As the Marketing Manager of Small SUVs, you will lead the strategic vehicle lifecycle plan including developing and executing positioning, product launch, go-to-market plan, and initiatives to optimize sales. You will lead a cross functional, matrix team that delivers a comprehensive vehicle line plan that encompasses product, pricing/incentives, advertising, promotions, and retailer channel. This position reports to the Chevrolet Senior Marketing Manager, Crossovers and SUVs.
Main Duties and Responsibilities include:
- Develop and lead the product launch for current programs and future
- Devise product marketing initiatives to optimize sales, profit, and inventory
- Provide direction on creative work in terms of scope, key messages, and customer target; all within the context of Chevrolet umbrella positioning
- Lead a small team of Assistant Marketing Managers and a Product Information Specialist to execute marketing strategies and plan
- Develop a high performing team through selection, feedback and coaching, performance reviews, and skill development
- Relay a deep passion for the customer journey, a consumer-first mindset and a comprehensive understanding of marketing channels to support the implementation of strategies and executions that effectively reach across many different mediums.
For each product:
- Identify consumer insights & competitive opportunities guiding development of market strategy
- Responsible for generating actionable recommendations that inform business strategy and decision-making. Derive insights from:
- Market Performance Analytics: Sales, inventory levels, trim/package mix, profitability by configuration, days to turn, order pacing, and field/dealer feedback, etc.
- Customer Research & Feedback: New vehicle owner studies, custom research, brand health tracking, dealer ordering studies, contenting studies, etc.
- Assume leadership role in developing target market definition, positioning, and key messages
- Develop and lead consensus effort with all stakeholders to a 4P launch plan from pre-launch through post-launch for new and majored products
- Develop customer targets, product content, pricing, media planning and incentives recommendations to maximize Chevy VP and share in the assigned market.
- Lead monthly go-to-market plan recommendation as part of SMS process including sales forecast, production recommendation, and incentive requirements
- Serve as SME of assigned products/segments to the Chevy organization. Provide guidance to develop a portfolio approach for marketing management.
- Collaborate with Brand Execution Team to develop compelling consumer messaging strategy which utilizes appropriate media tactics
- Assume leadership role in developing content for dealer product training
- Collaborate with Sales Operations Team in dealer communications and soliciting feedback to ensure plans can be effectively executed at retail
- Collaborate with Product Manager to identify customer needs, develop initial model/content strategy, and identify product wins for communications
- Devise and implement life-cycle appropriate special editions, packaging adjustments, and promotions to attain business objectives
- Collaborate with Communications team to develop key messages for media and social media and actively participate in media events as a subject matter expert
- Engage with Order Fulfillment and Sales Operations in managing product distribution strategy and tactics
- Develop annual marketing plan and budget recommendation
- Ensure accuracy and effective messaging in all consumer communications, dealer communications, press releases, dealer order guides
Requirements:
- Bachelor's degree
- 7+ years’ experience in Product Marketing, Branding, or Centers of Expertise Marketing.
- Ability to work well in a complex team environment and marshal resources (people, funding, material, support) to get things done; uses resources effectively and efficiently.
- Experience leading agency relationships
- Experience managing teams directly or indirectly
- Demonstrated ability to own and effectively manage budgets
- Ability to develop & communicate new marketing ideas effectively driving consumers to action
- Ability to make/recognize effective trade-off decisions and negotiate skillfully in tough situations with both internal and external groups, win concessions while maintaining relationships
- Able to make sound decisions based upon a mix of analysis, wisdom, experience, and judgment
- Ability to communicate strategy and plans effectively
- A self-starter with the ability to think strategically and develop creative solutions
- Limited Travel, 3-5x per year max. Ability to occasionally work irregular hours
Skills and Abilities:
- Ability to work well in a complex team environment
- Ability to effectively manage multiple assignments and prioritization to meet deadlines
- Ability to synthesize data into critical information
- Ability to make/recognize effective trade-off decisions that balance multiple considerations
- Excellent oral and written communications skills
- Highly developed presentation skills both in the development and delivery of presentation
- Proven ability to use complex data to form in-depth analytical insights
- High level of expertise within Microsoft Office Suite, specifically Excel and PowerPoint
Preferred qualifications:
- Strong competency in all areas of digital, broadcast, CRM, social media, experiential as well as exposure to media planning
- Master’s degree in Business Administration preferred
- Marketing launch experience preferred
This position requires the ability to legally operate a motor vehicle on a regular basis. A company vehicle will be provided for this role with successful completion of a Motor Vehicle Report review.
