This role focuses on driving customer footfall to the workshop and increasing service revenue through strategic after-sales promotional activities. The focus is on improving customer retention rates and maximizing the sale of value-added services through targeted local area marketing and digital outreach.
Key Responsibilities
- Develop and execute monthly service marketing calendars, including seasonal service camps (Monsoon, Summer, Festive) to increase workshop loading.
- Analyze Dealer Management System (DMS) data to identify lapsed customers and design targeted re-engagement campaigns.
- Collaborate with the Service Manager to promote Value Added Services (VAS), AMC packages, and extended warranties.
- Manage local area marketing (LAM) activities such as mobile service vans, canopy displays in residential complexes, and corporate tie-ups.
- Oversee digital marketing efforts for the service department, including Google My Business optimization and social media lead generation.
- Monitor and report on the Return on Investment (ROI) for all marketing spends and promotional discounts.
- Ensure 100% compliance with OEM brand guidelines for all service-related communication and signage.
- Coordinate with the CRM team to ensure timely service reminders via SMS, WhatsApp, and tele-calling.
Requirements
- 3-5 years of experience in marketing specifically within the Indian automotive after-sales or service sector.
- Proven track record of managing service camps and local promotional events.
- In-depth understanding of the Indian automotive consumer mindset and service triggers.
- Proficiency in using automotive DMS (e.g., MSIL-DMS, Autoline, or Kerridge).
- Excellent command over the local language and English for effective communication.
- Strong analytical skills to interpret service data and customer behavior trends.
Preferred
- Prior experience working with authorized dealerships of major OEMs like Maruti Suzuki, Hyundai, Tata Motors, or Mahindra.
- Knowledge of digital marketing tools including Meta Business Suite and Google Ads.
- Existing relationships with local vendors for printing and event management.
Skills
Technical
Data Analytics, DMS Operations, CRM Software, Budgeting & Forecasting, Digital Campaign Management
Soft Skills
Stakeholder Management, Creative Thinking, Negotiation Skills, Presentation Skills, Customer Centricity
Qualifications
Education: Graduate in any stream (B.Com/BBA/B.E.); MBA in Marketing is highly preferred.
Experience: 3 to 5 years of relevant experience in Automotive Marketing.
Certifications: OEM Marketing Certification, Google Ads or Social Media Marketing Certification
Work Environment
Standard dealership environment; 6 days a week (9 AM - 6 PM); requires occasional travel to various branch locations or event sites.
Growth Opportunities
Successful candidates can progress to Regional Marketing Manager or General Manager - Service roles within the dealership group or transition into OEM-level marketing positions.