This role is the lead for all accessories, merchandising and conversions for Al-Futtaim Automotive After-sales. To create and driver Personalization In-Market Enhancements, enhancing the quality and innovation of our accessory options, products and services.
The individual will support Automotive Aftersales with comprehensive updates on the accessorise, mechanising and conversation industry, competitor information, plus additional information including (but not limited to):
The ongoing evaluation of all vendors/suppliers; market share
Growth projections
Market trend analysis
Technology developments
?Key Responsibilities:Product Strategy:
Define and manage the overall direction and strategy based on the brands value proposition and market position
Provide oversight and overall strategic direction towards the development of businesses cases for product offerings.
Create Go to market strategy for the products via sales channel (trade, retail, digital, etc)
Develop Strategy for achieving the Mid and long-term plan to achieve Commercial Objectives and Engineering Developments by Gemba Visits, Voice of Customer, Identifying Market Needs
Develop Forecasting for Annual Sales and Profit and Identify Key Strategic Tactics Action Plan Timelines to meet Objectives
?Product Marketing:
Create product positioning in the market, product USP and develop and maintain product catalogue and steer marketing team for the right messaging and liaise with pricing for the right positioning
Identify, benchmark and develop vehicle model lineup for conversion/accessory and merchandise plan for dealer network with conjunction with sales and marketing department launch event plan
Work cross functionally with marketing team to ensure that the products are showcased in the right manner and we drive the right properties in line with market and the margin constraints of the business
Analyze the effectiveness of the promotions in achieving the targeted levels of sales and margins
Actively monitor retention rates and identify and execute best practices for retention.
Build and implement the activation, retention and reactivation strategy
Plan and execute regular campaigns to drive conversions and engagement
Prepare the conversion and accessory/merchandise sales and marketing team for the launch readiness on key tactical plan, product and pricing, USP?s, sales pitch, communication and marketing material ? online and offline POS material for B2B and B2B awareness
?Product Planning:
Develop accessory and merchandise line up, pricing and business case through which includes market analysis, competition understanding, market potentials for both OEM and AF branded products.
Establish and maintain a framework for conducting regular competitor analysis to identify new suppliers as well as gaps/trends that will help to develop
Conduct long-range planning, which may include focus on targeted market segments, derive competition insights from the market and keep abreast of the latest trends in Merchandising, vehicle conversion and accessories planning
Identify the pain points in the conversion funnel and work closely with Product category team to improve the metrics
Manage and continuously improve product catalogue that drive better customer experience and accelerated growth
?Product Development
Create product and services portfolios
Oversee overall category plans in the areas of pricing, promotion, assortment and allocation for each category
Develop project plan for the conversion and accessory and merchandise for multiple models and launch plans for operating region
Identify suppliers, engineering validation, supplier capabilities and finalize the cost targets achievements with suppliers with engineering and purchase team
Guide the engineering team for the conversion/accessory development to meet time lines to start of sales of vehicle or vehicle event
Monitor stock movement and consider markdowns, promotions, price changes, clear outs etc.
Ensure optimum inventory levels are maintained across business and channels keeping in mind minimum requirements as well as working capital constraints
Create vendor database and products catalogues to have products coverage for one to one for AF brand cars and Tier 2 vehicle brands to fill the gap for missing products
?Product Measurement:
Complete Business Ownership of Business Performance Plan, development and measurement for Vehicle Conversion and Accessory & Merchandise department
Analyze monthly and identify counter measure to manage business performance shortfall with action plans
Create and put in place KPI?s to measure each product performance, steering the sales team with weekly/ monthly collaborative meetings to boost revenue and market share
Collate market feedback on products and services and create action plans for improve
Ensure product specifications meets the national quality standards and customer standards
