The Senior Parts, Service & Digital Specialist is responsible for the strategic development, production and execution of all Parts & Service marketing initiatives, service campaigns, communications and messaging.  The Specialist works closely with C4-US-A-22 business owners and regional Aftersales colleagues on targets, business needs and opportunities and will develop marketing solutions to drive those targets and business objectives utilizing the optimal mix of marketing channels and platforms. He/She creates dealer marketing assets and guides dealer marketing executions on all Parts and Service topics.  The Specialist is the marketing lead and vendor management partner for the Epsilon Service Advantage program, the national Aftersales dealer marketing platform supporting Teleservice conversion and key service retention topics via a multi-channel communication architecture.  Additionally, the Specialist directs the Aftersales Co-Op program including the Aftersales Co-Op Guidelines, annual budgets, regional utilization, claim eligibility and vendor management.

Key responsibilities:

• Manage the strategic direction for BMW & MINI Parts & Service Marketing based on C4-US-A-22 targets, business objectives and key KPIs, and execute campaigns and initiatives impactfully driving all objectives.
• Analyze campaign reporting, retention analytics, sales data and all available Parts & Service KPIs to direct and optimize campaign and retention marketing strategy.
• Create and execute programs that drive Parts & Service business topics for use across the appropriate mix of marketing channels including point-of-sale, communications, messaging, print, digital, social, search, display, and customizable assets for use in all dealer marketing channels.
• Manage the Aftersales Dealer Co-Op Program which includes the Marketing Co-op budget and Activities Fund for both BMW and MINI. Adapt internal processes to better target our customers with personalized messaging and offers and drive sales targets.   
• Consumer and dealer behavior, aggressive sales targets, the competitive service market place, network consolidation and economic conditions require continuous innovation and optimization of customer communication strategy.  
• Continuously evaluate and optimize the most effective mix of channels and tactics for each business area, topic and program.
• Align and collaborate with C4-US-B-2 and C4-US-B-3 colleagues to holistically represent Parts and Service topics in sales, brand and ownership communications and marketing, where appropriate.
• Evaluate and capitalize on sales opportunities within the digital and online sales channel space. Opportunities and challenges are continuously changing as this landscape evolves, requiring continuous business innovation and foresight.   
• Dealer engagement and delivery of end-customer experience varies and fluctuates outside the control of this role, impacting customer satisfaction with in-network service and brand experience and ultimate customer retention.
• Resource constraints limit time, bandwidth and budget available to pursue new and additional sales opportunities, marketing tactics and data analysis.

• Bachelor’s degree, preferably in marketing, communications, or advertising.
• 5-7 years’ experience managing marketing and/or consumer facing sales communications, including: 
• 1-2 years working with creative agencies
• 2-3 years’ Experience tracking and analyzing marketing campaigns
• 2-3 years Prior automotive or similar retail experience preferred 
• Excellent written, verbal communication skills, vendor management
• This position may include travel up to 30%

 
BMW NA is an EEO employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected veteran status.