The Challenge
Chery's third-largest Chinese automaker is launching Omoda and Jaecoo into France—a market where brand awareness is zero and competition is fierce. You'll own the entire marketing strategy for a greenfield expansion, building the brand narrative and market presence from scratch across Europe's toughest automotive landscape.
Your Mission
Develop and lock brand positioning, messaging framework, and visual identity guidelines for Omoda and Jaecoo aligned with Group strategy
Map competitive landscape and define target audience segmentation for French and broader European markets
Establish marketing governance processes and compliance frameworks across dealer network and internal teams
Brief and select core creative, media, PR, and branding agencies; finalize Q1 campaign roadmap
Execute integrated launch campaign for Omoda brand including product reveals, PR strategy, and digital/social activation
Build brand awareness metrics baseline and establish dashboard tracking KPIs (awareness, perception, engagement, lead attribution)
Align go-to-market strategy with Sales and Dealer Network; coordinate retail experience and customer journey touchpoints
Deliver market analysis report with consumer insights, competitive benchmarking, and recommendations for strategy optimization
KPIs You'll Own
Brand Awareness (Aided/Unaided)
Track quarterly growth in consumer recognition of Omoda and Jaecoo versus competitors in target segments
Lead Attribution to Marketing
Measure percentage of dealership traffic and qualified leads driven by marketing campaigns and digital channels
Campaign ROI
Monitor marketing spend efficiency across digital, events, PR, and traditional channels against lead and conversion targets
Brand Perception Index
Quarterly tracking of brand attributes (quality, innovation, value) versus key competitors and internal targets
Retail Experience Consistency
Audit dealership brand compliance and customer experience alignment with brand guidelines across network
Tools & Stack
Your Team
Your Manager
Country Director or Regional VP (Chery France Leadership)
Current Team
Likely launching with skeleton team; will build marketing department including digital, brand, and communications roles
Backfill/Expansion—you'll hire below you as brand scales
The Package
Salary
€80K-€120K base
Remote
On-site, Courbevoie, Île-de-France, France
Benefits & Perks
Company Intelligence
Chery is China's third-largest automobile exporter, present in 100+ countries with 2.6M units sold in 2024. They're aggressively expanding into Europe through their Omoda and Jaecoo brands via owned distribution networks, plus Lepas and iCaur brands under broader Group strategy.
Customers
B2C automotive; retail consumers in France and Europe
Is This Role For You?
- You've led brand strategy or marketing at scale in automotive, premium CPG, or high-consideration B2C brands
- You thrive building brands from zero awareness—launch experience is a huge plus, not a requirement
- You speak fluent French and English; navigating European markets and cross-cultural collaboration excites you
- You're comfortable with ambiguity and rapid iteration; you can balance Group alignment with local market agility
- You own metrics obsessively and can justify every euro spent; ROI and data-driven strategy are your language
- You've only worked in B2B or technical marketing; automotive consumer behavior and dealer network dynamics are foreign to you
- You need a fully built team and mature processes; this is greenfield startup-mode for a corporation
- You're not fluent in French or unwilling to relocate to Paris region; French market knowledge and presence matter here
Interview Process
Phone Screen
Initial conversation with Chery France HR/Country Director covering automotive experience, brand launch track record, and European market knowledge
Marketing Strategy Deep Dive
Case study or presentation: How would you position and launch Omoda in the French market? Expected: competitive analysis, positioning, go-to-market outline
Cross-Functional Alignment
Conversation with Sales, Product, and Dealer Network leads to assess collaboration style and understanding of commercial realities
Leadership Interview
Formal meeting with Country Director or Regional VP to discuss strategy vision, Group alignment, and team-building approach
Interested in this role?
Apply now and hear back within days, not weeks.
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