Regional Marketing Manager (Eastern Region)

SUMMARY

Maintains responsibility for the Regional implementation of the Subaru brand strategy with a specific focus on improving Subaru retailer marketing and championing "More than a Car Dealer." Collaborates with Field Marketing Manager and others in Subaru of America (SOA) Marketing regarding implementing retailer marketing strategies.

Guides the Zone Retailer Marketing Managers with the intent of increasing demand and sales within the Region.

Focus of position is supporting marketing approximately half of time and supporting sales operations approximately half of time (including taking ownership of monthly and annual Regional sales targets, such as inventory management, incentives, and Trade Up Advantage).

PRIMARY RESPONSIBILITIES


* Serves as communication liaison for all Marketing initiatives (including, but not limited to, brand, product, retailer, and parts & service initiatives) between the Region, the Zones, retailers, and Subaru of America (SOA) Marketing.


* Leads and maintains responsibility for retailers' enrollment and engagement in Subaru Marketing programs including Love Promise, Relationship and Owner programs, and Digital and Parts & Service marketing programs.

Oversees program activation from a regional perspective and provides direction and counsel to Zones.


* Provides Regional Marketing direction regarding understanding and applying Marketing resources to the Zone Retailer Marketing Managers.

Provides regional intelligence and strategies to the marketing support partners including the Carmichael Lynch, Dealer.com, Shift Digital, and Care Connect field teams.


* Develops and manages the annual budgets for the Regional Discretionary Fund (RDF) incentives, media spend, marketing promotions, and selling expenses while aligning with and following SOA policies and rules; works with National Incentives Program Manager (in Sales) for budget development and management.


* Monitors Subaru Advertising Fund (SAF) spending to ensure that overall regional and retailer media spend is efficient and in line with SOA Marketing media plan.

Oversees Parts & Service SAF spending.

Helps retailers within the Region build out their Love Promise plans by having them develop promotional plans.


* Oversees regional demand metrics and calculates how much demand (web traffic, leads, etc.) is needed for Region and Zones to achieve sales targets.


* Provides guidance and oversight from a Regional perspective to Zones on retailer Marketing messaging, communication channels, and in-store merchandising to ensure alignment with Subaru Marketing strategy.

ADDITIONAL RESPONSIBILITIES


* Maintains responsibility for Regional Marketing event activation and management, including planning, budgeting, staffing, setup, and logistics.


* Partners with SOA Experiential Marketing, Motorsports Marketing, and Auto Show teams to implement and execute Subaru Marketing events and initiatives.


* Manages up to two (2) Regional Ma...