As a Director PBU Consumer – GIC-LA Cluster, you will play an active role in planning the Cluster deployment, orchestrating the execution & tracking the performance of strategic growth initiatives in key markets, ensuring sustainable and profitable growth of the PBU Consumer (indirect P&L responsibility).
Growth initiatives are for example channel expansion strategies, the management of a profitable product portfolio, marketing communication initiatives that drive demand for GY products and services and insightful and actionable recommendations for pricing and sell out initiatives.
PBU Principle Duties and Responsibilities
Drive the Consumer PBU operational deployment of the 5-year strategic plan in the clusters ’key markets. Drive business development strategies, including the deployment of global and regional programs and systems that enable Goodyear’s GIC business objectives achievement (short-term) and ensuring sustainable and profitable growth (long-term).
Responsible for Place definition: key markets/territories, distribution channels and sustained expansion and development of the distribution network of Consumer Tires division. This includes the management of POS expansion in Cluster key markets according to established distribution plans and supported by insights from the Market Intelligence resources that exist within the marketing team.
Responsible for Product management, including portfolio/pricing/mix definition, new product roadmap, product vitality, product code registration and brand differentiation/value proposition.
Define “market-back” portfolio strategy (localization of the regional LAGOST strategy) for key market.
Manage product lines life cycle from new product roadmap definition, new product launch and releases (phase in) to product retirement (phase out). Design and coordinate cross-functional execution of product line communication plans. Ensure new product registration prior to commercialization.
Develop product and price positioning that articulates GY premium-product value proposition in the markets.
Enable the sales team by providing product training and developing/updating material support such as toolkit and training packs for each product line that support the sales process of GY tires.
Lead S&OP for the PBU – SSO, R (RvsCC), AOP (RACI)
Define “market-back” Pricing strategy for each key market in alignment with profitability targets and brand strategy for Consumer Product Business Unit.
Implement a strategic pricing analysis model that can be used to define and update a discount policy specific to channels and customer segments.
Responsible for delivering Promotion & Marketing Communication services that are key to building and maintaining the Goodyear brand and image in the marketplace:
Responsible for responding to the needs of the sales team, maintaining fluid communication with them on marketing program implementation progress in the point of sales, analysis and opportunities.
Responsible for supporting the implementation of institutional communication, corporate sponsorship and advertising campaigns as well trade marketing and sell out initiatives, trade promotional, loyalty and other coop programs (e.g. seasonal promotion) with distributors that generate demand of GY products.
Responsible for managing and nurturing relationship with third-party advertising, media and public relations agencies. Participate in the design of branding and promotional campaigns.
Responsible for brand activation, POS material distribution (e.g. new product launch, seasonal promotional materials) and brand adherence in the POS. Coordinate the execution of an annual brand identification plan to maximize persuasive impact on customers of Consumer and Commercial Tires.
Support all corporate events, meetings and GY expositions. Coordinate all activities performed prior, during and post event.
Support brand communication to end-consumers through a variety of traditional and digital communication channels, including social media sites.
Support the deployment of e-Commerce platforms and drive e-commerce penetration in multiple channels across the Cluster.
Responsible for managing, tracking and reporting marketing communication related budget and expenses.
Responsible for tracking metrics and ROI of marketing communication and POS sales incentives investments.
Responsible for Business/Market Intelligence and Knowledge Management
Understand and become intimate familiar with external and internal factors in key markets across the cluster.
Work with the leadership team to standardize market-related data collection process and automate business intelligence reporting across the cluster to satisfy internal and external stakeholders.
Validate market assessments, competitive landscape information, clients and/or consumer analytics data from internal and external sources. Translate massive amounts of external (market, competitors, clientele and end-consumers) in combination with internal GY financial operational data into a concise but comprehensive actionable Go to Market reporting that support the leadership business decisions.
- Map out sell in and sell out pricing data on a frequent basis.
- Define and update a market back pricing published tariff on our product portfolio in order to address market trends and competitive moves.
Conduct risk and opportunity assessments to substantiate and deliver upon strategically relevant, insightful and immediately useful recommendations of GY offers that acquire and retain customers, with the objective to gain market share.
Recommend and influence annual growth targets and initiatives in each key market and/or key accounts.
Support the change in corporate culture, from a predominant manufacture based to client, commercial and market back organization.
Accountable for building top talent, top teams and PBU bench strength
Minimum Requirements
Education: Bachelor degree in Business, Economics, Marketing or related discipline required. Master degree or MBA is highly desired.
Language: Native-level fluency in English (required) and Spanish (required). Portuguese a plus.
Computer: MS Office proficiency is required.
Desired Functional-Technical Knowledge: Consumer Tire product and/or automotive industry knowledge.
Experience:
At least five years of marketing and sales experience within multinational organizations required, ideally in durable or fast-moving consumer goods operating in competitive categories and/or open markets.
Have a depth of experience in developing and executing branded goods and driving sustainable strategies and programs.
Highly skilled at building brand equity and creating promotional energy.
Previous multi-country experience with solid knowledge of cultural differences.
Desired experience in Commercial & Consumer Tires
Competences:
Market-back Strategic Direction: strikes a balanced short-term vs. long-term business direction based on an analysis of systemic information and considerations of resources, organizational values and market drivers. Demonstrate the ability to competently assess local markets/territories, validate information collected from different sources to substantiate actionable sales execution recommendations and business decisions. Adapts plans, approaches and responses in reaction to the changing competitive scenario, considering client needs, consumer behaviors, industry trends and competitors moves.
Analytical Intensity & Finance Acumen: Must demonstrate the ability to understand the organizations key financial indicators. Utilize financial data to diagnose business strengths and weaknesses. Must have analytical intensity to consider internal and external factors to drive insights, identifying opportunities and mitigating threats in order to drive top-line corporate growth targets.
Execution focused & Results-oriented: must work strategically and tactically to develop and support sustainable and profitable growth initiatives in the assigned territory, translating strategic priorities into operational reality (initiatives into actions). Comfortable working under-pressure in competitive environments and committed to the achievement of established financial indicators and the organization long-term success.
Influential: Must have energy, charisma and a positive attitude. Able to articulate a short-term plan and a longer-term vision in a compelling, concise and actionable manner. Conveys enthusiasm for what needs to be achieved and persuades key internal and external stakeholders to take action that will advance shared interests and business goals. Inspires others to follow. He/she should be able to work with peers and others who are not under his/her direct line of command. He/she should possess interpersonal skills that allow him/her to establish and nurture a solid and sustainable network with internal and external stakeholders with a variety of international backgrounds.
Executive Disposition: manages stress remains calm, controlled and productive when confronted by work related stress or opposition from others, does not overact or become defensive.
Agent of Change: must have the ability to identify and drive organizational and cultural changes needed.
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