effectiveness and provide consumer insight that will direct new areas of KSM development.
• Effectively interface with Key Selling Message Training & Compliance Analyst to understand sales strategies and techniques used within the channel to improve DSM KSMs effectiveness on overcoming objection, product/company comparisons, FAQs, etc
• Manage the development of commercial elements of early brand development to prepare DSM products for launch (e.g. naming, positioning, trademarks, vocabulary, selling messages, etc.) ensuring the alignment with the defined TXU Energy brand strategy.

Execution/ Implementation
• Work closely with DSM Product Managers and Market Research team to ensure concept writing of KSMs fully and effectively communicate attributes and benefits to maximize learning from testing
• Maintain an up-to-date catalog ("claims sourcebook/creative library) of consumer-friendly & Legal & Regulatory (LARR) approved company/product comparison messages/claims across all key company and product dimensions that support overall brand communications and marketing strategies and that are used by all channels. Messages should clearly, succinctly and persuasively convey:
- TXU Energy positives/advantages/FUD-busters
- Competitor negatives/disadvantages/FUD-creators.
• Work closely with Market Research and Business Analysis/Reporting & Database Management in developing and maintaining LARR-compliant selling claims that support marketing/brand communications.
• Work closely with Market Research in securing a timely vote of the customer in pre-screening new DSM concept options, creative executions (e.g., copy testing) and key selling messages prior to product launch.
• Manage the development of superiority and/or unique selling claims and maintain their validity by either conducting investigative research directly or collaborating with Market Research to conduct quantitative research as necessary.
• Develop and maintain an up-to-date, consumer-friendly & Legal & Regulatory (LARR) approved catalog of KSM for each DSM product. Messages should clearly, succinctly and persuasively convey key selling benefits.
• Develop descriptive/selling copy for product concept tests, collaborating with Product Development and Market Research to refine concept language.

Performance Management and Evaluation
• Continuously monitor DSM KSM effectiveness by channel/TDSP and ensure sales aids/tools, training documentation, certification tests are current and updated in accordance to the most effective messages by channel.
• Contribute to and assist in the maintenance of the repository of all approved marketing and sales messages for easy access by sales, marketing, product management, and other staff.


Qualifications:
• 5-7 years of communications experience within a corporation or agency with a focus on development of marketing & sales messaging and materials, including exhibited persuasive copywriting skills.
• Professional communicator capable of grasping communication challenges and devising written solutions.
• Product launch experience a real plus


Education Requirements:
• MBA preferred; Bachelor of Arts or Bachelor of Science considered if candidate has extensive marketing/sales/promotions experience.


Physical/Mental Demands And Working Conditions:
• Occasional long, irregular hours.
• Occasional travel
• Occasional touring with field personnel to better understand sales processes/techniques and day to day customer challenges.

You MUST go to txucorp.com to apply to the position.