Multi-brand automotive marketing

The challenge

The company runs an automotive group with close to twenty brands. Fourteen light-vehicle brands and six truck brands, among them Ford, Nissan, Peugeot, Citroën, MG, Chery, Volkswagen and Mitsubishi Motors. In trucks and buses, among others: MAN, Hino and JAC. On top of that, sixty-seven branches nationwide and business lines that differ from one another: light vehicles, trucks, fleet, insurance and operating lease. The challenge was to build a marketing strategy that worked for every brand and every line at the same time, held coherence across an extensive physical network, and produced measurable commercial results with a budget that was not going to grow.

My role

National Marketing Manager. Full ownership of strategy, budget and teams, reporting to senior management and taking part in the weekly commercial committee across all brands.

What I did

• 01Design and implementation of the annual strategy: positioning by brand, campaign planning and go-to-market by business line.
• 02Management of the group's annual marketing budget: allocation by channel, brand and period according to stock, seasonality and commercial targets.
• 03National trade marketing: visual and operational standardisation of the 67 branches, point-of-sale materials, launches and activations at national scale.
• 04Channel integration: Google, Meta, programmatic, radio, TV, outdoor and events, with a focus on sell-out and funnel efficiency.
• 05Weekly review of sales and stock by brand in the commercial committee, adjusting campaigns and activations in real time.
• 06Go-to-market for brands new to the Chilean market: production of materials, training for the network and activation at the point of sale.
• 07Simultaneous coordination of creative, media and production agencies in a fast-moving multi-brand environment.