Mgr, Audience Strategy (Job Number: AUD001832)

Description

"Vorsprung durch Technik" or, "Progress through Technology" is our company ethos and is the core belief that drives the development of every Audi vehicle. It inspires the innovative solutions, revolutionary engineering and progressive design that have become synonymous with the Audi name. And it reminds us to challenge ourselves, rewrite the rules from time to time and always fuel our pioneering spirit. The spirit that sets us apart on the racetrack and the open road. In our relentless pursuit to become the number one premium car brand in America, we need employees who share in this spirit of challenging the status quo in everything that we do.

Role Summary:

It’s a time of massive transformation for the automotive industry and Audi is leading the way. From product, technology and design innovation to new customer-centric and digital-first experiences, we are living progress and reimaging opportunities to thrill and ignite the next generation of premium consumers through the Audi brand.

This role is focused on defining and activating brand marketing strategies that will drive growth for Audi into the future. The ideal candidate will be a strategy expert, with experience in intercultural and current premium and emerging consumers. They will be responsible for using key insights to inform customer-centric marketing strategies to unlock the brand across integrated initiatives. This person must be a seasoned strategist with cultural curiosity and a laser focus on the data and a passion for the customer.

Role Responsibilities:

Strategy 75%

• Architect current customer and emerging intercultural audience strategy across cross functional teams & channels to deliver a unified approach
• Define audience potential and segments to project business opportunities and outcomes
• Develop governance for audience creation, activation, and measurement
• Build key audience segments with audience profiles and insights
• Partner with global stakeholders to ensure creative is translated effectively for the US market
• Create clear, concise operational briefings around audience and campaigns
• Identify growth opportunities using data to uncover trends or consumer insights that can drive the business and marketing innovation
• Monitor business trends and competitive intelligence for strategic marketing business planning discussions
• Identify, implement, and ensure inclusivity as well as DE&I best practices across audience strategies and outputs
• Serve as the primary architect for cross-functional agency management, collaboration and a holistic briefing approach

Research & Reporting (15%)

• Partner and lead the design, development, execution and synthesis of quantitative and qualitative audience and brand marketing research initiatives
• Partner with cross-functional teams on creation of dashboards and reports
• Translate business objectives and requirements to brand marketing KPIs
• Translate marketing brand health performance into actionable strategic recommendations
• Lead Ad Tracking and Brand Equity tracking through Kantar in coordination with strategic AoR
• Own quarterly and annual impact and KPI review with performance insights to inform strategic recommendations and pivots against business objectives, and test & learn agenda
• Analyze competitive and cultural data to ensure Audi is positioned as a thought leader in premium automotive and innovation
• Demonstrate strong data analysis and modeling skills to distill and identify opportunities
• Innovate and iterate current research approaches to add value and incremental capabilities

Integrated Planning 10%

• Lead annual and quarterly brief-in presentations with internal and external partners
• Organize and lead partners to enable plans; generate key learnings and develop work that drives the business and delivers on brand goals
• Support annual and quarterly marketing planning meetings for stakeholders to be informed about the audience and marketing plan updates
• Support development of new processes, systems and materials to ensure effective marketing cross-functional alignment and planning

Qualifications

Qualifications:

Years of Experience:

• 10+ years professional experience
• 5+ years intercultural/multicultural research,
• 5+ audience development

Education – Required:

• Bachelor’s Degree

Education – Desired:

• N/A

Skills:

• Entrepreneurial spirit
• Passion for people, business and innovation
• Creative and strategic thinker
• Ability to manage and execute multiple programs and ideas
• Highly developed communication skills – interpersonal, presentation and written
• Authentic collaborative behavior and thinking
• Ability to navigate complexity and balance the interests of numerous stakeholders
• Ability to analyze and synthesize data and insights from various sources
• Problem solver, solutions driver
• Resource and project management
• Flexibility, adaptability and resilience 

Specialized Skills – Required:

• Demonstrates a strong skillset in presenting hypotheses, conclusions and recommendations to stakeholders across the business with clarity
• Responsible for leading teams
• Brand management experience and ability to drive campaign positioning
• Ability to pro-actively collect and organize data and arrive at insights, opportunities and threats
• Skilled in data analysis and storytelling
• Experience developing audience strategies including research, segmentation and insights for multicultural/intercultural audience
• Solid understanding of DE&I principles, including landscape, effective communications strategies, conscious and unconscious bias
• Expert ability to create clear, concise campaign communications materials

Specialized Skills – Desired:

• Experience with campaign tracking and KPI-setting
• Experience working in-house or at an advertising agency in a strategic role

Work Flexibility:

• Domestic & international travel may be required estimated up to 20%

Volkswagen Group of America is an Equal Opportunity Employer.  We welcome and encourage applicants from all backgrounds, and do not discriminate based on race, sex, age, disability, sexual orientation, national origin, religion, color, gender identity/expression, marital status, veteran status, or any other characteristics protected by applicable laws.

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