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Experiential Marketing Specialist

Audi

Herndon, VA

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Job Description

Posted On: July 26, 2017

This position leads the management, planning and execution of Audi of America’s Automotive Experiences: auto shows, brand shows, consumer driving programs, motorsports hospitality and supports dealer meetings and programming. This position is located at the corporate headquarters for Audi of America in Herndon, Virginia and reports directly to the Director, Experiential Marketing.


Role Responsibilities


Create programs that authentically convey the Audi brand ethos and deliver tangible results: sales leads, prospects, test drives, dealer visits, social engagement, buzz


Identify efficiencies within portfolio of assets, budgets, across departments and within agency and vendor teams


Foster cross-departmental transparency and integration


Work with vendor partners to effectively plan and implement all initiatives


Lead vendors and agency teams to ensure operational excellence

  • Lead Audi Auto Show and Brand Shows (50%)
  • Manage consumer driving programs (25%)
  • Execute motorsports hospitality (10%)
  • Support dealer meetings and programming (5%)


    Remain “culturally curious” (5%)

  • Develop deep understanding of experiential platforms and opportunities as they relate to partnership integration, business-to-business environments and consumer engagement
  • Share luxury brand best-in-class case studies
  • Identify large-scale brand stunt and amplification opportunities Manage internal processes (5%)
  • Data capture and metrics reporting, processing of administrative paperwork (i.e. insurance certificates, event contracts, billings, registration assistance certificates, space contracts, space payments, ticket orders, and credential submissions, budget reconciliation, manage agency and vendor RFP process)
  • Manage daily logistics and coordinate with key stakeholders (production and product specialist agencies, travel agency, Audi AG, Dealers, regional colleagues) to ensure proper execution
  • Work with Audi AG colleagues to ensure global consistency with strategy and messaging


    Auto Shows and Brand Shows:


    Lead Audi of America’s integration into approximately 15-20 auto shows properties across the U.S. Support development, planning and execution of international brand show(s) and announcement of new product.


    Work with internal departments (product, public relations, after-sales, etc.) and Audi AG colleagues to establish design, strategy/messaging, products (colors/materials, features) and display design and layouts for each show.


    Identify auto show display enhancements and consumer engagement elements to differentiate and highlight the Audi brand from competitors


    Collaborate with cross-marketing and communication functions to leverage opportunities with media/public relations, social media, content


    Manage procurement logistics and coordinate with key stakeholders (exhibit agency, staffing agency, internal fleet manager, Audi AG, Audi Field and Dealers) to ensure proper execution and staffing of all shows and any activities taking place at the Audi stand throughout the shows (i.e., Audi training, employee meetings)


    Oversee on-site installation and dismantle of properties and press day activities at all major auto shows


    Oversee the management and planning of Annual training for all product specialists, working with Audi internal training department and staffing agency


    Manage operational and capital expenditures and ensure accurate budget tracking


    Motorsport Hospitality


    Manage execution of Audi exclusive hospitality experience in support of customer racing events


    Work with counterparts at Audi AG to ensure consistency with motorsport messaging/creative


    Collaborate across marketing and communications to extend program reach, leads and impressions (social, public relations, CRM, brand)


    Manage relationships with tracks and race series and identification of venues and sponsorship assets for additional leveraging/enhancement opportunities


    Manage agency partners for successful program execution


    Budget management/reconciliation


    Driving Experiences: Audi Sportscar Experience and Audi Performance Drives


    Audi Sportscar Experience Circuit of the Americas (COTA) in Austin, TX


    Audi Performance Drives (currently Chicago, IL and Atlanta, GA)

  • Internal marketing and leverage of programs across all departments to increase throughput and data capture (cross-marketing teams, dealers, regional teams, product)
  • Assist in strategy development for all driving programs and coordinate with Audi product managers to ensure curriculum accuracy
  • Manage track partnerships and contracting, metrics reporting, administrative elements (insurance certificates, event contracts, billings, registration process)
  • Manage daily logistics and coordinate with key stakeholders (production and product specialist agencies, travel agency, Audi AG, Dealers, regional colleagues) to ensure proper execution
  • Interface with AudiSport product team and Audi AG Motorsports colleagues to ensure program authenticity, funding, reporting, sales tracking


    Required Skills

    Experience

  • 3-5 years Automotive experience
  • 5-7 years Marketing, Events, Advertising, etc.


    Skills

  • Analytical, strategic and creative thinking Interpersonal Communication skills. Excellent written and oral presentation
  • Expert Microsoft office skills. Knowledge of Photoshop, databases, travel and ticketing software preferred
  • Proactive ability to work cross-functionally joining people, gaining insights, following and establishing processes and systems
  • Skilled negotiation, consensus-building, problem-solving, budget-management and resource management skills
  • Team leadership – set strategy and pace and establish trust and confidence with agency team and sponsorship partners
  • Problem solver: approaches challenges with a “can –do” attitude and identifies optimal options and opportunities


    Required Specialized Skills

  • 5-7 years experience in automotive, hospitality , event planning, and/or marketing


    Desired Specialized Skills

  • Experience executing vehicle logistics, ride and drive/performance drive programs
  • Tradeshow and large-scale meeting experience


    Required Education

  • Bachelor’s Degree


    Desired Education

  • Master’s Degree in Business


    Work Flexibility

  • Full-time position in Herndon office
  • 40% travel domestic & international, including weekend travel and work for events