Rowen Naidoo
Product Marketing Management
Johannesburg
Summary
Diligent Senior Product Manager with +5 years of experience at a world renowned premium OEM specialising in product strategy and pricing development and implementation. Competent in strategic market research, competitor and data analysis. Highly skilled in identifying opportunities and gaps in the market to maximise profitability and improve sales. Driven and strategic with proven history of superior market penetration and product launches. Additional competencies in Corporate Sales and Leasing including a successful tenure at dealership level, amounting to +8 years of excellence in the Automotive industry. Consistently exceeds sales targets by collaborative efforts with key business stakeholders focused on maximising group sales and revenue.
Overview
8
8
years of professional experience
12
12
years of post-secondary education
1
1
Certification
Work History
BMW Product Marketing Manager
BMW Group South Africa
Johannesburg
2022.05 - 2023.08
- Recent responsibilities include developing and implementing a market specific product strategy based on product vision, business objectives, market analysis and pricing strategy.
- Developed product roadmap and fully defined model range by conducting viability studies including analysis of profitability, demand and supply factors and building suitable business case for proposed plans.
- Conducted strategic competitor analysis and benchmarking to create a competitive price and substance position both internally and externally taking into consideration guidelines from BMW AG.
- Executed annual product and price measures to align product substance with consumers needs and to ensure that internal profitability targets are met.
- Led and collaborated with Sales, Marketing, and other support teams to launch 5 new products on time and within budget including new BMW X1, iX1 and BMW M2 (Winners of COTY 2024).
- Developed local product adaptations ie. local editions and adapted centrally provided products for specific market needs.
- Fully responsible for preparing market specific product presentations and augmentations for internal and external stakeholders ie. bulletins, brochures, pricelists.
- Reported volume and revenue related product and price requirements of market to BMW AG.
- Reported market developments, trends, and tendencies internally and to BMW AG on the basis of influencing long-term product topics.
- Provided support and training on product specific topics to dealer network and internal stakeholders.
- Ensured products are technically capable and met local legal requirements set-out by Government ie. homologation.
- Conducted annual long range volume planning to ensure sufficient stock availability for retail and other internal business requirements ie. fleet, media
- Successfully rolled-out new BMW ConnectedDrive digitalisation platform ID9 and features including functions on demand, a subscription based value added service.
Corporate and Leasing Sales Manager
BMW Group South Africa
Johannesburg
2021.08 - 2022.04
- Defined and implemented short and long term development of corporate strategy to achieve profitable volume contribution to BMW and MINI.
- Responsible for proposing and agreeing corporate sales targets and tracking performance in accordance with overall national sales company targets.
- Developed sales programs to increase corporate volume by 5%-10% in market and to improve corporate sales results within given budgets.
- Designed monetary incentive schemes for corporate sales managers at dealer level. Ensure payment takes place in a precise and on time method to ensure smooth process flow.
- Supported dealer development to deliver and implement dealership training programmes to support corporate dealers as well as refine retail standards.
- Developed and maintained relationships with all stakeholders in BMW AG to ensure that all levels are engaged to maintain smooth running of business.
- Coordinated and derived planning of corporate business (processes, communication, and policy guidelines) in the market based on past performance and market trends.
- Promoted cross-functional interaction within National Sales Company on sales related topics.
- Set targets and developed measures in conjunction with relevant process partners internally and BMW AG.
- Built relationships with dealers to review performance, and to understand gaps in their development.
- Implemented new measures to ensure a full understanding and collaboration with Corporate, Direct & Special sales.
- Liaised with opinion leaders, in industry to understand market conditions as well as formulate new and innovative ways to attract customers to selective employee programmes.
- Modified BMW AG guidelines for processes and policies to suit South African market conditions such as including corporate standards, qualifying criteria.
- Initiated solutions for conflicting demands of sales volume targets, profitability targets, dealer profitability and sales expectations, customer expectations in terms of product substance and price as well as BMW premium positioning expectations / requirements.
- Dealt with increased complexity and depth of BMW model portfolio and technological innovation and increasing use of online/remote channels to sell to car allowance users.
- Ensured that all support is given to redefine and grow Corporate Direct Sales channel and ensure that proper assessment of the marketplace is made and that where possible the department can act swiftly to develop an outstanding offering.
- Adapted corporate strategy and planning to rapidly changing market conditions including ‘hyper-competition' and competitor downward re-positioning, which requires constant analysis and recommendations to secure the most optimum combination of sales volumes and profitability.
MINI Product Marketing Manager
BMW Group South Africa
Johannesburg
2017.06 - 2021.07
- Scope of work similar to that of BMW Product Marketing Management in addition too the below:
- Collaborated with Sales, Marketing, and support teams to launch 17 new products, and 2 local editions on time and within budget.
- Introduced and successfully launched the first-ever MINI electric in South Africa, including car sharing services with external service providers.
- Rolled out MINI Connected and related features namely intelligent emergency services, telematics and concierge services.
- Defined and implemented a simplified customer centric product offering by creating localised packages and streamlining availability of colours, upholsteries, wheels and options on offer.
- Fulfilled distribution functions such as building of approximately 1,400 vehicles per annum after analysing market to determine consumer buying needs and specifications.
- Managed MINI fleet for press launches and marketing campaigns including resale of demonstrator vehicles ie. remarketing
BMW New Car Sales Executive & Product Genius
BMW Menlyn
Pretoria
2015.03 - 2017.05
- Achieved vehicle sales and profit targets of approximately 8 vehicles per month with on average R20,000 profit per unit.
- Achieved vehicle related service objectives by providing premier customer service and consultation.
- Handled all customer enquiries and vehicle related service objectives by providing premium customer service.
- Strong product knowledge and spoke confidently and effectively to existing and potential customers about our cars.
- Prospected new customers and maintained positive relationships with existing customers with strong communication skills.
- Provided first class customer service and consultation to customers whether face-to-face, phone, online or alternative channels.
- Qualified customer needs by clarifying type of vehicle use, suggested equipment, delivery date, financing/insurance, purchasing reasons and additional relevant information (e.g. hobbies).
- Negotiated sales around type of vehicle suitable based on assessment of customer needs and effective qualification.
- Processed customer's used car valuation, including initiating technical evaluation and commercial appraisal, prior to providing valuation quote.
- Initiated and supervised the timely & reliable processing of all correspondence in relation to the sale and financing of vehicle purchased.
- Conducted product presentation and explanation, to keep customers in showroom engaged and informed.
- Conducted first configuration of vehicle with mobile customiser/iPad making smoother transition from Genius to Sales Executives.
- Performed test drives with customers.
- Established ongoing consultative relationship with customers by being available during business hours to answer questions.
- Informed customers about BMW App, explained benefits and offer to download onto their smartphone.
- Upgraded knowledge of BMW products and services by training on-the-job and participating in educational and development programs on and off site.
- Contributed to team effort and BMW customer-centered service philosophy.
- Generated goodwill by greeting and serving customers promptly and courteously.
- Interacted professionally, courteously and respectfully with customers to provide consistent premium customer experience building dealer sales loyalty.
Education
No Degree - Advanced Product Management
Udemy
Online 2023.09 - Current
Bachelor of Commerce - Marketing, Communication And Business Management
University of Pretoria
Pretoria 2009.01 - 2014.12
Bachelor's Pass -
Sutherland High School
Pretoria 2001.01 - 2005.12
Skills
Communication
Additional Information
Gender: Male
Age: 35 Years
Driver's license: Code B
Availability: Immediately
Certification
Bachelor of Commerce Degree
Timeline
No Degree - Advanced Product Management
Udemy
2023.09 - Current
BMW Product Marketing Manager
BMW Group South Africa
2022.05 - 2023.08
Corporate and Leasing Sales Manager
BMW Group South Africa
2021.08 - 2022.04
MINI Product Marketing Manager
BMW Group South Africa
2017.06 - 2021.07
BMW New Car Sales Executive & Product Genius
BMW Menlyn
2015.03 - 2017.05
Bachelor of Commerce Degree
2014-12
Bachelor of Commerce - Marketing, Communication And Business Management
University of Pretoria
2009.01 - 2014.12
Bachelor's Pass -
Sutherland High School
2001.01 - 2005.12
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