Manager, Content Planner

The Manager, Content Planning & Activation – New Retail is responsible for executing AutoNation brand campaigns and OEM initiatives in support of new vehicle sales. This role translates enterprise brand direction into channel-ready, retail-relevant execution, tailoring content to meet OEM requirements, business priorities, and audience needs without fragmenting the master brand. Success comes from planning early, executing with precision, and delivering content that is compliant, consistent, and effective across channels.

Operating in a fast-paced, highly matrixed environment, this manager balances rigor with agility, wearing multiple hats across planning, coordination, optimization, and stakeholder management to ensure work moves from strategy to market smoothly and on time.

Job Responsibilities:

• Own enterprise content planning and activation for the New Vehicles business
• Intentionally balance AutoNation-led messaging with OEM moments, architecting when and where each leads based on audience, channel, and tactic
• Lead merchandising strategy for retail creative execution, ensuring content supports local stores while laddering up to the master brand
• Plan content needs and cross-channel integration for key OEM sales events and product launches
• Maintain deep working knowledge of OEM brand, creative, and compliance guidelines
• Facilitate activation of OEM offers based on monthly manufacturer incentives and programs
• Partner with Strategy & Planning, Media, and Brand teams to tailor content by channel and audience
• Brief internal creators and agency partners on executional requirements and timelines
• Oversee the content production lifecycle in support of brand campaigns, including briefing, adaptation, proofing, approvals, and distribution
• Ensure OEM compliance, brand consistency, and operational feasibility across all activated content
• Lead GTM planning, activation roadmaps, and enterprise content calendars for New Vehicles
• Support offer mobilization by QA’ing offer inputs and managing distribution in partnership with Field Marketing
• Track performance and recommend optimizations to improve effectiveness and efficiency over time

What Success Looks Like:

• Brand campaigns are executed consistently and on time across New Vehicle channels
• OEM moments are integrated intentionally, not reactively, without diluting the AutoNation brand
• Content is planned earlier, reducing last-minute fire drills and rework
• Retail creative supports local dealer needs while maintaining enterprise brand integrity
• Stakeholders have clear visibility into what’s launching, when, and where
• Compliance issues are minimized through strong upfront planning and QA
• Performance insights inform smarter activation decisions over time
• The New Vehicles content engine runs with clarity, confidence, and momentum

Qualifications:

• Bachelor’s degree in Marketing, Communications, or a related field
• 6–8+ years of experience in marketing, content planning, campaign activation, or integrated marketing roles, ideally within retail, automotive, or multi-brand environments
• Proven experience activating enterprise or brand campaigns across multiple channels, translating strategy into execution
• Experience working with OEMs, brand guidelines, or highly regulated brand environments, with a strong understanding of compliance requirements
• Demonstrated ability to balance master brand standards with partner or product-specific needs
• Strong cross-functional leadership and stakeholder management skills in matrixed organizations
• Experience partnering with Media, Brand, Strategy & Planning, and Field Marketing teams
• Highly organized, detail-oriented operator with the ability to manage multiple workstreams simultaneously
• Strategic thinker with a practical, solutions-oriented mindset and a bias toward action
• Must meet company requirements for employment

Exciting Benefits and Perks Await You:

• Competitive compensation and 401k matching

• Enjoy a healthy work-life balance with insurance plans (health, dental, vision) and maternity benefits.

• Associate purchase and discount programs for new and pre-owned vehicles, services, parts, collision, accessories, and AutoGear

• Access