Job description
Primary
Responsibilities:
Market Research
Conduct local customer segmentation and buyer value analysis to ensure targeted dealership marketing strategy
Track and analyze competitor marketing initiatives to define an appropriate strategic response
Identification new and virgin territories to improve sales penetration in those region
Marketing Planning & Budgeting
Prepare annual, quarterly and monthly marketing plans in line with dealership sales appendix
Prepare monthly media plan (branding, campaigns, marketing, and digital media marketing) as per Audi tactical and monthly customer offers
Communication planning and PR strategy with the local media in the territory of operation aligned with Audi India guidelines
Finalize marketing plan with dealership senior management in alignment with the sales plan and Audi India brand requirements, and upload plans monthly on SFDC
Acquire and maintain competitor price list and schemes on a monthly basis.
Marketing implementation
Define marketing team KPIs in alignment with the dealership KPIs and manage appropriate cascading of KPIs across the marketing execution team
Coordinate closely with Sales, Service, and CRM teams to develop campaigns which are in line with the overall dealership sales, service, and customer relations strategy
Ensure execution of branding, campaign, marketing, digital marketing activations as per plan and as per defined Audi standards and CD/CI brand guidelines
Communication and PR implementation with the local media in the territory of operation aligned with Audi India guidelines
Manage procurement of new customer databases from various sources to design alternate channel outreach programs
Manage execution of alternate channel customer outreach programs through tele-calling, emails and SMS blasts in line with the monthly plans
Coordinate with media and event management companies towards effective execution of planned marketing and branding campaigns
Manage appropriate allocation of leads to the sales team and update customer database accordingly
Ensure customization of sales toolkit with updated marketing collaterals and manage distribution of the same to the showroom and sales team
Ensure execution of the annual brand events planned by Audi India as part of the Annual Sales Appendix
Manage inventory of all marketing collaterals such as brochures / catalogues / price lists etc.
Marketing effectiveness monitoring
Manage continuous improvement of the marketing mix by evaluating marketing ROI of various activities and channels
Maintain and monitor marketing department KPIs and conduct periodic performance (target vs. achievement) review and analysis
On board and adopt new initiatives to drive effective cost per lead by identifying new channels and better execution methodologies
Create an marketing team organization structure in alignment with the marketing planning and execution requirement
Manage timely disbursement of claims from Audi India for all the marketing initiatives
Manage relationship with key vendors, organizers, sponsors, customers and corporates for driving the dealership and Audi brand and business requirements.
Measures (Reports):
Marketing Event Payout – As per Appendix
Total No of QL generated
Cost Per Lead
% of Job Cards opened attributed to Marketing Campaign
Trade-in Lead Source Target vs Achievement
No of Claims rejected from Audi India because of CD/CI standards deviation
New Initiatives implemented for the year approved by Audi- Digital etc.
SOP Audit - Telephone Enquiry Management, Maintaining Contact with Prospective Customer
% Audi Club Member to New Car sales
Marketing Department Attrition