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Southern Company Digital Strategy Manager in Birmingham, Alabama

Digital Strategy Manager


Alabama Power’s Marketing Communication team is seeking a talented Digital Strategy Manager to lead and execute development of digital strategies and campaigns for products and programs that drive awareness and sales through an omnichannel marketing approach that leverages the latest digital marketing and technology solutions. This person will evaluate the end-to-end customer experience to identify and execute campaigns that drive customer acquisition, track results, maximize revenue and improve retention.

This manager will also have responsibilities 25% of the time for digital strategy management (primarily management of Oracle Eloqua and the Adobe marketing stack) for Southern Company Services, which serves Alabama Power, Georgia Power, Mississippi Power, Nicor Gas and the other Southern Company energy companies.

Responsibilities involve strategy setting, hands-on implementation, project management, data analysis, creative problem-solving and customer understanding.

Ideal candidates are passionate about learning, testing, executing, driving awareness, adoption and retention through multi-channel digital marketing activities. The role will collaborate with many functional teams in our Marketing and Customer Experience organization: product marketing, customer service, business intelligence, customer research, etc.

A successful candidate for this role is a proven leader, a creative problem-solver with great business acumen, and the ability to lead multiple projects simultaneously while managing competing deadlines. The candidate must also have proven communication skills and success increasing customer discovery and growth of products and programs.

Major job responsibilities include:

  • Grow adoption of Alabama Power programs by driving awareness, demand, acquisition and customer retention through multi-channel digital campaigns, such as email, search, digital display and social media

  • Illustrate a strong grasp of consumers’ digital habits (especially mobile)

  • Illustrate the knowledge to continuously apply and learn from best practices in digital marketing in the utility industry and beyond

  • Strategize, plan and execute digital marketing strategy for various Alabama Power products and programs

  • Illustrate a strong grasp of technology and its connection to marketing tools, as well as customer service, experience and engagement tools

  • Successful execution of both B2C and B2B campaigns

  • Develop awareness of brands (e.g., Smart Neighborhood and other marketing programs/initiatives) to achieve adoption with customers and maximum profitability

  • Synthesize insights from user research, customer meetings, usage data, and sales feedback to prioritize improvements and new feature ideas that will deliver business objectives and customer benefits

  • Drive marketing decisions for product brands using analytics, personalization/segmentation data and market research with the goal of increasing awareness, leads and sales

  • Bring innovative ideas to the table every day to find better ways of accomplishing our objectives

  • Create, manage and optimize marketing campaigns using owned, earned and paid media create brand awareness and engagement, and deliver high quality leads

  • Collaborate with marketing agencies, as well as internal communication partners, to develop messaging, creative and promotional materials for mobile marketing and engagement campaigns

  • Illustrate exemplary leadership of the Southern Company Services digital marketing team, which serves Alabama Power, Georgia Power, Mississippi Power, Nicor Gas and the other Southern Company energy companies. A portion of time (25%) will be related to these responsibilities:

  • Management of the Adobe marketing technology stack including: Adobe Experience Manager, Adobe Target and Adobe Analytics

  • Management of Oracle Eloqua and Email on Acid

  • Vendor and contract management for often six-figure, multi-year marketing technology service agreements for Alabama Power

  • Digital marketing budget management for Alabama Power, as well as Southern Company Services

  • Leadership and collaboration with other Southern Company marketing and customer service leaders to evolve System technology and tools to positively impact sales and customer experience

LOCATION: This position is located in Birmingham, AL. Limited relocation assistance may be provided per management approval.

Candidates with the following preferred qualifications are encouraged to apply:


  • Bachelor's degree in Marketing, Business, Communications or a Computer Science or Technology-related discipline preferred


  • 6 years of digital marketing experience with increasing levels of scope and experience involving executing digital promotional campaigns in corporate marketing or at creative/advertising agency

  • 4 years management experience leading a digital marketing team

  • Experience with digital marketing tools: Adobe marketing technology stack, Eloqua, Wordpress, e-commerce integrations, etc.

  • Have a history of presenting campaign recommendations and documenting work

  • Strong experience using integrated social media marketing tools for product campaigns

  • Experience with analytical tools, metrics and reporting

Knowledge, Skills, and Abilities

  • Exceptional presentation skills (strong, illustrated command of Keynote and PowerPoint) for executives and other decisionmakers

  • Exceptional project and account management skills

  • Exceptional commitment to accuracy

  • Strong execution capability and detail orientation

  • Submissions Required With Application

  • Case study that illustrates impact of your leadership on delivering results through an email campaign (identity of company or client can be redacted or substituted if confidential)

  • Case study that illustrates impact of your leadership on delivering results through the Adobe marketing technologies listed above (identity of company or client can be redacted or substituted if confidential)

  • Agency-quality presentation that illustrates your ability to communicate visually and compellingly to executives and other decisionmakers (identity of company or client can be redacted or substituted if confidential)

  • Strategic communication plan that illustrates your ability to plan multi-channel digital campaigns (identity of company or client can be redacted or substituted if confidential)

Alabama Power provides the valuable combination of competitive prices, reliable electricity supply and unparalleled service to 1.4 million homes, businesses and industries in the southern two-thirds of Alabama.

Southern Company (NYSE: SO) is a leading energy company serving 9 million customers through its subsidiaries as of Jan. 1, 2019. The company provides clean, safe, reliable and affordable energy through electric operating companies in three states, natural gas distribution companies in four states, a competitive generation company serving wholesale customers across America, a leading distributed energy infrastructure company, a fiber optics network and telecommunications services . Southern Company brands are known for excellent customer service, high reliability and affordable prices below the national average. For more than a century, we have been building the future of energy and developing the full portfolio of energy resources, including carbon-free nuclear, advanced carbon capture technologies, natural gas, renewables, energy efficiency and storage technology. Through an industry-leading commitment to innovation and a low-carbon future, Southern Company and its subsidiaries develop the customized energy solutions our customers and communities require to drive growth and prosperity. Our uncompromising values ensure we put the needs of those we serve at the center of everything we do and govern our business to the benefit of our world. Our corporate culture and hiring practices have been recognized nationally by the U.S. Department of Defense, G.I. Jobs magazine, DiversityInc, Black Enterprise, Forbes and the Women's Choice Award. To learn more, visit

Southern Company is an equal opportunity employer where an applicant's qualifications are considered without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information, sexual orientation, gender identity or expression, or any other basis prohibited by law.

Job Field: Sales & Marketing

Job Type: Standard

Primary Location: Alabama-Metro Birmingham/Eastern AL-Birmingham

Operating Company: Alabama Power Company

Job Type: Standard

Travel (Up to...): Yes, 25 % of the Time

Work Location(s):

APC Corporate Headquarters - 600 North 18th Street (600BIRMINGHAM)

600 North 18th Street

Birmingham, 35203

Req ID: APC2006619

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