Audi Manager, Retail Digital Experience

Volkswagen   •  

Herndon, VA

Industry: Professional, Scientific & Technical Services


11 - 15 years

Posted 179 days ago

This job is no longer available.

"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
The Manager, Retail Digital Experience isresponsible for leading teams ofinternal, agency, and field-baseddigital consultants to craft best-in-classdigital strategies, shoppingexperiences, and revenue opportunities for Audi Dealers. This role is the strategic leadresponsible for creating industry leadingretaildigital platforms, providing premium shoppers with progressive online and in-store sales and serviceexperiences. The role will lead the strategy and optimization of Audi dealer websites, regional websites, enterprise lead management programs, and the implementation of the Audi Progressive Retail Experience tools (digital sales and service software, enterprisemobile applications and hardware tools at dealers). The Manager, Retail Digital Experience willwork within the Connected Retail & Digital Experience team in Herndon, VA. This team isresponsible for the majority of Audi of America’s consumer-facingdigital properties and dealershipdigitalsales and service tools, including:

  • brand website
  • Dealer advertising group websites
  • 298+ dealer websites
  • Audi digital sales lead program
  • myAudi online ownership portal
  • Consumer mobile applications
  • Dealership implementation of the Audi Progressive Retail Experience program (dealer adoption of the digital sales and service software, enterprise mobile applications and hardware tools at dealers)
  • Audi Experience strategy and execution at retail (dealer adoption of Audi online and in-store sales, service and ownership experience)

Role Responsibilities Retail Digital Website & Services Program

  • Drive adoption and effectiveness of the Retail Digital solution that supports the needs of our Dealers and Customer shopping behaviors
  • Develop and maintain action plans for program optimization and updates
  • Create plans to communicate program optimizations to internal and external stakeholders to ensure optimal support and performance
  • Manage entire workflow and associated deliverables for retaildigital properties
  • Support seasonal sales programs and regional marketing initiatives through the readiness and syndication of messaging and incentives across retail platforms
  • Ensure the display of accurate inventory and campaign information on native and third-party automotive web properties along with timely corrections as necessary
  • Coordinate with internal product marketing department and agency product specialist during model year change and throughout year to ensure accuracy of product data
  • Work with internal stakeholders to ensure review and approval of items as necessary
  • Integrate national initiatives, media campaigns, and product launches across retail platforms to deliver maximum market impact
  • Elevate dealer participation in digital marketing and social media through the development of retail strategies, best practices, and training programs
  • Collaborate with the Sr. Manager, Retail Marketing to maintain digital Marketing Guidelines / Covenant as necessary; ensure the guidelines adapt to the ever-changing digitallandscape
  • Collaborate with agency and media partners to develop coordinated digital advertising programs for dealers
  • Manage, track and communicate performance metrics and insights to cross-functional teams and agencies
  • Drive creation and delivery of integrated online retailing platform via dealer websites, with goal towards integration within and Audi Financial Services

Enterprise Lead Management Program

  • Direct the strategy, development, and optimization of the Audi Enterprise Lead Management program; ensure it is an efficient and effective program resulting in sales for AoA and dealers
  • Directly manage a Retail Digital Product Manger contractor role in support of the day-to-day operations of the lead management program; internal, field, and dealer questions and support
  • Ensure accurate and timely capture, distribution, and reporting of leads originating from the national website, regional websites, dealer websites, and third-party websites
  • Oversee Lead Management agency in running the Enterprise Lead Management Software, dealer CRM software integrations, reporting suite, and third-party lead performance
  • Develop and maintain a lead tracking and reporting system to measure lead and dealer performance; ensure it is usable and delivering actionable insights
  • Train AoA field colleagues, Process Coaches, and dealers to understand performance, identify issues and opportunities for dealer process improvement
  • Manage a Third-Party Lead portfolio; ensure that it is delivering high-quality leads at an acceptable cost per sale and close ratio
  • Deliver innovative tools to enable dealers to more effectively manage, respond to, and convert leads

Audi Progressive Retail Experience Tools

  • Directly manage the Progressive Retail Experience Lead to direct the deployment to and adoption by dealers of various proprietary and 3rd party enterprise digital software and hardware tools to improve the retail customer experience, create efficiencies for dealers and ultimately increase shopper conversion and loyalty
  • Develop strategies to ensure high dealer adoption and enthusiasm for Audi Progressive Retail tools
  • Align with AoA Field leadership on all Audi Progressive Retail activities
  • Develop and lead dealer-facing communication  regarding the Audi Progressive Retail Experience initiative
  • Lead the development and distribution of powerful and convincing dealership ROI metrics for Progressive Retail (SSI, IQS, Loyalty, dealership employee revenue, cycle time)
  • Oversee the process to respond to dealer inquiries and suggestions regarding proprietary and 3rd party Progressive Retail tools (sales and service)
  • Supervise the management of content on
  • Collaborate with AoA business owners to determine potential synergies via leveraging or enhancing the existing Progressive Retail platform


  • Ongoing budget management; track and process invoices and oversee monthly dealer parts statement billing
  • Advance and cascade online insights; emphasizing communication with regional teams and dealers through RMM, AoA Field, and Marketing Dealer Council meetings
  • Direct RFP process and selection of Retail Program and Lead Management agencies as necessary
  • Lead inventory enrichment and integration across digital properties and channels
  • Build good relationships with team members, ensuring a high level of team morale and assist team members in their career development


  • 10+ years of relevant experience


  • Bachelor Degree
  • Master Degree (desired)

General Skills

  • Analytical and conceptual thinking – using logic and reason, creative and strategic
  • Communication skills – interpersonal, presentation and written
  • Integration – joining people, processes or systems
  • Influencing and negotiation skills
  • Problem solving
  • Resource management
  • Project management
  • Leadership – skilled in motivating, training, and leading people

Specialized Skills

  • 10+ years professional experience in interactive/digital/marketing/advertising
  • 6+ years experience in Online Marketing/ Digital Interactive/New Media
  • Experience implementing large scale retail website and marketing programs
  • Comprehensive understanding of the latest developments and technologies in the retaildigital marketing environment (retail websites, digital marketing, search marketing, prospect/audience targeting, lead acquisition, mobile, social media, etc.)
  • Retail automotive experience and/or knowledge of automotive sales and marketing environment
  • Experience managing retail lead acquisition, distribution, and reporting programs
  • Budget management experience
  • Proven ability to track results & utilize data to improve performance
  • Experience in managing teams / leading agencies
  • Success in developing strong working relationships across many layers of an organization, outside agencies/suppliers & across cultural boundaries
  • Verbal and written communication must clear, concise, and well-articulated
  • Proficient in developing RFP/RFQ for 3rd party developers, particularly in the retaildigital space
  • Experience working in or directly with an agency and/or creative and/or technical consultancy.
  • Knowledge of the relevant aspects of the marketing mix: advertising, online, branding, and lead/prospect acquisition
  • Comfortable working with tight deadlines; must be proactive and able to multi-task.
  • Ability to analyze and present data to create easy to interpret and convincing business results
  • German language skills (desired)
  • Professional experience in automotive-related advertising business(desired)
  • Corporate marketing experience with worldwide premium brands(desired)
  • Automotive OEM field or management experience(desired)
  • Automotive after sales experience a plus(desired)

Work Flexibility

  • Domestic travel may be required, willingness to travel up to 25%