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Director, Product Line Management
3 months ago
Hyundai Motor America focuses on ‘Progress for Humanity’ and smart mobility solutions. Hyundai offers U.S. consumers a technology-rich lineup of cars, SUVs and electrified vehicles.
**Location**: Fountain Valley, CA
**Purpose**:
- The Director, Product Line Management (PLM) - EV is responsible for leading the performance optimization for a portion of the Hyundai line-up which includes Hyundai EVs and Cross-Carline team ensuring achievement of Business Plan (BP) objectives. This includes building and leading a team of Subject Matter Experts (SMEs) that maintain comprehensive, real-time knowledge of sales performance at a national/regional/market level, inventory levels/mix, product/pricing/incentive competitiveness, marketing plans/effectiveness, region/dealer engagement levels, competitor activity, and segment dynamics (purchase/rejection/avoidance reasons, cross-shopping, model health, loyalty/conquest, demographics, competitive product cadence, units-in-operation, etc.).
- The PLM department’s key mission is to lead cross-functionally to provide strategic direction on go-to-market strategies that optimize sales volume, market share, and revenue/profitability. Responsible as the lead Sales and Marketing stakeholder for product portfolio management and new product launch readiness/effectiveness.
**Major Responsibilities**:
- This position reports to the SVP, PLM & Sales Planning.
- Lead monthly Performance Review governance meeting (PRM1) including comprehensive analysis of model performance with a focus on optimizing sales/share/profitability and future go-to-market strategies for all Hyundai models.
- Lead all Launch Committee governance meetings (LCM) to ensure cross-functional alignment and organizational readiness for new product launches. Focus on identification of problem areas and work collaboratively to address them.
- Partner closely with Directors in Incentives, Pricing, Product Planning, Distribution, and Marketing to encourage cross-departmental collaboration on upstream planning and downstream problem solving.
- Proactively lead team to analyze performance of assigned vehicle(s) relative to objectives, develop actionable recommendations to optimize performance across the levers listed below, and present to executive management at governance meetings.
- Product Planning: Provide upstream strategic direction on product specifications and trim/powertrain/drivetrain mix for models in planning stages and every MY to ensure all models meet Sales and Marketing channel marketplace needs.
- Market Sensing & Research: Partner in planning and execution of vehicle positioning clinics to learn competitive strengths/weaknesses of new products.
- Strategy: Lead development of vehicle positioning strategies (including target buyers, product DNA with Key Selling Points, and Marketing hero vehicle trim/color) for all-new, major change, face-lift, and product enhancement vehicles.
**Major Responsibilities (continued)**:
- Sales Analysis & Forecasting: Partner in development of annual Business Plan (BP), Operating Plan (OP), and Midterm Plan (MTP) for all models. Fine-tune Operating Plan monthly for all models based on dealer stock, pipeline, and Incentives.
- Marketing: Collaborate to ensure product concept, positioning, and KSPs are clearly communicated and with consistency across all company-owned and 3rd party websites/channels. Ensure incentives are properly displayed on website.
- PR: Partner to ensure vehicle positioning strategy and market performance are effectively incorporated into media events.
- Incentives: Collaborate in development of monthly programs (Cash, APR, Lease offers) to ensure competitiveness and achievement of volume/share objectives. Create supporting materials for Performance Review governance meeting (PRM2).
- Pricing/PDO: Collaborate to optimize pricing and profitability for all models at product change timing and MY change timing.
- Finance: Ensure strategies optimize contribution margin (CM) of all models and validate financial impact of recommendations.
- Distribution: For monthly Production Order (PO), provide national trim and drivetrain mix based on dealer stock, pipeline, and market trends. For Fleet, provide guidance on models and volumes.
- Sales Training: Collaborate to ensure KSPs are clearly communicated (ensure consistency with key marketing messages, positioning, and proper competitor comparisons).
- Sales Operations: Operate closely downstream with field leadership to collaborate, manage and optimize media messaging, incentives and provide strategic/tactical inputs to drive the monthly go-to-market plan.
- Compliance/IRA: Collaborate to ensure compliance with all Federal/State regulations (CAFE/GHG, Tier 3, SULEV, etc.) and comprehensive understanding of IRA.
- Lead development of presentations and other materials for Business Planning/PM2 meetings, executive trips to Korea, and quick turn-around ad hoc executive requests.
- Lead team building activities fo
