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Tactical and Database Marketing Department Manager

Date: 17-Feb-2019

Location: Bracknell, GB

Company: Honda Motor Europe Ltd

Job Title:Tactical and Database Marketing Department Manager 
Department:UK - Branch President Office (30000000) 
Job Location: Bracknell (UK-BRCK) 



This critical role will drive our brand and volume delivery across seven separate Honda businesses – Automotive, Motorcycle, Lawn and Garden, Marine, ATV, Generators and Aftersales.


With key accountability for Honda Motor Europe UK (HME UK) commercial marketing functions, you will profitably drive incremental business through delivery of tactical marketing programmes and an effectively managed UK database.


Main Responsibilities:


Tactical Marketing Programmes:


Ensure the delivery of targeted and effective tactical campaigns truly valued by our customers and Dealer networks, and considered genuinely supportive of Honda’s commercial needs. Represent HME UK at senior forums like NDC’s, working groups and HME sales reviews on all matters related to tactical programmes.

Through your ability to think quickly and smartly about tactical solutions, you can deliver incremental sales volume, counter budget risk and manage stock exposure with minimal notice whilst maintaining and/or increasing gross profit margins.

Through driving a focus on PCP and servicing options in tactical programmes you are a key contributor to future retention and Dealer profitability. Your understanding of finance solutions should be second to none, and you should be able to negotiate with senior members of the Honda Finance team on the best solutions for the customer and the UK business.

Responsible for one of the largest financial budgets in HME UK, your intelligent and accurate approach to budget planning will drive positive P&L results and adhere to business profit expectations.


Database Operations:


You are the commercial lead for GDPR. In addition you are the main stakeholder and advisor to the entire UK business about GDPR compliance and the necessary steps required to meet current and future legislation, and to prevent business risk. You will set clear milestones for business change, ensure HME UK is progressing within set time-frames, and be able to gain ‘buy-in’ to required countermeasures from the SMG team.


Lead the database team to generate commercial insight which informs high level business decisions. Use insight to influence stakeholders on decisions such as volume risk, media investment requirements and CRM journeys. Manage the creation of customer and prospect profiles which inform the business on a timely basis of customers or prospects who are likely to be both ‘in market’ and ‘warm’ to the Honda brand / product proposition.


Through your team deliver an ongoing programme of business critical database enhancements, problem fixes and free and accurate data flows to and from the 8million record database and surrounding systems in order to drive customer-based sales.


Be the driver in establishing strong commercially beneficial relationships with industry bodies such as the DMA and ICO to help inform decisions about the handling of customer data.


Work closely with the HME Legal team on all aspects of managing customer date correctly, given the absolute necessity of obtaining and accurately recording all relevant customer consents in order for their personal data to be referenced and analysed.




Lead and motivate a team of eight, an indirect agency structure and an off-shore team of developers to deliver against your strategic objectives. You will instil a huge sense of passion for our brand, while leading the team to be 100% commercially focused on our biggest volume and profit opportunities.


Foster unparalleled relationships with senior management in communications and the sales functions to ensure consistency in direction and delivery. Jointly capitalise on all opportunities that cross over between functions.


Qualifications, Skills and Experience:


  • Credible commercial experience in sales or tactical programme delivery. Prior field team experience and a strong portfolio of Dealer relations is preferable.
  • A commercial understanding of how databases can be used to drive insight delivery and volume opportunities. Technical expertise is not necessarily required.
  • A knowledge of GDPR and how this legislation will impact on large organisations is desirable.
  • Outstanding communications skills both verbally and in writing.
  • Commercially astute, quick thinking and able to represent a business at senior level.
  • A people person and strong influencer able to impart information onto a range of personalities.
  • Extremely well organised, able to strategically plan and manage several diverse tasks at once. Thrives on working in reactionary environments.
  • A proven record of accomplishment of driving positive activity through a team and external partners.
  • Extremely financially able with previous experience of large budget management.

Honda Motor Europe is dedicated to the principle of creating equal opportunities within the workplace for all associates, agency workers, contractors, job applicants and visitors. Central to this is Honda's commitment to being a fair, discrimination free company that accepts the uniqueness and differences of people around the world and adheres to the principle that all people are created equal. This commitment comes directly from the Honda Philosophy and belief that we all work together for a common purpose. Honda recruits, hires, trains and promotes into all levels the most qualified individuals without regard to race, colour, origin, religion, gender, sexual orientation, age, disability or any other protected characteristic.

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