The Wills Group

  • Marketing and Promotions Specialist - SMO Energy

    Job Locations US-MD-La Plata
    Job ID
    # of Openings
  • Overview

    The Wills Group is an established, privately-held company serving customers across Maryland, D.C., Delaware, and Virginia with the vision, drive, and capacity to serve many more in the near term. Headquartered in La Plata, MD, The Wills Group is the parent company of several retail, convenience, and home comfort business units, including Dash In Food Stores, Splash In Car Washes, SMO Motor Fuels, and SMO Energy. Each one is committed to providing its customers with quality services and a superior experience – every time.


    Serving as a center of excellence, The Wills Group has a solid infrastructure built of talented teams to guide and support the successful operation of its business units, including human resources, finance, IT, marketing, and communications.


    The Wills Group was founded in 1926, and we are in the process of building the next chapter of our history. From a renewed customer focus to new brand positioning, and from product diversification to expansion into new markets, The Wills Group is evolving who we are and how we operate to pave the way for future success; redefining ourselves for today’s and tomorrow’s customers.


    Grounded in rich history since 1926 and strong company values, The Wills Group places its employees at the forefront of all they do, and is equally committed to giving back to the communities where it operates.


    You will be an integral part of our family of companies and will play a significant role in taking The Wills Group and its brands to the next level.


    We are currently looking for a Marketing and Promotions Specialist to join our SMO Team! This position assists SMO Energy’s Marketing team.  The group’s activities include the development and execution of promotions and campaigns in order to originate leads, achieve sales goals and create a positive client experience. The group is also focused on the continued development of our CRM experience to improve internal processes and client touchpoints.


    The Marketing and Promotions Specialist is a staff support function specializing in the coordination of promotions, campaigns and communications supporting the marketing activities of SMO Energy. The Marketing Team, managed by the Director of Customer Experience and Marketing is critical to the ongoing, day-to-day smooth operations of the Company’s Heating Fuels business.  In addition, this group is involved in special projects, many which require analytical analysis and recommended solutions for implementation to improve the Company’s overall effectiveness.


    The job requires developing and implementing broad, market-wide promotions and advertising campaigns, as well as targeted campaigns to current clients and potential ones.  This requires working with outside venders and internal stakeholders. The position will have a deep understanding of Microsoft Dynamics CRM, and will use the system to create reports, dashboards, research and analyze the sales funnel and much more.


    This position requires a person who understands the Heating Fuels business.  The incumbent needs to be proficient in computer and analytical skills. In addition, the incumbent needs to be creative in finding alternative solutions to business problems, novel approaches in promotions and advertising, as well as vision and understanding of training and communication issues.


    In the performance of duties, the Marketing and Promotions Specialist must be able to communicate effectively, both orally and in written skills; be able to develop and maintain effective relationships both inside and outside of the Company; be able to produce high quality communications and presentations; be able to work under critical timetables and daily pressures of gathering, studying and implementing decisions based on survey data; and maintain a positive working relationship with the supervisor, other SMO Energy Departments and Executives.


    • Coordinate Marketing: Work directly with Marketing and Sales teams to coordinate design, copy and execution of print, broadcast and digital marketing materials. Act as liaison between Marketing, Client Care and other departments to ensure marketing initiatives are executed properly and other goals are met.
    • Create SMO Energy’s monthly promotions calendar and coordinate the production of ads and communications to clients and employees.
    • Campaign Monitoring: Throughout marketing campaigns, monitor call volume, sales approaches and proactive offering. Work with members of the marketing team to monitor digital traffic from campaigns. During time of monitoring, provide suggestions for change based on analysis and results.
    • Writing: Craft copy for marketing and public relations pieces, including blogs, direct mail, web copy, press releases and internal communications.  Communicate information as needed companywide.
    • CRM: Monitor aspects of CRM including leads, opportunities and cases. Provide regular reporting and analysis from the CRM system. Analyze CRM data and assist in developing the CRM environment including dashboards and reports. Provide technical support and execution of processes involving CRM for Marketing, Client Care and other departments.
    • Reporting: Develop the monthly commission reports for technicians, drivers and office staff. Provide lead generation and sales data.
    • Digital Monitoring and Response: Monitor and review client surveys, create cases for Client Care or other departments based on client need. Monitor digital platforms, and respond to clients on digital platforms. Work with internal stakeholders to ensure clients are satisfied.
    • Social Media: Draft and post engaging content on multiple digital platforms, while highlighting SMO as an industry leader, and promoting our products and services. Draft, launch and monitor Facebook contests and Facebook advertisements.  Respond to and monitor social media posts.
    • Training and Presentations: Develop presentations for monthly Service team meetings.  Train and communicate to inform about company initiatives and increase sales leads.  Present monthly to Client Care team about marketing initiatives.  Present to Delivery and other departments as needed.
    • Lead development: Lead the effort to increase sales leads from the technicians and drivers. Explore innovative ways of gaining market share from prospects. Find ways of increasing sales to current clients.

    Required Qualifications

    • Associates, Bachelors Degree or Higher - in Communications or Marketing preferred

    Applied Experience

    Minimum required Experience: 


    • Marketing Experience
    • A proven track record of increasing sales for another organization
    • Advanced Microsoft Office Experience (Strong in Excel and Word, some PowerPoint)
    • Social Media Management Experience (Generate engaging content; respond to clients)
    • Online Marketing Experience
    • Direct mail experience


    Experience preferred beyond minimum qualification:


    • Marketing in an environment with sales and goals
    • Report generation experience
    • Technical writing experience
    • Customer Relationship Management (CRM) system experience


    • Creative marketing abilities that drive results
    • Proficient writer
    • Strong problem solving skills
    • Strong project management skills
    • Good interpersonal skills
    • Comfortable presenting to a team to motivate others
    • Excellent communication skills
    • Analytical thinking skills
    • Attention to detail
    • Independent worker & collaborative
    • Results driven


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