Chevrolet Marketing Campaign - General MotorsBackground: General Motors is an American multinational corporation that designs, manufactures, markets, and distributes vehicles and vehicle parts and sells financial services. In Venezuela is the market leader with 46% SOM and over 3,000 employees. The organization had an aggressive production Schedule and needed it to launch 7 new vehicles within a calendar year in 2007.

My Role: I was in charge of conceptualizing and implementing a Brand plan for Chevrolet in order to support the launch of 7 new vehicles. The plan comprised marketing and communication campaigns, advertising, social media, trade shows, and marketing collaterals supported by $17 million Budget.

Project Overview: Due to the complexity of the Project, I developed a product launch strategy giving priority to the vehicles category that was more profitable for the Organization. The launch strategy comprised three different categories: Minor, Medium, and Major launch.

Those vehicles considered to be major launches were going to have allocated enough resources for a complete marketing campaign which included traditional marketing (Billboards, TV commercials, Magazine and radio) and digital marketing (social media and website). As for medium and minor launches, a digital marketing strategy was conceptualized and implemented.

Results: General Motors Venezuela became the first country within the LATAM group to ever launched successfully seven vehicles in one calendar year, increasing SOM by 17%. As a result of these impressive results, the country was selected by GM Global to become the first country in Latin America to commercialize the GM Premium line up comprised of Cadillac, Hummer, Camaro, and Corvette.

Sport Marketing - General Motors

Background: As the leader of the automotive industry in Venezuela, GM is always looking to sponsor athletes, sport teams, and sport events which better reflect the values and mission of the organization. In 2007, the Copa America (FIFA South American Soccer Championship) was going to be held in Venezuela. It was expected to bring more than 250 thousand tourist to the country, and increase overall visits to the major cities in 60% approximately.

My Role: Signing a sponsorship contract to the Copa America with FIFA will ensure GM presence in all the stadiums across the country, providing a unique opportunity to display our vehicles and implement consumer engagement programs to increase awareness and purchase intension.

Project Overview: I assisted the marketing manager to set up a series of meetings with the government and FIFA representatives in order to review sponsorship agreements, government restrictions, policies and procedures. Once the contract was negotiated and signed, I worked with the GM events manager to implement activation programs, vehicle displays, and consumer engagement activities. In addition, I created and implemented a marketing communication campaign to reinforce our sponsorship agreement with FIFA, position Chevrolet as the number one brand supporting major sport events in the country, and increase sales through our dealership network.

Results: The Copa America was a great success for the Chevrolet brand. We successfully executed activations and engagement activities in each one of the soccer matches played during the event, resulting in an increase of 23% of GM’s consumer database, 28% increase in sales and more than 70% of coupon redemption for after sales services in our dealership network.