RV PRO

July '18

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RV PRO: Origins July 2018 • RV PRO • 39 Mitul Chandrani, Senior Marketing Manager, Xantrex W hen I joined Xantrex Technology in 2007, the company was already entrenched in the RV industry. Many motorhomes were getting equipped with a Xantrex inverter on the assembly line. The whole idea of camping in the wilderness and exploring the vast landscape was novel to me because the RVing culture doesn't exist in India, my country of birth. Once I took over the marketing function, I radically changed the way marketing worked with both internal and external stakeholders. I am not a typical communications guy. I am at the front line with sales and manage all of the trade shows. I work closely with both aftermarket and OEM partners. I launched the "Tech Doctor" series for industry education and media reproduction – the only one of its kind in the industry. I launched "Power Time" series, where I invite experts to talk about technology and trends. I am pleased that, over the years, Xantrex has produced more editorials, media impressions, videos, case studies and marketing collateral than any other brand in the category. Our YouTube channel has more videos and views than any other brand globally. When I started in 2007, the sales team was controlling and didn't really want marketing to interact with customers, espe- cially RV manufacturers. I changed that completely, not only by working directly with RV manufacturers, but creating programs that sales is finding extremely useful in pitching to other potential opportunities. "Tech Doctor", "Power Time", "My Xperience" are all unique in the industry. My team has played a pivotal role in successfully running two aftermarket campaigns: Upgrade to an inverter/ charger from a converter and Freedom SW replacement of older inverter/ charger models. I am not the most skilled marketing guy out there – English is my second language – but my passion for the brand is unparalleled.

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