Role purpose
Owns how XPENG is seen across the region. You protect and build the brand voice and reputation in every market, and bring the brand to life through Content, PR, launches, events, partnerships and regional campaigns. You work with agencies and partners, and you guide the retail marketing managers who run activity in the markets.
Key accountabilities
•Brand standards: Ensure the XPENG corporate identity is followed by all internal teams and external partners in the region, across both digital and physical applications.
•Regional campaigns: Steer the regional campaigns, in line with the annual marketing plan, in liaison with the creative and media agencies.
•Briefs and plans: Develop creative briefs, timelines, action packs and media plans that cover all communication and creatives, in English and Arabic.
•Annual media laydown: Develop the annual media laydown, including the digital plan agreed with the Digital and Data Insights Manager, based on the annual marketing plan and in liaison with the media agency and the marketing manager.
•Research: Conduct regular research studies to build a solid understanding of brand resonance and the target market in the region.
•Local plan review: Review local marketing plans, identify areas for improvement, derive individual action plans and monitor execution through the year.
•Planning support: Guide distributors through the annual marketing plans, and support the retail marketing managers and country managers with annual marketing planning, for example by providing media, communication and customer information.
•PR and reputation: Lead regional PR and media relations. Prepare spokespeople, manage press relationships and issues, and monitor reputation in each market.
•Launch communications: Plan and deliver communications for product launches, and support and collaborate with the rest of the marketing and product team on launches and campaigns.
•Events: Plan and deliver regional events, from brand nights and launches to motor shows. Brief agencies, approve run of show and report results.
•Brand partnerships: Identify, negotiate and manage partnerships that fit the brand, and measure what each one returns.
•Localisation: Adapt global content into Arabic for the retail managers, keeping tone and meaning right for each market.
•Agency KPIs: Steer the KPIs of the creative, media, PR and events agencies to ensure media audit requirements and business objectives are met.
•Reporting: Provide weekly, monthly and quarterly performance reports on the launch campaigns, the distributor campaigns, PR and events. Digital reporting sits with the Digital and Data Insights Manager.
Interactions and negotiating mandate
•Negotiate, convince, coach and support distributor and retail marketing teams in line with XPENG guidelines.
•Liaise with the relevant global teams and safeguard that market-specific requirements are positioned.
•Obtain the required approvals from the Regional Office and the global team for support measures.
Job Requirements
•5-7+ years of experience in marketing, preferably with a background in the automotive industry.
•Proven record running regional PR programmes, launches, events and campaigns across several markets.
•Experience steering agencies and partners, including contracts, KPIs and budgets.
•Excellent written and communication skills in English and Arabic. French is a strong advantage.
•Ability to work in cross-functional teams, including with a global team in China across time zones.
•Analytical and strategic thinking with a clear goal to the target, and the commercial sense to link brand activity to business results.
•Assertiveness, perseverance, ability to drive change and a pragmatic approach.
•Ability to steer external partners across all hierarchies without disciplinary responsibility.
•Bachelor's or Master's degree in business administration, marketing, communications or similar disciplines.
How success is measured
•Brand standards followed across markets, dealers and agencies.
•Quality and reach of earned media in each market.
•Campaigns, launches and events delivered on time and on budget.
•Brand health improving, with action plans agreed and delivered.
•Partnerships that bring measurable value.
