Wallisellen / Hof, Zurich, Switzerland
Experienced strategic marketer with highly visible senior management accountabilities within vehicle product and brand marketing. Marketing, Communication, Digital, Performance Display Advertising and Pricing expert with solid understanding of European vehicle sales industry and over 16 years experience. Proven track record orchestrating European vehicle marketing, pricing, finance, sales, after-sales and general management. Able to deliver strategic business-development initiatives and operations management expertise for full realization of business growth potential. Possess solid record developing brand strategies to re-position, eliminate and retain brands. Motivated achiever who consistently exceeds goals, earning high stakeholder / client satisfaction rating.
• Concept, scope, define, and execute a strategic and operational digital transformation initiative, ranging from customer experience to operational strategy to process improvement. • Change and particularly driving agile adoption and development of new working procedure. • Understand and analyze various drivers influencing key metrics and outcomes and provide a fact-based recommendation to CEO • Ongoing scan, assessment, and business case development of emerging digital technology to optimise the group return on sales and internal cost control and cutting • Develop new 2.0 website with a dedicated section for e-commerce, optimization for desktop, mobile and tablet. • Introduction of a new Dealer Management Systems (DMS) integrated with the dealer web site to guarantee web portal and dealer inventory constant sync. • Lead all SEO, SEM, Ad-words campaign activities and manage media budgeting accordingly. • Guiding and motivating a large cross-functional, cross-cultural team and working right across the automotive spectrum.
• Leading an extensive, business transformation program conceived to build a digital ecosystem to assist automotive OEMs in the take to the market processes from program start to commercialization • Steering and motivating cross-functional, cross-cultural team across the automotive OEM spectrum.
• Sole responsible for 1,1 Billion CHF revenue (Sole responsible for Legal entity P&L: for Passenger Cars, Commercial Vehicle, Parts and Services, Fleet and Used Cars) • Leading 350 employees with 12 direct reporting directors • Planning, developing and implementing strategies for generating resources and revenues for the company to ensure the going concern • Overseeing market operations of the companies to ensure just in time production and delivery for efficiency, quality, service, and cost-effective management of resources of the local group entities • Reviewing activity reports and financial statements to determine progress and status in attaining objectives and revise objectives and plans in accordance with current market conditions • Approving company operational procedures, policies, and standards • Evaluating Performance and Leadership of 1. Line Directors (according FCA - PLM Model) to ensure Group executives succession plan and talent identification • Identifying acquisition and merger opportunities and strategic partnerships for direct implementation of activities • Promoting the company and products through written articles, on radio as well on TV and personal appearances at conferences and regional, national, and international constituencies, conventions (i.e. Geneva Motor Show, Auto Zürich) • Representing the company at legislative sessions, committee meetings, Automotive associations and at formal functions • Reporting to EMEA Head of FCA Group Main achievements: • Restructured the organizational model into an efficient, powerful and fast pace structure to react and anticipate for market demands • Developed a strategic plan for Switzerland to advance the FCA Group mission and objectives of the local companies and to promote revenue, profitability, and growth as an organization • Increased legal entity share from 3,8% up to 4,8% • Increased trading profit from 44 million CHF to 54 million CHF • Increased the customer satisfaction index from 80% to 92%
* Plan, develop and implement FIAT brand marketing strategies, ATL, BTL, Digital and performance display advertising, promotions, CRM and Training. * Develops annual marketing plan in conjunction with sales department with the task to achieve the brand image, volume, market share and profit corporate objectives. * Plan and administer the national sales company marketing operations budget * Support development of local area marketing budget in all regional marketing and sales offices * Conduct market research to determine market requirements for existing and future products * Lead the NSC product managers and pricing team to constantly monitor the market competitive scenario and price positioning to balance the variable marketing spending within agreed budget. * Manage Media spending allocating expenses on all media channels (ATL, BTL, Digital and CRM) negotiating with media agents. * Develop and administer marketing database, which includes client and prospect information, mailing list and digital leads. * Design and plan quarterly training sessions providing material and marketing news letters for the sales force and dealer network
Central pricing role for Germany, Russia, North and Central Europe Markets -- 13 European markets and 21 export markets Tracki revenue opportunities updating equipment adjusted price analysis for all passenger car segments Identify target competitor and pricing strategy by market Control and avoid cross border sales risk Develop and implement plans to achieve yearly net pricing target Support company initiatives on Variable Marketing reduction and product-related VM spending by combining strategic pricing to marketing strategies. Lead the process to establish Product Values, create and maintain a PV database, share info with Brand and Product Development.
Forecast & track new vehicle launch revenue during the take to market phases: Kick Off, Program Approval, Change Cut-Off, Final Pricing for the entire vehicle life cycle including all in cycle changes planned by advanced product engineering by coordinating Brand Finance, Product Development, Brand Marketing, Regional Brand/Finance and European Pricing teams to achieve the volume and profit objectives for each carline Team work with Brand Marketing team to implement brand and product strategies to focus product development actions on product essentials and unique selling propositions within an affordable business structure – deliver maximum volume and revenue at minimum cost Control variable marketing spending and main revenue adjustments driven by business mixes, tax environment and dealer franchise Check base vehicle costs alignment with Program Approval objective proposing variances to the standard equipment to address cost track issues or new competitive environment scenarios
Launched new Ford Fiesta and new Ford Fusion in Italy Developed and implemented bi-annual marketing plans Provided market trend analysis to integrate new white space products in the Ford cycle plan Monitored product content trend within the respective segments to identify more competitive future product content Developed the national media plans (TV, billboard, radio, press) coordinating all external communication agencies and service providers Created and managed all retail and wholesale variable marketing campaigns Developed training packs and procedures to help dealers and sales force to launch new products and sell value rather than discount
Achieved sales and qualitative objectives. All qualitative objective were tracked by customer satisfaction monitoring systems Implemented local sales and marketing strategy brand @ retail by training and motivating dealer sales forces Managed new and used cars dealer stock to minimize average stock
Achieved service share and parts sales objectives Monitored customer satisfaction index and achieved yearly objectives ensuring that all Ford after-sales processes and standards were implemented inside dealerships Implemented pilot program in a major Ford dealership with the objective of optimizing the after-sales service share and new parts volumes. Measured and improved department processes. Service share increased by 2% and parts turnaround increased by 13%