Audi Experiential Marketing Specialist - Auto Show/Sport

5 - 7 years experience  •  Automotive.

Salary depends on experience
Posted on 08/01/17
Herndon, VA
5 - 7 years experience
Salary depends on experience
Posted on 08/01/17


"Vorsprung durch Technik" or, "Progress through Technology" is our company ethos and is the core belief that drives the development of every Audi vehicle. It inspires the innovative solutions, revolutionary engineering and progressive design that have become synonymous with the Audi name. And it reminds us to challenge ourselves, rewrite the rules from time to time and always fuel our pioneering spirit. The spirit that sets us apart on the racetrack and the open road. In our relentless pursuit to become the number one premium car brand in America, we need employees who share in this spirit of challenging the status quo in everything that we do.

Role Summary

This position leads the management, planning and execution of Audi of America’s Automotive Experiences:  auto shows, brand shows, consumer driving programs, motorsports hospitality and supports dealer meetings and programming. This position is located at the corporate headquarters for Audi of America in Herndon, Virginia and reports directly to the Director, Experiential Marketing.

Role Responsibilities

  • Create programs that authentically convey the Audi brand ethos and deliver tangible results: sales leads, prospects, test drives, dealer visits, social engagement, buzz
  • Identify efficiencies within portfolio of assets, budgets, across departments and within agency and vendor teams
  • Foster cross-departmental transparency and integration 
  • Work with vendor partners to effectively plan and implement all initiatives
  • Lead vendors and agency teams to ensure operational excellence
    • Lead Audi Auto Show and Brand Shows (50%)
    • Manage consumer driving programs (25%)  
    • Execute motorsports hospitality (10%)
    • Support dealer meetings and programming (5%)
  • Remain “culturally curious” (5%)
    • Develop deep understanding of experiential platforms and opportunities as they relate to partnership integration, business-to-business environments and consumer engagement
    • Share luxury brand best-in-class case studies
    • Identify large-scale brand stunt and amplification opportunities
  • Manage internal processes (5%)
    • Data capture and metrics reporting, processing of administrative paperwork (i.e. insurance certificates, event contracts, billings, registration assistance certificates, space contracts, space payments, ticket orders, and credential submissions, budget reconciliation, manage agency and vendor RFP process)
    • Manage daily logistics and coordinate with key stakeholders (production and product specialist agencies, travel agency, Audi AG, Dealers, regional colleagues) to ensure proper execution
    • Work with Audi AG colleagues to ensure global consistency with strategy and messaging

Auto Shows and Brand Shows:Lead Audi of America’s integration into approximately 15-20 auto shows properties across the U.S. Support development, planning and execution of international brand show(s) and announcement of new product.

  • Work with internal departments (product, public relations, after-sales, etc.) and Audi AG colleagues to establish design, strategy/messaging, products (colors/materials, features) and display design and layouts for each show.
  • Identify auto show display enhancements and consumer engagement elements to differentiate and highlight the Audi brand from competitors
  • Collaborate with cross-marketing and communication functions to leverage opportunities with media/public relations, social media, content
  • Manage procurement logistics and coordinate with key stakeholders (exhibit agency, staffing agency, internal fleet manager, Audi AG, Audi Field and Dealers) to ensure proper execution and staffing of all shows and any activities taking place at the Audi stand throughout the shows (i.e., Audi training, employee meetings)
  • Oversee on-site installation and dismantle of properties and press day activities at all major auto shows
  • Oversee the management and planning of Annual training for all product specialists, working with Audi internal training department and staffing agency
  • Manage operational and capital expenditures and ensure accurate budget tracking

Motorsport Hospitality

  • Manage execution of Audi exclusive hospitality experience in support of customer racing events
  • Work with counterparts at Audi AG to ensure consistency with motorsport messaging/creative
  • Collaborate across marketing and communications to extend program reach, leads and impressions  (social, public relations, CRM, brand)
  • Manage relationships with tracks and race series and identification of venues and sponsorship assets for additional leveraging/enhancement opportunities  
  • Manage agency partners for successful program execution
  • Budget management/reconciliation

Driving Experiences: Audi Sportscar Experience and Audi Performance Drives

  • Audi Sportscar Experience Circuit of the Americas (COTA) in Austin, TX
  • Audi Performance Drives (currently Chicago, IL and Atlanta, GA)
    • Internal marketing and leverage of programs across all departments to increase throughput and data capture (cross-marketing teams, dealers, regional teams, product)
    • Assist in strategy development for all driving programs and coordinate with Audi product managers to ensure curriculum accuracy
    • Manage track partnerships and contracting, metrics reporting, administrative elements (insurance certificates, event contracts, billings, registration process)
    • Manage daily logistics and coordinate with key stakeholders (production and product specialist agencies, travel agency, Audi AG, Dealers, regional colleagues) to ensure proper execution
    • Interface with AudiSport product team and Audi AG Motorsports colleagues to ensure program authenticity, funding, reporting, sales tracking



  • 3-5 years Automotive experience
  • 5-7 years Marketing, Events, Advertising, etc.


  • Analytical, strategic and creative thinking Interpersonal Communication skills.  Excellent written and oral presentation  
  • Expert Microsoft office skills. Knowledge of Photoshop, databases, travel and ticketing software preferred
  • Proactive ability to work cross-functionally joining people, gaining insights, following and establishing processes and systems
  • Skilled negotiation, consensus-building, problem-solving, budget-management and resource management skills
  • Team leadership – set strategy and pace and establish trust and confidence with agency team and sponsorship partners
  • Problem solver: approaches challenges with a “can –do” attitude and identifies optimal options and opportunities

Required Specialized Skills

  • 5-7 years experience in automotive, hospitality , event planning, and/or marketing

Desired Specialized Skills

  • Experience executing vehicle logistics,  ride and drive/performance drive programs
  • Tradeshow and large-scale meeting experience

Required Education

  • Bachelor’s Degree

Desired Education

  • Master’s Degree in Business

Work Flexibility

  • Full-time position in Herndon office
  • 40% travel domestic & international, including weekend travel and work for events  


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