Director, Digital Marketing

Compensation Data

Company Overview

For more than 70 years, TBC Corporation has been a leader in the mobility industry and one of North America’s largest marketers and distributors of automotive replacement tires through wholesale operations. Additionally, TBC responds to the needs of consumers in search of total car care at nearly 470 franchised tire and automotive service centers under the award-winning Big O Tires® brand. TBC is headquartered in Palm Beach Gardens, Florida.

With $5 billion in revenue and more than 3,000 employees in the U.S. and Mexico, TBC markets on a wholesale basis to regional tire chains and distributors serving independent tire dealers and with proprietary brands of tires specializing in passenger, commercial, farm and specialty tires. In 2005, TBC Corp. was purchased by Sumitomo Corporation of America (SCOA). SCOA is the largest subsidiary of Sumitomo Corporation, one of Japan’s major integrated trading and investment business enterprises. In 2018, Michelin, the largest tire manufacturer in Europe, invested in the company which is now a 50:50, privately held joint venture between Sumitomo and Michelin.

Our values are the foundation of our work, how we interact with each other, and the strategies we employ to fulfill our purpose. These are the practices we use every day – in everything we do:

• Integrity - We act honestly because nothing is more important than our reputation.

• Teamwork - We are better together.
• People-Focused - We put people first – our Associates, customers, franchisees, and partners – and cultivate a respectful, collaborative, and inclusive culture, top to bottom, inside and out.
• Accountability - We own our actions and decisions; we do what we say we are going to do.
• Leave Everything Better - We innovate to improve everything we touch, and we take actions now to protect the future.      

Description

The Director of Digital Marketing will oversee the daily execution of marketing strategies to drive acquisition and retention for Big O Tires. The position reports into the VP Marketing Merchandising and will lead a team of 4-5 digital marketing specialists. The Director will be responsible for the day-to-day performance of digital marketing channels, including Paid Search, Organic and Local Search (SEO), Affiliate, Display Advertising and Social Media. In addition, the Director will work closely with the digital analytics team as well as cross-functionally with brand marketing, brand merchandising, content & creative, IT and finance.

Job Responsibilities

• Grow Digital Acquisition & Revenue: Direct responsibility for driving traffic, conversion and ROI for all digital acquisition channels, including paid search, organic & local search/SEO, affiliate, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social media.
• Manage Performance: Supervise key channels including paid search, organic & local search/SEO, affiliates, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social. Review and run internal reports to monitor performance and seek improvement opportunities.
• Oversee Budgeting, Forecasting & Reporting: Work with Marketing team on annual budgeting process, as well as monthly/weekly/daily forecasting and reporting at channel level for traffic, revenue, spend, ROI and other performance KPIs.
• Maintain Constant Level of Optimization: Constantly seek optimization and growth through performance analysis, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more.
• Drive Digital Innovation & Shift to Social Media, AI and Generative Search: Serve as internal digital marketing thought leader; helping to identify technology shifts such as the recent AI product enhancements being rolled out across search engines and social media platforms, seek new technologies, evolving best practices, survey competitor activity, and strategize testing opportunities that help drive the business growth.

Additional Job Responsibilities

• Support Omnichannel & CRM Strategies: Support digital strategies to drive brand growth from an omnichannel strategy including geo-targeting to boost store traffic, cross-channel purchasing, email acqu