Job Description

The Marketing Manager will collaborate with Sonic’s Internal marketing and branding teams to devise and implement multichannel marketing campaigns across Sonic Automotive’s dealerships. Working closely with Brand Managers, Content Strategists, and media partners, they will translate business goals into effective marketing initiatives.

This role will involve partnering with internal teams and external agency and media partners to gather insights and create actionable marketing strategies at the store, brand, and national levels. They will be responsible for ongoing marketing adjustments to optimize the media mix and regularly review and report on marketing KPIs to key stakeholders within the organization. The Marketing Manager will also be responsible for monthly and yearly marketing budget management, including channel allocation(s) and change management.

The Marketing Manager will work closely with leadership to:

• Set and measure retail lead goals, sales, budget expectations, and overall multi-channel marketing strategy & performance that aligns with the business and operational goals
• Develop and utilize internal and external multichannel tools to design, execute, and monitor/measure the performance of stores & campaigns across digital & social channels.
• Execute marketing and operational playbooks at the store and brand levels with over 100 automotive retail partners.

Marketing Manager Responsibilities:

• Partner with internal and external stakeholders to strategically develop and deploy multi-channel marketing initiatives tailored to driving lead generation that align to overall business and marketing goals
• Utilize project management software to manage inbound and outbound requests, monitor project progress, and ensure resource allocation meets capacity. Enforce process protocols with stakeholders.
• Develop a brand level customer journey and develop marketing channel plans and reporting structures that measure the success in driving automotive sales and service goals.
• Per store and brand, develop, release, and measure a balanced marketing mix, incorporating multiple tiers and products within the automotive shopper journey
• Manage individual store and brand level advertising spend to net and gross budget requirements.
• Develop and execute sustainable strategies to drive growth in quality traffic and conversions from dealership websites and automotive partner programs, meeting monthly lead, sales, and service targets.
• Proactively identify digital marketing opportunities to enhance sales and service traffic, utilizing a range of traditional and digital marketing tactics and channels.
• Monitor multichannel (digital and non-digital) analytics and recommend enhancements to content, campaigns, targeting, messaging, and media mix.
• Measure and report on key metrics for 'always on' digital marketing strategies and assess performance for new campaigns.
• Foster productive relationships with Brand Managers to align strategies with business objectives.
• Apply automotive expertise to align marketing KPIs with operational goals and collaborate with Brand Managers to address non-marketing obstacles to performance.
• Enhance usability, design, content, and conversion rates of stores' OEM branded retail websites.
• Learn and adhere to OEM brands marketing compliance policies and Corporate Identify, across imagery, language, offers, etc
• Work with internal and external teams to establish and refine digital standards aligned with the brand.

Qualifications

• 3+ years of digital marketing experience, with a clear history of success in digital/multichannel campaign creation, execution, and measurement.
• Proven success developing, executing, and measuring multichannel marketing campaigns, including core PPC, paid and organic social media, email, organic, under a specific automotive or related discipline.
• Proficient project management skills ideally with experience working within project management tools (such as - Wrike, Jira, Monday.com, etc)
• Must be adept at budget management. This includes forecasting net and gross costs, managing monthly and annual budgets, and controlling spending to keep the store within advertising dollar allocation. Automotive co-op experience is a plus.
• Highly organized, task and detailed oriented, and ability to pivot workload to meet changing timelines and priorities of a retail organization.
• Ability to analyze and interpret data effectively and communicate action(s) as required, both to internal and external teammates
• Self-motivated to achieve pre-defined goals and influencing performance through multi-department management.
• Certifications and/or experience with digital marketing supporting technology, such as Search Console, Google Business Profiles, Facebook Blueprint, as well as the major search engine(s) and products: Google Analytics, Google Ads, Bing Ads, YouTube Ads, etc.
• Understanding of the automotive retail environment and specific and current online marketing concepts, strategy, and best practices is a plus.
• Bachelor’s degree or higher required in marketing, communications, business, or related field.
• Proficiency with Microsoft Office Suite, including Teams and SharePoint.

Additional Information

• Limited domestic travel requirement
• In-office (Charlotte NC) for initial onboarding and training, transitioning to remote work. In-office on for larger team or company events only.