Brand Manager Shirley Reference Number - 0123445567567
Location Shirley
Working Hours
Benefits Join the Peter Cooper Family
Salary Please apply for more details
Closing Date 31/12/2021

Brand Manager - Volkswagen Shirley

Objectives

  • Develop a strategy to increase revenue and profit in all areas of the business in accordance with a growth plan
  • Formulate retailer policies in compliance with legal and manufacturer guidelines
  • Control cash flow, stocks and assets to achieve a satisfactory return on investment
  • Ensure the retailer is adequately staffed
  • Generate enthusiasm for the Volkswagen Guiding Principles and Brand Values
  • Ensure managers and staff are committed to customer satisfaction and process excellence

Measures

  • Actuals vs. business plan
  • Return on investment
  • VQM / retailer audit
  • Customer satisfaction (CEM)
  • Participation in manufacturer/industry programmes and initiatives

Key Tasks

Objective: Develop a strategy to increase revenue and profit in all areas of the business in accordance with a growth plan
  • Develop, forecast and revise business plans; determine where improvements can be made and develop action plans in order to achieve ongoing retailer objectives
  • Increase market penetration through effective planned marketing to support business growth
  • Oversee the implementation of marketing and promotional activities and monitor their success through line managers
  • Create and maintain a professional retail image through positive media exposure
  • Ensure adherence to Volkswagen operating policies and guidelines, including Retail and Wholesale standards
Objective: Formulate retailer policies in compliance with legal and manufacturer guidelines
  • Ensure all retailer employees and contractors operate within the law at all times
  • Review pricing/discounting policies regularly
  • Ensure adherence to Health and Safety and Environmental policies and procedures
  • Develop and maintain relationships with Volkswagen representatives, professional bodies, suppliers, statutory representatives
Objective: Control cash flow, stocks and assets to achieve a satisfactory return on investment
  • Examine accounts, operating controls and composite figures to monitor performance, plan improvements and allow corrective action to be taken
  • Set profit objectives within a specific time scale to ensure a budgeted return on investment
  • Maintain stock turnover ratios, ensuring any increase in stock holding generates a sufficient profitable return
  • Determine the reason for budget variances, including overruns and underages
  • Maintain effective control of expenses in line with budget objectives
Objective: Ensure the retailer is adequately staffed
  • Recruit suitably qualified and experienced personnel
  • Coach and develop job-related skills of managers to support improvement in their performance
  • Ensure training needs are met and accurate records kept
  • Establish and review salary scales and incentive schemes
Objective: Generate enthusiasm for the Volkswagen Guiding Principles and Brand Values
  • Develop and maintain an excellent working relationship with all management and staff
  • Embody the Volkswagen Guiding Principles and Brand Values in all interactions
  • Communicate enthusiasm for the brand to all retailer staff and customers
Objective: Ensure managers and staff are committed to customer satisfaction and process excellence
  • Ensure departmental managers record transactions accurately and timely onto the management information system
  • Regularly review and communicate customer satisfaction results
  • Ensure managers communicate customer satisfaction expectations to their staff
  • Improve the quality of customer service and retention by enhanced facilities and improved technical skills and processes

Core Competencies

Focus on customer experience
  • Actively promotes the importance of quality
  • Sets and achieve high standards to ensure consistency
  • Communicates and implements customer relationship management principles
  • Identifies gaps in customer expectations versus actual service levels
  • Spots trends and issues in performance that are reducing customer satisfaction and takes steps to resolve them
  • Initiates customer service improvements to enhance business results
  • Aligned with the Brand in the commitment to excellent customer service
Strategic development and planning
  • Demonstrates and applies an understanding of strategic influences from within and outside the motor industry
  • Able to focus on long term business growth
  • Able to construct meaningful mission, vision and value statements
  • Able to analyse business performance and identify gaps and potential opportunities and problems
  • Able to take a ‘helicopter’ view of the business to see a broad perspective

Leading people

  • Clearly demonstrates a belief in the importance of people
  • Is aware of their own strengths and development needs as a leader
  • Is receptive to feedback in order to improve own performance
  • Plays on their strengths and takes steps to drive personal development in areas of weakness
  • Actively promotes the need for change and manages instances of resistance to it
  • Effective decision maker, taking into account the implications on staff, customers and bottom line
  • Able to make difficult decisions with confidence
  • Is solution, not problem, orientated
  • Motivates and leads without recourse to fear
  • Thinks outside the box, taking creative and innovative approaches to maximising business performance
Managing people
  • Gives regular feedback in order to boost performance
  • Uses a coaching style in order to develop individuals
  • Identifies development needs among staff and supports the delivery of tailored development
  • Is proactive in managing instances of poor performance
  • Able to set clear goals and stretch targets for people
  • Initiates projects to help improve business results
  • Ensures staff are aware of the key performance indicators for the business and communicates them regularly
  • Ensures teams share a common identity and are committed to joint working
  • Actively manages change, giving the context, rationale and support necessary to obtain commitment
  • Works with other Retailers within their group or in the network to share best practice and learn
Communication influence and impact
  • Demonstrates strong presentation skills
  • High level of self awareness and awareness of their impact on others
  • Applies rapport building skills and demonstrates adaptability in communication style
  • Strong negotiation skills employed both internally and externally
  • Able to manage difficult customers and difficult situations in a professional manner
  • Able to extend their influence up through the organisation
  • Has high levels of self confidence in their role and their ability to delivery

Market and territory focus

  • Is aware of key competitors in the market and their strategies for differentiation
  • Monitors trends that effect customer expectations and demands, and uses this information to plan for the future
  • Uses local and national competitor information to identify key issues/opportunities
  • Monitors changes and trends from their key suppliers
  • Is aware of PEST factors that are likely to impact demand
Brand alignment
  • Demonstrates and applies an understanding of the Brand Values and Brand Ambition
  • Representative of Volkswagen Brand at all times
  • Actively promotes Brand to inspire people and customers
  • Takes the lead in acquiring and maintaining VQM
  • Understands the business case for investing in the Brand Values and their link to profitability and growth
  • Works with the Brand to improve service and product delivery, inputting feedback and sharing best practice
  • Instils a Brand aligned culture in the staff
  • Is highly responsive when presented with new initiatives from the Brand, ensuring they are actioned swiftly
  • Entrepreneurial and creative approach to marketing that is Brand aligned


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