About the position
The Accessory Product Marketing Manager is responsible for developing, implementing, and managing a comprehensive vehicle accessory portfolio that drives exciting customer personalization for select programs home-roomed in both Korea and GM North America. This role requires strong cross-functional collaboration with engineering, design, purchasing, marketing, and supplier quality teams to ensure successful product development and launch execution. The ideal candidate will leverage market insights, benchmark competitive offerings, and identify product gaps to drive strategic accessory planning and lifecycle management. In performing this role, this individual will support the accessory team objectives, and revenue goals while collaborating with the program team in achieving profitability targets. You will be part of an empowered, high-performing, energetic, and results-oriented team. Utilizing strong analytical skills as well as amplifying the 'customer voice' into meaningful insights, you will be responsible for developing/executing a portfolio that enhances the value proposition of the Internal Combustion Engine (ICE)/Electric Vehicle (EV) nameplates, packaging strategies, and accessory option penetration rates.
Responsibilities
- Develop and implement Accessory portfolio through Execution Teams; PET/Platform, Brand, Divisional, & Cross Vehicle Planning Team (CVPT) for lifecycle of vehicle
- Work closely with GM Korea team
- Develop accessory and Go To Market (GTM) package strategy and pricing plans vs key competitors
- Support business case development with Accessory Vehicle Personalization Program Manager (VPPM)
- Maintain product portfolio thru the lifecycle of the vehicle
- Author and execute change requests and maintain accessory one-pager content sheets to reflect marketing intent
- Benchmark competitive product offerings and market trends
- Study and develop Accessory portfolio and plan to address gaps
- Gather product data and develop Accessory Product strategy, packaging and pricing plans vs key competitors
- Ideate new, exciting, innovative accessory content to grow vehicle accessory portfolios, using all forums available
- Enable new products and approaches to drive EV profitability and sales enablement
- Support accessory launch readiness reviews with the Customer Care & Aftersales readiness team and VPPMs
- Support resolving the identified launch roadblocks with functional organizations & escalate issues for resolution
- Communicate and network with Design, Purchasing & Engineering to ensure product intent
- Support accessory vehicle fit-ups and provide product expertise
- Continue to drive Accessories through Launch Process - Product Readiness, develop Initial order quantity, Pricing, LPO Vehicle order guide, Website, Per New Unit Retail (PNUR) Targets, Divisional Communication, and Promotions
- Present sales metrics, industry insights and marketing activity recaps to leadership
- Support accuracy of accessory product information in digital, print and parts board applications with correct naming, usage, descriptions, and pricing
- Facilitate timely reviews with AOR for marketing materials (Part Term ID, Sell Sheets, Enthusiast Brochures)
- Represent Accessories as a subject matter expert at internal, key industry and enthusiast events as required
Requirements
- Keen awareness and interest of customer needs and wants for personalization; knowledge of latest industry and customer trends; understanding of competitor's products, strengths, and weaknesses
- Ability to balance customer, brand, competitor, market trends, government regulations, organizational resources/capability, and business case inputs to make informed recommendations
- Ability to communicate clearly and succinctly in a variety of communication settings and styles - written and oral
- Ability to concisely frame issues, draw conclusions, and make recommendations to leadership
- Ability to represent team as an informed, confident, and active participant in cross-functional forums
- Ability to act as spokesperson in internal/external product presentations
- Ability to effectively manage multiple projects and assignments on time and with attention to detail
- Flexibility & capability to work 'global hours'
- Ability to develop global relationships, GM Korea in particular
- Bachelor's degree
- Minimum 5+ years of experience in marketing or similar space
Nice-to-haves
- Master's degree preferred
- Strong MS Office skills
- Work experience in Product Development, Program Management or Marketing
- Familiarity with GM product and marketing systems and databases: Product Program Content Analyzer (PPC), change request/decision notice (CR/DN), vehicle content and pricing system (VCPS), Global Information Center, Competitive Product Database, Asset Central, Global Connect
