Senior Manager, Customer Engagement
Objective of job
1. Own the customer engagement and digital business strategy across the prospect-to-owner lifecycle, translating customer insights into prioritized business actions and measurable commercial impact.
2. Lead strategy and operations for key digital customer touchpoints and businesses, including owner/prospect App experiences, e-commerce and emerging digital services, with clear growth, engagement and conversion roadmaps.
3. Build a closed-loop operating model from data and insights to segmentation, activation, experimentation and performance review, continuously improving customer value, loyalty and business outcomes.
4. Drive cross-functional execution across BMBS business units, data/IT teams, dealers and external partners, bringing strong ownership, pace and constructive challenge to complex initiatives.
Task description
Customer Engagement & Lifecycle Strategy
• Lifecycle Strategy\: Develop and evolve the customer engagement strategy across prospects and owners, with clear priorities, roadmaps and business KPIs.
• Customer & Business Insight\: Combine customer data, behavior, research and frontline feedback to identify growth opportunities, friction points and high-value use cases.
• Segmentation & Value Management\: Define actionable customer segments and differentiated engagement strategies to improve loyalty, retention, repurchase and lifetime value.
• Benchmarking & Innovation\: Continuously benchmark leading automotive, internet and consumer-tech practices and convert relevant learnings into Mercedes-Benz use cases.
Digital Business & Platform Operations
• Digital Touchpoint Ownership\: Lead business strategy and operations for key customer-facing digital touchpoints, including owner/prospect App journeys, community and other digital engagement channels.
• E-commerce & Commercial Growth\: Shape and optimize e-commerce and digital-service propositions, customer journeys and operating mechanisms to improve traffic quality, conversion, attach rate and revenue contribution.
• Product-to-Operation Integration\: Work closely with product, IT and data teams to translate business needs into platform capabilities, then ensure adoption and value realization through operations.
• Operating Rhythm\: Establish annual/quarterly roadmaps, business reviews and performance dashboards to manage priorities, resources and delivery.
Insights-to-Actions Growth Engine
• Data-to-Action Closed Loop\: Translate data and insights into concrete activation plans, campaign logic, next-best-action use cases and measurable business outcomes.
• Experimentation & Optimization\: Design test-and-learn mechanisms, including A/B tests and pilot programs, to validate hypotheses and scale proven engagement tactics.
• Performance Management\: Define leading and lagging indicators across engagement, conversion, retention, repurchase leads, NPS and commercial value; identify root causes and corrective actions.
• CRM & Automation Enablement\: Partner with data and technology teams to improve customer profiling, trigger-based engagement, personalization and campaign automation capabilities.
Cross-functional Business Leadership & Execution
• Business Partnership\: Partner with Sales, Marketing, Customer Services, Network/Dealer, Finance and other teams to align customer priorities with commercial objectives.
• Dealer Enablement\: Design scalable mechanisms and playbooks that help dealers activate customer opportunities and improve end-to-end customer experience.
• Program Leadership\: Drive complex cross-functional programs from business case and prioritization through implementation, launch and post-launch review.
• Stakeholder Influence\: Create alignment across BMBS, Mercedes-Benz entities, agencies and vendors; proactively surface trade-offs, unblock issues and push decisions to closure.
Team Leadership & Capability Building
• People Leadership\: Own end-to-end people management, including hiring, coaching, performance management and development.
• Capability Building\: Build a high-performing team with strong business, data and execution capabilities, while fostering ownership, collaboration and an entrepreneurial mindset.
• Ways of Working\: Set clear priorities, decision rights and operating cadence to ensure speed, accountability and execution excellence.