Marketing Manager - UK
Home Based
Promotional Marketing, PR, Motor Sport, Media, Marketing, Manufacturer, International, Events, Digital Marketing, CRM, Brand Ambassador
As the Marketing Specialist within our International Business team, you will be responsible for driving the execution of online, offline, experiential, PR and direct marketing interventions for achieving the targeted increase in brand reach, business funnel conversions and establishing the brand within the region. The role plays a key part in continuously measuring and analyzing the impact of your strategy so as to continuously improve the marketing efficiencies and effectiveness. This integral position plays a significant role in creating and evolving new marketing plans beyond traditional automotive methodologies.
The Marketing Specialist role forms part of the Marketing team within the Global Commercial Organization, reporting to the Team Manager - Marketing, Business Market Europe. You will also have a matrixed relationship with the Business Manager for your region.
Key responsibilities:
- Key responsibilities will include, but not limited to:
- Launching targeted marketing programs to an agreed timing plan, ensuring seamless execution in order to expand the reach, increase the funnel size, increase conversion and maximize the return on our Marketing Investments.
- Directly managing and reporting the metrics for business and consumer metrics targeted against each planned activation on an on-going basis in line with the organizational framework of impact measurement and reporting.
- Creating briefs for a variety of marketing initiatives and campaigns, collaborating with different teams internally and externally (agencies) to develop impactful content.
- Work with Dealers for planning Dealer led events and PR events and press launches, ensuring adherence to brand guidelines.
- Have a deep involvement in understanding the customer voice, triggers and barriers to purchase and evolve communication strategies to leverage opportunities and overcome any barriers.
- Be involved in designing unique marketing programs beyond traditional motorcycle/ automotive methodologies for the Region, based on the understanding of customer voice.
- Provide inputs to the Business Team for defining the size of the opportunity based on analysis of target customer data and CRM data, maximizing the conversion across the funnel through targeted marketing initiatives.
- Establish processes for tracking and monitoring campaign milestones in order to provide pre and post campaign reporting analysis and recommend next steps.
- Lead the creation of annual marketing plans for your Region through sharing relevant market analytics and inputs.
- Support new product launches and new business initiatives, wherever required, by executing campaigns and marketing events.
- Work closely with the European Marketing Manager and Marketing Coordinator in developing, activating and maintaining Pan European initiatives, systems, procedures and process.
Success metrics of the role:
- As the Marketing Activation Lead for your Region/Market, you will be measured on On Time, In Full delivery on various goals and performance indicators. These will depend on the focus area for the year. Overall success of your role will depend on the following measures but not limited to:
- Effectiveness and efficiency of campaigns and programs – increase in online brand search, website visits, online & offline lead generation.
- Change in business metrics post campaign execution – increase in enquiry/ search, in-store footfall, test-rides booked, bookings generated and sales [depending on the nature of the campaign].
- Conversion ratios in-store - from enquiry to booking.
? Adherence to spend plans including budgets for the market, correlated to targeted consumer/business funnel impact against those spends.
Network and stakeholders:
- As the Marketing Activation Lead, you will work with teams within and outside the organization to deliver efficiently and effectively on campaigns and plans
- You will closely liaison with the local business team and the dealer/distributor partners to chart marketing & PR plans for delivering growth and business targets
- You will work closely with PR leads at the Head Office to deliver the month-on-month marketing/PR plans
- You will manage and work through local PR agencies and event agencies
About Royal Enfield?
- The oldest motorcycle company in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-size motorcycle segment in India with its unique and distinctive modern classic bikes. With its new manufacturing base in Chennai, India, Royal Enfield is able to grow its production rapidly against a surge in demand for its motorcycles. Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working towards re-inventing this space with motorcycles that are evocative, engaging and great fun to ride.
- Royal Enfield’s product line-up includes the Bullet, Classic, Himalayan, Interceptor, Continental GT models in 500 and 650cc displacements, as well as the latest edition to our family, the Meteor 350. Royal Enfield operates through 11 company-operated stores and 1500 dealers in all major cities and towns in India and exports to over 40 countries across the world including the USA, Japan, UK, France, Germany, Spain, Italy, Latin American, as well as the Middle East and South-East Asia.
- Royal Enfield also organises and supports many motorcycling events and rides , more prominently the Rider Mania – an annual gathering of Royal Enfield riders from all over India to the lovely beaches of Goa, and the Himalayan Odyssey, the most arduous motorcycle ride over some of the toughest roads and highest mountain passes in the Himalayas. Royal Enfield also conducts the popular ‘One Ride’ where people around the world ride out on their motorcycles on the first Sunday of April.
Read more about us: www.royalenfield.com Catch-up on all the latest openings: https://royalenfield.com/aboutus/careers/
What will it be like to work for Royal Enfield?
- As the oldest motorcycle company in continuous production, Royal Enfield made its first motorcycle in 1901. The team is growing consistently, competitively and profitably over a decade now, actively chasing its aim to be the #1 global mid-size motorcycle company and be the #1 Brand in product and service excellence.
- At Royal Enfield, we don’t simply focus on what we do, but how we do it is also very important to us. We do not follow the industry conventions or take the well-trodden path. We create our own path and that has led us to this outstanding success in the past. Our values and the brand remain at the core of all our activities, as we work towards transforming Royal Enfield into a complete experiential brand.
- To that effect, we are adding quality and diversity to the existing team by bringing in new people from different industries providing us with a wide range of thoughts and ideas; people from different parts of the world to help us learn about the markets we intend to serve in the future.
What are we looking for?
- Proven experience in leading, planning and implementing market/customer segmentation strategies and communication/micromarketing/direct Marketing programs for a brand in an organisation which is largely built through word-of-mouth advocacy and influencer engagement.
- Demonstrable experience and understanding of Marketing including brand & product positioning, pricing, promotions & experiential events, market research, sales and distribution.
- A deep, demonstrable understanding of our target audiences and the insightful triggers & barriers that govern their usage/purchase behavior, and the working knowledge of brand/ sub-brand marketing .
- A strong bias for action with the ability to prioritise, multi-task, and manage marketing plans (both ON TIME and IN FULL).
- Strong problem solving skills and have the ability to work autonomously on programs and initiatives
- Experience of working with agencies and partners, exhibiting the ability to generate maximum return through effective marketing plans and direction.
- Having a robust understanding and experience of Digital Marketing is essential.
