Retail Experience - VW Import



Experienced Position

Career Status

Experienced Professional



Start Date


Main goals and objectives:

The overarching business need is to create a high quality of VW Import experience capability in China that supports the improvement of brand image, product awareness and sales growth. To develop product campaigns to carry on in dealer network as well as to engage prospects, customers, opinion leaders and media in different events.

Key tasks and responsibilities:
•Assist Head of Brand Experience to develop retail marketing strategies according to Central Marketing overall strategy
•Assist Head of Brand Experience to develop retail marketing annual plan and initiate quarterly retail marketing plan and quarterly product campaign plan
•Quarterly product campaign monitoring and analysis
•Retail annual/quarter budget planning, allocating, tracking and monitoring
•Drive alignment and integration planning between Central Marketing and SBU to create maximum synergy in marketing communications in the territory
•Leverage dealer guidebooks, workshops, co-marketing programs, performance KPI setting and monitoring to integrate and steer dealer marketing resources for maximum effectiveness
•Develop guidelines for dealer adaptation of Central Marketing campaigns with retainer agencies
•Retail support to seasonal campaign guideline, including showroom decoration, highlight car spot display plan, dealer activity guidance and related POSM support
•Customer Showroom Journey development to enhance customer’s showroom experience to be more competitive in the market, such as recognizable brand claim and image, comfort and attractive marketing tool to engage customer to stay longer, and also to reflect the VGIC strategy
•Analysis key model campaign results in all marketing aspects and prepare reports/learnings for future improvement
•Competitor analysis and insights for key models
•Conduct quarterly dealer marketing manager workshops to align marketing focuses, up leveling marketing skills, share best practices and build team spirit under the brand
•Follow up dealer satisfaction survey and initiate action plan for improvement

•Responsible for catalogue management, including production planning of catalogues by quarter by model by dealer, ensure content accuracy, manage agency in terms of quality and delivery timing on schedule
•Adaptation of product catalogue into pricelist and leaflet under the requests by dealer/sales team
•Collaborated with ATL requirements, update catalogues to latest creative assets
•POSM overall management and production to support new product launch and sales tactics requirement
•Develop test drive car sticker guideline in line with CI/VI
•Manage production agencies for budget control, quality assurance and all processes
•Work with Head of Brand Experience to develop training program to enhance retail marketing capability of dealers: dealer selection, material development, deliver tracking and review report
•Developing dealer marketing manager training program by coordinated with Group Training department
•Working together with ATL/retail agency, supervise dealer portal and monitor marketing creative assets uploaded
•Set KPI for agency and tracking performance
•Lead for report template generation, and work with agency to develop report analysis/finding for future improvement
•Review agencies’ performance with team and suggest improvements where required and coach the agency on areas of improvement and ensure they are fully briefed on all topics

Our Requirements:
Necessary education:
•Bachelor’s degree with oversea Master’s degree preferred
•Major in marketing and communication is preferred

Personal skills:
•Personal Competency: Performance Orientation, Taking Responsibility, Initiative and proactive, Problem Solving, Innovation, Aspiration of excellence
•Social Competency: Communication and Negotiation, Teamwork, Customer Orientation, Planning and Organizing, Flexibility, Process oriented
•Technical Competency: Marketing Knowledge, Communications Knowledge, Retail Knowledge, Group Product Knowledge, Sales Management Knowledge, Dealer Management Knowledge, Budget Controlling
Working Experience:
•More than 5 years working experience and at least 2 year retail marketing (dealer marketing) experience, in Auto industry preferred

Remarks (Language, IT Knowledge, Certificates etc.):
•Chinese and English Language skills essential


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