Love. It’s what makes Subaru, Subaru®. As a leading auto brand in the US, we strive to be More Than a Car Company®. Subaru believes in being a positive force in the communities in which we live and work, not just with donations but with actions that set an example for others to follow. That’s what we call our Subaru Love Promise®.SUMMARYYou will play a pivotal role in orchestrating marketing launch plans for specific vehicle carlines within the Subaru brand. You will ensuring the strategic positioning and effective dissemination of marketing communications across various channels. You will actively engage in data mining and analysis to support marketing strategies and coordinate the planning processes for product marketing initiatives. Additionally, you will assist the Product Launch Manager in crafting comprehensive communication strategies that align with objectives both internally at Subaru of America (SOA) and with our partner organization, Subaru Corporation (SBR). Your responsibilities will encompass a broad range of product launch marketing activities, ensuring seamless execution and alignment with corporate goals.MAJOR RESPONSIBILITIES
Product Marketing – Serves as lead for coordination of all Launch communication decks, carline messaging hierarchies/positioning documents, and data analysis around major or minor vehicle or brand launches to support marketing strategy and tactics employed in association with those vehicle/brand launches.
Product Launch Planning and Coordination – Maintains responsibility for vehicle/brand launch timeline/calendar and ensures effective communication of such to all major SOA/SBR stakeholders. Works closely with stakeholders to gather information on milestones, deadlines, and dates to develop project timelines and launch calendar, as well as communicates this information to pertinent stakeholders. This includes auto show calendars (see below).
Works with Public Relations team and SBR in planning and developing long-range auto show calendar. Develops a timeline, proposals and documents supported with data and analysis in support of vehicle launch plans, so that long-term debuts can be scheduled to begin creation of a vehicle marketing launch plan.
Launch and Marketing Team meetings – Serves as lead for planning, coordinating, and running weekly or bi-monthly (as necessary) Launch and Marketing Team meetings to ensure adequate coordination of marketing activities, including developing an agenda, communication decks, and collateral materials.
Product Market Research – Coordinates with the Marketing Research Manager to plan, develop, and execute marketing research projects.
Maintains list of projects, timeline, and other necessary documentation to communicate reasoning/purpose for those projects for the carline/cross-carline research topics.
Performs detailed competitive research on web resources including blogs, competitor websites, You Tube, and press releases.
Works with Marketing Research Manager and stakeholders to develop stimulus and questions for quantitative and qualitative research.
Attends research clinics.
Obtains information from SBR and internally from SOA using data sourcing/research software/tools, using ability to utilize these systems and analyze data from them.
Semi-Annual Product Launch Planning Meetings: Purpose of meeting is to define marketing priorities SOA Marketing agency partners. Helps with the responsibility for the planning and production of meeting venue and agenda items, managing budgeting of such, coordinating development of UAB communication decks, and organizing presentations and as well as presenting information themselves.
Collaborates with Product Launch Manager in communication/coordination between Marketing, Public Relations, Product Management, Service, Customer Advocacy, Parts, Sales, Distribution, Business Planning, and SBR, as well as vendor (Carmichael Lynch) in cross-carline/brand-level matters and communications. Works in partnership with Manager regarding gathering information and creating content for communications and setting prioritizations and timelines.
Works with SBR and Product Management on product, technology, and vehicle naming process related to assigned carline/brand. Serves as the marketing champion for naming along with the Product Launch Manager. Facilitates and develops an effective and efficient process for developing, signing off internally, researching, and trademarking names in coordination with Product Management, Public Relations, SBR, and the Legal team.
Brand and Carline Positioning/Messaging Guide: Oversees the content, editing, budgeting, and on-time delivery of the annual editing and publication of the Brand and Carline Messaging guide. Coordinates with Product Launch Manager, Associate Director – Marketing Operations, Senior Vice President of Marketing, and agency partners regarding content to ensure its accuracy and validity.
ADDITIONAL TEAM RESPONSIBILITIES
Serves as lead for Awards, Accolades, and quotes licensing rules and language throughout the SOA organization. Acts as “duty expert” regarding Awards & Accolades usage and assists the Product Launch Manager in communication and coordination of all brand/carline awards, accolades and licensed claims language. Acts as key stakeholder in developing and communicating Awards & Accolades claims for Marketing. Maintains responsibility for the Awards & Accolades document along with designated agency partner(s). Maintains and manages Competitive Claims and active licensed Quotes documents along with designated agency partner(s). (Both must be published regularly and kept up to date as well as communicated to the broader Launch Team across Sales, Training, Marketing, Public Relations, Product Management, Business Planning and SBR departments.)
Marketing Claims, Awards, Partner Integration: As an example, serves as lead person to coordinate Motor Trend, IIHS, KBB, etc. claims along with Public Relations, and agency partners to ensure claims are being fully utilized in all appropriate Subaru communications, as well as being the lead person to communicate to the claim partner agencies or key persons.
Leads and manages the partnership and claims/awards: As an example, Consumer Reports (CR) and their publication agency PARS International. Annually oversees licensing and budget as well as develops showroom-ready materials along with Sales Training to ensure CR materials are available for use in the sales process.
REQUIRED SKILLS AND PERSONAL QUALIFICATIONS
Strategic Marketing Expertise: Proven ability to develop and implement marketing strategies that resonate with consumers.
Cross-Cultural Competence: Experience working with diverse teams and cultures, particularly within Japanese and Subaru Corporation (SBR) work environments.
Project Management: Strong project management skills with a keen ability to ensure timely completion and follow-up.
Analytical Proficiency: Solid data analysis skills with experience in Oracle SBI, Mtab, Velocity, GFK, Maritz, and JATO.
Communication Skills: Exceptional ability to translate technical product details into consumer-friendly language and create compelling communication decks.
Negotiation and Contract Management: Demonstrated negotiation skills with experience in managing contracts.
Collaboration and Detail Orientation: Strong collaborative and relationship-building skills, coupled with a meticulous attention to detail.
Technical Skills: High proficiency in Microsoft 365 Office Suite, especially Word, PowerPoint, and Excel.
Automotive Passion: A strong interest in the automotive industry and its products preferred
Travel and Flexibility: Willingness to travel up to 20% and available for occasional night and weekend calls.
EDUCATION/EXPERIENCE REQUIREMENTS: 4-Year College Degree (BA, BS) and 6-8 years' experienceWORK ENVIRONMENT
Hybrid Role: Remote work 2 days per week (After 90 Days Onboarding)
Travel Required: Up to 20% travel
Work Environment: Occasional help setting up & teardown of displays at internal marketing and/or field events, lifting up to 25 lbs.
COMPENSATION: The recruiting base salary range for this full-time position is $78900 - $95000 / year. Within the range, individual pay is determined by factors, including job-related skills, experience, and relevant education or training. (Internal Job Grade: P3) In addition to competitive salary, Subaru offers an amazing benefits package that includes:
Medical, Dental, Vision Plans
Pension, Profit Sharing, and 401K Match Offerings
15 Vacation days, 9 Company Holidays, 5 Floating Holidays, and 5 Sick days.
Tuition Reimbursement Program
Vehicle Discount Programs
See our Careers landing page for additional information about our compensation and benefit programs.