Director, Digital Marketing

Requisition
196035
-Posted
- Corporate

- Marketing/Advertising
-5 Years or More Experience
-0 to 25% Travel

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.

The Director of Digital Marketing is responsible for the strategy, governance, execution, optimization and performance of all digital marketing programs supporting Big O Tires franchise growth, customer acquisition, retention, appointment generation, car count growth and revenue performance. The role leads the digital marketing team and owns the digital roadmap across Paid Search, SEO, Local SEO, Demand Generation, CTV, website modernization, analytics, attribution, AI search readiness, local listings, vendor management and digital transformation initiatives.

The position serves as the primary liaison between Marketing, IT, Analytics, Operations, Finance, agency partners and franchisees.

Grow Digital Acquisition, Revenue & Car Count

Direct responsibility for driving traffic, appointments, conversion, car count, revenue, and ROI across all digital acquisition channels, including paid search, organic and local search (SEO), Demand Generation, CTV, affiliate marketing, display advertising (remarketing, programmatic, addressable media, direct buys), comparison shopping engines, merchant center programs, social media, local listings, and emerging digital channels.

Lead and optimize all digital marketing channels, including paid search, SEO, local search, affiliate marketing, display advertising, social media, Demand Generation, CTV, Google Business Profiles, local listings, and digital attribution programs. Develop reporting frameworks and performance reviews to identify growth opportunities and improve marketing effectiveness.

Oversee Budgeting, Forecasting & Reporting

Partner with Marketing, Finance, and Executive Leadership to manage annual planning, budgeting, forecasting, and reporting processes. Own monthly, weekly, and daily measurement of traffic, appointments, leads, car count, revenue, spend, ROI, ROAS, SEO performance, and other critical business KPIs.

Maintain a Constant Level of Optimization

Drive continuous performance improvement through:

• A/B and multivariate testing
• Website optimization
• Landing page optimization
• Conversion rate optimization
• Attribution analysis
• Creative testing
• Marketing automation initiatives

Lead Website Modernization & Digital Experience

Provide…