VOLKSWAGEN X GOOGLE (2023-2024)

Role: Associate Brand Manager

Objective

1) Nurture the business relationship between Google and Volkswagen

2) Identify new opportunities to grow a $180M portfolio

3) Increase brand awareness for Volkswagen

Responsibilities

  • Implement a holistic approach to distribute Volkswagen’s brand messaging across integrated digital media channels

  • Manage campaign progress, compile measurements, and produce impact reports to advise clients with recommendations

  • Partner with stakeholders to outline, build, and execute strategic brand marketing initiatives

  • Manage campaign budgets

Sponsorships

By leveraging deep consumer insights, I successfully identified two YouTube sponsorship deals for Volkswagen. These deals aligned the brand with high-reach, culturally relevant content, ensuring maximum visibility with their target audience.

  1. Hispanic Heritage Month (Billboard Latin Music Awards and Telemundo)

  2. The start of the 2023-2024 NBA season

By analyzing consumer data and leveraging my knowledge of music and basketball, I was able to strategically select platforms that would reach a highly receptive audience for Volkswagen.

Results Snapshot

1) $3 million incremental revenue growth, achieving 125% of our initial YouTube deal commitment.

2) 8% brand lift on YouTube for Volkswagen

3) 15% expansion for Broad Match Search testing