Volkswagen of America

The Service Marketing Specialist is responsible for the development, management and maintenance of Volkswagen After Sales Marketing programs for the VW US Dealer Network. Key objectives for this position are to increase vehicle repurchase loyalty and maximize service parts profitability through:

Increasing service customer retention via B2C marketing
Increasing parts purchase loyalty of VW dealers
Maximizing the effectiveness of service marketing programs
Increased usage of one-to-one intelligent marketing programs
Creating, implementing, communicating and managing After Sales Marketing campaigns
Creating a National, Regional, and Dealer level Parts & Service Manager satisfaction survey

Role Responsibilities

Main responsibility – assign 60% of time spent

Program responsibilities include: Developing and Managing direct mail and email for Service Reminders, National Promotions, Regional Marketing Groups and Dealership On-Demand Marketing.
Management of Dealer Marketing Co-Op program.
Develop service marketing initiatives to increase dealership service traffic, increase part sales, including the creation of national, regional, and dealership promotions and advertising.
Drive innovation in boosting Parts Sales and Service Drive traffic.
Effective project management skills are an important component of this job responsibility.

Additional responsibilities – assign 20% of time

Prepare and present budgets and investments as well as monitor and manage budgets for on-going programs.
Communicate and work directly with After Sales Region, Field, and Dealer teams on Regional and Local Marketing Programs.
Communicate and work directly with After Sales headquarters business owners on National Marketing Programs.

Additional responsibilities – assign 20% of time

Manage the day-to-day publishing, creative development, and distribution of various dealer and consumer communications.
Effective management of third-party partners in execution of marketing materials

Qualifications

Years of Experience:

4 – 7 years After Sales, parts, service or related fixed operation management in a combination of Original Equipment Manufacturer (OEM), Dealer, and/or Field
4 – 7 years Marketing and/or Advertising experience

Education – Required

Bachelor’s Degree or equivalent experience in the area of automotive service and parts marketing

Education – Desired

Skills

Project management skills
Communication skills
Problem Solving skills

Specialized Skills – Required

Extensive knowledge in CRM & Traditional Marketing
Knowledge of dealership Fixed Operations business & the vehicle After Sales market in the U.S.
Extensive ownership of developing and managing direct mail and email campaigns
Proficient in Microsoft Word, Excel, Access & PowerPoint
Proven Project Management experience

Specialized Skills – Desired

After Sales Marketing knowledge
Understanding of one-to-one and customer relationship management marketing principles
Experience in measuring the effectiveness of marketing programs
Database management to focus on CRM
IT project experience – requirements definition, web site management/maintenance
Customer Relationship Management experience

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