Marketing Account Manager

Description

The Marketing Account Manager is a key strategic leader tasked with driving marketing strategies and initiatives across a portfolio of Swickard Auto Group dealerships that drive full funnel traffic into the stores. The responsibilities of the role are to increase sales, along with driving robust lead generation through effective marketing tactics.

The focus of this role is to maximize traffic, enhance customer loyalty, and achieve sales and profitability goals for assigned stores, serving as the primary liaison between dealership leadership and the internal marketing team to ensure coherent and impactful marketing efforts. Focuses include, but are not limited to:

Responsibilities

STRATEGIC MARKETING & SALES GROWTH

• Drive vehicle sales and aftersales revenue to achieve internal goals aligned with budget expectations set by our executives.=
• Lead marketing strategies for assigned dealerships, focused on increasing both variable and fixed operation revenue
• Partner with General Managers and Platform Directors to build marketing plans designed for maximum sales effectiveness
• Conduct meetings and reviews to optimize the sales funnel, from traffic to leads to appointments and ultimately sales
• Monitor market trends to identify new lead sources and capitalize on opportunities to grow vehicle and service revenue, as well as offer competitor brand and dealership insights to our clients.
• Process and submit marketing expenses for OEM co-op reimbursement to co-op departments.

STAKEHOLDER RELATIONSHIP MANAGEMENT

• Act as the primary marketing expert for dealership leadership, providing strategy to drive lead volume and showroom traffic.
• Maintain contact with store and platform leaders to identify opportunities for increasing vehicle sales and aftersales revenue.
• Foster local OEM relationships to align on initiatives that drive vehicle sales and long-term service loyalty.
• Collaborate with peers on initiatives that boost customer lifetime value through repeat sales and service absorption.

DATA-DRIVEN PERFORMANCE & BUDGET OVERSIGHT

• Provide data-driven recommendations and actionable insights aimed at boosting lead generation and sales conversion rates.
• Manage marketing budgets to efficiently achieve lead generation targets and vehicle and aftersales revenue goals.
• Utilize data analytics to create targeted campaigns that generate high-quality sales leads for cars and service.
• Leverage analytics tools to measure marketing impact on lead volume, cost-per-sale, and aftersales profitability.

CAMPAIGN & CONTENT DEVELOPMENT

• Oversee multi-channel advertising campaigns specifically designed to generate sales leads and drive showroom traffic.
• Partner with creative teams to develop compelling content that engages potential buyers and drives sales inquiries.
• Design and implement retention strategies that increase repeat vehicle purchases and profitable aftersales revenue.

KEY KPI’s

• Gross profit: Revenue earned by the dealerships minus the cost of goods sold
• Internet closing %: The division of sold leads to total internet leads
• Ad spend %: The division of total marketing spend to the store’s gross profit
• Budget management: Overseeing and guiding the store’s marketing products and investments
• Cost per lead: The average marketing cost of each inbound lead
• Cost per lead sold: The average marketing cost of each sold lead
• SSI & CSI: Sales Satisfaction Index and Customer Satisfaction Index goals stores have from their manufacturer

The Platform Marketing Lead interacts with various entities, including:

• Internal: Corporate leadership (executive team, department leadership, platform directors, and parallel Swickard departments)
• External: Dealership General Managers and their associated management teams.
• Third-parties: OEM representatives, automotive vendors, third-party vendors, community organizations, and media.

QUALIFICATIONS AND EDUCATION REQUIREMENTS

• Education: Bachelor’s degree in Business, Marketing, Communications, Advertising, or commensurate experience along with relevant certifications in marketing
• Industry Knowledge: Strong understanding of the automotive industry, dealership operations, and automotive marketing is essential to the success of this role
• Technical Proficiency: Experience using Google Analytics, CRM Systems, and Microsoft Office Suite. Proficiency with CRM and CDP systems is highly preferred.
• Analytical and Problem-Solving Skills: Proficien