Regional Marketing Lead
3 weeks ago
Regional Marketing Manager - West
Plymouth Michigan/Remote
About the role
This role is focus upon the activation of the brand at a local dealer level. The intention is to increase the volume of brand compliant, retailer-based marketing activity, such that the retailers develop robust communications programmes & manage their data in a complimentary way with Lotus Cars USA.
Role Objectives
- Develop a strategy for all dealership marketing, which supports the Lotus brand and marketing strategies. To communicate this within the organisation, and the dealers through written communications and verbal presentations as agreed.
- Work with the wider members of the Marketing and Communications team to ensure consistency and integration is achieved between dealer activity and Lotus Group marketing and brand strategy.
- Lead the planning, development and delivery of marketing activity, across all relevant channels to drive customer enquiries/engagement for new car sales, used cars, finance products and aftersales requirements in support of business targets.
This could include but not be constrained to:
- Quarterly campaigns
- Production of campaign templates
- Digital materials (eDMs, DR banners & SoMe ads)
- PR
- Point of sale materials
- CRM activities Mailers - National and Dealer,
- Events
- New product launch marketing (EV, new sector)
- Digital & Social Media Marketing Audits/Compliance Checks
Scope
- Review and grade current dealer capabilities and plans
- Develop efficient and effective dealer support strategy
- Introduce a centrally activated full-funnel approach
- Including best-practice lead generation and pipeline management processes
- Coordinate centralised asset creation and supply
- Management and governance of the Co-Op fund
- Measure and report effectiveness
- Engage dealers in delivering immediate and future sales
- Ensuring that Lotus DNA runs through all activation assets
- Equip dealers with best practice plans and resources to identify and convert sales targets
- Drive business performance and lay the foundations for future launch activity
- Working as part of the regional sales/aftersales team with direct line to the marketing team
Knowledge
- Automotive retail or marketing experience preferred.
- Metrics-driven with a solid understanding of tracking influence and impact, and how best to articulate this to stakeholders outside of marketing.
- Strong computer skills (MS Excel, PowerPoint)
- Strong ability to drive and increase ROI in marketing activities.
- Experience of planning, managing and implementing network wide SoMe (all platforms), eDM, display marketing campaigns.
- Hold a relevant Degree or equivalent qualifications
- Budget management skills
- Strong research and evaluation skills
- Excellent relationship building skills
- Able to work as part of a team or individually
- Strong communication skills
- An eye for detail and highly organized
- Self-motivated to accomplish retail marketing/sales goals
Key behaviours
Managing relationships with retailers, often in the moment, can be draining and difficult. This role needs a person with great Drive. Someone who can fuel the retailers with enthusiasm to solve problems and deliver results.
Other
The role will require travel to key identified dealers within the USA & Canada (Covid permitting). The Lotus Cars USA HQ office is in Plymouth, Michigan. This role could be performed remotely. The candidate is not required to be in Plymouth, MI.
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