Marketing Manager

KEY RESPONSIBILITIES

DEVELOPS A MARKETING PLAN FOR THE RETAILER

1. Works with colleagues across the Retailer to finalise the Retailers Marketing Plan and confirm any other marketing activity required by the NSC. (This could include marketing activity aimed at driving sales of new and Approved vehicles, service and repair work, parts and specific services e.g. vehicle finance)

2. Works with colleagues across the Retailer to identify local priorities for additional marketing activity which is aimed at specific Retailer requirements (e.g. to sell an additional allocation of a specific vehicle)

3. Finalises all this activity as a Marketing Plan and performance targets for the Retailer covering the next 3-12 months, using the Global Retailer Marketing System (GRMS) and gets this approved by the NSC’s Retailer Marketing Executive or

Retailer Marketing Manager

DEVELOPS AND DELIVERS SPECIFIC MARKETING ACTIVITY IN LINE WITH JLR GUIDELINES & BEST PRACTICE

4. Uses the Global Retailer Marketing System (GRMS) to understand the assets that are available (using the ‘Marketing Asset Management’ section of the system) and customise materials provided (using the ‘Ad Builder’ section of the system to build, approve and send an advertisement to a nominated agency)

5. Develops a detailed approach to specific local marketing activity by considering the objectives of the campaign, the options that are available and how to deliver the most effective solution using an understanding of marketing concepts such as targeting, segmentation and marketing mix

6. Manages the delivery of Retailer marketing campaigns, using GRMS where appropriate. This could include producing printed assets, online assets or putting out brochures or new images in the showroom, using GRMS

7. Ensures local marketing campaigns (e.g. advertising, POS materials) comply with Jaguar and Land Rover Brand Guidelines and Corporate Identity (CI) and align with NSC strategy (e.g. Rugby World Cup)

8. Liaises with the NSC’s Retailer Marketing Executive, the Regional Business Manager (RBM) or the Regional Aftersales Manager (RAM) as required to obtain coaching and support and to share best practice ideas

9. Heads regular Marketing meetings with the Retailer’s Sales and Aftersales teams to agree plans and report progress

MANAGES REPORTING TO THE RETAILER AND THE NSC

10. Uses an understanding of the KPIs and Standards for the Marketing operation to manage own performance and contribution to the Retailer

11. Provides up to date and accurate reporting of Retailer marketing activity using GRMS and other reports for the Retailer Marketing Executive as requested

12. Tracks progress to ensure that each element of marketing activity is delivered to time, quality, cost and spend targets and provides management information that is transparent and dependable

BUILDS RELATIONSHIPS WITH CUSTOMERS

13. Takes the opportunity to develop conversations with customers to find out more about them and build relationships (e.g. at customer events). Where possible, recognises returning customers and builds on previous conversations to personalise the interaction and make them feel special

14. Ensures that any requests from a customer are handled promptly and accurately so that the customer’s expectations will be met and they feel that the Retailer has been dependable and easy to do business with. Aims to deliver the extra touches that make the customer feel special.

15. Ensures that the customer database is updated to reflect the customer’s visit to the Retailer, and any useful information that can be used to build the relationship is captured