グローバルD2Cカスタマーエンゲージメント戦略企画リード| Global Lead for D2C Customer Engagement Strategy Planning

(English follows Japanese)

業務内容

本ポジションでは、以下①〜③のいずれか、もしくは複数領域に強みをお持ちの方を対象とし、
ご経験に応じて役割をハイブリッドに設計・アサインすることを想定しています。

HQ機能は日本にありつつ、ターゲットは北米市場（US）であるため、
日本側関連部門との協働と、US側ステークホルダーとの議論・合意形成の両方を推進いただく役割です。

① D2C顧客エンゲージメント戦略・リード育成設計（北米市場）

• US市場の購買行動を踏まえたリード育成／購買ファネル設計　
• デジタル×フィジカルを統合した顧客導線・体験設計　
• 顧客データ・敗戦データ分析に基づく課題発見＆改善施策の企画・実行
• CRM構築に向けた業務要件定義（US現法との協働）
• AFEELAブランドの認知〜体験〜購入〜納車までの一連のCX設計

② 既納客管理プロセス設計・ロイヤリティ施策企画

• アプリ／OTA／イベントなどを取り入れた既納客体験のプロセス設計
• ロイヤリティ向上施策（囲い込み、乗り換え、紹介）企画・運用
• リピート購入／増車のための育成シナリオ設計
• 認定中古車事業の企画・販売プロセス設計
• VOC分析に基づく改善提案

③ ライフサイクルビジネス（付帯事業）企画・収益管理モデル構築

• サービス・金融・保険・充電・用品・中古車などの付帯事業企画
• US/日本市場での付帯サービスの価値設計と販売プロセス構築
• 事業KPI・収益モデル（P/L）の設計・モニタリング
• バリューチェーン全体の収益最大化に向けたフロー構築

募集背景

ソニー・ホンダモビリティは北米市場で展開するEVブランド「AFEELA」において、D2Cモデルによる販売・顧客体験づくりを推進しています。購入前〜利用中〜リプレイスまで一貫した顧客体験設計を通じ、お客様の体験の付加価値向上と収益性向上の両立を目指します。
上流の認知領域を中心に担当するマーケティング部門と連携し、業務内容に記載の3領域を俯瞰し、横断的/部分的に企画立案～実行いただける方を求めています。

所属組織

HQとして10数名程度のチームに加え、社内関連部門やUS現地法人メンバーとともに活動いただきます。

必要となるスキル

必須

• 本求人の業務内容に記載している①～③のいずれかの経験をしている方
• 高関与商材（自動車、住宅、ラグジュアリー、家電など）における顧客体験設計
• データ・ファクトに基づく課題発見・施策立案、仕組み化してPDCAを回し続けて実績化の経験
• 部門横断プロジェクトの推進経験
• 英語での読み書きが可能で、海外メンバーとのコミュニケーションに抵抗がない方

尚可

• 自動車／モビリティ領域のCRM／マーケティング／顧客管理経験
• オン・オフ統合のCX設計（ファネル／リード育成／CVR改善）経験
• アプリ／OTA／データ基盤を用いたUX改善経験
• 付帯事業（金融・保険・充電・用品・中古車等）の企画経験
• P/L管理、収益管理モデルの構築経験
• 海外法人との実務コミュニケーション経験

語学

• 英語でのビジネス経験  （TOEIC 800点以上目安）
• ビジネスレベル以上の日本語（目安N1以上）

人物像

• 顧客視点で課題を発見し、企画〜実行まで主体的に推進できる方
• 新しい市場・仕組みをつくることにやりがいを感じる方
• 海外メンバーや他部署と連携し、粘り強く合意形成できる方

このポジションの魅力

得られるスキル/経験

• 北米市場 × D2C × 新規EVブランドという、国内OEMにはない新しい事業モデルに挑戦できます。
• 購買前〜利用中〜リプレイスまで、顧客体験全体を自らデザインし実装できるポジションです。
• 少人数精鋭組織のため、企画〜業務要件定義〜現法導入まで大きな裁量で推進できます。
• CRM、CX、事業企画、付帯事業など、複数領域にスコープを広げながらキャリア形成が可能です。
• AFEELAという新ブランドの価値創造に、立ち上げメンバーとして関わることができます。

Job description

This role targets candidates who possess strengths in one or more of the following areas (①–③). Based on your experience, responsibilities will be designed and assigned in a hybrid manner.

While the HQ function is based in Japan, the primary market focus is North America (US). You will play a key role in driving collaboration with related departments in Japan and facilitating discussions and consensus-building with stakeholders in the US.

Key Areas of Expertise
① D2C Customer Engagement Strategy & Lead Nurturing Design (North American Market)

• Design lead nurturing and purchase funnels tailored to US consumer behavior
• Develop integrated customer journeys and experiences across digital and physical touchpoints
• Identify issues and implement improvement initiatives based on customer and lost-sale data analysis
• Define business requirements for CRM development in collaboration with the US subsidiary
• Design end-to-end customer experience (CX) for the AFEELA brand—from awareness to experience, purchase, and delivery

② Existing Customer Management Process & Loyalty Program Planning

• Design processes for existing customer experiences incorporating apps, OTA updates, and events
• Plan and execute loyalty initiatives (retention, trade-in, referral programs)
• Develop nurturing scenarios to drive repeat purchases and additional vehicle acquisitions
• Plan and design certified pre-owned vehicle business and sales processes
• Propose improvements based on Voice of Customer (VOC) analysis

③ Lifecycle Business (Ancillary Services) Planning & Revenue Model Development

• Plan ancillary businesses such as services, finance, insurance, charging, accessories, and used cars
• Design value propositions and sales processes for ancillary services in US and Japanese markets
• Develop and monitor business KPIs and revenue models (P/L)
• Build processes to maximize profitability across the entire value chain

Background of Recruitment 

Sony Honda Mobility is driving the development of a Direct-to-Consumer (D2C) sales and customer experience model for its EV brand AFEELA, which is being launched in the North American market. Our goal is to enhance customer value and improve profitability by designing a seamless end-to-end experience—from pre-purchase to ownership and replacement.

In collaboration with the marketing team, which primarily focuses on upper-funnel awareness, this role will take a holistic view of the three key areas outlined in the job description and lead cross-functional and partial planning through to execution.

Department

You will work as part of an HQ team of approximately a dozen members, collaborating closely with internal cross-functional departments and members of our US local entity.

Requirements

Required skills 

• Experience in one or more of the areas listed under ①–③ in the job description
• Proven track record in designing customer experiences for high-involvement products (e.g., automobiles, housing, luxury goods, consumer electronics)
• Ability to identify issues and develop initiatives based on data and facts, with experience in systematizing processes and driving continuous PDCA cycles to deliver results
• Experience leading cross-functional projects across multiple departments
• Proficiency in reading and writing in English, with confidence in communicating with overseas team members

Preferred skills

• Experience in CRM, marketing, or customer management within the automotive/mobility industry
• Expertise in designing integrated online/offline customer experiences (including funnel design, lead nurturing, and conversion rate optimization)
• Experience improving UX through apps, OTA updates, and data platforms
• Experience planning ancillary businesses such as finance, insurance, charging, accessories, and used cars
• Proven ability in P/L management and building revenue management models
• Practical experience in business communication with overseas subsidiaries

Language Requirements

• Business-level English proficiency with practical business experience (TOEIC score of 800 or above as a guideline)
• Business-level or higher proficiency in Japanese (JLPT N1 or above as a guideline)

Ideal Candidate Profile

• Able to identify issues from the customer’s perspective and proactively drive initiatives from planning through execution
• Motivated by creating new markets and building innovative systems
• Capable of collaborating with overseas team members and other departments, demonstrating persistence in achieving consensus

Experience and skills gained through this role

• An opportunity to take on a new business model that combines the North American market, D2C, and a new EV brand—something unprecedented among domestic OEMs
• A role where you can design and implement the entire customer experience, from pre-purchase to ownership and replacement
• Work in a small, highly skilled team with significant autonomy to drive initiatives from planning to business requirements definition and implementation at the local entity
• Build your career across multiple domains, including CRM, CX, business planning, and ancillary services
• Contribute as a founding member to creating the value of AFEELA, a new brand in the EV space