Objective of job
To provide consultation on dealer execution readiness by a series of dealer marketing communication guidelines, trainings, pilots running and essential supports, such as central experiential activities, new product launch campaigns, dealer marketing test drive guidelines. It is very important and challenging that how to establish and reinforce communication frequency and channels, to ensure closely working together with internal BUs, different regions and so many dealers towards a common goal and compliance with national and central marketing message and realize full network coverage.
Main tasks
1. Overall planning to transfer central marketing ATL/BTL to dealer level communications.
- Quarterly marketing guideline
- Product launch guideline
- Central Launch Event/ Experiential Platform guideline
- Central Sponsorship and Sports Marketing guideline
- Seasonality campaign guideline
- Other ad-hoc guidelines
2. Central resource allocation among regions based on marketing needs and sales performance and monitor regional implementation of central platform
- Media coverage
- Central BTL recruitement quota allocation
- Autoshow allocation
- Other central marketing resources
3. Regional marketing coordination and steering dealers’ retail - Facilitate the process of management approval for regional marketing,e.g regional project budget approval.
- Fully support regions on the dealer engament of all central communication platforms, including early synergy among central, regional and dealer marketing, customers recruitment, onsite management, effectivenss analysis and leads follow-up.
- Budget spending progress monitoring of regional marketing budget
- Analyze the quality of regional marketing program design and execution
- Feedback and share the regional marketing quality findings
- CI/VI management and trainings, fully supporting regions and delaers to quickly and appropriately adopt CI in public communication via different instruments.
4. Driving high quality of dealers’ retail marketing and monitoring effective&analysis
- Define retail marketing process to ensure a unified planning-approval-reporting process from dealers through regions to central marketing
- Regular summary and reporting of dealer marketing spending e.g. progress, distribution of spending by product/campaigns, leads/order generation statistics
- Integrate sales data into marketing analysis to provide insight to improve marketing efficiency
- Design and monitor of IT solution to ensure retail marketing process can be conducted in an effective and smooth method
5. Define yearly retail marketing target and margin requirements based on company business target.
- Define mininum dealer marketing budget target and marketing related margin policy to ensure sufficient marketing investment on dealer’s local market.
- Define dealer marketing quality standard to ensure effective retail marketing impact in local market, e.g. CI/VI requirement, showroom POS standard, media investment, key retail marketing campaign etc.
- Communicating the policy by developing guidelines; Calculation of dealer marketing budget target and updating the target when necessary
- Supervise 3rd party to implement the audit on dealer marketing budget and quality, provide regular audit result and manage appeal process.
6. Identify retail marketing focus and action plan based on sales performance and retail marketing KPI
- Identify retail marketing focus based on sales funnel and dealer marketing statistics, release monthly retail marketing requirement to giude regional and dealer marketing initiatives
- Develop sales push program to support focus product’s retail marketing activities
7. Coordinate dealer management project from other department
- Regularly update Dealer Standard and POCC checklist marketing related requirements
- Regularly update dealer marketing related HR infrastructure and job description
- Other communication related ad hoc tasks, which require his/her rich experiances and business knowhow of retail marketing activities.
8. Organize regular meeting and conference from central to regional marketing to ensure transparent and effective communication, e.g. regular meeting, dealer conference