Digital & Performance Marketing Manager

About the position

Digital Manager is a highly influential role that is critical to the success of Tire Discounters and its family of brands' overall marketing initiatives. This leadership position will be responsible for developing and executing marketing plans for assigned brands, crafting a strategy based on a deep understanding and overall knowledge of customers, marketing channels, and the competitive market landscape. This role will oversee brands within the Wood Family portfolio, including but not limited to Tire Discounters, Performance Discounters, Chip's Auto Glass, Butler Tire, TD Commercial, QuickTires, and Carriage House Car Wash. Assignments will be based on individual's specific professional experience and skills, acquired through either past roles or developed through internal training and development.

Responsibilities

• Be the expert in understanding WHO/Customer for the assigned brand, identifying insights, wants, and needs.
• Execute marketing campaigns and plans that support sustained engagement, drive brand awareness, and raise customer acquisition and loyalty.
• Utilize consumer and industry insights and research to create marketing and content strategies to drive growth, proactively acting on opportunities to influence consumer behavior, and market to ensure the long-term growth of Tire Discounters' brands.
• Collaborate with the senior leadership team, sales/deployment team(s), and other internal partners to develop targeted strategies aimed at positioning the assigned brand for growth.
• Set planning calendar, lead the planning process, coordinate activities requiring cross-functional collaboration, manage timelines, and ensure timely and successful completion of deliverables related to marketing and content campaigns.
• Regularly analyze and evaluate the campaigns' performance, progress, and impact, identifying risks and opportunities, and reporting findings and recommendations to improve future marketing initiatives.
• Partner with other brand owners and specialty pillar centers of expertise to build cohesive marketing campaigns, executing specialty pillars with marketing operational excellence.
• Act as the primary relationship owner for external agency members and organizational partners affiliated with the assigned specialty pillar.
• Collaborate with integration and sales teams and provide clear direction and marketing strategies throughout the integration process.
• Provide consulting support, single point of communication, and marketing subject matter expertise for assigned brands, including developing marketing plans, messaging, promotions, and other marketing strategies to drive traffic to retail locations.
• Establish and maintain budgets for the brands and specialty pillar of marketing ownership. Track and manage all related costs and provide forecasts.
• Maintain a deep understanding and awareness of the competitive market landscape in all of the company's markets, by consistently focusing on and expanding knowledge of it, including weekly monitoring of market conditions.
• Manage direct report(s), establish a clear set of deliverables with the team, monitor progress, and provide guidance and support to ensure the team meets goals and objectives.

Requirements

• Bachelor's degree in advertising, communications, marketing, or related field, or equivalent experience.
• Minimum 5+ years' experience of marketing leadership experience, preferably in automotive, tire or retail industry.
• Experience with brand messaging, content creation, management, production, publishing, and distribution in traditional, social, and digital channels.
• Experience leading a successful team.
• Experience in market campaigns, brand positioning, brand expression and messaging, leveraging a prioritized and strategically sound approach to deliver a compelling value proposition to consumers.

Nice-to-haves

• Strong strategic thinking and ability to connect with consumers at the grassroots level.
• Detailed understanding of common traditional and digital marketing channels.
• Demonstrated track record of developing and executing successful marketing campaigns.
• Track record of brand development and brand expression or oversight.
• Proficient in data analysis and ROI modeling, leveraging available data to create strategic targeting recommendations and metrics for marketing initiatives.
• Demonstrated understanding of fundamental marketing principles, customer focus, with the ability to comprehend the needs of customers, and develop appropriate content strategies.
• Positive mindset with an ability to understand and analyze local audiences to cultivate brand affinity and long-term loyalty.
• Strong business maturity, professionalism, collaboration, interpersonal, relationship building, and supervisory skills.
• Excellent analytical skills, including performance measurement, market trend analysis, and consumer insights to inform marketing content strategies.
• Solid writing, editing, communication, critical thinking, and project management skills with excellent attention to detail.
• Ability to present and communicate effectively with individuals at all levels within and outside the organization.
• Cross-functional and Cross-Pillar team leadership, collaboration, and creative problem-solving skills with a high level of organization and commitment to producing high-quality results.
• Ability to establish performance objectives and standards, benchmarks and key performance indicators.
• Proficient in Microsoft Office, including Excel, Word, and PowerPoint, and familiarity with content management systems, analytical and performance tools such as Google Analytics, and cloud-based marketing systems.