Background
No restraints. No limitations. We don’t simply push boundaries. We completely rethink them. McLaren Automotive exists to create breath-taking performance road cars.
With innovation at the core of all we do, every challenge starts with the same question. How can we do it better? This restless spirit runs right through McLaren Automotive. And the search for perfection is evident in everything we do.
Purpose of Role
The role is based at the brand’s Regional Office in Bahrain and reports directly into the Market Director – Middle East & Africa, part of the Europe, Middle East and Africa region. He/she will also work closely with other key members of the team including the Regional Press Officer, Regional Sales Manager and Regional Aftersales Manager.
The Middle East & Africa sub-region includes the markets of Lebanon, Kuwait, Saudi Arabia, Bahrain, Qatar, UAE, Oman and South Africa.
The successful candidate will manage all regional and retailer marketing activities within the Middle East & Africa sub-region. You will be fully responsible for increasing Brand Awareness, drive purchase consideration and maintain a high level of vehicle orders through improving conversion at retailer level. The chosen candidate will also be the key contact for the Global Marketing team to ensure alignment of the strategy and activation on a regional level.
Fundamentally, the Regional Marketing Manager (“RMM”) is responsible for supporting and supervising execution of retailer-based marketing activations, developing and implementing regional marketing programmes, including the project-management of all new product launches within his/her markets, ultimately driving McLaren sales performance by maintaining a strong vehicle order bank in the region.
Due to the nature of the role and the demands of a progressive company, flexible working arrangements and travel are anticipated.
Principal Accountabilities
The RMM primary goals and responsibilities can be condensed into four key directives. Below is a detailed description of each directive. In many cases, the fulfilment of the listed responsibilities will occur in collaboration with personnel in Central and Regional Marketing, as well as the Regional Sales Manager, Regional Aftersales Manager and Regional Press Officer.
Develop Brand and Product Awareness, prospect generation and drive commercial enquiries
Co-create campaigns that promote the McLaren Brand and Products to identify and recruit targeted audiences
Support execution of localized events to drive conversion of qualified leads
Drive retailers to continuously promote the Brand within the assigned AOI (Area of Influence)
Design effective reporting and KPI definition to measure ROI of all marketing activations
Customize events, promotions and advertising to conform to local culture
Develop trusting relationships with key retailer personnel: Dealer Principal, General Manager, Sales Manager, Marketing Manager, Aftersales Manager
Help to Identify local partnership opportunities with affinity brands and corporations
Support marketing initiatives for each McLaren Retailer, determine metrics, measure and drive continuous improvement in cooperation with each retailer
Supervise creation and development of quarterly retailer marketing plans, ensuring sufficient level of activity and lead generation is planned in order to deliver sales objectives
Review, approve and coordinate submission of retailer marketing planners on a quarterly basis
Develop required documentation and processes for implementation of retailer activity such as new product launch briefings, event guidelines, advertising guidelines, etc.
Manage, evaluate and approve requests for marketing fleet, financial support, advertising creatives, local asset production
Report effectiveness of activities, disseminate learnings for future benefits across the network, share best practices
Ensure Consistency of McLaren Brand message being communicated across
all markets and channels
Act as the ‘guardian’ of the McLaren Brand and corporate ID standards across all market and retailer activations under your remit
Ensure correct application and usage of Brand assets such as logo, fonts, signage and corporate messaging through the different channels in advertising, events, point-of-sale displays and other consumer-facing activities
Work with global headquarters to meet global standards and deliver on local needs
Integrate and leverage global and regional marketing and PR campaigns at retailer level, to ensure appropriate amplification and reach of all McLaren
Brand activities across the different markets
Lead and manage regional involvement for your markets in McLaren large scale events (e.g. Geneva Motorshow, Goodwood Festival of Speed, Global Retailer Conference, etc) fostering retailer participation and maximizing value in each local market
Where applicable and in collaboration with Regional Pres Officer, coordinate local retailer PR integration in line with agreed retailer marketing plans
Drive implementation of customer loyalty programmes across your
region, to generate brand advocacy and brand ambassadors among McLaren owners
Knowledge, Skills and Experience
English proficiency is a must
Experience in marketing (brand, product, launch management, aftersales marketing, etc) within the automotive or luxury industry is a must
Presentation writing and delivery skills (internal, retailer and consumer facing) are a must
Agency/supplier management skillls
Strong written and verbal communications skills a must
Strong commercial acumen, budget management a must
Strong sense in managing and delivering financial KPIs
Ability to drive retailer business performance by developing strong effective relationships with executive and managerial staff is absolutely key to succeed in this position
A proactive mindset able to devise creative solutions to the various strategic and tactical business challenges, supporting Sales and Marketing goals and increasing retailer profitability
Ability to influence and negotiate with senior management and engage with all levels of employees within both the retailer network and central headquarters
Must possess an understanding of the luxury market, the HNWI consumer target, and a sensitivity to the client needs in this market segment
Proficiency in Microsoft Operating System & programs: Outlook, PowerPoint, Excel, Word
Sound financial planning experience with attention to detail at the forefront
Personal Attributes
Professional and credible ambassador of the McLaren brand values
Demonstrates great drive to achieve outstanding results
Resilient and adaptable; able to maintain a consistent high level of work and professional output in times of change
Flexible. Must possess a willingness and ability to work outside the box and to take on jobs / challenges beyond job description – a “team player”
Ability to function effectively in an ambiguous and rapidly-changing working environment
Initiative - makes things happen with minimum levels of supervision and perform under tight deadlines/budgets
Professional and credible ambassador of the McLaren brand values
Ability to mix confidently with senior retailer personnel and executive management
Initiative - a self-starter and a ‘doer’, makes things happen with minimum levels of supervision and able to perform under tight deadlines/budgets
We support the Far-Sighted, Growth Oriented Vision announced by the UAE, Saudi Arabia, Qatar, Oman, Kuwait and Bahrain.
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