Director - Marketing & Membership - NGO

Director - Marketing & Membership

BACKGROUND AND CONTEXT :

- The Organization is a non-profit policy advocacy and energy efficiency market enabler. It advocates for evidence-based energy efficiency policies and research working across industry, government and civil society to foster a culture of energy efficiency in India.

- Through its collaborations with industry and government it transforms the market for energy-efficient products and services, thereby contributing towards meeting Indias goals on energy security, clean energy and climate change. The Organization collaborates with diverse stakeholders such as policymakers, government officials, business and industry, consumers, researchers, and civil society organizations.

- The Organization was incorporated, courtesy the vision and financial support provided by four proactive energy efficiency equipment and services companies, Conzerv Systems Pvt Ltd (CSPL since acquired by Schneider-Electric India in 2009), Schneider-Electric India Pvt. Ltd., Thermax Limited and Grundfos Pumps India Pvt Ltd. SKF India Limited, joined in 2010 . USAID/ECO-III project partners, International Resources Group and Alliance to Save Energy provided strategic guidance and support to develop and implement the organizations Vision and Mission, and to launch the initial set of activities and programmes.

- The Organizations formation and its set of activities were supported by a number of energy efficiency equipment manufacturers and services providers with a focus on business enablement. Over the years, major foundations, bilateral and multilateral agencies have helped the organization to undertake projects and grow the organization to do more effective energy efficiency policy advocacy and business enablement through knowledge products and creation of more effective and credible platform.

- The organizations vision is to enable an energy-efficient India.

- Through incisive activities, the organization mission is to be a partner in the transformation of India into a global leader in the field of energy efficiency, and shape India as one of the most attractive markets for companies with the best available energy-efficient technologies.

VISION : Be a Leading Force for Responsible Use of Energy to Transition to a Climate Resilient and Energy Secure Future

MISSION

- Establish the organization as a credible EE platform fostering a culture of energy efficiency in India

- Establish the organization as an enabler of Energy Transition by working across industry, government and research/civil society organizations

- Accelerate impact as a policy enabler through thought leadership and research to meet Indias 2030 NDCs & SDGs

The Organization believes in the Core Values of

- R : RESPECT

- I : INTEGRITY

- S : SYNERGY

- E : EXCELLENCE

THE ORGANIZATIONS FOCUS AREAS :

1. Buildings and Communities :

The building sector in India is experiencing unprecedented growth and is likely to add about 35 billion m of new floor area by 2050. Presently, according to the Bureau of Energy Efficiency (BEE), the building sector accounts for approximately 35% of total energy consumption and is growing at nearly 8% annually. India also faces exponential growth in cooling demand - currently it has one of the lowest per capita kWh worldwide for space cooling, despite having extremely high cooling needs. This offers emerging opportunities for more future-ready buildings and habitable communities with ambitious building energy codes, net-zero energy, and net-zero carbon buildings, low-energy cooling innovations, and sustainable cold-chain infrastructure. The strategic focus areas that the organization has worked out for intervening are :

- Fostering R&D for sustainable buildings.

- Building energy codes and labels.

- Standards & Labelling of appliances.

- Sustainable cooling & refrigeration.

- Demand Response and grid interactive buildings.

- Sustainable cold-chain

2. Power Utility and Electric Mobility :

- In todays carbon-constrained world, electricity and mobility sectors are on the cusp of transformation, aided by a rapid decline in battery cost and enabled by analytics and advanced control & communication technology.

- The way electricity is generated, distributed and consumed is undergoing major transformation with deployment of Distributed Energy Resources (DER), implementation of Demand Side Management (DSM)/Demand Response (DR) measures and adoption of innovative business models.

- Additionally, the transport sector is witnessing a paradigm shift with electrification of vehicles. In this revolution, charging infrastructure, which closely binds mobility with the electricity sector, throws some serious challenges as well as opens a new frontier of opportunities. As sectors are getting remoulded, the synergy between different players to cater to the energy requirements of the 21st Century is critical.

Within this segment the strategic intervention areas for the organization are :

- EV Charging Infrastructure

- Vehicle-Grid integration.

- EE/ DR as an energy resource.

- Consumer awareness about energy efficiency.

- Policy & regulatory reforms

3. Industrial Energy Efficiency:

- The industry sector contributes to almost 50% of the total GHG emissions in the country. Developing strategies for decarbonizing high emitting industries through innovations in technology, process interventions, and fuel shift options is, thus, a national priority.

- The material efficiency interventions and circular economy principles when applied to the demand sectors can give directions for reducing the demand and in turn will result in reduced emissions.

The intervening areas for THE ORGANIZATION here are :

- De-carbonization strategies for hard to abate industrial sectors.

- Energy Efficiency in SMEs.

4. State and Local Actions :

- The Energy Conservation Act, 2001 created State Designated Agencies (SDAs) in every state and empowering them to co-ordinate, regulate and enforce the provisions of the Act within each state. Following this, states have taken initiatives to create awareness and implementing energy efficiency policies.

- The challenge is, in realising actual energy savings by shifting gears from policies in place to policies successfully implemented. A robust energy data management system is required for monitoring & verifying the impact of existing policies and to formulate new policy measures.

The strategic focus areas for intervention under this for the organization are :

- State Energy Efficiency Index.

- Energy Data Analytics and Management.

- State Energy Efficiency Action Plans.

5. Industry Platform and Business Creation:

- The organization is a convening platform bringing key energy stakeholders - industry, government, civil society, and professionals together to engage in a constructive dialogue to influence effective and impactful policies and build a robust ecosystem for effective implementation.

- This includes innovation in business models and easy access to financing that will lead to market transformation for energy efficiency technologies. Their extensive networks with different stakeholders help their members mobilize potential partnerships via workshops and conclaves. The organization currently has 49 members from diverse sectors

Goals :

- Create a credible energy efficient platform to advocate business-enabling policies and develop a collaborative ecosystem.

- Develop thought leadership by nurturing innovative technologies and business models.

- Work with public and private sectors to create and enable widely adopted business value propositions.

- ESCO Market Enablement.

- EE Financing and Investment

The organization Initiatives in the Spotlight :

India Cooling Action Plan

- India is the first major economy to release a nationwide cooling action plan. A forward-looking policy document, developed under the aegis of the Ministry of Environment, Forest & Climate Change (MoEF&CC), is a 20-year roadmap that outlines actionable recommendations to support Indias international environmental commitments while providing Thermal Comfort for all.

The organizations role in ICAP was :

- Led research, analysis and strategic mapping of key Thematic Areas: Space Cooling, Cold Chain & Refrigeration sectors.

- Effectively positioned energy efficiency as a key part of the solution with respect to reducing energy consumption and related impacts.

- Led coordination between the public sector, the private sector and the civil society (triple sector approach) to obtain a balanced perspective on different aspects of cooling.

- Consolidation and synchronization of all seven Thematic Areas for consistency, alignment, and synthesis into one cohesive ICAP report

- Worked closely with the MoEFCC in development of the ICAP recommendations and goals, and cross-sectoral unification and alignment.

- State Energy Efficiency Index

Role of State in EE :

- Most energy demand sectors are either state or concurrent subjects. The EC Act (2001) empowers states to define & enforce Energy Efficiency norms & standards.

- There is also a huge gap in data driven policies and implementation at the State level.

- Hence the requirement of a State Energy Efficiency Index for India.

- The organization played a phenomenal role in formulating this. Launched by the Secretary, Ministry of Power, for the State Energy Efficiency Preparedness Index 2018 30 States were assessed on 63 indicators . This was followed by the State Energy Efficiency Preparedness Index 2019 which was launched by the Minister for Power, where 36 States and Union Territories were assessed, based on 97 indicators following a more stringent evaluation process.

- Electric Mobility Initiative

Interventions :

- Facilitating roll-out of public charging stations

- developing appropriate tariff framework and regulatory changes

- exploring opportunity to utilize EVs as a flexible grid resource.

Goals :

- To fill the existing knowledge-gap;

- To attract investments in charging and electricity supply infrastructures;

- To facilitate in bringing regulatory reforms;

- To enable creation of a vibrant and matured EV market.

Impacts :

- Overwhelming response on the release of Charging Indias Bus Transport report

- Invited by Dept. of Heavy Industry Govt. of India, to guide bus operators to set up charging infrastructure for electric bus fleets

- Requested by Dept. of Science & Technology Govt. of India, to organise a stakeholder consultation workshop on charging standards.

- Solar Decathlon India

- Exists in the USA, Europe, Latin America, Africa, Middle East and China and is a collegiate challenge for net-zero-energy buildings. 500,000 enrolled in collegiate building sector courses in India.

- In India the organization and IIHS are the implementing institutions under an MoU between US DoE and IUSSTF. It has been customised for India (net zero energy water waste) and focuses on resilience. To be launched in June 2020.

- The competition includes working on real projects, online training, review and feedback, industry partnerships, rewards and recognition and incubation.

- Super-efficient Appliances

- The goal is to enhance energy access through super-efficient appliances. Focus areas would be to contribute towards sustainable and reliable energy access for all through penetration of super-efficient appliances. 

- Improve standard of living in rural areas with ability to use multiple appliances even with limited supply. Focus will be on household appliances like air coolers, mixer grinders, BLDC fans, DC TVs etc, as well as productive appliances like solar freezers, silk rearing and reeling machines, sewing machines, solar water pumps etc. Also focus on energy efficient refrigeration in rural India across agriculture, health centres and small shops.

- Energise 2020

Mission : Re-position energy efficiency within the larger context of energy transition to address Climate Action;

- Key pillars on which energy transition efforts can be built and grown collaborative frameworks/triple-sector approach, enabling policies, innovative business models, education and awareness across all stakeholder levels.

- Core thematic areas will be building and communities, urban infrastructure and utilities and energy efficiency for business competitiveness.

- For more details about the organization work at: https://www.the organization.in/

JOB DESCRIPTION :

Designation : DIRECTOR MARKETING AND MEMBERSHIP

Location : New Delhi, India

Reports to : EXECUTIVE DIRECTOR AND PRESIDENT

THE POSITION :

- The organization is looking for a self-motivated, positive and passionate individual with a problem-solving and growth mindset who will join their team to further enhance & empower their brand identity and recognition.

- The Director Marketing & Membership is expected to be a self-starter who would be responsible for interacting independently with very senior stakeholders including board member to take the marketing and membership mandate to the next level.

KEY JOB RESPONSIBILITIES :

- Work to strategically position the organization as a globally leading Climate Action centric organization leveraging its Industry membership and industry leading research.

- Develop and implement a strategy to expand and nurture Industry membership of the organization with an objective to bring industrys thinking, trends and needs to help sharpen the organizations research work. Towards this, work closely with our program leads to enhance and amplify the impact of the organizations research and analysis and generate leads where the organization research team can offer its services by creating value through policy or syndicated research.

- Develop and implement fundraising strategy to generate revenues from philanthropic organizations within India and abroad, the organizations events, membership (recruitment and value-added services) and training activities to build the organization corpus and support core staff and programs.

- Lead the marketing department by building a high-performance team, developing and implementing marketing strategy, an annual marketing plan, its budget, planning and coordinating marketing efforts, communicating the marketing plans to those involved, and building awareness and positioning for the organization in close partnership with all vertical teams besides our key stakeholders - donors/funders, government, members, research/consulting/non-profit organizations/citizens. Develop and implement communication strategy and organizational communications for both internal and external stakeholders.

- Ideating, curating and executing the organization conferences and workshops, member meets, CXO round tables, Breakfast or Hi-Tea with ministers and senior Government officials and other major events ensuring excellent content, generating revenues to cover the organization core expenses, positioning them for aspirational participation and organizing them efficiently and successfully

MARKETING AND COMMUNICATION :

- Evaluating and developing the organizations marketing and communication strategy and execution plan; develop marketing collaterals listing the organization unique value propositions, expertise and accomplishments as needed.

- Lead and coordinate marketing/communication strategy and campaigns; must have experience managing communication campaigns including PR and digital marketing on social media platforms to build brand awareness and positioning of the organization

- Ensure successful execution of digital social media (Twitter and LinkedIn) strategy including content development and themed campaigns in partnership with the research teams, and development of a framework to evaluate quantity and quality of engagement with targeted users.

- Organizing the organizations conferences, trade shows, and major events and actively fundraising through sponsorship, exhibition and other revenue generating initiatives.

- Support the research team in fundraising for the organization by mapping the core expertise of the organization, while mapping interest areas for foundations, donors, government orgs (central and state) and bi- and multi-lateral organizations.

- In collaboration with the IT and database team, develop a membership customer journey strategy using the most appropriate tool; Be the internal champion for the CRM database, maintaining an overarching understanding of how the database is used throughout the organization and regularly interrogate and analyze the database to support the recruitment and retention activities of members, help direct our training programs to the right audience and improve overall communication campaign effectiveness.

MEMBERSHIP :

- Evaluating and developing the organizations membership recruitment and serving plan; research and acquire opportunities to promote membership via partnerships or third-party affiliates. Act as the primary contact for members beyond the day-to-day administration of the scheme as carried out by the Membership Coordinator.

- Review the current membership offering including pricing and benefits based on feedback from potential and current members and fee/pricing structure at similar industry associations.

- Lead on the planning and delivery of members events and develop a regular calendar of activities for members through the organization annual calendar for members.

- Develop membership retention strategies and targets and manage the delivery of campaigns designed to retain existing members.

- Work with the Finance team, innovate on invoicing and payment processes to create a smooth and painless process to facilitate member recruitment and retention.

- Be accountable to the Executive Director for the Membership budget and spend, reporting and forecasting on a quarterly basis. Synthesize membership data into comprehensive reports that can be delivered at senior management and presented at Executive Council level.

- Ensure that the membership offering is clearly presented through the organizations digital channels (Website, Twitter, LinkedIn, YouTube, etc.) onsite for visitors, and across the the organizations wider programmatic activities, events, etc. ensure that benefits delivery is carried out across all departments to improve membership satisfaction;

- Exercise quality control on all membership communications, advertising and literature to ensure they comply with the organization marking and branding guidelines.

TRAINING :

- Researching, evaluating and developing the organizations training and awareness creation strategy by planning and implementing a comprehensive training program for the organization.

- Identify & assess training needs for energy efficiency professionals by interacting with internal and external stakeholders, member companies, training organizations and government agencies.

- Be accountable to the Executive Director for the Training and Awareness Creation budget and spend, reporting and forecasting on a quarterly basis.

- Prepare awareness creation and training calendar for pre-identified yearly activities, format and delivery medium for the selected training; Coordinate with the organization internal research and analysis team and management for planning and designing the content of training courses and activities; Responsible for identifying and selecting content creator and training instructors to support the newly identified training programs.

- Observe and be up to speed with current training trends and technologies and apply them as needed in creating online courses, using multimedia authoring tools, etc.

EXPERIENCE AND COMPETENCIES

Must Haves :

- MBA or an advanced marketing degree with an undergraduate degree in engineering, architecture, public policy, social sciences or equivalent from a reputed university.

- 15+ years of experience, with at least the last 5 years being in a leadership role.

- Should be well versed with both offline and online marketing strategies across various media and outreach initiatives.

- The incumbent should have a strong track record of engaging with and establishing long term relationships with multiple stakeholders.

- Demonstrated leadership through sustained expansion of responsibilities over time.

- Track record of developing and implementing strategy and building and leading high performance teams and delivering robust contribution to the realization of organizations strategic goals.

Preferred Skills : Preferred work experience a blend of industry and membership led organizations or working in NGOs in a value-based marketing role.

Highly Desirable :

- Solid understanding of demand side energy sector is highly desirable

- Well-established network and credibility in industry, government, philanthropy and climate change sector is highly desirable.

Communication, Networking and Representational Skills :

- Excellent communication skills in english, both written and oral, along with good interpersonal, and negotiation abilities.

- Excellent external representational skills with the aptitude to articulate effectively with a wide variety of cross sectoral stakeholders in various fora.

- Must establish positive relationships with co-workers, peers and external stakeholders

- Have excellent influencing and convincing abilities.

Soft Skills :

- High on energy, extremely agile and a resilient leader with the ability to deliver results in a fast-paced, collaborative team environment.

- A desire to lift others within the organization, and outside, through coaching and leading-by-example.

- Must be task-oriented with an excellent sense of logic and objectivity, highly organized and capable of handling competing priorities while responding to unanticipated developments.

- Ability to think clearly and analytically.

- Top notch collaboration, both externally, and internally across other research and support functions, that show that the organization values are embraced and followed naturally.

KEY PERFORMANCE INDICATORS :

GENERAL :

- Build and Run a High Performing Team: Develop and execute the marketing and communication strategy and membership and training campaigns and plans.

- Amplify THE ORGANIZATION Impact: Enhance the impact of THE ORGANIZATION - The organization, its programs and activities, its events by developing and executing a comprehensive marketing strategy.

- Establish Strong THE ORGANIZATION Online Presence: Develop a comprehensive strategy outlining and demonstrating the enhanced influence pf THE ORGANIZATION through its web site, Twitter, LinkedIn, YouTube

- Revenue Generation: Achieve the annual target for minimum revenue from membership, value added services, training and certification, advertisements and sponsorship.

- Control attrition in your team: Optimize recruiting and hiring. Enhance training programs and focused monitoring. Establish clear communication channels and enhance recognition and rewards programs.

MARKETING AND COMMUNICATION :

- Branding and Positioning: Using survey results, appropriate and quantitative metrics collected at the beginning and end of the year, show a significant improvement (3-5x) in the organization visibility, positioning amongst donors, government and members.

- Craft targeted elevator pitch for the organization to be best showcased among diverse stakeholders. Leverage existing community and sustain collaboration and network to build the company profile and build sustained relationships. Seek out opportunities for regular referrals for the organization.

- Raise the Bar for the organizations Marketing Materials: Develop high quality collaterals and pitch materials (presentations, accomplishments sheet, project two-four pagers, policy and business briefs, etc.) in partnership with the research and analysis team.

- Event Management: Plan, organize and successfully execute the organization flagship event (e.g. Energise, International Energy Service Conclave); Build a high performance and highly efficient event management team at the organization.

MEMBERSHIP :

- Growth and Retention: Maintain a healthy growth rate for new members and ensure high level of satisfaction among existing members to enable them to upgrade membership levels.

- Member Satisfaction: Ensure that the organization Membership Satisfaction level is 4 or higher on a scale of 1 to 5 (lowest to highest).

- Value Added Services: Launch two new services/events specifically targeting the organization members to boost engagement and satisfaction level.

TRAINING :

- Deepen and Broaden the CMVP Program: On the baseline numbers of 2018-19, increase the revenue in terms of number. of people taking the exam by 25%

- Launch two new training programs: Following a comprehensive assessment and review, develop high quality content, identify instructors and target audience, revenue generating model and estimate before launching the training program in the 2nd half of the year.

APPLICANT INFORMATION :

Interested Candidates : Please apply with your latest curriculum vitae, three references and a covering letter explaining your interest, suitability and fitment