Principal Responsibilities:
Overall
Lead the Americas marketing organization as part of the Brand leadership team (Product Strategy, Marketing, Communications and Customer Experience). Develop an overall brand strategy for growing long term brand opinion / equity, while also delivering annual revenue goals. Act as a true business owner accountable for the health of the brand and revenue growth.
Work closely with the other functional leaders to develop and execute communication strategies and an annual marketing plan to support product/program launches, sales events, aftersales and Certified Pre-Owned, and our overall brand communications.
Communicate marketing campaigns and represent the Volvo Americas Marketing function to our dealer network, regional markets, and global brand leadership.
Represent Volvo Americas on the Volvo Global Marketing Council
Keep well-informed of industry and competitive trends; effectively communicate these trends to the organization and make recommendations as appropriate for new marketing approaches
Provide meaningful leadership to members of the marketing team to ensure growth, maximize effectiveness and deliver the following:
Partnering with the product team, agency resources and Volvo’s central marketing team, develop a communication strategy informed by consumer research to support new product launches behind each of our product clusters (90, 60, 40), as well as brand campaigns supporting the portfolio.
For select campaigns, lead the development of global campaign assets, coordinating with central marketing and EMEA and APAC regions to align on a consistent communication strategy.
Develop full range of campaign assets for US market for each car launch, including TV, Digital, Social media, website, launch event and dealer assets
Track and analyze campaign effectiveness and optimize as required to ensure overall success. Leverage quantitative/qualitative data sources to drive recommendations.
Sales Event Creative Development
Develop communication strategy and creative assets to support annual sales events throughout the year, including TV, Digital, Social media, website, launch event and dealer assets
After Sales and CPO Campaign Development
Develop Aftersales (accessories, parts and service) and Certified Pre-Owned campaign assets and marketing plans to drive annual revenue and support our dealers in the growth of our Pre-Owned business
Program and Partnership communications
Develop marketing assets and marketing plans in support of partnerships (Volvo Car Open, Volvo Ocean Race, etc.) and program launches (Care by Volvo, Volvo on Call, etc).
Support PR/communications in the production of assets to support events, awards, movie tie ins, etc
Owned channel content
Drive brand loyalty through the development and publishing of semi-annual My Volvo Magazine, sent to database of Volvo owners.
Create, edit and update all Volvocars.com content, and dealer web/mobile content in support of new car launches, program launches, model year changes, etc. Create compelling content that allows users to experience our cars and the brand that drives higher engagement and conversion on our site and dealer sites.
Field & Regional Marketing
Partner with regional field marketing leaders to develop dealer assets and toolkits based on dealer and regional needs. Package and roll out dealer toolkits to drive adoption of marketing assets at dealer level.
Develop flexible, on-brand assets for dealers to use to support campaigns, new car launches and existing cars. Own and maintain the Asset Library, Content Store and Ad Builder tools.
Agency Management
Effectively manage multiple agency relationships to deliver breakthrough campaigns and marketing assets
Manage production budget, delivering high quality, effective creative while minimizing non-working media.
Competencies/Experience/Skills Required:
BA/BS degree required, MBA a plus
10+ years of demonstrated experience working on the creation, development, implementation and measurement of marketing strategies and campaigns
Ability to manage multiple projects from creation to execution
Strong interpersonal, relationship-building and negotiation skills
Excellent verbal and written communication skills
Ability to travel domestic and internationally about 25% of the time
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