Director, Infrastructure Marketing, Advertising & Communications

About Company
Volkswagen Group of America
Herndon, VA
2200 Ferdinand Porsche Drive, Herndon, VA 20171
Job Info
Job Status: Open
No of Vacancies: 1
Date Posted: April 18, 2017
Expiry Date: July 01, 2017
Job Type: Full Time
Job Level: Top level
Years of Experience: 10
Salary Info
Salary Type: Negotiable
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Apply online: https://vwgoa.taleo.net/careersection/jobdetail.ftl?job=VW 001008&lang=en
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The successful candidate will join the growing team of Electrify America, a subsidiary of Volkswagen Group of America leading the implementation of the $2B Zero Emission Vehicle (ZEV) Investment Plan. Electrify America is tasked with creating and facilitating a highly visible, reliable, interoperable and driver-oriented Electric Vehicle (EV) charging infrastructure network to support the increased adoption of Electric Vehicles in California and the rest of the United States. It will create the “Gas Stations of the Future” by investing in a range of current and future charging technologies that will provide ubiquitous access to EV drivers along highways, in metro areas, at multi-unit dwells, at workplaces and in ridesharing programs. Electrify America will also invest in initiatives to increase the awareness and education of driving electric and will support a number of strategic ‘Green Cities’ programs in California. Through its programs, Electrify America’s investment will enable millions of Americans to discover the benefits of driving electric.

Responsibilities:

  • Communications Planning and Creative Development (35%)
    • Develop and implement communications strategy, planning, and creative execution across customer touch-points for both General Market and Hispanic based upon consumer insights, brand positioning, and competitive market situation
    • Write and oversee media, creative and social briefs for agencies; ensuring goals and direction are clear, concise, and on strategy
    • Direct development of campaign and target goals and ensuring with the purpose of elevating overall business results
    • Ensure team produces world-class creative across all touch-points, including Sales Events, on-time and on-budget
    • Create and implement Marketing communication go-to-market and customer engagement plans
    • Implement, and develop in concert with Marketing VP, mid-term Marketing communication plans
    • Ensure activities across all communication disciplines and platforms are aligned and done in a timely manner in relation to product and campaign launches
    • Focal point of all strategic marketing alliances (brand, model etc.)
    • Integration required with other GM groups (Retail, Strategy, Experiential)
  • Digital and Direct (30%)
    • Management of digital team and their responsibility for digital platforms and innovation
    • Ensure owned digital properties are properly managed across National, Regional and Retail levels and ensure they are always updated and optimized
    • Lead Digital team to push the boundaries of what is possible, relevant, and implementable so that customers receive the type of digital experience they expect
    • Support Retail team on Tier 2 and 3 digital platforms with infrastructure needs, data, and other areas as needed to ensure a strong and effective retail digital presence
    • Provide guidance, expertise, and support to Retail team in their management of the retail digital platforms and vendor relationship(s)
    • Push and motivate team to design platforms and user experiences that leverage our media and creative while providing actionable intelligence to continually improve the user experience and shopping conversion across all devices
    • Manage and provide council to Direct marketing strategy and plans
    • Create an environment that celebrates experimentation and innovation to drive customer perceptions as an innovative company
    • Oversee the design, communication and enforcement of digital marketing data management and analysis across all tiers and devices
  • Media and Social (25%)
    • Lead development and execution of media strategies and placements and adjusting to real-time marketplace realities and ensuring creative, media, and target are in sync
    • Optimization, rationalization and oversight of media to ensure target customers and models receive appropriate funding to reach set goals
    • Psychographic, demographic, and geographic consumer media targeting aligned within brand segmentation
    • Management and oversight of media partnership
    • Lead the team in development of EV communication campaign goals and continuous monitoring and optimization of campaigns based on analysis from media and creative agency, and internal sources
    • Foster social integration across all customer and stake holder touch-points by ensuring consistent and regular inclusion of brand activities regardless of department

Educational requirements:

  • Bachelor Degree

Experience requirements:

  • 10+ Strategy and Planning, Research, Creative development, Product Marketing, Advertising and Communication
  • Ability to develop and understand Electric Vehicle segment data and provide strategic and tactical guidance to agency(s) so that the communications, media and platforms match EA’s Awareness obligations and the expectations of CARB and EPA.
  • Strong instinct for what is right, and what is wrong in creating awareness for EV vehicles
  • Expertise in developing and articulating strategic positions and recommendations to senior management with clear, concise, and persuasive rationale
  • Management of multiple agencies
  • Strong background in leveraging research insights to inform and support communications development
  • Significant experience in developing product positioning and fully integrated go-to-market plans
  • Significant experience in internal and external communication strategies
  • Flexibility and calm under pressure
  • Understanding of OEM Electric Vehicle (EV) Segment and EV Infrastructure
  • Deep analytical skills with the ability to extract meaningful intelligence from diverse data points that combine into a strategic vision for communications
  • Working knowledge of new product development, pricing and incentives
  • Ability to write strategic and creative briefs to be used across channels, partners, and stakeholders
  • Strong understanding of Start-up brand building strategies and marketing planning rooted in sound and tested methodologies
  • History of implementing brand and product strategies
  • Background in consumer segmentation and media targeting

Desired Skills:

  • Understanding of EV Trade Shows and Event Marketing
  • Understanding of the news media and how leverage PR as a marketing tool
  • Prioritization skills and efficient multi-tasking
  • Ability to remain poised and confident when challenged
  • Superb writing and logic
  • Analytical and conceptual thinking – using logic and reason, creative and strategic
  • Communication skills – interpersonal, presentation and written
  • Computer savvy – skilled in the use of software
  • Integration – joining people, processes or systems
  • Influencing and negotiation skills
  • Problem solving
  • Resource management
  • Strategic communications and brand planning

Qualifications:

  • Desired: MBA
  • Significant prior experience in Marketing, Advertising and Communications
  • Strong understanding of strategic media placements while being agnostic to specific methodologies or mediums
  • Understanding of Public Relations and the news media