Marketing Director for Multi-Franchise Automotive Group

The Marketing Director will be responsible for developing and executing a cohesive marketing strategy across multiple dealership locations, brands, and service departments. This role requires a data-driven, strategic thinker with exceptional communication skills who can simplify complex marketing initiatives for leadership while ensuring clear and effective communication across teams and vendors. The ideal candidate will be skilled in digital advertising, branding, campaign management, and grassroots marketing. Social media will be an important component, with a focus on building an organic presence internally rather than relying solely on agencies.

Key Responsibilities:

Marketing Strategy & Execution:

• Develop and implement a comprehensive marketing strategy that aligns with company goals and maximizes brand exposure.

• Oversee and allocate the marketing budget efficiently, ensuring optimal return on investment (ROI).

• Maintain and optimize website content to ensure accuracy, lead generation, and high engagement.

• Stay ahead of industry trends, competitor strategies, and consumer behavior shifts to keep marketing efforts effective.

• Ensure marketing efforts align with dealership sales objectives and customer engagement goals.

• Act as the primary liaison between the dealership and external marketing partners.

• Attend and prepare for all marketing meetings, ensuring structured agendas and actionable insights.

• Lead the internal marketing team, ensuring accountability for content execution and campaign performance.

• Recruit, train, and manage an in-house marketing team to support various marketing functions.

• Work closely with dealership leadership to ensure all marketing decisions align with overall business goals.

Advertising & Campaign Management:

• Work closely with internal teams and external marketing agencies to execute high-impact digital advertising campaigns.

• Oversee all paid media efforts, including PPC, retargeting, and social media ads.

• Track campaign performance, analyze KPIs, and refine strategies based on data insights.

• Ensure all advertising aligns with dealership sales initiatives and brand positioning.

Brand & Community Engagement:

• Ensure consistency in brand voice, messaging, and visual identity across all marketing materials.

• Develop local engagement initiatives, sponsorships, and partnerships to enhance brand visibility.

• Manage content collection efforts, including testimonial videos, customer success stories, and dealership highlights.

Website & Digital Optimization:

• Ensure all website content, promotions, and call-to-action buttons are accurate, updated, and fully functional.

• Proactively identify and resolve website glitches before they impact customer experience.

• Collaborate with sales and service teams to ensure online content accurately reflects dealership offerings.

Social Media Strategy & Management (Built Internally):

• Develop and execute a data-driven social media strategy across platforms including Facebook, Instagram, TikTok, LinkedIn, and YouTube.

• Build and maintain an organic social media presence internally—without over-reliance on agencies.

• Develop and maintain a content calendar, ensuring consistent and engaging posts that maximize brand awareness and customer interaction.

• Produce high-quality, visually appealing content including images, videos, live streams, and written posts.

• Leverage game theory and viral marketing tactics to optimize engagement and reach.

• Monitor, analyze, and report on social media performance metrics, making data-driven optimizations.

• Actively engage with online communities, responding to comments, messages, and reviews in a professional and timely manner.

Expectations & Critical Success Factors:

Communication & Collaboration:

• Clearly articulate marketing plans, decisions, and changes to leadership, dealership staff, and vendors.

• Ensure all communications—both written and verbal—are concise, professional, and action-oriented.

• Provide structured meeting agendas, ensuring productive discussions and well-documented follow-ups.

• Effectively communicate marketing updates and changes to dealership managers and front-line staff.

Data-Driven Decision Making:

• Utilize analytics to measure the success of campaigns and make informed adjustments.

• Regularly pull reports on lead effectiveness and marketing ROI, presenting findings in a clear, digestible manner.

• Make data-backed recommendations for marketing optimizations and budget allocations.

Marketing Meetings & Leadership Engagement:

• Prepare thoroughly for all marketing meetings with Sokal and dealership leadership.

• Bring structured recommendations, supported by data, to all discussions.

• Clearly summarize meeting outcomes and communicate action items to relevant teams.

• Align leadership expectations with marketing initiatives, ensuring consistency in execution.

Qualifications & Skills:

• Bachelor's degree in Marketing, Communications, or a related field.

• 5+ years of experience in digital marketing, brand management, or advertising, preferably in a B2C retail or automotive industry.

• Strong understanding of digital marketing principles, including PPC, SEO, and social media advertising.

• Proven ability to create and manage engaging content across multiple platforms.

• Exceptional verbal and written communication skills with a focus on clarity and efficiency.

• Experience in analyzing marketing data and making data-driven recommendations.

• Strong organizational skills with the ability to manage multiple projects simultaneously.

• Experience collaborating with advertising agencies and external vendors.

• Familiarity with marketing tools such as Google Analytics, social media scheduling platforms, and CRM systems.

• Automotive industry experience is a plus but not required.