General information

Job Title
Regional Marketing Manager - United Kingdom
Ref #
9693
Date
Friday, December 10, 2021
Country
United Kingdom
Location
Woking
Business area
Sales
Department
Sales Europe
Position level
Management
Working time
Full Time
Contract type
Permanent
Working pattern
9am - 6pm Monday to Friday

Description & Requirements

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

Manage all marketing activities within the UK market through our retailer network. 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.

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.

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, the Regional Sales Managers, Aftersales, and Logistics departments.

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 qualification process at retailer level of campaign leads
  • 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, PR Manager, Aftersales staff
  • 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 to the McLaren Marketing Suite in line with Central Marketing guidelines
  • Develop required documentation and processes for implementation of retailer activity such as new product launch briefings, event guidelines, coop request form, fleet request process, advertising guidelines, etc
  • Manage, evaluate and approve requests for marketing fleet, financial support, advertising creatives, local asset production, etc in conjunction with the regional Head of Marketing
  • 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
  • Lead and manage retailer participation and value generation in large scale regional and global driving events (e.g. Sports Series Driving Experience, McLaren Essence days, McLaren Summer Drive, etc)
  • Where applicable and in collaboration with Head of Regional PR and Regional PR managers, 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 industry is a must
  • Presentation writing and delivery skills (internal, retailer and consumer facing) are a must
  • Agency/supplier management skills
  • 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 function effectively in rapid-changing working environments
  • 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
  • Professional and credible ambassador of the McLaren brand values
  • Ability to mix confidently with senior retailer personnel and executive management
  • 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”
  • Initiative - a self-starter and a ‘doer’, makes things happen with minimum levels of supervision and able to perform under tight deadlines/budgets
  • Sound financial planning experience with attention to detail at the forefront.
Personal Attributes
  • Professional and credible ambassador of the McLaren brand values
  • Ability to mix confidently with senior dealership personnel and executive management
  • 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”
  • Initiative - makes things happen with minimum levels of supervision and perform under tight deadlines/budgets