Career Map: Power Marketer

Power Marketers research wind energy markets, meet with power buyers, build relationships, marketing, write proposals, and negotiate power purchase agreements. They are familiar with the current state of various market drivers for wind energy throughout the country. Frequent travel is often required to meet with utility representatives.

Power marketers typically do the following:

• Monitor and forecast marketing and sales trends
• Measure the effectiveness of marketing programs and strategies
• Devise and evaluate methods for collecting data, such as interviews and market report reviews
• Gather data about consumers, competitors, and market conditions
• Analyze data using statistical software
• Convert complex data and findings into understandable tables, graphs, and written reports
• Prepare reports and present results to clients or management
• Support or lead power proposal development
• Develop Pro Forma pricing 
• Work closely with legal staff to draft power purchase agreements
• Lead power purchase agreement negotiations.

Power marketers perform research and gather data to help a wind energy company market its available power generation to utilities or other buyers. They gather data on consumer demographics, preferences, needs, and buying habits. They collect data and information using a variety of methods, such as interviews, and literature reviews.

Power marketers help determine a company’s position in the marketplace by researching their competitors and analyzing their prices, sales, and marketing methods. Using this information, they may determine potential markets, product demand, and pricing. Their knowledge of the targeted consumer enables them to develop advertising brochures and commercials, sales plans, and product promotions.

Power marketers evaluate data using statistical techniques and software. They must interpret  what the data means for their client or internal management, forecasting future trends such as the impact of available tax credits, price shifts in other energy sources. They present the results of their research using charts, graphs, or other visual aids.

Power marketers also use their research and data analysis to identify potential power purchasers who may be interested in purchasing the power generated from the company’s wind plant. Once a power buyer has been identified, the power marketer will assist or lead the development of the power proposal. They develop the pro forma pricing form and are responsible for the negotiations that take place with the buyer. The power marketer represents the company, ensuring that the power purchase price. Throughout the power purchase negotiation process, the power marketer works closely with the legal department and provides status updates to management.

• Customer service. Power marketers must be persuasive, credible and help clients feel comfortable with the agent’s recommendations.
• Critical thinking skills. Power marketers must assess all available information and use it to determine what marketing strategy would work best for a company.
• Strong math and financial analysis skills. To judge the profitability of potential deals, power marketers must have strong math skills.
• Decision-making and negotiation skills. A primary role of power marketers is to negotiate and facilitate the execution of power purchase agreements. During negotiations, they must represent the company in the options that are offered. More experienced power marketers may be in positions in which they must make split-second decisions with large sums of money at stake.
• Detail oriented. Power marketers must pay close attention to the details of power contracts, financial pro formas because small changes can have large consequences. They also perform precise data analysis.
• Initiative. Power marketers may be required to create their own client base by making “cold” sales calls to people to whom they have not been referred and to people not expecting the call.

Bureau of Labor Statistics: Power Marketer