• Manager, Digital Marketing

    Job Locations US-FL-Jacksonville
    Job ID
    2019-1182
    Category
    Region Sales
    Travel Required
    Quarterly
  • Overview

    Position Summary:

    The Digital Marketing Manager manages the planning, development and implementation of all categories of retail digital tactics, most specifically: Dealer Websites, Online Sales & Service Marketing, Lead Management and Online Service Scheduling. The Digital Marketing Manager is responsible for coordinating dealer, market and regional digital market activities. This position must understand dealer spend at T3 level, not limited to T3 SEM, and ensure brand alignment for dealer website presence through effective management of MNAO approved website providers. 

    The Digital Marketing Manager must possess excellent consultative client experience skills, the ability to educate others on industry leading digital marketing and media concepts, solid computer skills, a deep understanding of Web Site attributes and a strong understanding of Search Engine Marketing concepts/strategies.

    The Digital Marketing Manager coordinates vendor activities working closely with the Zone/ District teams to insure all digital marketing activities are aligned with the traditional media activities.  Responsible for management, direction, coordination, reporting of all regional digital marketing fund budgets, periodic website audits and timelines for digital marketing activities.  

    This position evaluates local marketing analytics (HVAs/HVLs) to understand what optimization needs to be done on a continual basis, inclusive of weekly and monthly PDCAs to ensure consistent optimization.

    Responsibilities

    Digital Marketing Strategy Consultation

    • Drive adoption of MNAO approved digital retail programs throughout assigned region, while leading recommended prioritization of our vendor partners’ dealer onboarding/consult efforts.
    • Lead alignment of all digital retail properties in support of seasonal sales and regional marketing initiatives across messaging and platforms (websites, display, search, etc)
    • Lead ideal Dealer Digital plan development and recommendations with Regional Account Directors and vendors, inclusive of spend and mix recommendations that are presented to dealers
    • Lead digital vendor and MNAO approved website providers in frequent and consistent website development/optimization analysis and recommendations while maintaining Mazda brand alignment
    • Lead interpretation of analytics and make recommendations to Region Marketing Manager and Focus Market consistently optimize focus market plans.
    • Serve as integral member of the regional dealer consultation team for T3 holistic marketing consults, inclusive of vehicle sales and fixed operations
    • Train/educate regional field team and dealers to understand performance, identify issues and opportunities for dealer process improvement
    • Elevate dealer participation in digital marketing and social media, through the development of retail strategies, best practices and training programs.
    • Serve as VOC to MNAO to ensure MCAP guidelines adapt as necessary to the ever-changing digital landscape.
    • Work in collaboration with Field Ops team to optimize utilization of on-line scheduling tools (e.g. Xtime) to improve customer digital experience throughout vehicle ownership experience and help to prepare the field for the connected car era
    • Lead development of strategies to ensure high dealer adoption and enthusiasm for mymazda.com utilization

    Lead Management

    • Serve as the regional SME for dealer lead management activities by directing strategy, development and optimization of processes at the dealer level resulting in sales for MNAO and our dealers.  
    • Train MNAO colleagues, field team members, dealer personnel to understand performance, identify issues and opportunities for improvement.
    • Serve as VOC to MNAO marketing when it comes to lead management software, CRM software integrations, reporting suites and third-party lead performance.

    Operational

    • Budget Management

    Qualifications

    Education (Minimum)

    • Bachelor’s Degree in a relative field or equivalent work experience

    Experience

    • 5+ years of Digital Marketing experience is required
      • OEM (understanding of dealer operations) experience
      • Marketing related experience (agency, retail marketing)
      • General understanding of the automotive industry is required

    Knowledge/Skills/Abilities

    • Knowledge of accounting and finance related to analyzing and interpreting market performance, demographic data, calculating lease payments, and basic accounting functions.
    • Familiar with budgeting principles and general administrative practices
    • Knowledge of management principles and supervisory practices.
    • Understanding of marketing, sales, and advertising principles
    • Able to plan, organize, and manage assigned function.
    • Able to select, train, develop, supervise, motivate, and evaluate staff.
    • Must be able to communicate effectively, both orally and in writing.
    • Experienced in all aspects of dealer sales operations.
    • Demonstrated ability to manage larger departments and budgets.
    • Demonstrated leadership
    • Demonstrated retail marketing experience
    • Must have strong digital capabilities

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