General Manager - Value Added Services VAS

The Job Summary

The General Manager, Value Added Services (VAS) is responsible for leading the strategy, development, commercialization, and operational delivery of all automotive value-added products and services. This includes extended warranties, service contracts, roadside assistance, accessories, vehicle protection products, finance and partnerships, subscription services, connected vehicle solutions, customer loyalty programs, and other revenue-generating initiatives. The role is accountable for maximizing customer lifetime value, driving profitability, improving customer retention, and ensuring a best-in-class ownership experience across all automotive brands and channels.

Key Responsibilities / Accountabilities

Sr #

Technical / Job-Specific Competencies

1

Strategic Leadership

• Develop and implement the VAS business strategy aligned with corporate objectives.
• Identify and launch new products and services that generate incremental revenue and enhance customer satisfaction.
• Evaluate market trends, competitor offerings, and emerging technologies to identify growth opportunities.
• Create annual business plans, budgets, and performance targets.
• Maintain service quality standards and customer service KPIs.
• Drive process improvements, automation, and operational efficiencies.
• Ensure compliance with manufacturer standards and regulatory requirements.

2

Business Development

• Establish partnerships with insurance providers, warranty administrators, financial institutions, technology providers, and service vendors.
• Negotiate commercial agreements and manage supplier relationships.
• Develop new revenue streams through innovative automotive service offerings.
• Lead product pricing, positioning, and go-to-market strategies.

3

Financial Management

• Own the P&L for all value-added service products.
• Drive revenue growth, margin improvement, and cost optimization.
• Monitor financial performance and implement corrective actions where necessary.
• Prepare forecasts, business cases, and investment proposals.

4

Product Management

• Oversee the lifecycle management of all VAS products.
• Ensure product relevance, competitiveness, and profitability.
• Manage product enhancements based on customer and market feedback.
• Develop bundled service packages that improve customer retention.

5

Customer Experience & Retention

• Design and implement programs that improve customer loyalty and lifecycle value.
• Increase retention rates through maintenance plans, extended warranties, and service packages.
• Monitor customer satisfaction metrics and implement continuous improvement initiatives.

6

Sales & Commercial Performance

• Lead VAS sales strategies across dealerships, fleet channels, and digital platforms.
• Support dealer networks with sales tools, training, and performance management.
• Develop incentive programs to increase product penetration.
• Monitor conversion rates, attachment rates, and customer uptake.

7

Operations & Service Delivery

• Ensure effective operational delivery of all VAS products.
• Maintain service quality standards and customer service KPIs.
• Drive process improvements, automation, and operational efficiencies.
• Ensure compliance with manufacturer standards and regulatory requirements.
• Own the Electronic Vehicle Health Check (EVHC) process across the region, driving completion rates, inspection quality, and conversion into VAS and service revenue.

8

Team Leadership

• Build, lead, and develop a high-performing VAS team.
• Set objectives and performance standards.
• Foster a culture of innovation, customer focus, accountability, and continuous improvement.
• Mentor managers and develop succession plans.

9

Governance & Compliance

• Ensure compliance with all legal, regulatory, and manufacturer requirements.
• Manage risk associated with warranty, insurance, and service products.
• Develop policies, controls, and reporting frameworks.

10

Key Performance Indicators (KPIs)

• VAS Revenue Growth
• Gross Profit Contribution
• Product Attachment Rate
• Extended Warranty Penetration
• Service Contract Penetration
• Customer Retention Rate
• Customer Satisfaction (CSI/NPS)
• Accessory Sales Growth
• New Product Launch Success
• Dealer Participation Rate
• Operational Service Levels
• Budget and P&L Performance
• EVHC Completion Rate
• EVHC Conversion Rate

The Job Profile

1

Educational Qualifications

Bachelor's degree in Business Administration; MBA is a plus

2

Professional Certifications

3

Experience

Minimum 12 years experience out of which 5 years in a similar capacity

4

Essential Job Pre-Requisites

• Automotive retail and distribution operations
• Aftersales and customer retention strategies
• Warranty administration and service contracts
• Vehicle accessories and protection products
• CRM and customer lifecycle management
• Financial planning and P&L management
• Digital mobility and connected vehicle services

5

Languages Proficiency

High level English and Arabic proficiency, spoken and written