Candidate for the

Charbonneau , Chris

phone: (713) 822-7794
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Chris Charbonneau
Tomball, TX 77377 ǀ (713) 822-7794 ǀ
Executive Profile
Revenue Growth | Acquisition Marketing Strategy | Product Development and Innovation
Creative, analytical, and bottom-line-oriented executive with extensive experience building and executing scalable customer acquisition efforts, product development and revenue growth strategies. Expert at developing territory activation and expansion campaigns from conception to defining objectives, execution, tracking, and reporting. Talent for establishing and retaining strategic partnerships with internal and external stakeholders. Proven success leveraging cross-functional team leadership skills to direct and improve acquisition programs.
Areas of Expertise
Channel/Brand Management
Industry Research & Analytics
Performance Metrics Analysis
Profit & Loss Accountability
Lead Generation Door to Door field Sales
Digital Marketing (SEO, Display, etc.)
Customer Relationship Management
Leadership – Team Development
Monthly & Annual Forecasting Sales-Focused Initiatives
ROI Growth & Optimization
Go-To-Market Strategy
Budget Management
Vendor Management
Leveraged full understanding of consumer insights and the customer journey to maximize marketing, analytics, development, and brand design strategy.
Developed customized door to door field sales strategies that drove improved consideration for expansion and cross sell across multiple organizations.
Spearheaded profitable growth of programs and projects, improved the channel process, and introduced new and innovative ways to optimize the marketing strategy and increase customer acquisition.
Directly contributed to a 33% growth YoY in the residential portfolio for Just Energy after proactively driving valuation and dividend output at the investor level.
Enhanced customer interest in Direct Energy’s products and services by optimizing and improving the pricing strategy based on proactive analysis of the long-term retail customer value.
Increased department’s ancillary sales by 75% after designing and initiating an online acquisition strategy for Continental Airlines.
TruMarx Data Partners ǀ 06/2023 – Present
Head of Business Development – Texas | Houston, TX
Launched a service platform offering carbon methane reduction capabilities via certified natural gas trades. Developed new clients in Oil & Gas and Midstream Energy verticals in leveraging unique style of brand positioning and value added service offerings. Onboarding new clients and negotiating legal contracts to execute bilateral market-based agreements.
Diamond Energy/OnPoint Energy ǀ 06/2021 – 05/2023
Sr Director Sales and Acquisitions, US Energy Markets | Houston, TX
Launched new brand in nascent retail energy market focused on Texas. Developed unique product marketing strategies to differentiate and enhance overall brand awareness in a crowded marketplace. Established pricing and acquisition cost recovery scheme for growth wedge of the residential P&L.
Initiated growth revenue efforts through direct sales channels, direct marketing, and direct field sales teams.
Spearheaded efforts targeting specific customer segments and product demographics for increased sales.
Iberdrola ǀ 07/2019 – 05/2021
Sr. Director of Acquisition Sales & Marketing, US Energy Markets | Houston, TX
Responsible for all sales and marketing efforts related to residential and commercial sales for a start-up organization. Launched US-based door to door sales organization from the ground up.
Build daily sales forecasts in line with cost to acquire goals and metrics. Design expansion strategies to new geographies. Manage paid social, paid search, affiliate marketing, programmatic display, and other digital channels, executing campaigns to meet business objectives. Work in a project management platform with cross-functional employees and interact with/present to senior executives. Responsible for all sales and marketing channels both online and offline.
Just Energy ǀ 07/2017 – 07/2019
Director of Acquisition Sales & Marketing, US Energy Markets | Houston, TX
Sr. Manager Acquisition, US Energy Markets | Houston, TX
Operate as the strategic component for the growth wedge development of the residential energy P&L. Coordinate activities related to pricing, promotions, channel optimization, gross margin, and EBITDA delivery. Build monthly sales and costs projections and monthly customer acquisition plans. Design expansion strategies to new geographies. Liaise regularly with cross-functional employees and interact with/present to senior executives.
Key Achievements:
Generated 80% of the $210M total annual earnings by spearheading innovative regional acquisition tactics.
Utilized analytical and data-driven abilities to identify and secure improvements on key KPIs.
Identified high-potential customer segments, formulated canvassing strategy and maintained field sales team KPI scorecard.
Promoted from Sr. Manager of Acquisitions to Director due to outstanding performance and work ethic.
Direct Energy ǀ 06/2010 – 07/2017
Acquisition Strategy Manager, US Energy Markets | Houston, TX
Monitored and enhanced results by proactively tracking ROI and cost-to-acquire metrics. Provided vision and direction for teams, defined goals, and designed partner programs. Translated U.S. channel strategy into team priorities within the region. Actively supported team on project development and provided professional training and coaching to all staff. Broadened the team’s impact and visibility within Direct Energy in the U.S.
Key Achievements:
Expanded the Texas and North U.S. portfolio into new markets, designing and implementing sales channel strategies for new innovative products.
Effectively drove revenue through mass media channels, direct marketing, and direct field sales teams.
Led acquisition efforts targeting specific direct sales channels and product demographics.
Continental Airlines ǀ 12/2004 – 06/2010
Manager, Partner Marketing | Houston, TX
Directed the design, development, and execution of the partner marketing communications plans to deliver segmented, personalized, targeted, and relevant communications throughout the customer journey. Designed and executed online initiatives and web-based revenue streams. Managed direct mail, airport, and emerging channel technology processes for all marketing campaigns. Partnered with channel sales teams and field marketing teams to build joint go-to-market strategies.
Key Achievements:
Received numerous recognitions and awards for consistently achieving the highest industry-leading growth (acquisitions and sales) numbers.
Collaborated with internal teams and external vendors to define functionality, data requirements, controls, and tracking to enhance and optimize the customer and partner experience.
Bachelor of Science, Economics
Texas A&M University ǀ College Station, TX


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