Market Engagement Director

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 in stronger 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.