National Parts and Service Marketing Manager

SUMMARY

Develops and implements the strategic vision of all Aftersales marketing, including supporting Aftersales business owners on customer-facing marketing to promote their initiatives, creating tools to educate the consumers for increased service retention, and developing and implementing a national Parts & Service marketing plan that is deployed on traditional and digital channels. Additionally, creates tactical ways to use customer data in vehicle and digital platforms to improve the owner experience. Coordinates efforts with Regions, Zones, and Independent Distributors to attract and retain customers, increase retailers' parts and service sales, and achieve national parts objectives.
 

MAJOR RESPONSIBILITIES

• Creative: Manages and oversees Agency Partner, Latcha, on Parts & Service initiatives and all creative, content, and marketing materials that align with Subaru brand identity. Generates all customer-facing marketing materials in support of Aftersales Managers and their corresponding initiatives including Express, Wholesale, and Parts and Collision; responsible for creation of assets from start to finish and in-store shipping and logistics. Provides support for some retailer-facing materials including logos, images, sell sheets, etc.
• Marketing: Collaborates closely with Subaru of America (SOA) Marketing and other departments to ensure that Parts & Service is represented within SOA platforms. This includes responsibility for service content generation for Care Connect, retailer website platforms, Subaru.com, and more.
• In-Store: Manages all aspects of Parts & Service in-store messaging and creative, including Point of Purchase (POP) and Service Media Center. Collaborates closely with SOA Marketing to ensure consistent messaging across digital platforms (Service Marketing Center [SMC], Subaru TV) and coordinates on vendor management.
• Aftersales Strategy: Collaborates with Aftersales Performance Manager and team to ensure consistent alignment of objectives and communications between both retailer process and customer experience, including Service Pulse and Care Connect alignment, First Appointment in Delivery Process, and Digital Service Technology customer-facing components.
• National Calendar: Develops strategic direction for retailer-level marketing including national Parts & Service promotional campaigns, ad-hoc promotional events with third-party vendors, and digital marketing presence to drive retailer service and parts sales.
• Telematics: Provides strategic oversight to Fixed Operations Demand and Telematics Manager regarding: • Best practices for vehicle and customer data across multiple vehicle generations, to ensure that customers receive pertinent and accurate information while adhering to privacy and legal standards. • Leveraging Parts & Service marketing programs/content and integrating across platforms (MySubaru, In-Vehicle Telematics, Admin Portal, Digital Service Technology-approved vendors) to create a seamless, consistent customer experience. • Development of retailer-facing lead handling platforms and training resources.
• Digital: Provides strategic oversight to Fixed Operations Digital Specialist regarding: • Subaru Parts Online: Overseeing and enhancing our growing parts and accessories e-commerce platform, Subaru Parts Online, to ensure that we are capitalizing on interested do-it yourself (DIY) consumers circumventing aftermarket competition and increasing incremental parts/accessories sales. • Digital Strategy: Setting and executing digital strategy for all Aftersales marketing customer experiences, including maintenance, repair, collision, and recall. Managing Subaru Express Service Now (Tier 2 paid search program).
• Field/Training/Tools: Manages responsibility for field and retailer engagement of Aftersales marketing tools as mentioned throughout and also including Parts & Service Subaru Ad Fund (SAF), Competitive Pricing program, and Affirm (Parts & Service financing). Collaborates with Training as primary stakeholder in Parts & Service digital/phone processes including Mystery Shop, Service Lead Handling, and Service/Recall Concierge to ensure that they are effectively utilized to promote retailer improvement of customer satisfaction, owner retention, and retailer profitability.
  Aftersales Business Conference (ABC) Project Manager: Manages the coordination of the ABC every other year. This includes milestone/calendar and budget management, personnel management (field, corporate, retailers, vendors), building the agenda, serving as point of contact for One10 and TallTree productions, video production coordination, and executive and National Retail Advisory Board (NRAB) meetings to discuss the conference.
• Leadership: Manages the hiring, training, daily oversight, and performance evaluations of direct reports.