App Marketing & CRM Specialist

About this role

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).