Swinburne University of Technology

Marcellin College

Chief Product Marketer - Global Trucks at Ford Motor Company

Shanghai, China

Ford Motor Company

Chief Product Marketer - Global Trucks

Director of Consumer Experience - International Markets

Director Of  In Store Retail Experience and Network Development - Global Markets

Director Of Consumer Experience & Network Development - Asia Pacific

Reporting to the VP of Marketing & Sales and the Director of Retail Operations in Asia Pacific, leading a team of 64 including 11 direct reports, this role has sole responsibility for driving customer satisfaction and engagement across all consumer touch pointsResponsibilities•	Develop and implement a best-in-class sales and service experience across all customer touch points with a focus on introducing class leading customer facing technology into retail stores•	Develop programs to engage and modify retailer behaviour to focus on driving the customer experience•	Lead a team of 6 interstate based staff to work with stores to improve customer satisfaction•	Lead a team of 5 in the training, certification and reward programs for all dealership personnel•	Manage call centre operations (incl staff of 53)Achievements•	Developed, launched and implemented a new sales and service process which has increased customer satisfaction, engagement and dealer profitability. This process is the basis of a standardised sales process across the Asia Pacific region•	17% increase in customer sales satisfaction (11pts) and 25% improvement in service satisfaction (11pts) (FY 2014 vs FY 2012)•	Improved AC Nielsen Syndicated Manufacturer Survey ranking for Purchase CSI from 12th (out of 20) to 2nd and Service CSI from 15th to 8th position (Q3 2012 vs Q3 2014)•	Won three 2014 Canstar Blue customer satisfaction awards for automotive•	Led strategic development, negotiations and implementation of new Dealer margins designed to drive Dealers to exceed sales performance and customer experience targets•	Led development and execution of Ford's social media centre and dealership executive coaching program•	Re-structured call centre operations which improved inbound service levels by 15ppt and reduced the abandonment rate•	Established the department, defined job roles, recruited team members and implemented organization structure, operating principles and processes

National Consumer Experience Manager - Australia

Reporting to the VP of Marketing & Sales, the National Retail Marketing Manager had leadership responsibility for the implementation of retail advertising and incentive programs designed to achieve sales objectives. Responsibilities:•	Development and implementation of tactical sales, product and pricing programs to drive achievement of market share and sales objectives•	Effective and efficient management of a A$20m co-funded Ford Dealer Advertising Fund (FDAF).•	External stakeholder management for the execution of retail marketing and communication plans – Asia Pacific, Australian Operating Committee, retailers, external agencies, National Dealer Council & FDAF Achievements•	Led a strategic management review of Australian sales forecasts to Ford Global Marketing & Sales Board to achieve consensus on the viability of Ford Australia manufacturing operations ongoing.•	Devised and implemented in excess of 8 national retail marketing campaigns •	Improved share performance on key growth segment model lines•	60% inventory reduction from 2011 to 2012. •	Implemented the Ford Small Business Program which led to a 2.1ppt increase in Small Business share (33% increase in share).•	Undertook a strategic reviews of Dealer margins and objective setting process •	Led a cross functional team to identify opportunities to improve Dealer payment processing and cash flow. •	Instituted new reporting behaviours that ensured a more effective resource allocation and financial approval combining brand, market share and financial metrics. •	Established the Retail Marketing Department, defined job roles, recruited team members and implemented organization structure, operating principles and processes•	Development of team members – developed 3 key staff which were rated in top 10% across M&S for performance versus desired leadership behaviours leading to promotions.

National Retail Marketing Manager

The role reports to the General Manager of Marketing (Aust) and Director of Product Marketing (AP) and manages a cross functional team comprising ten Product Planning Managers / Analysts.This is a key leadership role in developing future brand, product and business strategy.Responsibilities:• Develop and deliver a customer oriented, competitive, profitable and sustainable product portfolio that drives favourable opinion, customer satisfaction, market share and profitability.• Develop the business case for future product actions including market research, customer segmentation, market forecasting, financial analysis and effective engagement with key business functions (Design, Product Development, Manufacturing, Purchasing, Marketing & Sales, Finance and Asia Pacific)Achievements: • Transformed Ford Australia’s product strategy to deliver a consistent cross carline product planning and brand communication strategy.• Led a 5-year strategic management review of Australian operations to Asia Pacific Board (incl. CEO) that ensured approval of funding to deliver ongoing profitable growth and mid-term viability of Ford Australia local production• Developed primary and nameplate brand strategies that have resulted in:• 10% share improvement in Light car segment (Fiesta)• 9% share improvement in the Medium Car segment (Mondeo)• 3% share improvement in the Large Car segment (Falcon)• 3.5% share improvement in the Light Truck segment (Ranger)• Improvement in Ranger series mix which has improved contribution margins by 6%• Established and implemented product  strategies that have improved after-tax return on sales by an average of 2.5% on major future product programs• Effective chairmanship of monthly Design review and Product Strategy meeting with Australian Operating Committee (CEO, Board) • Restructured the Product Marketing department from 15 employees to 11 whilst introducing efficient processes and systems

National Product Marketing Manager

The Product Planning Manager reports to the National Product Marketing Manager and manages a team of four Product Analysts. The primary function was leadership of the future product programs for locally manufactured vehicles. This is a strategic role, heavily involved in gaining marketplace and consumer insight to develop the brand positioning, pricing strategies and product design to support future product and manufacturing investment.Responsibilities:•	Undertake market research studies to determine the ‘voice of the customer’ and develop market segmentation and brand positioning to define the scope and design of new model product development•	Develop a profitable business case to support new model investment including price, volume, content, marketing budget, variable cost and investment.•	Champion the customer through regular interaction with Product Designers, Design Director, Product Development, Manufacturing, Finance and Marketing functions. Achievements: •	Developed future local vehicle programs that deliver profitability of A$328m with a ROI of 500% over the first 12 months.•	Program management, execution and launch of the product, pricing and revenue strategies that resulted in:•	22.6% improvement in large car sales (YTD May 2010 vs 2009)  •	Falcon revenue improvement of approximately AUD$100m•	20% improvement in Falcon sedan series mix•	28% improvement in Territory sales (2009 v 2010)•	Improvement in Territory series mix of 24%•	Increase in Territory profitability of AUD$3.0m •	Rationalised and revitalized Territory and Falcon product portfolio which resulted in an 80% reduction in buildable combinations, a 15% improvement in product/series mix, a 3 fold increase in Dealer turnover and $3m incremental profit.•	Led cross-functional vehicle cost reduction task force which identified savings of $88 per average vehicle resulting in an improvement in profitability of A$5.4m

Product Marketing Manager - Locally Manufactured Vehicles

Reporting to the Regional (State) Manager, this role was critical in managing a positive Company to Dealer relationship for both long and short term perspectives.Responsibilities:•	Monthly / quarterly sales performance vs objective•	In-dealership marketing and advertising initiatives  •	Customer viewpoint initiatives•	Dealership management including facilities, market representation, ownership changeovers, acquisitions, relocations, terminations and growth strategies Achievements: •	Re-development and refurbishment of 8 Dealership sites at an average Dealer investment of approximately AUD$1.0m per site.•	Highest performance vs objective and market share in the Eastern Region (2006)•	Sales growth of 6% leading to the highest market share in Eastern Region (2004)

Dealer Operations Manager

Ford Performance Vehicles – A joint venture company between Prodrive Asia Pacific and Ford Australia to develop high-performance vehicles. FPV has annual revenue of approximately A$150 million and annual sales of approximately 2,000 vehicles per year.Reporting to the General Manager of FPV, this strategic role was heavily involved in brand management, brand positioning and marketing plans to support sales and share achievement.Responsibilities:•	Developed and executed strategic communication and marketing plans that:•	Created awareness of the FPV brand amongst target markets•	Successfully communicated the retirement of the FTE and Tickford brands•	Supported share and sales targets and inventory levels •	Led advertising and media agencies in the development and execution of all above the line and below the line communication strategies (TV, print and direct mail campaigns, POS, EDM) with a budget of AUD$5.0m  •	Managed the representation of the FPV brand and vehicles at all major motor shows•	Develop the business case for future product actions including market research, customer segmentation, market forecasting, financial analysis and effective engagement with key business functions (Design, Product Development, Manufacturing, Purchasing, Marketing & Sales, Finance and Asia Pacific)		Achievements: •	Successfully launched the FPV brand and range of vehicles which resulted in:•	An increase in market share  from 12% (2002) to 34% (2003)•	328% increase in sales within first 12 months•	Increase in brand awareness from 6% in 2002 to 22.2% in 2003•	Outselling the established main rival (HSV) within the first 6 months

Ford Performance Vehicles

Brand Marketing Manager

Responsibilities:•	Development and execution of the performance brand strategy, brand positioning (incl. vehicle nomenclature), and brand identity.•	Developed and executed the Ford Performance Vehicles Joint Venture agreement •	Worked with the Ford National Dealer Council and Ford / FPV board of directors in the:•	Dissolving of existing Dealer network•	Development of the FPV Dealer Agreement•	Successful execution of the FPV distribution strategy•	Managed the execution of the FPV Dealer distribution strategy to ensure representation that supported share and sales targets Achievements: •	Developed Ford's performance vehicle strategy (Ford Performance Vehicles - FPV) to create a sustainable performance brand that connected with the target market and has brand recall and awareness with performance car enthusiasts.

Consumer Product & Strategy Planner

Responsibilities:•	Led advertising and media agencies in the development and execution of all above the line and below the line communication strategies (incl. TV, print and DM)•	Developed and executed all dealership sales training material •	Managed the communications to all internal customers including Dealers 	Achievement: •	Planned and successfully executed the AUII Falcon launch.

Robert De Filippo

Robert De Filippo