Auto supplier ArvinMeritor hires N. American Marketing Director
Automotive component supplier ArvinMeritor announced the appointment of Aaron Bickford as the new North American director of marketing for the company’s Commercial Vehicle Aftermarket segment, according to Fleet Owner
Bickford has previously held a variety of financial and strategic management positions including director of Enterprise Risk Management and director of Strategy and Business Performance for the Troy, Mich.-based company’s Commercial Vehicle Systems business.
He will be responsible for all North American marketing initiatives including product line expansions, product line platforms, brand strategies and will have oversight for promoting the company’s portfolio of services and offerings.
ArvinMeritor,Inc. is a global supplier of a broad range of integrated systems, modules and components to the motor vehicle industry. The company serves commercial truck, trailer and specialty original equipment manufacturers and certain aftermarkets and light vehicle manufacturers.
Senior Director of Marketing Communications Mike Pennington told WinmoEdge that with his product manager team, Bickford will assume responsibility for advertising, public relations, collateral, Web, exhibits and other promotional activities at ArvinMeritor
“There will be no significant changes in strategy, only planning and strategizing for growth in the business unit as more products are added to our portfolio,” he said.
Pennington said that ArvinMeritor and the brands in its portfolio including: Meritor, Euclid, Gabriel, Meritor WABCO and Mascot are solely focused on business-to-business market outreach.
“We will continue with regular programs on publicity, sales collateral, Web site and selective advertising, as well as specific trade shows and exhibitions,” he said. “For all B-to-B programs we use a combination of print, electronic and broadcast. We target end-users like truck operators, distributors, OE dealers and independent service garages.”
ArvinMeritor’s efforts will intensify to more of a “rifle-approach” to select target audiences, as opposed to what Pennington dubbed a “shotgun-approach.”
One potential challenge that Pennington feels Bickford may face is being able to prioritize programs to launch products and services within the confines of a limited budget, all while impressing its customers with good service.
“We monitor our competitor’s programs closely and respond accordingly to the marketplace needs,” he said.
Our source indicated that Louisville, Ky.-based PriceWeber Marketing Communications has been a longtime partner and support agency with extensive knowledge regarding ArvinMeritor’s upcoming products, strategies and audiences.
He added that ArvinMeritor’s internal communications team works successfully with its agency team, and said he is not currently seeking additional agency support at this time.
Though Pennington seemed cool to the idea of hearing from external firms at the moment, once ArvinMeritor begins to introduce new products, the company may seek agency assistance to further advertise the new merchandise. Agencies with specific automotive end-user experience may want to reach out, but put the company on a long-term prospect list, given the fact that its marketing strategy isn’t changing quite yet.
2135 West Maple Road
Troy, MI 48084
Director, Marketing, North America, CVA
General Manager, CVA
Chairman, President & Chief Executive Officer