Marketing Director
Department: Marketing
Reports To: Executive Leadership / Chief Operating Officer (COO) or President
FLSA Status: Exempt
Position Summary
The Marketing Director is responsible for planning, developing, implementing, and evaluating all marketing, advertising, branding, public relations, digital marketing, and community engagement initiatives for Viva Auto Group. This position leads the development of strategic marketing campaigns designed to increase brand awareness, drive vehicle sales, promote fixed operations, recruit talent, and enhance the customer experience across all dealership locations.
The Marketing Director collaborates with dealership leadership, manufacturers, outside advertising agencies, vendors, and internal departments to ensure marketing efforts support company objectives while maintaining manufacturer compliance and brand standards.
Essential Duties and Responsibilities
The essential duties include, but are not limited to:
Strategic Marketing
- Develop and execute annual marketing strategies aligned with company objectives.
- Create marketing campaigns that support new vehicle, used vehicle, service, parts, finance, collision center, and corporate initiatives.
- Analyze market trends, customer demographics, and competitor activity.
- Develop measurable marketing goals and key performance indicators (KPIs).
- Prepare and manage departmental budgets.
Digital Marketing
- Oversee dealership websites to ensure accuracy, compliance, and optimal customer experience.
- Manage Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
- Coordinate online advertising campaigns.
- Oversee social media strategy and content development.
- Monitor online reputation management platforms and customer review responses.
- Evaluate website traffic, lead generation, and conversion metrics.
Advertising & Branding
- Maintain consistent branding across all dealership locations.
- Coordinate television, radio, digital, print, billboard, direct mail, and social advertising.
- Ensure compliance with manufacturer advertising guidelines.
- Manage promotional events and seasonal campaigns.
- Develop creative advertising concepts and messaging.
Community Relations
- Build relationships with local organizations, schools, nonprofits, and business groups.
- Coordinate sponsorships, charitable events, and community outreach programs.
- Represent Viva Auto Group at community events when appropriate.
- Promote dealership involvement through public relations initiatives.
Internal Communications
- Support internal employee communications.
- Assist Human Resources with recruitment marketing and employer branding initiatives.
- Develop materials supporting employee engagement, recognition, and orientation programs.
- Coordinate internal announcements and company communications.
Vendor Management
- Manage relationships with advertising agencies, photographers, videographers, media partners, website providers, and marketing vendors.
- Review contracts and marketing proposals.
- Evaluate vendor performance and return on investment.
Analytics & Reporting
- Monitor marketing performance metrics.
- Analyze campaign effectiveness and return on investment.
- Prepare monthly marketing reports for executive leadership.
- Recommend adjustments based on data and performance trends.
Leadership
- Lead and develop marketing team members.
- Establish departmental goals and performance expectations.
- Foster collaboration across all dealership departments.
- Promote a culture consistent with Viva Auto Group's values.
Supervisory Responsibilities
May supervise:
- Marketing Coordinators
- Digital Marketing Specialists
- Graphic Designers
- Social Media Specialists
- Videographers
- Photographers
- Marketing Assistants
- External marketing vendors and agencies
Carries out supervisory responsibilities in accordance with company policies and applicable laws.
Qualifications
Education
Bachelor's degree in Marketing, Business Administration, Communications, Advertising, Public Relations, or a related field preferred.
Equivalent dealership marketing experience may be considered.
Experience
- Five (5) or more years of progressive marketing experience.
- Automotive dealership marketing experience strongly preferred.
- Multi-location marketing experience preferred.
- Experience managing advertising budgets.
- Experience with digital marketing platforms and analytics.
Knowledge, Skills & Abilities
Knowledge of:
- Automotive retail marketing
- Digital advertising
- SEO/SEM
- Social media platforms
- Google Analytics
- CRM marketing
- Reputation management
- Graphic design principles
- Brand management
- Public relations
- Marketing analytics
- Budget management
Ability to:
- Lead multiple projects simultaneously.
- Manage competing priorities.
- Analyze marketing data.
- Communicate effectively with executive leadership.
- Build strong relationships with internal and external partners.
- Exercise sound judgment and discretion.
- Maintain confidentiality.
- Present information professionally.
Computer Skills
Proficiency with:
- Microsoft Office Suite
- Google Workspace
- CRM platforms
- Digital advertising platforms
- Social media management software
- Website Content Management Systems (CMS)
- Graphic design software (Adobe Creative Suite or Canva)
- Marketing automation tools
- Analytics platforms
Certificates & Licenses
Valid driver's license with acceptable driving record.
Physical Requirements
The employee is regularly required to:
- Sit, stand, and walk for extended periods.
- Use hands and fingers to operate computers and office equipment.
- Speak and hear effectively.
- Occasionally lift up to 25 pounds.
- Travel between dealership locations as needed.
Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.
Working Conditions
- Office environment with frequent interaction throughout dealership facilities.
- Occasional outdoor work during dealership events.
- Local travel between dealership locations.
- Evening or weekend work may be required during promotions, community events, or special marketing campaigns.
Performance Expectations
Success in this role is measured by:
- Increased qualified lead generation
- Website traffic and conversion performance
- Sales campaign effectiveness
- Fixed operations marketing performance
- Brand consistency
- Community engagement
- Recruitment marketing effectiveness
- Customer satisfaction and online reputation
- Budget adherence
- Return on marketing investment (ROMI)
Equal Employment Opportunity
Viva Auto Group is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, disability, veteran status, genetic information, or any other protected characteristic under applicable federal, state, or local law.
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