Graduate - Vw Product & Brand Analyst

Role Summary

This is an accelerated graduate program designed for high potential, highly-mobile, and candidates with strong interest in the automotive industry, including automotive finance. The selected individual will rotate through three placements over an exciting 18-month period. This program is not a shadow experience and individuals will be exposed to hands-on training in all aspects of the business.

Volkswagen Product Marketing & Strategy is responsible for the strategy and product management of Volkswagen’s current and future product portfolio. Volkswagen Brand Strategy is responsible for the marketing strategy of the Brand and its product, defining positioning, target audience, go-to-market, and performance measurement.

Day-to-day Responsibilities

Role Responsibilities:

Overall, this candidate will be responsible for ensuring vehicles are brought to the US market with maximum success – defining vehicles in the early phase of development, through lifecycle management, and finally managing their go-to-market strategy and overall Volkswagen brand positioning

Rotation 1 (Product Planning) Key Responsibilities

• Model Lifecycle Management – Work with counterpart organizations in Volkswagen Germany, Mexico and Chattanooga to investigate technical and financial feasibility for lifecycle actions (e.g., model-year change, product requests, etc.) to maintain product competitiveness.
• Competitive Analysis – Gather industry data about current and future competitor offerings to help develop trend forecasts.
• Customer Understanding – Analyze data from customer demographics specific to segment, purchase, rejection and avoidance trends, prioritization of concept, feature content, use cases, and other elements to create portraits of future target customer for life cycle models, as well as similarities/differences to competitors’ customers.

Rotation 2 (Product Strategy) Key Responsibilities

• Early Phase Product Development – identify white space opportunities for new additions to the Volkswagen portfolio
• Competitive Analysis – Gather industry data about current and future competitor offerings to help develop forecasts and implement new technologies
• Customer & US Market Understanding – Analyze data from customer demographics, purchase and rejection trends, prioritization of feature content, use cases, and other elements to define target customers and product requirements for future products
• Cross Carline Strategy – Work cross-functionally within Volkswagen of America to conduct research and build comprehensive cross carline strategies for topics related to market positioning, new technologies, and general attractiveness of vehicles

Rotation 3 (Brand Strategy) Key Responsibilities

• Target Audience Development – Learn the practice of customer targeting and segmentation at the brand and model level.
• Go-to-Market process – Learn and assist on the marketing side of a new vehicle launch process. Work on the launch and positioning strategy of the new Atlas, ID.7, and ID. Buzz.
• Brand and Product Strategy –Assist with strategic brief development and positioning strategy of the brand and Volkswagen models and how they all contribute to the organizational business objectives.
• Performance Management – Gain understanding in Volkswagen marketing performance management including campaign performance, KPI development, marketing research, marketing mix modeling, digital analytics.

Program Start Date: Monday, July 24, 2023

Hybrid

Primary Location

United States-Virginia-Herndon

Qualifications

• Solid GPA
• Internship experience in Product Management, Brand Marketing, Market Research, Business Analytics, Consumer Insights is preferred
• Graduation Date no earlier than Fall 2021
• Relevant internship experience in the fields of automotive or other consumer brands is preferred
• Degrees in Business, Business Analytics, Marketing, Entrepreneurship, Information Technology are preferred

Skills

• Strong analytical and critical thinking skills
• Highly proficient in Microsoft Office applications
• Strong written and verbal communication skills, data analysis, and storytelling

Work Flexibility

• We require an individual who is willing and able to learn quickly, adapt, travel and potentially relocate.

Volkswagen Group of America is an Equal Opportunity Employer. We welcome and encourage applicants from all backgrounds, and do not discriminate based on race, sex, age, disability, sexual orientation, national origin, religion, color, gender identity/expression, marital status, veteran status, or any other characteristics protected by applicable laws.

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