During the summer of 2019, I worked as a Digital Marketing Intern at Subaru of America Inc., a U.S-based distributor of the well-known Subaru’s brand vehicle from Japan.
The company manufactures and distributes Symmetrical All-Wheel Drive vehicles through its 600 retailer network all across the country. Currently the headquarters is located in Camden, New Jersey after moving from Cherry Hill. The product line includes 2 Sedan models, 4 SUVs and 2 performance/sports cars. Subaru cars are renowned for their durability, reliability, traction and “active safety.” As Kelley Blue Book’s Most Trusted Brand for five years running, Subaru has one of the highest repurchase-loyalty ratings in the U.S. market. In addition, Subaru does more than just selling cars. The Subaru Love Promise is a CSR initiative embraced by the brand as a way to give back to the community in terms of health, wealth, education and environment.
As an intern, I worked under Tier 3 of the car buying process. This means I help the Retailer Digital Marketing team to perform website auditing and analytics on more than 600 Subaru dealer (retailer) websites in order to ensure a seamless, user-friendly and worry-free car buying/trading process for consumers. Moreover, I work closely with Subaru’s third-party vendors for digital assets implementation, online advertising reports and sales reports. The busiest times for our team is before and during model launches, event activations or special Subaru Love Promise months. Aside from the monthly and weekly tasks, I am also involved in several projects with other Marketing divisions in the department. One of them includes developing a centralized internal company dashboard and doing UI/UX testing for it.
Throughout the internship, I have had the opportunity to utilize Tableau, Excel and a bit of HTML/CSS coding knowledge to conduct reports or outline a user-friendly, functional, convenient and accessible website interface for its prospective users. The Digital Solutions Studio has allowed me to understand the scope, objectives and specifics of a project. The Marketing Consumer and Buyer Behavior class helped me to fully understand the consumer buying funnel, from awareness of the brand to consideration, conversion to buyer and brand loyalty. The Marketing Research class has reinforced my knowledge on how the audience is segmented, targeted and maintained for each carline.
It’s ironic for someone like me who can’t drive to be working in an automotive company. However, it didn’t discourage me from working because I am coming to the company with a fresh mind. Being able to learn about cars, behaviors, opinions of the general automotive consumer public and the competitive landscape between car brands has been an awesome and interesting journey. It goes to show that anyone can be proficient in the industry if they are proactive in learning more.