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
This individual will report to the Vice President of Marketing – Americas and work closely together with the Vice President of PR, the Regional Manager Team, the CRM Manager, and the Communications Design and Merchandising Manager.
The Experiential Marketing Manager (“EMM”) position is responsible for the strategic development and operational execution of exhilarating and innovative customer centric engagements at both the national and dealer level.
The position requires extensive OEM and luxury segment experience in curating cutting edge and impeccably implemented event-based marketing initiatives. The individual will also possess a robust expertise and understanding of the communication flow between a regional sales company, a global headquarters, and a dealer network spread across North and South America.
Principal Accountabilities
- Manage all aspects of experiential marketing programs including ideation, conceptualization, budgeting, planning, timelines, implementation, agency steering, and measurement
- Develop KPI’s and metrics in alignment with Americas Leadership Team and Central (HQ) Marketing to track performance and leverage respective data for continuous program enhancements and development
- Collaborate with all key stakeholders to ensure experiential activities tie seamlessly into and add value throughout the full customer and prospect journey
- Manage and coordinate brand marketing and experiential activity communication between the Region Manager, Americas Marketing team, and the Central Marketing team.
- Manage communication flow for the above with each Region Manager while communicating activity requirements to the specific stakeholders in each area; This includes both internal team and external partners.
- Manage and coordinate all experiential requests from the dealers / Region Managers to properly execute events with relevant personnel from the experiential agency of record. This specifically includes integration of the Americas experiential strategy with dealer marketing plans.
- Responsible for the steering of the marketing and track-vehicle fleet
- Manage and evaluate regions total dealer co-op funds together with respective Regional Manager and track financial commitments
- Co-create annual dealership experiential marketing plans together with Regional Managers
- Develop process for dealership activity; create event guidelines and request templates
- Draft statistical framework that delineates tactical steps towards dealership new vehicle order goals
- Create report templates that track event attendance, follow-up activities, lead generation, sales, opt-ins and ultimate measure and quantify ROI
- Drive the national, regional, and dealer level experiential marketing strategy and execution for McLaren Americas
- Always maintain a customer first viewpoint to ensure all brand touchpoints are executed flawlessly and with the utmost level of excellence and relevance
- Leverage innovative and engaging experiences to advance the overall brand vision and goals while strengthening loyalization and creating new conquest opportunities
Knowledge, Skills and Experience
- Minimum of Bachelor’s Degree.
- Minimum of 5+ years of direct experience and a proven track-record of success in the OEM space, managing marketing and communications regionally and with the dealer body.
- 5+ years of direct experience developing brand experience events.
- 5+ years of experience with a known luxury brand.
- Experience in developing KPI / metrics to accurately measure marketing activities.
- Experience working with international companies and different cultures / business organizations.
- Experience with content generation in the social media environment.
- Extensive experience in regional automotive sales & marketing operations.
- A proactive mindset that devises creative solutions to strategic and tactical business challenges, supporting Sales and Marketing goals that benefit the dealership & NA Region.
- A technical understanding of systems associated with high-performance sports cars.
- Experience of networking within Marketing disciplines and working within dynamic and change-oriented teams.
- Ability to influence senior management and engage with all levels of employees in order to resource national assets/campaigns and support strategic business goals, both internal & dealer network.
- Must possess an understanding of the luxury automobile market, the HNWI consumer target, and a sensitivity to the client needs in this market segment.
- Advanced level in Microsoft Operating System & programs: Outlook, PowerPoint, Excel, Word, Teams, Zoom, etc.
Personal Attributes
- Highly self-motivated while being very adaptable.
- Excellent influencing and negotiation skills with partners and dealers.
- High emotional intelligence (EQ) and networking skills.
- Enthusiasm for automotive and racing aspects of the brand.
- Professional and credible ambassador of the McLaren brand values.
- Ability to mix confidently with senior dealership personnel and executive management.
- Able to maintain a consistent high level of work and professional output in times of change.
- Must possess a willingness and ability to work outside the box and to take on jobs / challenges beyond job description – a “team player.”
- Makes things happen with minimum levels of supervision.
- A strong level of commercial acumen supporting budget ambitions and understanding the broader business context.