Role responsibilities
Together with all departments/ stakeholders that touch/ communicate with Volkswagen owners, assist and govern in defining and maintaining a plan for owner communications during the ownership lifecycle in order to build customer relationships and drive owner loyalt – while taking each department’s business objectives into account.
• Lead the definition and advancement of requirements and business rules for data integration, data quality, standardized derived attributes, and analytical tools across other VWoA and VCI corporate stakeholders
• Work closely together with IT for owner database architecture development and marketing campaigns; including but not limited to demographics, psychographics, customer and vehicle lifecycle triggers, model line customer differences, online behavior.
• Define and drive the customer data governance process for the Volkswagen Brand
• Define and socialize test matrices informing list selection, modeling criteria, offers and versioned messaging targeting specific groups and individual owners.
• Assist in formalizing and oversee maintenance and updates of use cases, customer journeys and data management workflow documentation informing all owner database marketing campaigns.
• Assist in ongoing research to identify the changing needs of the owner in different market/model segments. Based on overall value segmentation, execute owner communications for each of these segments.
• Define process improvements of all consumer touch points to ensure effective and consistent communications
• Refine and further develop lifecycle focused strategies and initiatives
• Liaise with corporate, field and dealer stakeholders to develop coordinated and cohesive communications strategies to achieve department business objectives, while maintaining an optimal experience down to the individual customer level.
• Collaborate with the Marketing Campaign Management Manager to oversee customer communications deployment calendars and all associated deployment decisions.
• Collaborate with internal stakeholders to ensure effective capture of customer and campaign data for use in future RM programs.
• Oversee gap analysis of all customer and vehicle data and/or database stakeholders to document current operating systems and areas for consolidation and/or optimizations to support business programs.
• Oversee implementation of data management platform and integration with other customer communication technologies including but not limited to; e-mail campaign management system, CRM system, behavioral targeting platform, etc.
• Oversee the implementation of agreed alignment and integration strategies across all individual data repositories, data systems, Work closely with internal stakeholders to define features, content, processes and devices/applications.
Work Flexibility
Position will require limited travel within in the U.S. and abroad – approximately 5-10%
Required Education
Bachelor degree in Communications, Direct Marketing or Digital related field required
Required Specialized Skills
• 5-7 years in executing direct marketing communications
• Database management, profiling and modeling experience; ability to utilize and analyze data to inform business strategies
• Demonstrated ability to manage projects on a day-to-day basis
• Proficient in paid, earned and owned media channels
• Experience working in emerging media platforms; mobile, tablet, etc.
• Demonstrated ability to collaborate with multiple internal and external stakeholders
• Demonstrated ability to work in fast-paced, innovative, diverse, & constantly evolving environment
• Demonstrated desire & passion to learn & evolve
• Demonstrated analytical mind-set
• Details and results oriented
Desired Specialized Skills
• Qualification or experience in Customer Loyalty or Customer Satisfaction measurement a plus
• Excellent communication skills, both written and verbal
• Excellent presentation skills
• Able to work on multiple projects simultaneously with minimal supervision
Other Skills
• Conceptual thinking
• Communication skills – interpersonal, presentation and written
• Computer savvy – skilled in the use of software
• Integration – joining people, processes or systems
Jan 11,2014
