Senior Manager Marketing
AL-Mansour Automotive Company
مجموع سنوات الخبرة :22 years, 2 أشهر
• Reporting to the VSSM Director - Vehicle Sales, Service & Marketing in charge of the Opel & Chevrolet Passenger and Trucks Marketing, Product Planning. Dealer Network & Ordering. Managing Four direct managers.
• Handling the DND - Dealer Network Development which look after Retail Sales outlets standards, Brand Elements compliance, Business performance and expansion plans.
• Negotiate and set annual targets for various product and brand lines based on forecasts.
• Negotiate brand and product portfolio plans with manufacturers with Opel AG & GM North Africa.
• Product positioning, pricing, and revenue forecasting.
• Develop and sign off annual product expansion and enhancement plan with close attention to competitive dynamics and consumers’ needs.
• Developing the marketing plan for Opel and Chevrolet which enables the company in achieving its strategic goals of market share, volume & CSI, across its product portfolio of PC, SUV & CV line up.
• Regular reporting of market performance and analysis to monitor Opel & Chevrolet brand’s performance comparing to competition, observing opportunities, market share & demand variation.
• Product Lifecycle Management at the various stages Pre-Launch, Post Launch, & Minor Changes, through price positioning, target group, market performance & packaging.
• Budget management for the respective areas of responsibilities in coordination with concerned SBU to utmost the usage of the set resources acquiring expected ROI for the long & short-term targets on the strategic and operational level, aligned with the Marketing plan.
• Managing all PR activities, through media relations, press releases, press conferences, in line with the year calendar plan for various areas of the Public relations & corporate communications.
• Develop the After Sales Marketing plan, for the Service & S. Parts for retail & 4th Level channels, to ensure business development and customer retention.
• Development of the accessories business line by packages planning, substances & kits selection across the product portfolio to create the ultimate demand among different target segments supported by advertising & promotion activities.
• Managing events planning and roll out ensuring the brand guidelines, ROI & leads management for Motor Show, Launches, Direct Marketing and activations.
• Lead the CSR committee to ensure the relation between various stakeholders “Corporate, Government & Community” is well interlinked and maintained.
• Business Development for potential New Business Lines and Markets.
• Reporting to the COO - Motors, in charge of the LEXUS Marketing & Product Planning and TOYOTA Marketing & Product Planning.
• Managing three direct managers with total team of fifteen employees.
• Handling the Two authorized dealers for TOYOTA & LEXUS, including sales forecast, ordering, supply chain, stock management and pricing.
• Overviewing the annual sales plan ‘NENKEI” to ensure order plans, stock management, allocation per channel \[Retail, Dealers, Fleet & RAC\].
• Negotiate and set annual targets for various product and brand lines based on forecasts.
• Negotiate brand and product portfolio expansion plans with manufacturers.
• Product positioning, pricing, and revenue forecasting.
• Develop and sign off annual product expansion and enhancement plan with close attention to competitive dynamics and consumers’ needs.
• Developing the marketing plan for TOYOTA and LEXUS which enables the company in achieving its strategic goals of market share, volume & CSI, across its product portfolio of PC, SUV & CV line up.
• Regular reporting of market performance and analysis to monitor TOYOTA & LEXUS brand’s performance comparing to competition, observing opportunities, market share & demand variation.
• Product Lifecycle Management at the various stages Pre-Launch, Post Launch, & Minor Changes, through price positioning, target group, market performance & packaging.
• Budget management for the respective areas of responsibilities in coordination with concerned SBU to utmost the usage of the set resources acquiring expected ROI for the long & short-term targets on the strategic and operational level, aligned with the Marketing plan.
• Managing all PR activities, through media relations, press releases, press conferences, in line with the year calendar plan for various areas of the Public relations & corporate communications.
• Develop the After Sales Marketing plan, for the Service & S. Parts for retail & 4th Level channels, to ensure business development and customer retention.
• Development of the accessories business line by packages planning, substances & kits selection across the product portfolio to create the ultimate demand among different target segments supported by advertising & promotion activities.
• Managing events planning and roll out ensuring the brand guidelines, ROI & leads management for Motor Show, Launches, Direct Marketing and activations.
• Lead the CSR committee to ensure the relation between various stakeholders “Corporate, Government & Community” is well interlinked and maintained.
• Supporting the ABG (associate business groups of AAB) “Heavy Equipment”, “rent-a-car” & “Trade-in” in executing their marketing activities.
• Project Manager of a cross functional team across the organization to revamp the LEXUS Brand; including after sales, marketing, sales, finance, CRM, IT, CPOV, HR & Product.
Key Achievements
• Best practice among TOYOTA’s GCC distributors for the outcome of Media trip to japan, in terms of level of professionalism, ROI & coverage level.
• LEXUS best activity for “taste of sophistication” driving experience in the GCC in 2013, in terms of guests’ attendance, feedback & PR coverage.
• Initiated the digital marketing channel for both brands TOYOTA & LEXUS, by developing the various stages of roll out, started with the launch of the Facebook pages for both brands, ensuring the special communication approach & tone to differentiate & articulate each brand’s characteristics.
• As a result of various marketing and PR initiatives, LEXUS Sedan sales recorded a growth of 82% in Q1 2013.
• Highest PR coverage in 2013, which brought TOYOTA & LEXUS to number one in terms of share of voice on the overall Qatar market.
• TOYOTA PC market share increase by 14% in the Small Low segment, with the introduction of the NEW Yaris model in October 2013.
• LEXUS IS250/350 gained more than 15% Market since its launch in Mid-2013, leading to increasing of overall PC Market share by 4%.
• Poject management of key strategic partnerships with leading brands that would extend brands’ association in line with its foundation i.e. STC, Pepsi & Red bull.
• In charge of the whole corporate and brands surveys/researches conducted on both levels; locally & regionally.
• Regular market performance and analysis report to monitor BMW group brand’s performance comparing to competition, observing opportunities, market share & demand variation.
• Budget management for the respective areas of responsibilities in coordination with concerned SBU to utmost the usage of the set resources acquiring expected ROI for the long and short-term targets on the strategic & operational level, aligned with the Marketing plan.
• Develop the remarketing plan for the BPS - BMW Premium selection- which is the Used Car SBU for BMW & MINI, having the annual strategy in alignment with BMW ME directions & joint budget.
• Develop the After Sales Marketing plan, for the Service & S. Parts for retail & 4th Level channels, to ensure business development & customer retention.
• Responsible for all Direct Marketing activities supporting the New car sales, Used cars sales & after sales through Telemarketing, SMS & Mailing/E-Mailing, that leads the optimization of company’s overall marketing budget with high efficiency.
• Creating a clear & comprehensive CRM platform enabling customers’ loyalty strategy across the line & conquest approach for prospecting new potential customers through a complete cycle ending by leads management.
• Managing events in terms of prospecting & invitation management ending by leads management & prospects/customers comprehensive feedback & evaluation.
• PR & CSR: Leading the CSR activities in coordination with all BMW ME, governmental authorities & media to ensure company’s strategic & tactical initiatives are been exposed to various publications.
Key Achievements
• Initiated the CRM culture and created the company’s strategy towards its customers, starting by conducting a full Database Cleansing project that enables in optimizing resources and ensure efficiency, through merging of customers ‘data across functions that crystalized the complete customers’ relation cycle across various touch points.
• Structured the BMW Used Car program, by setting up the dealer network’s communication up to the principal’s standards localized to market’s nature.
• Accessories business introduction to the market with a full business case on the market gap & needs, product portfolio packaging then marketing & communication strategy.
• Create brand value proposition and concepts that enables Autostar to be the 1st choice for our target customer when considering a Car purchase, service, spare parts & easy financing.
• Business Development: Initiating new business opportunities for company's business units in order to increase overall revenue & investment exposure.
• Develop sales promotion solely/ jointly with brand keepers or third parties (financing companies) to create buzz & increase market share.
• Managing & dealing with advertising & suppliers, to develop & execute strategic & tactical activities in terms of creative concepts & communication platform & POS materials that support in business objectives achievement.
• Budget management, developing annual marketing for the four business units (Car sales, service, s. parts & Yellow hat) in coordination with concerned managers to utmost the usage of the set budget acquiring expected ROI for the long & short-term targets on the brand awareness & targets achievements, aligned with Marketing BSC plan.
• Event management: Managing & organizing of companies’ different events & gathering, looking after venues selection, logistics & setup, whether internal or external occasions.
• Conducting regular in-house surveys; to know customer profile, requirements & demands; that support in decision making for demand management & customer satisfaction.
• Internal corporate communication; developed a corporate communication platform that communicate to company's staff, entity's mission, vision & core values through innovative ideas that created affinity with employees.
Key Achievements
• Increased numbers of showrooms across the kingdom by 40% in four years, that helped in business growth & created more convenience to our target customers.
• Developed the marketing department team from scratch, having a team of two that been enrolled in various training & workshops in interpersonal skills, technical (CRM) & self-development exercises (reading & knowledge acquaintance).
• Achieving the highest monthly sales ever in the company's history through a comprehensive promotion campaign that lead to immense demand in that period- August 2008.
• Reached a high efficiency level of budget spending by getting brand dealers contribution yearly.
• Excellent budget management year after year that enabled business units to achieve targets with minimal marketing spending.
• Initiated new business line to the company which has enabled it to be a full automotive solution provider in KSA.
• Market statistics: reports market analysis & monitoring for industry volume, media expenditures & competitors’ activities.
• Brand keeper: looking after brand’s application, implementation across the company’s distribution network.
• Brand guidelines: working closely with advertising agency to develop brand communication guidelines for official distribution network.
• Product management: product packaging, pricing & positioning in coordination with manufacturer & market testing as pre-launch activities for the product to be marketed.
• Operation audit: regular monitoring of network standards & qualification through checklists, field visit & mystery shopping then report findings.
• Website & online communication: responsible for company’s websites development for Egypt & Iraq operation www.almansourauto.com & www.maciraq.com In addition to other online activities.
• Research & CSI: managing conducted researches & CSI programs from the brief to agencies, questionnaire development & assessments
• Customer profiling: analyzed customer data pool in the system to create & update customer profile in terms, demographics, age & gender for each product line.
Achievements:
• Initiated the project of brand identity for all authorized dealers, to ensure brand alignment for all dealers' showrooms & communication for Opel & Chevrolet.
• Key member initiated the opportunity of introducing the Opel Astra & Vectra SUP to the market & developed product pricing & order plan, which resulted in creating a wider brand portfolio & customer base.
• Team member of the committee who Developed new product line plan for Chevrolet brand by introducing new range of vehicles, Aveo & Optra, increasing the passenger vehicles sales with 25% in first year of introduction.
I got a Bachelor degree in Business Administration, major Marketing with GPA (Gross Point average) of 2.7 out of 4.0.