Natalie Westring Email & Phone Number

Allentown, Pennsylvania

• Lead all customer and market research efforts including managing customer panels, measuring brand awareness, customer satisfaction, developing customer segments and personas, demographics and lifestyle reporting, industry benchmarking, TURF and Key Driver analyses, etc.• Develop and implement marketing strategies across multiple mediums and platforms.• Create, execute and manage the digital strategy and comprehensive content calendar for digital and multi-channel advertising campaigns, tactics and programs.• Partner with internal resources to execute editorial calendar and social media strategy for vertical and global content using a centralized marketing platform (Marketing Cloud).• Serve as subject-matter-expert (SME) concerning social media developments, content marketing and Marketing Cloud administration.• Identify and evaluate emerging digital marketing technologies to support evolutionary customer needs and wants.• Support energy efficiency and conservation program marketing vendors and advertising agencies in evaluating strategy and tactical execution for targeted customer segments.• Design, monitor and provide actionable insight to executives and stakeholders on customer satisfaction.• Lead customer insight and reporting, analytics and tracking and serve as PPL EU’s liaison within and outside the industry for benchmarking, conferences and consortiums.• Use market research software to conduct online surveys with customers and employees.• Manage market research vendor relationships, keeping them on budget, on schedule and with high-quality deliverables that meet the needs and objectives of the business.

• Conduct all customer and market research efforts including managing consumer panels, measuring brand awareness, consumer sentiment, customer personas, demographics and lifestyle reporting, and competitive benchmarking.• Manage the development, planning and implementation of paid and organic customer marketing as part of a strategic and integrated customer satisfaction program that enhances the company reputation, customer engagement and enables attainment of company goals.• Conduct segmentation and ethnographic research projects using primary and secondary data in order to develop a personalized customer marketing and program strategy.• Design, monitor and provide customer insights to executives and key stakeholders on customer satisfaction studies, providing recommendations and highlighting opportunities across all business functions as it relates to key customer satisfaction drivers.• Conduct Total Unduplicated Reach & Frequency (TURF) analysis to better understand the net impact of all media in play and provide recommendations for optimization.• Embed innovation, customer voice and brand image in broader organizational initiatives.• Responsible for JD Power Benchmarking surveys – relationship management, data analysis, and providing recommendations to all business lines detailing ways to improve the customer experience and retain PPL’s leadership position.• Enable more targeted and personalized research by creating and managing residential and business rapid response customer panels – allowing the company to quickly get answers to key questions and build rich profiles about each panelist over time.• Measure the impact of social and digital media on our brand and develop initiatives designed to improve PPL's social and digital brand and program awareness.• Manage market research vendor relationships, keeping them on budget, on schedule and with high-quality deliverables that meet the needs and objectives of the business.

Responsible for overarching energy efficiency marketing and advertising; crafting effective marketing solutions and increasing awareness and attribution for energy efficiency programs. Major Duties and Responsibilities:• Manage $10.6M marketing and advertising budget – continuously review, report and optimize media spend.• Develop marketing strategy and plans including agency/media selection, planning and execution.• Drive the strategy and execution of digital and traditional marketing campaigns, tactics and programs by leading cross-functional teams and external agencies.• Manage advertising agency including creation, review and approval of all media placements and social influencer (blog) program.• Partner with internal resources to execute editorial calendar and social media strategy.• Liaison with Legal for all energy efficiency marketing processes and advertising materials. • Develop internal and external communications, providing strategic marketing support.• Manage and drive sponsorship/partnership opportunities.

Responsible for designing, implementing and managing energy efficiency programs as part of the company’s Energy Efficiency & Conservation Plan as required by Act 129.Major Duties and Responsibilities:• Successfully develop, market, and manage a wide range of energy efficiency, energy education and customer communication programs with budgets over $32 million.o Manage vendors, prepare go-to-market launch activities, coordinate marketing plans, and execute programs ensuring budget, cost, savings and customer satisfaction goals are met and exceeded.• Manage all aspects of the Residential Retail program – the largest program in PPL EU’s Act 129 Energy Efficiency & Conservation Plan — including lighting, new homes, efficient products, appliance recycling and behavior programs.• Wrote the RFP, led the selection process, prepared and negotiated the contract, and manage all aspects of the Energy Efficiency Behavior & Education program. This program exceeded savings goals by 35% at the close of Phase 1 of Act 129.• Manage the suite of Think! Energy School Programs that reaches over 20,000 educators and students in PPL EU service territory each year. Program has met or exceeded all participation goals since 2009.o Recognized customer need and expanded the program from in-school energy efficiency presentations for grade school students to a full suite of energy efficiency education programs. This includes professional development workshops for teachers, presentations and a take home energy efficiency kit for all grade levels, along with education and fundraising opportunities for households in low-income communities.• Designed and implemented a highly visible Earth Day Energy Efficiency Poster Contest for students in PPL EU service territory. Directed Corporate Communications in the creation of marketing materials and a website, promoted the program through the network of Think! Energy teachers, and received over 3,000 entries.

Responsible for supporting the Commercial and Industrial gas, oil, and electric sales program for the Eastern PA/New Jersey sales region.Major Duties and Responsibilities:· Accurately price and understand product offerings for gas, oil, and electric commodities.· Interact directly with consultants and customers, and provide market intelligence related to customer pricing and account analysis.· Assist in relationship management through response to customer inquiries before, during, and after sale.· Prepare proposals, generate contracts, and ensure accuracy of all details prior to processing sales transactions.· Perform proactive calls to ensure adequate communication with brokers, consultants, and customers.

Responsible for managing business relationships with existing retail electricity customers in the local power market. Accountable for managing customer service issues, establishing business relationships with customer decision-makers, understanding customer business drivers, and communicating energy market and regulatory updates.Major Duties and Responsibilities: · Manage the ongoing business relationships with assigned customer base by maintaining regular contact, promoting incremental products and services, resolving customer issues, providing market and regulatory updates, and discussing strategies for managing market price risk.· Manage customer service issues by involving resources from the appropriate functional groups to resolve the customer issue.· Actively seek out opportunities for new products and service that increase profitability of existing customers.· Maintain high awareness of the competitive environment, electricity marketing trends, and current pricing strategies.· Plan and execute marketing events and educational seminars for existing customers and third-party brokers.

Responsible for partnering with senior managers to assist in developing operating strategy, and providing guidance to leadership team, with a concentration on billing. Primary liaison between Billing Department and Sales Department responsible for communicating operational issues to sales force. Operational Project Manager responsible for implementing the billing of regional federally mandated ancillary charges.Major Duties and Responsibilities:· Serve as a technical lead and subject matter expert for company Operations staff.· Review and refine operation processes and procedures on an ongoing basis to increase efficiencies and support business objectives.· Identify, troubleshoot and resolve billing issues.· Complete ad-hoc projects for Operations Senior Management.

Responsible for marketing mid and back office services to support energy suppliers in regulated and deregulated energy markets, and managing the relationship with major clients. Directly responsible for projecting, as well as meeting and exceeding the sales revenues goals. Accountable for managing the implementation of client specific projects by acting as a liaison between PPLSolutions and the clients.Major Duties and Responsibilities: · Consult with new and existing clients regarding PPLSolutions’ complete suite of “order-to-cash” revenue cycle services.· Evaluate and understand new and existing client business operations, markets and trends to identify potential business opportunities and initiate sales efforts for PPLSolutions to realize these opportunities.· Identify and develop relationships with decision makers in client organizations.· Responsible for maintaining, and increasing, high levels of satisfaction with existing clients.· Responsible for projecting yearly sales revenues. Met and exceeded those projections, in order to meet PPLSolutions departmental net operating income goals.· Develop, present, and negotiate professional sales proposals that meet client needs.· Responsible for managing and coordinating client specific projects with Operations and Information Technology leads on behalf of the clients.· Responsible for having an in-depth knowledge of clients’ business plans in order to assist in retaining and growing their customer base.

Responsible for gaining publicity in trade publications for all business units. Pitched story ideas, press releases, and interviews to increase presence in all media forms. Effectively worked with engineering, marketing, and sales departments to determine what products would best suit the needs of each publications target audience. Managed advertising insertions in trade publications, and made recommendations to MarCom directors to determine which would be best to advertise in based on departmental goals. Assisted in case study research and writing.