Alfa Romeo Experiential & Tier III Marketing Manager at Stellantis in Auburn Hills, Michigan

Job Description:

The Experiential and Tier III Brand Marketing Manager will manage current and future programs for new vehicle launches and customer demand sustainment efforts. The Manager will define and optimize marketing strategies, champion key vendor partnerships, lead comprehensive T1 & T3 experiential activities and related communications to dealers. This individual will be accountable for the entire co-op program and insuring all funds have been exhausted by the end of each calendar year. There is significant oversight required making sure dealers provide all necessary documentation for co-op related claims. The Manager requires laser focus on Regional and National level development of the brand and product awareness. The Alfa Romeo Brand Manager will also be responsible for monitoring various program effectiveness and efficiency. Candidates must demonstrate the ability to use data to clearly identify market trends and make concise recommendations to Senior Leadership in delivering defined results. The role will require creative thinking, flexibility with daily time management, strong analytical abilities, presentation and communication skills, confidence with proposing results-driving initiatives to a variety of audiences.

Alfa Romeo's Marketing Strategy:

Alfa Romeo's marketing strategy focuses on several key areas:

1. Brand Positioning: Emphasizing Alfa Romeo's heritage, Italian design, and performance to differentiate it from competitors.


2. Target Audience: Focusing on affluent, performance-oriented customers who value luxury and exclusivity.


3. Digital Marketing: Leveraging digital platforms for targeted advertising, social media engagement, and influencer partnerships to reach a broader audience.


4. Experiential Marketing: Creating memorable experiences through test drives, events, and sponsorships to build a strong emotional connection with the brand.


5. Dealer Engagement: Providing comprehensive training and support to dealers to ensure they effectively communicate Alfa Romeo's unique value proposition.


6. Product Launches: Strategically planning product launches with high-impact marketing campaigns to generate buzz and drive sales.


7. Customer Loyalty Programs: Implementing programs to retain existing customers and encourage repeat purchases.

Key Performance Indicators (KPIs):

1. Sales Volume: Tracking the number of vehicles sold within a specific period.


2. Market Share: Measuring Alfa Romeo's share of the total automotive market.


3. Brand Awareness: Assessing the level of recognition and recall of the Alfa Romeo brand among target audiences.


4. Return on Marketing Investment (ROMI): Evaluating the revenue generated from marketing activities relative to the cost of those activities.


5. Lead Generation: Monitoring the number of potential customers generated through marketing campaigns.


6. Conversion Rate: Measuring the percentage of leads that convert into actual sales.