Regional Marketing Manager, MINI (Southern Region, Miami, Area) - 170002A2
BMW Of North America BMW Technology Corporation Designworks USA
The MINI Regional Marketing Manager is responsible for leading the change at the regional level from a traditional mass advertising strategy to a progressive digital strategy at the household level. This transformational method of attacking the marketplace will be initiated in the 6 key metros that have been identified in the McKinsey study to help realize the incremental volume needed to keep the brand sustainable and profitable. In the past, 40 market co-ops existed nationally but we are transitioning to custom plans to reach 128 dealers.
The ideal candidate for this role will provide strategic direction for the development of this new way of reaching prospects through digital communications and execute on the local level. He/she leads the strategy in the key metros, while also managing all local marketing and advertising needs that are traditionally handled by a regional marketing expert. Additional responsibilities
include evaluating the effectiveness of the strategy including creating and studying analytics to ensure effectiveness and be responsive and nimble to changes in the marketplace and optimizing these campaigns in real time to ensure effectiveness.
This position will drive the Metro Strategy for MINI in the key metros that have incremental sales potential by leading the initiation of the digitalization process and leverage learnings to improve the marketing strategy for the nation. Learnings will also be used for other MINI markets globally as this will be the first implementation of an addressable market communication plan for MINI worldwide. The incumbent will collaborate with MINI on new vendor implementation to ensure capabilities match business needs, negotiate with legal, marketing and dealers to align messaging and drive traffic and leverage regional budgets as efficiently as possible to maximize reach to less than 15% of population to garner incremental
sales targets. The goal is to seek out high value audiences to avoid all of the waste associated with mass advertising.
This position also provides ongoing direction to Area Managers, regional management and Digital Marketing Manager to maintain a competitive position in the marketplace, build awareness of the brand, gain market share, drive profit and sales to dealerships. Lastly the position will provide insights, best practices and case studies for other markets to use and follow.
The Regional Marketing Manager, MINI position is located in the Southern Region in Miami area.
Join the team at BMW of North America and enjoy a high-performance employment package which includes:
- Company sponsored Medical, Dental & Vision Insurance.
- Employee car program.
- 401(k) Savings Plan.
- Retirement Income Account.
• Bachelor’s Degree required in Marketing or Business preferred, MBA preferred.
• 5-7 years’ experience in automotive retail or wholesale and Sales/Marketing. Agency experiences a plus.
• Keen knowledge of automotive sales, dealership operations, brand/tactical marketing, and competitive marketplace/environment. Leadership, Management, and Negotiation are required skills for the position.
BMW NA is an EO employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected veteran status.
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