The Director, Experiential Marketing is responsible for management of multiple disciplines within the VW Brand: Auto Shows and Exhibits, Volkswagen Motorsport, Consumer Event Marketing, Enthusiast Marketing and Sports Marketing. The role leads the complete strategic marketing alignment, budgeting, concept drafting, implementation, and cross-functional integration amongst these specific functions creating direct product experience marketing. He/she ensures that all experiential marketing activities develop Brand Advocacy, and are continuously aligned with the Volkswagen brand business goals and objectives. In the capacity as Director, the role must regularly interface directly with the SVP Marketing, VWGoA Executive Management Team and key Senior Department Managers and Directors within VWAG and Volkswagen Motorsport.
Role Responsibilities
Strategic Work – 30% of time
Develop overall short and long term experiential marketing strategic business plans that adhere to overall Brand objectives for each functional area: Auto Shows and Exhibits, Volkswagen Motorsport, Consumer Event Marketing, Enthusiast Marketing and Sports Marketing.
Mange overall budget development and planning for all experiential marketing and Motorsport. 40+ million total capital and operational budget.
Interact directly with Volkswagen Group Board Motorsport Representative, and act as VWGoA spokesperson on Group Motorsport activities.
Analyze and evaluate the ROE (Return on Experience) models for effectiveness of experiential marketing initiatives and develop recommendations for future implementation to be presented to Executive Management Team.
Research and develop new strategies and areas of execution for experiential marketing opportunities.
Directly manage internal stakeholder relationships and coordinate integration of internal departmental objectives.
Direct interface, interaction and collaboration with senior marketing management within VWAG. Lead role in all critical planning and strategy development with VWAG senior managers in Marketing, International Exhibitions, as well as the Director of Motorsport.
Lead Ad-hoc Brand projects: Welcome Center Chattanooga, Trust for the National Mall, Vintage Vehicle Collection, and Heavy Trucking Operations.
Motorsport Work – 30% of time
Direct all facets of Volkswagen Motorsport for North America in capacity as Director, Experiential Marketing
Develop Motorsport Strategy in support of Volkswagen Group Motorsport Global goals. Work directly with Group Board Motorsport representative, and Director of Volkswagen Motorsport to develop Volkswagen Motorsport business in North America.
Negotiate Manufacturers entry with all Professional and Club Level Motorsport Sanctioning organizations in the US market on behalf of Volkswagen.
Represent Volkswagen Motorsport in all Technical Regulation development and rule disputes.
Manage all racing contingency programs providing support to Volkswagen racing community
Lead all Volkswagen privateer racing support, including vehicle development, parts sourcing and livery creative rules.
Implement Customer racing programs, parts fulfilment systems, and technical engineering support systems for any new series entrants: Example TCR.
Direct all Team Operations for Volkswagen Motorsport Factory Teams operating in the US market.
Manage all contracted Volkswagen Professional Drivers and ensure fulfillment of contractual obligations.
Lead all technical specification changes and regulation change orders on behalf of manufacturer.
Represent VWGoA in Motorsport strategic planning with VWAG stakeholders and local race sanctioning organizations, Racing Regulatory Boards and Manufacturers Committees.
Manage all sponsorship relations and contract negotiations for motorsport programs.
Supervisory/Integration Work – 20%
Lead and manage team of experiential marketing direct reports to deliver quality brand experiences, while acting as direct link to digital, social, strategy, and media departments within marketing.
Act as corporate spokesperson and subject matter expert on all areas of responsibility, and interface directly with media.
Establish and implement short- and long-range goals, objectives, polices and operating procedures for each specific pillar of global VWAG directed strategy pertaining to VWGoA experiential marketing.
Ensure consumer/dealer /motorsport events are designed to drive business objectives, enhance brand image and showcase our products in the most creative light possible. Leverage joint co-operative branding opportunities and creatively integrate the brand advertising creative content initiatives into events when strategically relevant.
Negotiate contracts and terms for partnerships with vendors and services providers for experiential group.
Lead driving dynamic event planning for major dealer meeting events/functions.
Generate monthly summary report and comprehensive quarterly and annual experiential marketing report for presentation to Executive Leadership Team.
Approve recommendations made by the auto show coordinators with respect to selection, configuration and number of display vehicles for international level exhibits.
Communicate to ETM status and implementation plans for all auto show executions.
Develop effective channel marketing and merchandising program to promote sales of branded merchandise within event properties.
Operational Work – 20% of time
Manage all area communications with stakeholders that require exhibit services that, including but not limited to: Government Affairs, Human Resources, Parts, and Regions.
Direct all aspects of International, National and Regional auto shows, lifestyle consumer events and Motorsport events.
Supervise all experiential creative to ensure a consistent look and feel among all exhibits, displays, collateral materials, graphics and other corporate imaging.
Support PR team on all media related functions to support Auto Show, Press Conferences, Motorsport, Consumer Events, Sports Marketing and Dealer Meeting functions.
Plan and coordinate crisis communication action plans for all experiential marketing activities.
Establish and improve controlling processes and train colleagues on these processes
Manage Brand Ad-Hoc Projects and Long Term Operational assignments: Chattanooga Welcome Center, large scale Dealer Grand Openings, Vintage Vehicle Collection, Heavy Trucking Operations, HQ Showroom etc.
Qualifications
Minimum of 10 years Brand Marketing Management experience, 5 years Motorsport Management experience, and 3 years Sports Marketing experience preferred.
Bachelor Degree Marketing, Business Administration, or Engineering
Significant professional experience in the management and overall operations of Auto Shows, Consumer Events, Sports Marketing, Dealer Meetings, PR Events, Communications Programs, Sales & Marketing with an emphasis on bringing multiple disciplines together
Extensive professional background in Motorsport Management, Series and Team Development, Team Operations Management, Motorsport Component sales and service, and Customer Racing programs.
Hands on experience with Executive Management Team, key VWAG senior management and corporate communications & employee/dealer communications
Demonstrate ability to lead direct reports and vendors and manage high impact/high corporate visibility programs
Ability to act as public spokesperson and subject matter expert on areas of direct responsibility
In-depth understanding of automotive industry issues
Analytical and conceptual thinking – using logic and reason, creative and strategic
Communication skills – interpersonal, presentation and written
Computer savvy – skilled in the use of software: Powerpoint, Excel, Word
Integration – joining people, processes or systems – particularly with brand, digital, PR and social marketing
Influencing and negotiation skills
Problem solving
Resource management
Strategic communications and brand planning
Desired Qualifications
Master of Business Administration
International Business, Capital Budget Management, New Venture Development, Public Relations Management, Crisis Communications
Prior retail field experience
Working knowledge of product development, pricing and incentives.
Strong knowledge of automotive brands and products and ability to compare and gain insights from out-of-category leaders.
History of development and implementation of large scale branded installations.
In depth level of technical understanding of Motorsport competition regulations, parts component systems, and bespoke racing vehicle production.
Significant knowledge of professional driving experience programs and driving school operations.
Knowledge of Enthusiast and Vintage communities.
Work Flexibility
Travel 40%-- domestic & international
