Job Description
The Head of Media & Advertising is responsible to cultivate and execute the Chevrolet and GMC global brand vision, as well as to develop and launch the brand’s short and long term strategies (ICE & EV) to grow our brand health metrics with our target audience in the Middle East region.
In this role, you will oversee the brand’s efforts to increase awareness, build brand equity and generate quality leads through strong insights-based marketing communications. Responsibilities include developing and implementing marketing plans at the brand and nameplate levels, lead the charge implementing innovative digital channel communications, identify talent to recruit and build the Marketing function and provide leadership and guidance to the Advertising team, as well as collaborate cross functionally across the organization locally and globally (Sales, Product, Finance, Dealer Network, GPSC, Legal, CCA, Digital & CX, PR & EV Readiness, Global Brand an Media teams) to drive business and execute our long term growth strategy.
Areas of responsibility include – Brand Advertising, Media, Retail Marketing, Budget management, Digital Marketing, Social (including Crisis Management lead), Agency Partner management and Dealer support.
People leader responsibility – (5 direct reports) Brand Advertising Managers (Chevy & GMC), Budget & Media Manager, Digital Marketing Manager, Retail Marketing Manager. The Social Specialist role reports into the Digital Marketing Manager.
- Brand Strategy (ICE & EV)
- Responsible for developing and implementing new and effective marketing strategies to drive engagement, acquisition, conversion and build brand health
- Achieve flawless launches with an integrated marketing and media plan driving a digital and social leadership approach
- Drive improvement across all brand health metrics by having a deep understanding of customer needs and behaviors and develop insight-driven advertising strategies
- Showcase strategic ability to deliver organizational goals while cementing the brand position in the market
- Active participation on all global / regional calls (Brand, Product, Strategy, Councils) for Chevrolet & GMC
- Represent the Brand when required for all Media activities and marketing conferences
- Support market research studies and initiatives
- Determine KPIs and measure ROIs for the Advertising and Media Department
- Review and manage all content marketing strategy
- Create and present annual and 5 year marketing plan and strategy
- Partner closely with the Product Marketing, CX, Accessories and EV teams to drive long term brand strategies
- Stay up to date with latest technology and industry best practices an innovations
- Use analytics to make evidence based decisions drive effectiveness and efficiency
- Retail Marketing & Dealer Support
- Own the Retail Marketing Program including guidelines and dealer spend allocation
- Drive consistency between brand and retail go to market activity to leverage funds and increase quality leads through strong collaboration between sales, marketing and the dealers
- Work to drive brand building initiatives across the dealer network
- Raise Dealer brand knowledge, application and plans in line with the global vision
- Work to educate and share digital marketing strategies and best practices across the network
- Align in country short term goals to maximize the Brand’s long-term plans
- Budget Management & Agency Management
- Advertising Budget owner for Media, Retainer, Production & Retail Marketing
- CY forecast and outlook
- Approver for all brand related PRs
- Lead the annual Marketing budget planning process (with CX & Accessories team) with CMO and Finance
- Responsible for Agency scope (description & FTEs), global team alignment and department negotiations
- Manage the relationship for CAORs and Media Agencies to drive one team approach
- Support to CRM agency and cross brand teams when needed
- Advertising Budget owner for Media, Retainer, Production & Retail Marketing
- Cross functional alignment
- New Vehicle Launch Strategy Planning and managing cross-functional ‘go to market’ plans with Product Marketing, Sales, PR, Finance and CX team
- Be the back up for the Product Marketing and CX departments within Marketing
- Build and maintain relationships with the Sales, OnStar and CCA organization to drive efficiencies and collaborative goals
- Work closely to align Brand and PR activities (including Ride & Drives, All Employee Meetings, Global / Local Reveals, CY Planning)
- Participate as required in all leadership forums
- Engage and align with Cadillac Marketing team to synergize campaign timing, strategies and processes
Additional Job Description
- Knowledge and Experience:
- Minimum 5 years of experience in Sales, Marketing or Communications
- Understanding of brand positioning, digital marketing, media planning/buying and social platforms
- Overall understanding of regional consumer behavior and trends
- Robust understanding of Marketing & Sales process at an Automotive OEM or related field
- Ability to negotiate and work effectively across diverse teams
- Highly proficient in English (Arabic is an asset)
- Education:
- Minimum of Bachelor degree in Marketing or equivalent experience with graduate degree an asset
- Skills:
- Very strong multi-tasker with negotiating, facilitation and influencing skills
- Polished presentation, communication and strong interpersonal skills
- Critical thinker, with excellent organizational and time management skills
- Creative problem-solver with a high degree of business acumen and financial aptitude
- Ability to embrace and respect the team culture approach and create an inclusive environment
- Ability to effectively prioritize, delegate, develop and coach others
- Ability to explain difficult and complex problems and solutions in simple terms in order to drive decisions
- Strategic Agility - accurately anticipates future market trends as well as sees the big picture view in order to create successful marketing campaigns and communication strategies
- Collaborative - works together with team members to share and gain knowledge and ideas in order to more effectively manage and promote the GM brands
- Relationship Building- builds and maintains relationships in order to effectively communicate with all stakeholder and regional/global teams
- Brand & Media awareness - a clear understanding of brand metrics, media buying and marketing mix
- Competencies:
- Foundational
- Managing & measuring work
- Timely decision making
- Written & verbal communication
- Cross functional collaboration
- Functional expertise
- Integrity & trust
- Drive for results
- Negotiation skills
- Differentiators
- Creativity
- Innovation management
- Managing vision & purpose
- Managerial courage
- Decision Quality
- Building effective teams
- Change Management leadership
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