ABOUT US:
Tire Discounters, the nation's largest family-owned and operated tire business, was founded almost 50 years ago. We are dedicated to providing exceptional automotive service with a focus on transparency and care to our nearly 2,300 team members, we offer diverse career paths, industry-leading training, and a commitment to our core values.
As a family-owned tire and automotive service retailer, our mission is to prioritize people and safety above all else. We are dedicated to delivering a “WOW” experience to our customers and team members, with a commitment to always do the right thing and challenge the status quo.
GENERAL DESCRIPTION
The Manager, Content and Production leads the strategy, planning, and production of content across Tire Discounters' (TD) web platforms, social and external brand presence. This role is responsible for the systematic buildout of vehicle pages, brand pages, location pages, symptom pages, knowledge articles, video, and supporting social content across tirediscounters.com, sub-brand sites, and social channels.
Success in this role requires close collaboration with the eCommerce team on PIM-driven product data, and vehicle fitment data, IT on platform functionality, and external agency partners. The Manager will responsibly leverage automation tools to accelerate content development while protecting the brand voice and technical quality that drive performance in SEO, AEO, and GEO.
The role manages the Content and Production Specialist and the Content Intern, with day-to-day oversight of production schedules, quality assurance, and partner coordination. The Manager also owns Tire Discounters' affiliate, influencer, and external content partner programs, and partners with the Director, Performance and Digital Experience to translate the AEO and GEO content roadmap into completed, published work on schedule and at the volume the business requires.
ESSENTIAL FUNCTIONS
Content Strategy and Roadmap
- Own the content roadmap for tirediscounters.com and family of brand sites, including vehicle pages, brand pages, location pages, symptom pages, comparison guides, and knowledge center content.
- Translate the AEO and GEO strategy into production schedules, sprint plans, and clear acceptance criteria for each page type.
- Partner with the Director on prioritization, capacity planning, and trade-off decisions across in-house, agency, and automation paths.
- Maintain the editorial calendar across web, video, and social, with clear handoffs to CRM, paid media, and brand teams.
Production and Execution
- Lead the planning, prioritization, and delivery of web content, knowledge articles, comparison guides, FAQ schema, and supporting video assets across Tire Discounters' digital properties
- Operate within a structured and standardized content templates (Phantom, Risk-Free Promise, Tire Consultation, Comparison Table, Heritage Vault, Napkin Math, Full Catalog, FAQ) to ensure consistency at scale.
- Manage QA against brand voice, factual accuracy, structured data requirements, and accessibility standards.
- Coordinate with Technical and creative agency partners, and other external partners on shared content workflows and deliverables.
Cross-Functional Data Leverage
- Partner with the eCommerce team on PIM-driven product data, including title tags, meta descriptions, schema markup, and FAQ pairs generated from the product catalog.
- Work with the data team to leverage vehicle fitment data, customer behavior data, and AI agent inputs to systematically expand content coverage.
- Collaborate with category management and operations to validate brand-level and store-level content for accuracy before publishing.
- Build and maintain the content data pipeline so automation tools can be used responsibly to scale production without losing quality.
Video and Multimedia Production
- Plan, brief, and oversee video and photography production for tirediscounters.com, sub-brand sites, social channels, and store-level content.
- Build out scalable production templates that allow local store staff and field teams to contribute consistent, brand-aligned content.
- Coordinate with affiliate, influencer, and partner content programs to integrate external assets into TD's content library.
- Oversee and direct the Content & Production work related to local, store-generated, and General Manager-generated content, ensuring consistency with brand standards, content strategy, and business objectives.
Affiliate, Influencer, and Partner Content
- Implement the strategy and operations of Tire Discounters' affiliate program, including automotive enthusiast creators, local and regional voices, and lifestyle partners.
- Design and manage affiliate and influencer partnership compensation and commission structures, tracking, and program performance.
- Build and operate the employee advocacy program, giving store and field teams the tools and incentives to produce on-brand content.
- Integrate affiliate, influencer, and partner content into the broader content library and protect brand voice consistency across external creators.
Review Velocity and Brand Citation
- Lead Tire Discounters' review velocity program across Bazaar Voice for product reviews, Yelp, Google Business Profile, and other review platforms.
- Own and manage the community engagement and brand visibility strategies across Reddit and other emerging community-driven platforms that largely influence ChatGPT and other AI-driven search and discovery experiences.
- Partner with the Manager, Web Experience and Operations on store-level review generation programs and response workflows.
- Track citation rates in AI Overviews, ChatGPT, Perplexity, and similar platforms, and adjust content and review strategies accordingly.
Team Leadership and Development
- Manage and develop the Content Intern and Content & Production Specialist, providing direction, prioritization, and oversight of affiliate, influencer, partner, and local/store-generated content initiatives.
- Review and approve content strategies, campaign plans, partnership initiatives, and production priorities to ensure alignment with business objectives and brand standards.
- Set clear performance expectations, conduct regular one-on-ones, and provide ongoing coaching and skill development.
Performance Measurement and Continuous Improvement
- Define and track KPIs for content production, including throughput, time-to-publish, quality scores, organic performance, visibility and engagement across search and AI-driven discovery platforms
- Use search performance data, Google Search Console, and AI visibility tools to identify gaps and prioritize the next sprint.
- Share clear, factual reporting with the Director and broader marketing leadership on production output and business impact.
Requirements:
KNOWLEDGE, SKILLS, AND ABILITIES
- Deep understanding of SEO, AEO, and GEO content principles, including structured data, schema markup, E-E-A-T, and how content surfaces in AI Overviews, ChatGPT, Perplexity, and similar platforms.
- Working knowledge of Shopify Plus, Liquid templating, and content management workflows on Shopify-based sites.
- Familiarity with PIM systems, structured data, and CMS workflows on Shopify or comparable platforms.
- Comfort using AI tools (large language models, content generation platforms) responsibly to accelerate output without losing quality.
- Strong editorial judgment with the ability to defend a consistent brand voice across hundreds of pages.
- Production management abilities across web, video, and photography.
- Strong project management skills using Asana or similar platforms in an Agile environment.
- Excellent written and verbal communication, with the ability to brief writers, agencies, and cross-functional partners clearly.
- Data-literate, with comfort interpreting Google Analytics, Search Console, and other performance dashboards.
- Detail-oriented, process-driven, and able to manage multiple parallel sprints without losing quality.
EDUCATION AND WORK EXPERIENCE
- Bachelor's degree in marketing, communications, journalism, digital media, or a related field, or equivalent experience.
- 5+ years of progressive experience in content strategy, content production, or web content management.
- Hands-on experience leading content production for a multi-location retail, automotive, or services brand strongly preferred.
- Demonstrated success building out content at volume against SEO and AEO objectives.
- Experience managing a team and coordinating with external agencies, freelancers, or production vendors.
- Experience working with PIM platforms, product data, and vehicle fitment data at scale.
PHYSICAL DEMANDS
- Operates in both an office setting and within our retail operations.
- Routinely uses standard office equipment such as computers and phones.
- Walking, standing, sitting, listening, and talking on a wide variety and continual basis.
- Required to stand, walk, use hands and fingers, handle and/or feel, lift/carry up to 25 pounds, and reach with hands and arms.
Occasional travel may be required.
