Marketing Manager

Marketing Manager

Reports To: Financial & Shared Services Director

Direct reports: Marketing Specialist (FT) and Project & Marketing Coordinator (PT)

Job Summary

The Marketing Manager is responsible for developing, executing, and optimizing marketing strategies for Rochester Motor Cars, an automotive group representing five OEM brands. This role leads all marketing operations, including digital advertising, traditional media, brand strategy, community engagement, and campaign performance analysis. The Marketing Manager oversees two direct reports and collaborates closely with dealership leadership teams, OEM partners, and vendors to drive traffic, increase brand awareness, and support overall sales and service growth.

Core Competencies

Marketing Strategy & Planning

• Develop and implement integrated marketing strategies that support sales, service, and branding objectives across all five OEM rooftops and ancillary businesses.
• Maintain a cohesive marketing calendar, aligning campaigns with OEM incentives, product launches, and dealership priorities.
• Ensure compliance with OEM brand standards and co-op requirements.
• Responsible for managing to the overall marketing budget.

Digital Marketing & Advertising

• In collaboration with vendors, manage digital advertising campaigns, including paid search, social media ads, display, retargeting, video, etc. Optimize SEO/SEM to drive quality traffic and conversions.
• Regularly meet with website provider to identify optimizations to improve website performance, look and experience. Complete fixes, UI/conversation enhancements, OEM compliance etc.
• Analyze website, lead, and campaign performance metrics to make data-driven recommendations.

Brand & Content Development

• Ensure consistent messaging, visual branding, and customer experience across all rooftops and platforms.
• Oversee production of marketing assets such as social content, photography, video, commercials, digital creative, etc.
• Support dealership leadership with in-store promotions and sales event materials.
• Maintain and protect the RMC brand across all channels to ensure appropriate representation of the brand.

Traditional Marketing & Community Engagement

• Coordinate traditional media buys including radio, TV, print, outdoor, sponsorships, etc.
• Manage customer engagement programs, email marketing, and promotional initiatives.
• Organize and execute company events both internally and externally (with the help of marketing team).
• Lead community outreach initiatives and represent the automotive group at local events. Collaborate on "Gives" initiatives.

Operations & Collaboration

• Supervise, coach, and develop marketing team members – currently comprised of one full-time and one part-time.
• Partner with Store Managers, GSMs, Fixed Operations Managers and other key business stakeholders to ensure marketing efforts align with business goals.
• Manage vendor relationships, budgets, co-op submissions, and invoicing. Propose adjustments as needed.
• Prepare performance reports and deliver quantifiable insights to leadership.

The automotive industry is ever changing so responsibilities and duties may change to meet those needs.

Requirements:

• Bachelor's degree in Marketing/Communications or related field and minimum 5 years of experience
• Automotive experience desired
• Data driven decision making skills that result in high-impact performance and tangible ROI
• Solid understanding of current marketing trends and platforms including SEM, SEO, Display, Website, Social, Google Analytics, Facebook Ads and traditional mediums such as Radio, TV, Print, etc.
• Proficient in Microsoft Office, Adobe Creative Suite, Canva and web editing packages
• Creative mind with strong written and verbal communication skills
• High-level organizational skills reinforcing the ability to handle and prioritize multiple projects and deliverables all at once and meet varying deadlines
• A great attitude, team player, and collaborator while also self-motivated and able to work independently
• Curiosity and willingness to learn with a flexible, proactive problem-solving nature
• Ability to both give and take effective, actionable creative feedback and direction