Product Marketing Manager

Job description / Role

Job Purpose:

Recognizing that the difference between the success and failure of a particular program can mean tens of millions of dollars in lost profit to GM, the Product Marketing Manager will use a deep understanding of the customer, market and competitors to lead the planning and execution of the Product Segmentation, Product Specification, Volume Mix, Pricing and Launch Strategies for MEO post-VPI. Responsible for the ‘product, pricing and place’ components of the total marketing mix, liaising with the Communications Team on the ‘promotion’ component. Develop and implement product offers to support the achievement of annual sales and profit targets.
- Post-VPI owner of the customer, as relates to product, content and positioning to ensure:
- Right Car for the
- Right Customer with the
- Right Content at the
- Right Price
- Takes a strategic approach to optimize content, pricing and profitability
- Anticipates the future environment to define key product attributes and features
- Ensures that product programs are fully defined and approved on time to enable flawless execution
- Continuously assesses market opportunities

Key Responsibilities:

Work closely with the Product Planning team in defining the target customer, key competitive set and strategic positioning - keeper of the definition, develop and own the customer and product story:
- Use a profound understanding of the customer and market drivers to generate insights – key customer and partner of market research
- Define USPs/Wins/POEs (the product story)
- Suggests and makes tough tradeoffs – remove content that does not provide sufficient customer value
- Use creative thinking to challenge class norms to deliver a superior product
- Use strong communication and persuasive skills to create and deliver compelling presentations to key leadership and Homeroom staff to gain approval
- Strong understanding of target competitors and key strengths and weaknesses

Develop detailed product content and gain approval
- Use strong understanding of the customer and competitors’ future plans to define content specification
- Understanding of Brand Wins and how they apply to each segment

Ensure that Market needs continue to be incorporated into the program post-VPI:
- Use extensive knowledge of product requirements and excellent verbal and written communication skills to represent market on Global Program Teams to ensure that requirements are and continue to be comprehended in the vehicle program
- Establish and participate in regular reviews with Global Program Teams and hold them accountable to responding to market issues in a reasonable period of time
- Ensure that the program is balanced against all requirements. Identify and create solutions to maintain the achievement of market goals while balancing against necessary tradeoffs as identified by the Homeroom

Volumes, Pricing & Profit Optimization post-VPI:
- In conjunction with MEO’s Product Planning and Business Planning teams, support 50:50 volume/market share forecasts and targets for future programs
- Use customer and market relevant pricing strategies / positioning to develop specific pricing proposals for current and NG products
- Perform sensitivity analyses to optimize profitability
- Complexity analysis and optimization
- Support the annual pricing & MTP process in conjunction with Finance & VSSM
- Oversight and input into production, stock and distribution

Ensure program integrity and accuracy
- Hold team members accountable for accurate and timely delivery of inputs for product programs, (VTS, S&O, line-ups, powertrains, volumes, price positioning, etc)
- Ensure the full integrity of all with regards to robustness of all assumptions to allow for successful and timely handover of programs to Program Launch Management for execution

GVDP deliverables – Post VPI:
- Fully understand GVDP timings and deliverables for each new product program (New, Major, MCM & LCI/Annual)
- Assess program scope and content and identify areas to optimize program timing with appropriate level of risk/reward for GM and work with the Homeroom
- Lead the Lifecycle management of each program including LCI/Annual content and pricing and transitions from current to next generation products
- CR management (initiating content changes, tracking lead program changes)
- Management reporting - GVDP Gate + pricing reviews (Marketing Reviews - CSO through MLA)
- Lifecycle management : includes MY/LCI content and pricing

Support brand communication team and agencies:
- Ensure product accuracy in all communications including Web, brochures and Media Releases.
- New Vehicle Launch Strategy Planning and managing cross-functional ‘go to market’ plans.
- Prepare materials required for PR activities to ensure that the necessary programs and activities are in place on a timely basis.
- Prepare materials required for sales training programs.
- Ensure the timely flow of product information to the Dealer Network including product updates, corrections and new model releases.
- Responsible for all development, maintenance and supply of a central & accurate product information source for the entire organisation including product content on online channels and auditing up-keep.
- Manage the supporting product information component of sales brochure development
- Review color penetration, model mix & option penetration.

Requirements

Knowledge and Experience:
- Extensive knowledge of automotive business processes and customer segment purchase drivers
- Knowledge of GM-GVDP
- Understanding of brand positioning
- High level knowledge of the motor industry
- Ability to negotiate and work effectively with people from other cultures
- Cross functional experience
- 5 years automotive experience across several appropriate functions
- Extensive knowledge of automotive business processes and customer expectations
- Experience in business strategy

Education:
- College degree preferably in business

Skills:
- Strong facilitator and negotiator based on sound interpersonal and communication skills
- Excellent presentation skills
- Strong ability to influence through sound verbal and numeric reasoning
- Ability to explain difficult and complex problems and solutions in simple terms in order to drive decisions
- Ability to prioritize
- Financial aptitude

Competencies:
- Integrity and Trust
- Customer focus
- Drive for Results
- Strategic Agility
- Business Acumen

About the Company

General Motors Company (NYSE:GM, TSX: GMM), one of the worlds largest automakers, traces its roots back to 1908. GM and its strategic partners produce cars and trucks in 31 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, Holden, Isuzu, Jiefang, Opel, Vauxhall and Wuling. GMs largest national market is China, followed by the United States, Brazil, the United Kingdom, Germany, Canada and Russia. GMs OnStar subsidiary is the industry leader in vehicle safety, security and information services.

With its global headquarters in Detroit, GM employs 209,000 people in every major region of the world and does business in more than 120 countries. GM is headquartered in four major locations: GM Europe; North America (GMNA); South America; and GM International Operations (GMIO) is located in Shanghai, China. GMIO covers Asia Pacific and Middle East.

GM Middle East started in 1920s and the brands that are sold in the region are Cadillac, Chevrolet and GMC supported by a unique set of customer-focused services. GM parts and accessories are sold under the GM Parts and ACDelco brands. The regional office in Dubai covers the companys operations in Bahrain, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, UAE and Yemen in 20 dealerships.

GM has 2 facilities here in Middle East one is in Dubai World Trade Centre and the other, Middle East Distribution Corporation, which is located in Jebel Ali.