Enercare names new sales and marketing VP

Al Shulman joins the services company ahead of its seasonal 'Light Up' campaign.

Enercare has brought on a new VP of sales and marketing following a minor corporate reorganization.

Al Shulman joined the team in August and will lead the company’s efforts in marketing and communications, business development and dealer, builder and direct sales channels. Shulman came from Just Energy, where he oversaw marketing communications, sales, brand management and corporate strategy. He will answer to Jenine Krause, Enercare’s COO.

Lorne Solway, Enercare’s former CMO, is no longer with the company.

Shulman says the company has undergone “a bit of a reorganization,” largely for efficiency purposes, to bring customer-facing communications, sales and business development under one role. The idea, he says, is to improve customer experiences in a category where “customers are becoming a lot more savvy, a lot more interested in the health of their home, as well as really interested in energy efficiency and cost.”

Shulman joined the Enercare team just as it was preparing for one of its busiest times of year, a seasonal campaign known internally as “Light Up,” when customers are turning on their furnaces for the first time.

This year’s campaign puts more emphasis on Enercare’s “Healthy Homes” branding, even though it has always tried to position itself as helping consumers maintain the health of their homes.

The campaign includes direct mail, display and out-of-home in select markets, with more focus on digital and social this year, according to Shulman. Enercare has made significant investments in its mobile app, where customers can interact with the company directly through “en-route” status updates, access to account details, and service-call scheduling.

On social media, it has been deployed Facebook lead ads, which allows customers to sign up for updates or request information on services by clicking on the ad within the platform.

Enercare worked with Bimm, its creative AOR, on the campaign. North Strategic is handling PR and social media and Strategic America is handling media buy.