The nameplate manager drives all commercial and product actions related to a nameplate(s). He/She manages current and future vehicles in defining and optimizing: product content, msrp, pricing, volume, marketing strategies, sales, profitability, product communications and key messaging, incentives and product lifecycle strategies.
STRATEGIC: 40%
- Develops the product vision, positioning, volume forecast, share, mix, pricing, incentives for new product approvals
- Defines pricing actions, showroom walks, price positioning, pricing ladders, pricing tasks
- Conducts analysis of demographics, cross-shop, inflow, outflow, top vehicles considered, “we have/they have”, purchasing reason/rejection
- Creates the marketing brief to support advertising campaigns (message, target, feature, claims)
- Develops the What’s New plan for the incoming new model year featuring new equipment, pricing, standalone options and mix.
- Evaluates portfolio and product complexity to ensure its adequacy according to market dynamics.
OPERATIONAL: 60%
- Conducts the monthly nameplate review
- Creates and maintains nameplates price bulletins
- Develop communications to the dealer network
- Review all product touch points of contact for accuracy: train-the-trainer, catalogs, specs, websites
- Products “walk-around” and interviews with media
- Maintains the Brand Product Playbook
- Look along with the Fleet group opportunities for fleet sales and provide support
- Follow up with supply chain and sales group: stock levels, production, ordering/allocation and logistics