Senior Manager - Franchise and Field Marketing

About the position

We are seeking a strategic and experienced Senior Manager, Franchise and Field Marketing with aftermarket automotive industry experience to lead our local marketing team and drive growth across corporate and franchise locations. The Senior Manager, will play a crucial role in developing, executing, and optimizing comprehensive local marketing strategies. This position will oversee the franchise marketing managers and specialists, providing leadership, support, and guidance to ensure marketing initiatives are successful and align with broader company goals. The Senior Manager, Franchise and Field Marketing, would be the key strategic partner to franchisees and retail operations partners.

Responsibilities

• Develop and lead the overall franchise and field marketing strategy, setting clear objectives and KPIs to drive new car growth and brand presence across corporate and franchise locations.
• Manage and mentor the field and franchise marketing team, including managers and specialists, fostering a collaborative and high-performance culture.
• Lead and collaborate on the planning, execution, and optimization of integrated marketing campaigns that engage multiple marketing channels and require local marketing activation.
• Operate as internal local and industry marketing expert, including putting together POVs, playbooks, battle plans, and trainings for franchise and corporate store employees.
• Conduct in-depth local market research to understand local consumer behavior, demographics, and competitive landscapes.
• Own and manage the local marketing budget and franchise ad funds, ensuring cost-effective allocation of resources across markets.
• Establish and maintain strong relationships with local marketing vendors and partners.
• Oversee the development and execution of community-focused marketing initiatives, such as local events, sponsorships, and partnerships.
• Partner with retail operations, digital marketing, brand marketing, and franchise operations teams to ensure local marketing strategies are integrated into broader marketing initiatives and business objectives.
• Develop and maintain reporting standards, analyzing campaign performance, audience insights, and other metrics.

Requirements

• Bachelor's degree in marketing, Business, or a related field; master's degree preferred.
• Experience in automotive required.
• Minimum of 7-10 years of marketing experience, with at least 3-5 years in a leadership role focused on local or regional marketing.
• Proven track record of developing and executing successful local marketing campaigns in retail or franchise environments.
• Strong understanding of both digital and traditional marketing channels and tactics.
• Quick Oil Change experience is preferred.
• Aftermarket automotive experience is required.