Sales Programme Manager - Volkswagen Passenger Cars

There has never been a more exciting time to join the world of mobility!  The automotive industry will change fundamentally by 2030: electric drive and fully-networked transportation with autonomous drive will determine how we move around in future. With the Group strategy “NEW AUTO – Mobility for Generations to Come”, the Volkswagen Group is a significant driver of this transformation. 
Volkswagen Group Ireland (VGIE) is wholly owned by Volkswagen AG, the largest automotive company in the world with many of the most iconic automotive brands. In Ireland, we are the national sales company of six brands - Volkswagen, Audi, Skoda, SEAT, CUPRA and Volkswagen Commercial Vehicles. Our combined share of the Irish automotive market is 25%. 

Sales Programme Manager

Volkswagen Ireland is looking for a Sales Programme Manager to join its Sales team following a recent internal move. In this high‑impact position, you will report directly to the Head of Sales and play a key role in shaping and delivering the brand’s commercial performance. You will oversee the tactical budget and lead the development and execution of sales promotions and incentive campaigns designed to drive both volume and financial results. This role is ideal for an experienced manager seeking a broader strategic remit and a natural progression step toward a future Head‑of‑Function position. We’re seeking a commercially minded professional with strong business acumen and a passion for creating data‑driven sales initiatives. The role offers the opportunity to work at the heart of Volkswagen Ireland’s sales engine—designing national programmes, influencing commercial outcomes, and collaborating with key stakeholders across the NSC, OEM, VWFS and our Retailer Network. If you are a proactive, analytical individual ready for your next challenge, we’d love to hear from you.

Responsibilities include:

• Develop and deliver sales campaigns that drive order intake and achieve commercial targets.
• Lead tactical planning with NSC and OEM stakeholders, presenting clear, data‑driven business cases.
• Manage tactical budgets responsibly, ensuring spend is effective and controlled.
• Analyse market, competitor, and pricing intelligence to inform program design and sales initiatives.
• Work with Sales Planning and Finance to shape the annual incentive strategy and associated budgets.
• Track and optimise tactical spend across key sales channels.
• Partner with VWFS to develop competitive retail offers, supporting subvention discussions.
• Communicate retail programs to the dealer network and support customer engagement through aligned marketing activity.
• Provide incentive recommendations for future products and support new model launch planning.
• Oversee retailer rebate payments, ensuring accuracy and timely processing.
• Monitor residual value performance and identify opportunities to strengthen brand positioning.
• Act as an industry expert, maintaining up‑to‑date knowledge of competitor activity, programs, and market trends.

Required Qualifications and Skills:

• Minimum 2–4 years’ experience in Area Sales or another commercially oriented role, with proven ability to develop business cases and influence key decisions.
• Relevant third‑level degree
• Strong commercial acumen and business awareness.
• Proven ability to influence, collaborate, and build relationships across multiple stakeholders.
• Advanced numerical and analytical skills with excellent attention to detail.

High proficiency in Microsoft Excel, PowerPoint, and other core Microsoft Office tools.

• Excellent organisational skills with the ability to prioritise effectively and meet deadlines in a fast‑paced environment.

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