Manager, Relationship Marketing Ownership Experience

About Company
Audi of America
Herndon, VA
Job Info
Job Status: Open
No of Vacancies: 1
Date Posted: April 27, 2017
Expiry Date: May 26, 2017
Job Type: Full Time
Job Level: Mid level
Years of Experience: 10+
Salary Info
Salary Type: Negotiable
Apply on this job
How to Apply ?
https://vwgoa.taleo.net/careersection/jobdetail.ftl?job=AUD000784&lang=en
Apply via email :Send Email
Share this job

Role Summary:
At Audi of America, our mission is to inspire customer delight and make owning an Audi as exciting as driving one.  The Manager, Relationship Marketing Ownership Experience, will be responsible for establishing the strategy and directing the consistent execution of Audi’s signature ownership communication experience through the customer journey at a national level and the dealership service network.  The role will contribute to the overarching Audi of America customer relationship management strategy, identifying organizational alignment opportunities and overseeing coordinated customer management.  Lead the vision and strategy for development of cutting-edge CRM innovation ideas that upholds the Audi brand image and improves the customer’s engagement with the dealer and brand across multiple periods of a customer’s ownership cycle.
 
The successful candidate will have demonstrated experience in Marketing Technologies (CRM, Interactive Communications, Data Analytics, etc) preferably in Automotive industries. The selected individual must have a strong track record of building relationships across many stakeholders including cross-department and multiple external vendors.
The role will lead the ownership communication content, messaging, execution, cross organizational integration, data modeling, customer data quality, data enrichment and data integration.  The messaging will cross mediums of direct mail, e mail, digital, video content, photography and loyalty motivation – all-encompassing brand tone and creative that reflects the Audi brand values and meets and exceeds the Audi customer expectations for a tier 1 luxury brand.

  • Lead the strategy of the customer communication journey to create a premium, consistent and engaging customer experience for the Audi customer 
  • Lead the stagey of the after sales consumer facing marketing, driving service traffic, parts and accessory sales and increasing service loyalty
  • Development of the premium brand partner program delivering exclusive rewards for Audi customers featured within the ownership portal of myAudi
  • Oversee the campaign deployment of over 9 million customer touches per year consisting of direct mail and e mail
  • Continual innovation to provide insights of e mail, print and digital metrics and processes
  • Lead collaboration for the improvement of customer data information by developing customer data business rules, customer lifetime value modeling, customer data enrichment initiatives, systems integration and a new CRM platform for the growth and sophistication of Audi’s customer-centric data and personalized marketing communication
  • Manage and interact across multiple cross-discipline agency partner teams for the customer communication innovation and development for the purpose of driving customer engagement and loyalty

Responsibilities:

Role Responsibilities:   The Manager, Relationship Marketing Ownership Experience, will lead the strategy, ideation, planning, and operational excellence for the customer communication journey.  The role requires exceptional cross function integration and collaboration with numerous departments across Audi, Group IT, Field, Dealers, Agency Partners and Volkswagen colleagues.     Audi Brand Relationship Marketing CRM responsibilities
  • As the manager of relationship marketing ownership experience, the role will lead the strategy, development and execution of all customer communication and content which encompasses but is not limited to; owner in waiting, welcome communication cadence, Audi connect integration, IQS integration, after sales marketing, anniversary, end of term, Audi Preferred Benefits partnerships and video content for Audi Preferred Benefits and after sales consumer facing marketing
  • Develop, implement and sustain the strategy for the customer communication journey initiatives in partnership with cross functional stakeholders that require visibility and integration with the customer communication touch points
  • Work with multiple agencies developing the overarching plan including creative, cadence, digital deployment, direct mail, POS, brand partnerships and content - all while establishing KPI’s that drive customer engagement and loyalty
  • Develop short and long term roadmap for strategy and implementation for the customer communication journey
  • Translate business objectives and strategy to help define vision and work with key cross-functional teams to ensure customer centric objectives are met
  • Benchmark best-in-class loyalty programs to understand loyalty benefits that are motivating to Audi customers
  • Provide constructive direction, feedback and approvals on creative concepts, direct marketing plans, brand partner benefits and video content recommendations from partner agencies
  • Ensure overall programs and executions deliver on objectives/strategies and accurately reflect Audi brand tone, feel and corporate identity guidelines
  • Relentlessly review metrics and drive decisions based on the data
  • Responsible for managing overall timelines and budgets for production of direct marketing, digital marketing, brand partnerships and video content
  • Develop strong partnerships with finance and purchasing in order to actively manage RFP’s, purchase orders, budgets planning and budget management
  • Lead the appropriate evaluation, review, negotiation, engagement and management of key agency/vendor relationships
  • Manage assigned budget while consistently seeking revenue and cost optimization
  • Liaison with legal team and understand legal implications of copy, photography, video content of customer communications
  • Represent legal interests to insure adherence to Legal’s production and copy requirements
Audi After Sales Relationship Marketing CRM consumer facing responsibilities
  • Lead the after sales consumer marketing strategy which drives parts sales, accessory sales, service loyalty and profitability 
  • Lead the development of service marketing initiatives to increase dealership service traffic, increase parts sales, increase accessory sales with a focus on profitability – including the creation of national, regional and dealer promotional campaigns
  • Responsible for leveraging current and future technology to provide enhanced marketing for Audi’s after sales business unit at the national and dealer level
  • Lead the interface with After Sales business unit to present strategic marketing plan, innovations for driving service traffic, parts and accessory sales
  • Lead the team of marketing specialists dedicated to after sales marketing to ensure operational excellence, team motivation and innovative thinking  
  • Drive innovation and creativity to expand service conquest, increase digital marketing and integration of after sales objects across the entire ownership experience
  • Work across departments to ensure the inclusion of after sales marketing for consumer awareness and consideration, including but not limited to; Marketing, Audi Experience, Digital Operations – Audiusa.com/Tier II & III sites, myAudi, Sales Operation, Audi ONE, Connected Vehicle, Academy and AFS  
  • Display an entrepreneurial spirit to lead the strategic planning, creativity and operational excellence of the after sales marketing initiatives including but not limited to: Marketing Operations Center (MOC) - the centralize portal for all dealers’ after sales marketing campaigns, national promotions, regional campaigns, tire marketing, accessories marketing and co-op guidelines and budget management, service reminders, declined service, road side marketing, point of sale and collateral
  • Drive innovation in data analytics to develop leading edge audience segmentation, timed messaging, personalize marketing message and thorough documentation of business rules  
  • Increase dealer utilization of one-to-one intelligent service marketing programs
  • Grow connected vehicle integration and innovation
  • Communicate and work directly with field teams (Regional After Sales Managers and Area After Sales Managers), dealers (service managers and parts managers) on national and local marketing initiatives
  • Strive for excellence and relationship development with Service Managers and Parts Managers to gain respect, continual growth and learning to meet and exceed their business needs in the arena of service and parts marketing
  • Manage assigned budget while consistently seeking revenue and cost optimization
  • Manage, inspire and motivate direct report, on site agency personnel and agency/vendor partners
  • Develop strong partnerships with finance and purchasing in order to actively manage RFP’s, purchase orders, budgets planning and budget management
  • Lead the appropriate evaluation, review, negotiation, engagement and management of key agency/vendor relationships
  • Liaison with legal team and understand legal implications of copy, photography, video content of customer communications
  • Represent legal interests to insure adherence to Legal’s production and copy requirements
Customer Data Enrichment, Data Consolidation & Campaign Management Platform responsibilities  
  • Provide strategic direction and communicate the vision to Group IT teams and cross functional business units as to the goal of customer data quality, enrichment, consolidation and the scope of the future state campaign management platform  
  • Collaborate with leadership and peers across the organization to ensure aligned business objectives, define work requirements, process flow and budgeting agreements 
  • Collaborate with agencies and Group IT teams to translate cross-functional business requirements into user stores for software development and execution 
  • Develop key documentation, including business cases, opportunity assessments and user stories
  • Continuous review of IT projects to ensure quality and timeliness of achieving Relationship Marketing and Brand interests for customer data enrichment and campaign management future state
  • Define and monitor metrics for driving performance through the data improvement initiatives
  • Ensure representation of Relationship Marketing’s interest across the Brand and Group IT
  • Work collaboratively with Group IT data governance and data stewards committee
  • Effectively communicate issues, risks and dependencies with project stakeholders, escalating where appropriate
  • Resolve escalated data and campaign management issues and conflicts
  • Apply significant knowledge and experience of technologies and innovations in order to resolve complex team challenges in the area of data standardization, data integrity, data environments, systems and architecture including but not limited to MDM, data lake, DMP, campaign management, e mail deployment and dashboard analytics
Cross Functional Integration  
  • This role’s cross functional integration is essential to the organizational collaboration of the content and messaging to the customer throughout the ownership experience    
  • Engaging with key stake holders across the organization to develop strong relationships, integration across disciplines, and displaying high team morale is essential to the success of the role of Manager, Relationship Marketing Ownership Experience
  • Integration includes but is not limited to:  brand marketing, social media, experiential marketing, retail marketing, content manager, PR, strategy, Group IT, digital operations of Audiusa.com, myAudi & Audi Experience, sales operations,  distribution, after sales, IQS, connected vehicle, Audi ONE, academy, AFS, product, CxC, field, dealers, legal, purchasing, finance and appropriately aligned VW counter parts
  • Integration across multiple and diverse agency and vendor partners that integrate and impact the customer communication during the ownership experience
  • Ensure advanced, detailed and collaborative communication of plans and initiatives to ensure organizational alignment
  • Act as a liaison between other disciplines for creative design, technology advancements and innovations as it applies to the customer communications journey
  • Effectively communicate opportunities, issues, risks and dependencies with project stakeholders, where it applies to the customer communications experience

Educational requirements:

  • Bachelor Degree in marketing, advertising, communications or business
  • Master Degree (Preferred)

Experience requirements:

 

  • 10+ year’s professional experience in CRM and Marketing.  Within that timeframe, a minimum of 5 years’ experience specific to automotive
  • 10+ years professional experience in CRM/marketing/advertising/customer experience/after sales marketing (service, parts & accessories)/loyalty programs/partnership development
 

Desired Skills:

Required:

  • Proven experience and knowledge of automotive sales, service and marketing
  • Comprehensive understanding of the latest developments and technologies in the CRM and Relationship Marketing environment (CRM systems/platforms/data bases, digital marketing, digital campaign deployment platforms, loyalty programs, etc.)
  • Strong knowledge of data management within but not limited to; MDM, data warehouse, data lake, DMP, etc.
  • Data modeling for audience segmentation and targeting
  • Proven ability to track results and utilize data to analyze and improve performance
  • Experience and knowledge in the relevant aspects of the marketing mix: advertising, online, digital, direct, experiential, collateral, co-op program management, corporate identity and branding
  • Relatable experience in creative ideation, photo and video shoot and production management, print processes, fulfillment and POS design solutions
  • Proven experience in brand partnership alliances that cascade to customer loyalty motivators
  • Experience in developing RFP/RFQ particularly in the area of CRM, data modeling providers, digital, print, video content, fulfillment and loyalty programs
  • Demonstrated success in developing strong working relationships across many layers of an organization, outside agencies/suppliers & across cultural boundaries
  • Experience in motivating and managing teams / leading agency partners
  • Proven ability to think proactively to manage multiple projects simultaneously, tight deadlines and manage through complex issues and quickly determine required action
  • Complex budget management experience
  • Exceptional presentation skills, verbal and written communication must be clear, concise and well-articulated
  • Challenger mindset and hunger for innovation
  • Passion for idea generation and an ability to turn ideas into action
  • Proficient in Microsoft applications: Word, Excel, PowerPoint, Outlook
Desired:
  • Professional CRM experience in automotive or other comparable brand / technology or luxury sectors
  • Knowledge of automotive sales, service and marketing environment
  • Corporate marketing experience with worldwide premium brands
  • German language skills
Work Flexibility:
  • Domestic & international travel may be required, willingness to travel up to 30%; flexible work schedule.  Travel to agency partners, Auburn Hills office, field meetings and council meetings with dealership personnel.
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.

Qualifications:

Required:

  • Proven experience and knowledge of automotive sales, service and marketing
  • Comprehensive understanding of the latest developments and technologies in the CRM and Relationship Marketing environment (CRM systems/platforms/data bases, digital marketing, digital campaign deployment platforms, loyalty programs, etc.)
  • Strong knowledge of data management within but not limited to; MDM, data warehouse, data lake, DMP, etc.
  • Data modeling for audience segmentation and targeting
  • Proven ability to track results and utilize data to analyze and improve performance
  • Experience and knowledge in the relevant aspects of the marketing mix: advertising, online, digital, direct, experiential, collateral, co-op program management, corporate identity and branding
  • Relatable experience in creative ideation, photo and video shoot and production management, print processes, fulfillment and POS design solutions
  • Proven experience in brand partnership alliances that cascade to customer loyalty motivators
  • Experience in developing RFP/RFQ particularly in the area of CRM, data modeling providers, digital, print, video content, fulfillment and loyalty programs
  • Demonstrated success in developing strong working relationships across many layers of an organization, outside agencies/suppliers & across cultural boundaries
  • Experience in motivating and managing teams / leading agency partners
  • Proven ability to think proactively to manage multiple projects simultaneously, tight deadlines and manage through complex issues and quickly determine required action
  • Complex budget management experience
  • Exceptional presentation skills, verbal and written communication must be clear, concise and well-articulated
  • Challenger mindset and hunger for innovation
  • Passion for idea generation and an ability to turn ideas into action
  • Proficient in Microsoft applications: Word, Excel, PowerPoint, Outlook
Desired:
  • Professional CRM experience in automotive or other comparable brand / technology or luxury sectors
  • Knowledge of automotive sales, service and marketing environment
  • Corporate marketing experience with worldwide premium brands
  • German language skills
Work Flexibility:
  • Domestic & international travel may be required, willingness to travel up to 30%; flexible work schedule.  Travel to agency partners, Auburn Hills office, field meetings and council meetings with dealership personnel.
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.