App Marketing & CRM Specialist

Wabtec Corporation; Paris; Sur place; EUR 52 000 - 75 000; Plein temps

Résumé du poste

Wabtec Corporation in Paris is seeking a CRM Support and Market Intelligence specialist. You will onboard and train CRM users, work with IT to implement enhancements, and communicate new features, dashboards, and best practices to the team.

You will conduct competitive analyses, support Strategic and Operational Marketing, create marketing content, and help develop product promotion materials. The role collaborates with Sales, Product Management and Marketing to turn data into actionable

Qualifications

• Experience using CRM to support sales and marketing processes.
• Ability to onboard and train CRM users and create user guides.
• Strong analytical mindset with ability to translate data into insights.

Responsabilités

• CRM Support & User Enablement: onboard/train users, onboard new features, and liaise with IT on enhancements.
• Strategic Marketing: conduct competitive analyses and market studies for BU Managers.
• Operational Marketing: develop campaigns, create content, and support product promotions.

Connaissances

CRM expertise

Training & onboarding

Competitive analysis

Marketing communication

Cross-functional collaboration

Outils

CRM software

Description du poste

Reason 1 – boosting competitive intelligence

In the spirit of selling better and playing in different battle fields than price, we need to leverage on a crystal view about our competitive advantage. In order to create a competitive advantage, we should offer to our target markets clear benefits of buying from us, something which our competitors cannot provide. The creation of competitive advantage is therefore enabled, among other factors, by the knowledge of our competitors. Today at Wabtec Transit we have a general knowledge about our competitors, but we don’t track systematically their performance. In particular, we don’t regularly collect data about what competitors do in terms of product, innovation, footprint, strategy, track record, field performance. As a consequence, we don’t analyze these data and we miss actionable insights to decide our position vs competition when addressing market opportunities i.e. we don’t select tenders wisely, we don’t build up solid value propositions, we decide go to market strategy for products/innovations with “tunnel view”. This is generally valid for all our product lines. This role is foreseen to provide significant support to all product lines in the collection of structured competitors’ data, by exploiting internal Wabtec resources i.e. Sales team, Product Managers, R&D team, as well as external resources i.e. company websites, social media, stakeholders reviews, etc.

Reason 2 – leveraging on data and analytics

If well used, CRM system

keeps customer data in one central easy to access location sorts, analyzes, prioritizes your sales and customer service allows for quick share of information allows for accurate, real-time reporting and forecasting in automatic way

The use of CRM at its full potential is today limited by lack of recorded data (especially for non-rail business), low data quality, users discipline, users capability in Wabtec Transit Sales Team.

The presence of a market intelligence analysist with “CRM super user rights” is essential to stretch the use of CRM and support the shift to a market data driven organizational model. This role was previously covered by Julie Poilleaux. Today Julie has been dedicated to Wabtec Transit overall market sizing as input to STRAP (in replacement of Thibault) and to the coordination with product lines, of product marketing propositions for Innotrans 2024, so without capacity to follow up these tasks on CRM (it’s worth mentioning that the move of Julie to other more complex tasks is today also a necessary step for her career development).

Main responsibilities

CRM Support & User Enablement

• Support the day-to-day use and adoption of the CRM tool.
• Onboard and train new CRM users, including training on key B2B processes.
• Partner with IT to manage CRM enhancements and related projects.
• Communicate new CRM features, content, dashboards, and enhancements to users.

Strategic Marketing

• Conduct competitive analyses across existing markets.
• Conduct ad hoc market studies to support Business Unit Managers and the Transit Management Team, including new technologies, product adjacencies, market potential assessments, and other strategic topics.

Operational Marketing

• Develop and support marketing communication campaigns.
• Create marketing content, including articles and white papers.
• Support the development of product promotion materials and videos.

Additional Information

What could you accomplish in a place that puts People First?

At Wabtec, it’s not just about a job - it’s about the impact you make. When our people come together, we’re Expanding the Possible by continuously improving what we do and how we do it - for our clients and each other.

If you’re ready to revolutionize how the world moves for future generations, Wabtec is the place for you.

Who are we?

Wabtec is a leading global provider of equipment, systems, digital solutions, and value-added services for the freight and transit rail sectors. Drawing on more than 150 years of experience, we are leading the way in safety, efficiency, reliability, innovation, and productivity. Whether it’s freight, transit, ports, logistics, mining, industrial, or marine, our expertise, technologies, and people together – are accelerating the future of transportation. With roots that date back to George Westinghouse, Thomas Edison, and Louis Faiveley, Wabtec has always built technologies and implemented solutions for a variety of sectors that are critical to meeting the needs of customers and governments alike.

Our global team of about 30,000 employees worldwide delivers performance that moves the world forward. We’re lifelong learners, obsessed with better. Learn more at www.WabtecCorp.com.

Culture powers us and the possibilities.

We believe the best ideas come from a mix of experiences and backgrounds. At Wabtec, we strive every day to create a place where everyone belongs. We’re building a culture where leadership, inclusion and your unique perspective fuel progress.

We’re proud to be an Equal Opportunity Employer. We welcome talent of all backgrounds, experiences, and identities, including race, gender, age, disability, veteran status and more.

Need accommodation? Just let us know - we’ve got you.