Market Engagement Director
Primary Function
Lead Frontier's Minnesota market engagement function across its utility implementation portfolio, using customer, trade ally, stakeholder, and market relationships to increase qualified participation and build the project pipelines needed to achieve program goals. The Director will serve as a shared resource across Frontier's Minnesota portfolio, coordinating customer engagement, stakeholder outreach, trade ally engagement, communications, events, and marketing around program participation needs. The role will work with Program Managers and Client Portfolio leadership to identify where programs need additional participation, develop strategies to fill those pipelines, and measure results from engagement through project implementation.
The first 15 months will focus on building and proving the model in Minnesota. Beginning in 2028, successful practices, tools, relationships, and operating models will be adapted for use in other Frontier markets.
Role responsibilities include but are not limited to:
Build the Minnesota Market Engagement Model
Develop a coordinated market engagement strategy across Frontier's Minnesota
implementation portfolio.
Treat the Minnesota portfolio as a connected market rather than a collection of
independent programs.
Align customer engagement, stakeholder outreach, trade ally engagement,
communications, events, and marketing around program pipeline needs.
Work with Program Managers to understand participation goals, pipeline gaps,
priority customer segments, and market barriers.
Establish common roles, handoffs, KPIs, customer experience expectations, and
operating practices across programs.
Develop staff and teams capable of executing the market engagement model
consistently.
Fill Program Pipelines
Develop targeted strategies that move customers from awareness to engagement to
qualified opportunity to project to installation.
Use program and market data to identify where additional customer and project
activity is needed.
Establish measurable acquisition and conversion KPIs by program and engagement
channel.
Test and adjust engagement strategies based on actual participation and conversion
results.
Partner with Program Managers and technical teams to remove market barriers
preventing qualified opportunities from advancing.
Focus market engagement activity on measurable growth in qualified enrollment
and project pipeline.
Build the Minnesota Market Network
Develop and maintain a statewide network of contractors, trade allies,
manufacturers, distributors, associations, community organizations, large
customers, and other market influencers.
Use shared market relationships to create opportunities across multiple utility
territories and programs.
Identify market barriers, emerging customer needs, and opportunities through
ongoing engagement.
Strengthen Frontier's visibility and credibility within Minnesota's energy efficiency market.
Establish a simple market-facing approach that helps customers and trade allies
connect with the appropriate utility, program, incentive, and Frontier resource.
Build Frontier Capability
Standardize successful market engagement practices, tools, CRM processes,
customer segmentation, metrics, and reporting.
Capture lessons learned and develop repeatable approaches that can be deployed across programs.
Develop Frontier staff capability in customer engagement, relationship management, trade ally engagement, and market development.
Improve the flow of customer, contractor, and market intelligence across programs
Prepare the Minnesota market engagement model for expansion into other Frontier
markets beginning in 2028.
Support Business Growth
Use market relationships and intelligence to identify adjacent utility and service
opportunities.
Support proposals and client discussions where Frontier's market engagement
capability provides differentiation.
Identify opportunities to expand services within existing utility relationships.
Use trade ally and market relationships to identify opportunities in utility territories
where Frontier does not currently operate.
Contribute to qualified business development pipeline and incremental revenue
opportunities generated through market engagement.
Primary Measure of Success
The primary measure of success is a measurable increase in qualified customer and project enrollment attributable to Frontier's market engagement activities, resulting instronger implementation program pipelines.
Supporting measures may include:
Qualified opportunities generated.
Applications and enrollments.
Lead-to-project conversion.
Projects entering the implementation pipeline.
Pipeline value and projected savings.
Trade ally-generated opportunities.
Participation within priority customer segments.
Conversion time.
Customer satisfaction.
Incremental scopes and business development opportunities influenced by market engagement.
