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Director, Relationship Marketing
Volkswagen Group of America
Herndon, VA, United States
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Audi Director, Relationship Marketing
Description
"Vorsprung durch Technik" or, "Progress through Technology" is our company ethos and is the core belief that drives the development of every Audi vehicle. It inspires the innovative solutions, revolutionary engineering and progressive design that have become synonymous with the Audi name. And it reminds us to challenge ourselves, rewrite the rules from time to time and always fuel our pioneering spirit. The spirit that sets us apart on the racetrack and the open road. In our relentless pursuit to become the number one premium car brand in America, we need employees who share in this spirit of challenging the status quo in everything that we do.
Role Summary
• The Director of Relationship Marketing will define the overall strategy and lead the CRM activities for awareness, conquest acquisition, loyalty and win back of lapsed customer, to drive increased sales and lifetime value for vehicle sales and service. This role requires a curiosity for leading edge, innovative CRM solutions that will connect multiple customer touch points and bring case studies worth application to Audi CRM strategies. The role is responsible for developing multi-channel CRM strategies, loyalty programs, direct marketing, email marketing, digital marketing, segmentation modeling and analytics that identify growth strategies, drive sales success and profitability goals.
• The incumbent must be entrepreneur-minded with the desire to create opportunities grow businesses and exceed expectations. The incumbent will oversee the development of marketing campaigns which drive sales and forecast customer preferences. The role is responsible for leading the development of integrated customer communication framework and strategy that optimizes our customer database and productivity driving measurable incremental revenue and profit. This includes leading the CRM team in reporting and customer analytics which adeptly translates data into action via insightful strategies which can be communicated effectively to business partners and management. The incumbent will customer insight to optimize the development of targeted marketing campaigns and evaluates campaign performance to identify key trends.
• This role requires strong leadership and a positive reputation for collaboration skills and developing productive relationships to lead cross-functional teams across all organizational functions and levels. The incumbent must have comfort with leading conversations and driving agenda with external partners and internal colleagues, as well as display strong analytical and project management skills with attention to detail. The incumbent must be adept at communicating complex material in an understandable way including effective executive summaries, and will bring significant experience developing and structuring presentations.
• The incumbent will have strong organizational skills with the ability to balance competing priorities, easily adapt to and manage change and to thrive in a busy environment with deadlines. The incumbent will effectively manage, motivate and develop team members. The incumbent will be responsible for managing budget and financial forecast.
Role Responsibilities
Leading the AoA Relationship Marketing Strategy Architecture
Defining the overarching Customer Relationship Marketing strategy, inclusive of; touch points, segmentation, data management, systems architecture, creative, analytics, and organizational integration.
• Database architecture – Integrated relationship with VWGoA ITPO and VW AG to define the current, interim and future state architectural platform for campaign management, deployment, analytics and customer data management. Define external data depository services for data analysis.
• Creative - Oversee all creative direction, development and approval for Relationship Marketing’s operations. Direct Mail / Digital / Print / Production / Fulfillment.
• Customer Segmentation, Micro Targeting and Customer Lifetime Value modeling – Define customer segmentation, micro targeting and Customer Lifetime Value modeling based on multiple data points, predictive behavior and industry trends. Introduce the modeling science to cross functional business units for application and treatments.
• Audi AG initiatives – Lead the review and integration of initiatives which Audi AG desires to implement in the US market to identify the activities that will bring value to the US market for our owners, dealers and have operational stability for the organization’s staffing and systems.
Leading the Strategic Approach to Service Growth Marketing
• Marketing Operations Center – Web portal for dealers to manage customer list and segmentation, identify conquest opportunities and service market share, develop Audi approved direct mail and e mail, deployment and analytics and manage co-op funds. Full service Concierge available to assist all dealers with marketing plans, creative design and approvals.
• TRAC Service Reminder – Customer touches for manufacture service intervals and declined service. Offer structure strategy based on mileage interval, associated parts and accessories, customer segmentation and dealer strategy. Creative, print, digital and fulfillment.
• National Promotions – Four national promotions a year, featuring offer structure based on regional objectives and customer segmentation. Management of photography (service & accessory focused) creative, print, digital and fulfillment.
• Segment 2/3 - Conquest marketing to bring second and third vehicle ownership to the Audi dealer for service.
• Co-op – Management of co-op budget for 278 dealers.
Leading the Strategic Approach to Customer Lifecycle Marketing
• Conquest Marketing – Defining the conquest customer opportunities based on organizational objectives, i.e. new model launches, sales objectives, events, driving experiences and Regional Marketing Manager dealer based initiatives. Strong understanding of the luxury customer opportunity segment, list broker services, list usage governances and VWGoA Marketing Services data integration.
• Hand Raiser – Multi-faceted lead nurturing process beginning with indication of interest in brand or model of interest to lead individual into (and/or back into) the lead management process (ALI) for dealer to engage in test drive and quote.
• Owner In Waiting – The dialogue stream to engage a new owner, while his/her vehicle is being built. The base architecture defines vehicle confirmation code to engage the ABS to authorize each of the communication touches to the new owner providing information about their particular vehicle (accolades, technology insight and production checkpoint activities).
• Welcome Communication Cadence – The welcome stream consists of a multi touch communication cadence during the first six months of ownership for new owners and returning owners.
• Ownership Communication – In addition to the communication for the owner’s vehicle servicing needs (outlined under Service Marketing section) and the opportunity to be included in Inner Circle (outlined under Loyalty Program), vehicle anniversary touch, e newsletter, invitation to local events, etc.
• End of Term – Engagement for next vehicle purchase for captive, non-captive and retail customers. Three touch communication cadence at 12 month, 10 months and then 3 months out from end of term. Each touch customized base on predictability of next vehicle and/or indicating model(s) of interest.
• Lapsed Owner – Targeting in market timing for lapsed owners to re-introduce them to the brand portfolio (new models, product improvements, accolades, offers).
• Audi Preferred Benefits – Owner recognition program. Customer data modeling for identifying loyalty and aligning with exclusive Audi experiences and merchandise. Data value modeling, customer profiling, operational execution of invitations, rewards and experiences ranging from Collection gifts to Emmy’s, Driving Experience, MLS, AFI, etc.
• Audi collection – Audi branded merchandise program delivered for consumers and dealers featuring premium and progressive styled products. Management of program profitability, product selection, catalog production and a website shopping experience.
• Audi magazine – Award winning magazine publication incorporating insightful brand news on Audi products, technology, culture, art and our owners. Printed and downloadable version released twice a year.
• InsideTheRings – Monthly e mail newsletter with brand insights, updates and activities. Unique customization for owners, performance models and “hand raisers” delivering a different message for both audiences.
• Accessory Model Catalogs – Model specific and full line catalogs developed for each MY release. Cross platform development for print and digital execution.
Leading Team approach for Cross Functional Business Planning
• After Sales - w/Parts & Accessories
◦ Marketing strategy for parts & accessories
◦ Marketing KPI’s for response rate, average RO spend and total revenue
◦ Budget management
• After Sales - w/Service Operations
◦ Service market share and capacity strategy for marketing campaign cadence
• Customer Experience – w/Customer Experience team
◦ Loyalty initiatives
◦ Kb strategic initiatives
◦ Owner communications
◦ Customer journey touch points
• Sales - w/Vehicle Sales & Operations
◦ Model specific campaign sales strategy supporting targets, sell down, PI and stretch goals
◦ Micro targeting dealer / area specific pilot campaigns
• IT- w/Digital Strategy
◦ Customer ID platform modeling
◦ MyAudi integration
◦ Campaign system architecture
• IT - w/Enterprise Data Management Information Technology
◦ Master Data Management content, governance and architecture
◦ Data modeling and segmentation
• Regional Marketing Managers (RMM)
◦ Conquest list acquisition, creative review and analytics for initiatives organized by the RMMs for their facing dealer events and sales programs.
• Audi Dealer Marketing Center (ADMC)
◦ Email template design with creative and copy, consultative review of ADMC operational efficiency.
• Experiential Marketing
◦ Strategic review of objectives to identify optimum target audience for attendance, conquest list acquisition, current and lapsed owner segmentation and creative review.
• Audi Lead Intelligence (ALI)
◦ Email template design with creative and copy for lead response and dealer follow up.
• Dealer Websites
◦ Integration of each dealers’ service marketing activities for display on their website.
• Initial Quality Survey (IQS)
◦ Welcome owner cadence and e-newsletters integrate the technology highlights to support the identified features to support customer understanding and appreciate of the vehicle’s features.
• myAudi
◦ Cooperative integration with CRM and Digital to implement content strategy, messaging and utilization targets.
• Audi Connect
◦ Define data capture and usage governances, copy design for communication cadence to educate features and drive long term customer subscription for service.
Qualifications
Experience
• 12+ years overall Marketing and CRM experience – Global Brand Ecosystem Management Preferred
• 12+ years of employee supervisory and agency/vendor management experience
Education
• BA Marketing, Advertising or Business Communications
• MBA (desired)
General Skills
• Analytical and conceptual thinking – using logic and reason, creative and strategic
• Integration – joining people, processes or systems
• Communication skills – interpersonal, presentation and written
• Influencing and negotiation skills
• Problem solving
• Resource management
• Computer savvy – skilled in the use of software
Specialized Skills
• Strategy and development of direct marketing programs including, direct mail, e mail, digital, multi-channel, data analytics & modeling, CRM system architecture
• Knowledge in all aspects of campaign management database marketing, customer analysis, direct marketing and campaign profitability analysis
• Rigorous analytical background including ability to constantly monitor results and refine marketing programs accordingly
• Expertise on current CRM industry best practices
• Global brand experience and familiarity with state of the art customer ecosystem connection solutions between social, CRM and digital platform management (desired)
• Strong knowledge of automotive dealership business operations (desired)
• Knowledge of luxury market and consumer needs / expectations (desired)
Work Flexibility
• Approximately 30% travel for agency and dealer meetings and Audi AG strategy sessions.
We are proud to be an EEO employer M/F/D/V. We maintain a drug-free workplace and perform pre-employment substance abuse testing.