Fiat Chrysler Automobiles
BUILDING THE FUTURE
Head repositioning activities of five FCA brands and over 70 products with a high brand equity but low product awareness. Responsible for Jeep, Alfa Romeo, Fiat, Abarth and Fiat professional. Refined brands and model range based on competitor analysis segmentation and regional demographics. Re-engaged potential clients by developing core marketing and communications plans. Built strong stakeholder and partnership relationships across various omni-channels to push under developed brand into mindset space. Uncovered insights and strategies to develop marketing and branding opportunities for new and existing products. Plan, lead, and co-ordinate communications projects to optimise marketing effectiveness.
SELECTED CONTRIBUTIONS
Board Level position integrating Marketing to Sales and Network Development – a first time for FCA South Africa. Reduced aged stock by 1,800 units utilising a mix of channel activities with trade dealers. Moved from classical marketing mix to omni-channel digital focused approach, reporting positive SEO/PPX/CPA and Affiliate marketing on all campaigns. Boosted product market share by 300% in a converging market space through use of Performance Digital. Developed new Digital approach utilising global agency agreements/assets to deliver strong localised campaigns for demographic strong market. Created bespoke advertising using core digital tools at pixel level, competitor analysis and programmatic buying – ensuring best ROI on all marketing spend. Delivered 100% success rate across all KPI’s during 2018 to 2020 with highest SOV and AVE for PR, most social media gains, optimal linked CRM campaigns, and maximum customer events. Secured value of more than GBP 3,000,000 from GBP 150,000 spend on TTL Activities. Created consistent articulated stories and delivered content strategy around 38 products across 5 brands, involving over 30 journalists and 60 publications.We’re a team of creatives who are excited about unique ideas and help companies to create amazing identities.