Bobby Cherian

In my role as a Marketing Manager, I formulate comprehensive strategies to increase brand awareness and market share. Establishing strong relationships with key media outlets and vendors, I unlock exciting advertising opportunities for the company. With innovative marketing techniques, I successfully launch new products and services, generating significant customer interest and driving sales. As a leader, I provide guidance, mentorship, and foster a collaborative work environment, achieving remarkable goals and leaving a lasting mark on the industry.

Here are some of my key accomplishments in this role:
✪ Identified target audiences, optimized marketing campaigns, and drove higher ROI for the company by applying data-driven marketing initiatives and leveraging market research/analytics.
✪ Managed the marketing budget, ensuring optimal use of resources while achieving desired marketing outcomes.
✪ Introduced (CRM) strategies, resulting in improved customer satisfaction and retention.

I orchestrated strategic sales campaigns with one goal in mind: to captivate customers and increase store visits and inquiries. Guiding high-performing teams, I inspired them to achieve unparalleled results, while diligently organizing valuable data within the CRM system.

In my quest for precision, I meticulously composed press releases in English, ensuring the content's accuracy and clarity. As a wordsmith, I crafted captivating body copy for diverse point-of-sale materials such as Product A4 Flyers, E-Brochures, and the website, generating irresistible appeal for our offerings.

Key contributions:
✪ Evaluated competitor activities, conducted thorough price comparisons, diligently captured relevant information, and executed comprehensive SWOT analyses, empowering strategic decision-making.
✪ Addressed marketing needs by orchestrating collaboration between the Sales, Service, and Parts division heads.
✪ Coordinated with an esteemed Ad agency's creative team, suppliers, and printers to create captivating Digital Posts on Facebook, Instagram, and the official Toyota website.
✪ Applied a customized Corporate Identity (CI) program across Erbil, Dohuk, Sulaimaniya (Kurdistan), Baghdad, and Basra.
✪ Planned captivating PR kits and gift packs to ensure cohesive brand messaging across multiple channels.
✪ Created compelling Product and Tactical Advertisements, eye-catching Product A4 Flyers, while engaging Product E-Brochures, attention-grabbing Posters, and POS/POP materials for Toyota's marketing campaigns.

In this role, I delved into the depths of the market, analysing its pulse to identify target audiences, customer preferences, and the competitive landscape. Armed with these invaluable insights, I shaped marketing strategies and campaigns that would set the stage for our success. Drawing upon my strategic acumen, I meticulously crafted marketing plans to propel our brand's visibility, acquire new customers, and drive remarkable revenue growth for the company.

In my role as a vigilant tracker, I monitored key performance indicators, assessing the effectiveness of our marketing initiatives and measuring campaign performance. Regular reports and insightful findings were presented to senior management, guiding them in making informed decisions. As a guardian of our brand's image, I oversaw the development of marketing collateral and materials, ensuring consistency across all channels, and painting a powerful and cohesive brand identity that resonated with our audience.

Key achievements:
✪ Led the successful planning and execution of high-impact marketing events, such as industry conferences and product launches, resulting in increased brand awareness and new business opportunities.
✪ Instigated a value-based pricing strategy for the GMC/Suzuki model line-up resulting in increased profitability and market competitiveness.
✪ Worked closely with Sales Managers at Muscat and Nizwa, Sohar, Sallalah, Sur, Ibri branches to thoroughly qualify suspects and prospects, categorising them as hot, warm, and cold leads per the engagement/potential level.
✪ Facilitated seamless alliance with divisional General Managers to spearhead the development of websites, strategies, including Facebook, Twitter, websites, LinkedIn, and YouTube. Plan/implement CRM initiatives.
✪ Established strategic partnerships with industry influencers and key media outlets, resulting in increased brand visibility and positive media coverage.

As the driving force behind marketing efforts, I coordinated with Sales/Service General Managers, understanding their specific requirements and aspirations. Taking charge, I liaised with the advertising agency team, suppliers, and printers, crafting compelling product and tactical advertisements, captivating A4 flyers, informative product e-brochures, attention-grabbing posters, and other engaging point-of-sale and point-of-purchase materials.

The responsibility of leading the CRM team fell on my shoulders, and I ensured the seamless daily capture of digital inquiries, building strong connections with potential customers and delivering a delightful experience from their first interaction onwards. Throughout this journey, my focus was on creating a cohesive and remarkable marketing strategy, leaving no stone unturned in my pursuit of success.


Key accomplishments:

✪ Performed weekly PDCA (Plan-Do-Check-Act) analysis to evaluate and refine sales strategies, ensuring continuous improvement in lead conversion rates and overall sales performance.
✪ Successfully led branding and signage of multiple Service Centres and Showrooms across Saudi Arabia, driving business growth and enhancing customer reach.
✪ Coordinated with Sales Managers at Dammam, Riyadh & Jeddah to capture suspects and prospects, later streamline them to hot, warm, and cold leads on the CRM Sales funnel (Hot / Warm / Cold).
✪ Concocted and employed sales and aftersales promotions, resulting in a substantial increase in enquiries across multiple channels, including telephone, showroom walk-ins, and digital platforms.

In my role as a Senior Marketing Manager (KIA), I worked closely with the Group's Managing Director and Chief Commercial Officer to align our efforts and achieve marketing goals. Taking the lead, I directed the KIA team in implementing dynamic sales promotions, utilizing targeted marketing techniques and a well-defined PR strategy.

To ensure the organization's growth and success, I crafted a strategic business plan, outlining our path to greatness. Additionally, I took charge of forming press releases for the entire range of new and existing product line-ups, ensuring that our messages reached the right audiences with clarity and impact.

Key achievements of this role are:

✪Drove customer engagement and satisfaction via multiple After Sales campaigns, such as the Monsoon campaign, Oil-filter promotion, 30 Point Check-up initiative, AC campaign, Brake pad OCA (Open-Clean-Adjust), and Tyres - 4+1 promo.
✪Attained accurate product sales projections and streamlined order placement within the KDCS system.
✪Ensured successful creation and execution of impactful sales, parts, and service campaigns by supporting group efforts between an Ad Agency’s creative team, auto finance institutions, banks, and suppliers.
✪Propelled a comprehensive post-campaign PDCA analysis, while enabling insightful evaluation and data-driven optimisation to enhance campaign performance and drive continuous improvement.

As the key player in the marketing arena, I collaborated closely with the General Manager (Sales) and (Service), as well as the Brand Manager and external agencies, to create captivating product advertisements. Together, we unleashed impactful sales campaigns, introducing new models and exciting initiatives like summer and Ramadan campaigns, price buster offers, and service promotions such as free AC check-ups, oil filters, tires, and brake pad OCA campaigns, all aimed at attracting more customers to our services.

In the realm of digital marketing, I took the lead, spearheading efforts on platforms like Facebook, Twitter, websites, LinkedIn, and YouTube, connecting with audiences in the digital space and expanding our reach.

With an eye on financial prudence, I skilfully handled budget planning, diligently monitored expense sheets, and carefully considered brand and product positioning through SWOT analysis, ensuring our resources were utilized efficiently.

Interacting with various media channels, including print (Newspapers/magazines), radio, TV, OOH Advertising, and cinema houses, I spread our brand's message far and wide, leaving an indelible mark on our target audience. My efforts and strategic decisions played a vital role in shaping the success of our marketing endeavours.

✪ Conducted Journalist Meets/Test Drive Roadshows.
✪ Developed management information systems (internal and principal-oriented).
✪ Managed activities such as mystery shopping, market research, competitor pricing analysis, market share reports, vehicle displays, and exhibitions.
✪ Worked on the KDEP program by coordinating with internal teams and principals.
✪ Implemented the KIA SI (Space Identity) program, designing showroom interiors, exteriors, pylons, and signage.
✪ Planned and executed several launches namely - Picanto, Rio, Cerato, Sportage, Sorento Cadenza (Soft/Heavy)

As the mastermind behind vehicle sales campaigns, I meticulously evaluated and strategized various initiatives, from introducing new models to orchestrating engaging promotions during summer and Ramadan, and hosting clearance sales. To ensure the utmost impact, I collaborated with renowned agencies like Team Y&R (Young & Rubicam) and FP7 (Fortune Promoseven).

Following each campaign, I conducted a comprehensive post-campaign analysis, leveraging the PDCA (Plan-Do-Check-Act) framework, which allowed us to fine-tune our strategies and continuously improve our performance.

In conjunction with Ford principals, I took the lead in organizing service and parts co-op campaigns. These initiatives emphasized the use of genuine parts to safeguard customers from counterfeit products. From oil-filter promotions to brake pad offers and engine oil deals, each campaign was carefully crafted to enhance our service offerings and customer satisfaction.

Furthermore, I spearheaded other successful initiatives like free AC check-up campaigns, tire promotions, and campaigns centered around washer fluid and wiper blades. These efforts not only attracted new customers but also fostered loyalty among existing ones, contributing to the overall growth and success of our brand.

Key contributions:
✪ Provided guidance to advertising agencies in developing product, tactical, and point-of-purchase (POP) layouts and showroom branding and out-of-home (OOH) creatives.
✪ Produced editorial write-ups and coordinated photo shoots for public relations purposes.
✪ Contributed to the development of long-term marketing plans, managed product ordering, and implemented strategies for brand positioning and awareness.

Headed the Sales Operations in Sur (Sharqiah) Branch to achieve record Sales targets for 4 consecutive years and
• bagged ‘Best Performer of the Year Award’ thrice
• Conducted sales reviews & MTD, YTD and YOY growth analysis.
• Responsible for Evaluation/Trade-in & Trade out of Used Cars
• Involved in generating daily / weekly / monthly MIR reports
• Organized the new vehicle launch, Test Drives, Displays, Referral & Fleet Meets, periodic tactical campaigns.
• Made the stock statement / competitor information and maintained the ‘Customer Care' file as per FMC
guidelines along with generating referrals.