The Challenge
Chery's iCaur brand is entering the French market as part of a major European expansion—you'll own the brand strategy, positioning, and go-to-market execution from day one. This is a greenfield opportunity to build a premium automotive brand in one of Europe's toughest markets.
Your Mission
Define and lock iCaur brand positioning, messaging framework, and target audience segmentation for the French market
Audit competitive landscape and establish brand differentiation strategy within premium automotive segment
Build cross-functional stakeholder alignment (Sales, Product, After-Sales) on brand strategy and launch roadmap
Develop 12-month marketing budget allocation and identify/brief 3-4 core agency partners (creative, media, PR)
Execute first major marketing campaign (product awareness, dealer network activation, digital launch)
Establish brand KPI framework and baseline metrics (awareness, consideration, perception, lead quality)
Roll out brand guidelines and governance process across internal teams and dealer network
Drive 30%+ awareness lift and establish iCaur as credible challenger brand in target segments
KPIs You'll Own
Brand Awareness & Consideration
Track unaided/aided awareness and consideration lift among target audience segments via quarterly tracking studies.
Campaign ROI & Lead Cost
Monitor cost per qualified lead and marketing contribution to sales pipeline across all channels.
Brand Perception & NPS
Measure brand health perception (quality, premium positioning, innovation) and customer/prospect NPS.
Marketing Efficiency Ratio
Track marketing spend as % of revenue and marketing-attributed revenue to ensure efficient resource deployment.
Tools & Stack
Your Team
Your Manager
Regional Director or VP of Sales/Commercial (likely reports to Omoda & Jaecoo France leadership)
Current Team
Building from scratch—you'll recruit your marketing team (digital, product marketing, brand specialist roles implied)
Backfill + expansion—this is a new VP role for iCaur brand launch
The Package
Salary
€80K-€120K base
Remote
On-site in 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 globally in 2024. In France, Chery is launching two premium brands—Omoda and Jaecoo—plus iCaur and Chery-branded vehicles through its own distribution network as part of aggressive European market entry.
Is This Role For You?
- You've built or repositioned a brand in automotive, luxury, or premium consumer goods (10+ years proven track record)
- You thrive translating group strategy into local market execution and managing matrix org dynamics
- You're comfortable hiring, coaching, and scaling a marketing team from 0-to-N in a startup-like environment
- You geek out on brand positioning, competitive analysis, and data-driven marketing decisions
- You're purely a digital marketer or demand gen specialist—this is brand strategy + full P&L ownership
- You need an established team and processes day one; you'll be building from scratch
- You're risk-averse or uncomfortable with ambiguity in an emerging market with a relatively unknown Chinese OEM brand
Interview Process
Initial screening
Phone call with HR/Hiring manager on background, automotive experience, and brand-building mindset
Strategic case study
Written case: develop brand positioning and 12-month go-to-market plan for a new automotive brand entering France
Leadership panel interview
In-person in Courbevoie with Regional Director, Sales Lead, and potentially Chery Group regional lead
Final conversation
Deep dive on org strategy, budget allocation, agency partnerships, and fit with Chery group culture/vision
Interested in this role?
Apply now and hear back within days, not weeks.
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