Audi Audi Loyalty Marketing Specialist in Herndon, Virginia

Audi Loyalty Marketing Specialist (Job Number: AUD001070)


"Vorsprung durch Technik" or, "Progress through Technology" is our company ethos and is the core belief that drives the development of every Audi vehicle. It inspires the innovative solutions, revolutionary engineering and progressive design that have become synonymous with the Audi name. And it reminds us to challenge ourselves, rewrite the rules from time to time and always fuel our pioneering spirit. The spirit that sets us apart on the racetrack and the open road. In our relentless pursuit to become the number one premium car brand in the America, we need employees who share in this spirit of challenging the status quo in everything that we do. We are proud to be Great Place to Work-Certified™.


Role Summary


The Audi Loyalty Marketing Specialist is responsible for designing the strategy and directing the consistent execution of Audi’s signature ownership communication experience through the customer journey at a national level and the dealership service network.  The role will contribute to the overarching Audi of America customer relationship management strategy, identifying organizational alignment opportunities and overseeing coordinated customer management.  Lead the vision and strategy for development of cutting-edge CRM innovation ideas that upholds the Audi brand image and improves the customer’s engagement with the dealer and brand across multiple periods of a customer’s ownership cycle.


The role will lead the ownership communication content, messaging, execution, cross organizational integration, data modeling, customer data quality, data enrichment and data integration.  The messaging will cross mediums of direct mail, e-mail, digital, video content, photography and loyalty motivation – all-encompassing brand tone and creative that reflects the Audi brand values.


This person will lead the strategy of the customer communication journey to create a premium, consistent and engaging customer experience for the Audi customer.  Further develop the premium brand partner program that delivers exclusive rewards for Audi customers featured within the ownership portal of myAudi.  Oversee the campaign deployment of over 9 million customer touches per year consisting of direct mail and e-mail.  Continual innovation to provide insights of e mail, print and digital metrics and processes.  Lead collaboration for the improvement of customer data information by developing customer data business rules, customer lifetime value modeling, customer data enrichment initiatives, systems integration and a new CRM platform for the growth and sophistication of Audi’s customer-centric data and personalized marketing communication.


Role Responsibilities
Audi Brand Relationship Marketing CRM responsibilities
  • The role will lead the strategy, development and execution of all customer communication and content which encompasses but is not limited to; owner in waiting, welcome communication cadence, Audi connect, IQS integration, Inside the Rings, anniversary, Audi life brand partnerships and video content for myAudi
  • Develop, implement and sustain the strategy for the customer communication journey initiatives in partnership with cross functional stakeholders that require visibility and integration with the customer communication touch points
  • Work with multiple agencies developing the overarching plan including creative, cadence, digital deployment, direct mail, POS, brand partnerships and content - all while establishing KPI’s that drive customer engagement and loyalty
  • Develop short and long term roadmap for strategy and implementation for the customer communication journey
  • Translate business objectives and strategy to help define vision and work with key cross-functional teams to ensure customer centric objectives are met
  • Benchmark best-in-class loyalty programs to understand loyalty benefits that are motivating to Audi customers
  • Provide constructive direction, feedback and approvals on creative concepts, direct marketing plans, brand partner benefits and video content recommendations from partner agencies
  • Ensure overall programs and executions deliver on objectives/strategies and accurately reflect Audi brand tone, feel and corporate identity guidelines
  • Relentlessly review metrics and drive decisions based on the data
  • Responsible for managing overall timelines and budgets for production of direct marketing, digital marketing, brand partnerships and video content
  • Develop strong partnerships with finance and purchasing in order to actively manage RFP’s, purchase orders, budgets planning and budget management
  • Lead the appropriate evaluation, review, negotiation, engagement and management of key agency/vendor relationships
  • Manage assigned budget while consistently seeking revenue and cost optimization
  • Liaison with legal team and understand legal implications of copy, photography, video content of customer communications
  • Represent legal interests to insure adherence to legal’s production and copy requirements
Customer Data Enrichment, Data Consolidation & Campaign Management Platform responsibilities
  • Provide strategic direction and communicate the vision to Group IT teams and cross functional business units as to the goal of customer data quality, enrichment, consolidation and the scope of the future state campaign management platform  
  • Collaborate with leadership and peers across the organization to ensure aligned business objectives, define work requirements, process flow and budgeting agreements 
  • Collaborate with agencies and Group IT teams to translate cross-functional business requirements into user stores for software development and execution 
  • Develop key documentation, including business cases, opportunity assessments and user stories
  • Resolve escalated data and campaign management issues and conflicts
  • Apply significant knowledge and experience of technologies and innovations in order to resolve complex team challenges in the area of data standardization, data integrity, data environments, systems and architecture including but not limited to MDM, data lake, campaign management, e-mail deployment and dashboard analytics
Cross Functional Integration
  • This role’s cross functional integration is essential to the organizational collaboration of the content and messaging to the customer throughout the ownership experience    
  • Engaging with key stake holders across the organization to develop strong relationships, integration across disciplines, and displaying high team morale is essential to the success of the role of Manager, Relationship Marketing Ownership Experience
  • Integration includes but is not limited to:  brand marketing, social media, experiential marketing, retail marketing, content manager, PR, strategy, Group IT, digital operations of, myAudi & Audi Experience, sales operations,  distribution, after sales, IQS, connected vehicle, Audi ONE, academy, AFS, product, CxC, field, dealers, legal, purchasing, finance and appropriately aligned VW counter parts
  • Integration across multiple and diverse agency and vendor partners that integrate and impact the customer communication during the ownership experience
  • Ensure advanced, detailed and collaborative communication of plans and initiatives to ensure organizational alignment
  • Act as a liaison between other disciplines for creative design, technology advancements and innovations as it applies to the customer communications journey
  • Effectively communicate opportunities, issues, risks and dependencies with project stakeholders, where it applies to the customer communications experience


  • 5-7 years professional experience in Customer Relationship Management (CRM) and Marketing
  • Bachelor Degree
General Skills 
  • Strategic planning, visionary and drive for innovation
  • Strong analytical and conceptual thinking – using logic and reason layered with creative thinking and design
  • Data modeling and analytics to implement measurable decisions and action
  • Highly developed communication skills – interpersonal, presentation and written
  • Integration representing highly authentic collaborative behavior and thinking, joining people, processes and systems
  • Able to understand and balance the interests of numerous stakeholders (e.g. management, colleagues, agencies, field and dealers, etc.)
  • Passion for the customer experience and the Audi brand
  • Influencing and negotiation skills
  • Problem solving
  • Resource management
  • Project management
  • Financial management
  • Computer savvy – skilled in the use of software
  • Strong organizational abilities and detail oriented
  • Able to excel in a constantly changing environment
Specialized Skills
  • 5-7 years professional experience in CRM/marketing/advertising/customer experience/after sales marketing (service, parts & accessories)/loyalty programs/partnership development
  • Experience and knowledge in the relevant aspects of the marketing mix: advertising, online, direct, experiential, collateral, co-op program management, corporate identity and branding
  • Relatable experience in creative ideation, photo and video shoot and production management, print processes, fulfillment and POS design solutions
  • Experience in developing RFP/RFQ particularly in the area of CRM, digital, print, video content, fulfillment and loyalty programs
  • Challenger mindset and hunger for innovation
  • Passion for idea generation and an ability to turn ideas into action
  • Proficient in Microsoft applications: Word, Excel, PowerPoint, Outlook
  • Professional CRM experience in automotive or other comparable brand / technology or luxury sectors (desired)
  • Corporate marketing experience with worldwide premium brands (desired)
Work Flexibility
  • Domestic & international travel may be required estimated up to 30%; flexible work schedule.
We are proud to be an EEO employer M/F/D/V. We maintain a drug-free workplace and perform pre-employment substance abuse testing.



Primary Location: United States-Virginia-Herndon