Marketing Executive

JOB DESCRIPTION

Designation: Automobile Service Marketing Executive

Department: Service / Marketing

Reporting To: Service Manager / General Manager

Industry: Automobile Dealership / Service Center

1. Job Purpose

To generate service business, increase customer visits to the workshop, promote periodic maintenance and repair services, and improve customer retention and overall service revenue through effective marketing and customer relationship management.

2. Key Responsibilities

A. Service Business Development

Generate new service business through field marketing and customer visits.

Identify potential customers, corporate clients, fleet operators, and institutional customers.

Promote vehicle servicing, periodic maintenance, general repairs, and other workshop services.

Develop business opportunities to increase workshop revenue and vehicle inflow.

Build relationships with local businesses and vehicle owners.

B. Customer Follow-up and Retention

Contact customers due for periodic maintenance and vehicle servicing.

Follow up with existing customers to encourage repeat service visits.

Contact customers who have not visited the workshop for a long time.

Explain service packages, offers, discounts, and maintenance benefits.

Maintain customer databases and follow up on service enquiries.

C. Field Marketing Activities

Conduct marketing activities in residential communities, corporate offices, commercial areas, and fleet establishments.

Organize service camps, free vehicle check-up camps, and promotional activities.

Distribute promotional materials and communicate service offers.

Identify opportunities for customer acquisition and service business expansion.

D. Corporate and Fleet Business

Identify and approach companies operating vehicle fleets.

Develop business relationships with corporate customers, taxi operators, and transport companies.

Generate service and maintenance contracts.

Follow up on quotations, service agreements, and business proposals.

E. Coordination and Customer Service

Coordinate with the service advisor and workshop team regarding customer requirements.

Arrange service appointments and communicate service reminders.

Ensure timely follow-up on customer enquiries.

Collect customer feedback and coordinate with the service team to resolve complaints.

F. Reporting and Performance Monitoring

Maintain daily reports of customer visits, calls, enquiries, and business generated.

Track service appointments, vehicle inflow, and revenue generated.

Submit daily and monthly marketing activity reports.

Monitor the effectiveness of marketing campaigns and customer acquisition activities.

3. Key Performance Indicators (KPIs)

The employee's performance will be evaluated based on:

Number of new customers acquired.

Number of service appointments generated.

Number of vehicles brought into the workshop.

Monthly service revenue generated.

Number of corporate and fleet customers acquired.

Customer retention and repeat service visits.

Conversion rate of enquiries into service bookings.

Daily field visits and customer follow-ups.

Customer satisfaction and feedback.

4. Required Qualifications and Skills

Minimum qualification: Intermediate / Graduate.

Experience in automobile sales, service marketing, or customer relationship management is preferred.

Good communication and convincing skills.

Knowledge of automobile servicing and maintenance is an advantage.

Ability to conduct field marketing and generate business.

Basic computer knowledge and proficiency in MS Excel are desirable.

A valid driving licence and knowledge of local areas are preferred.

5. Key Competencies

Business development and customer acquisition.

Communication and negotiation.

Customer relationship management.

Field marketing and lead generation.

Target achievement and follow-up.

Planning, reporting, and coordination.

6. Expected Outcome

The Automobile Service Marketing Executive is expected to increase workshop vehicle inflow, generate additional service revenue, acquire new customers, strengthen corporate and fleet relationships, and improve customer retention.

Suggested Monthly Targets