Digital Marketing Manager

Description

Multi rooftop dealer group, 20 to 40 locations

Reports to: [Director of Marketing / VP of Marketing]

Location: Houston TX

Own digital marketing performance across the group's dealership portfolio. This role sets strategy, manages the agencies and technology vendors that execute it, and is accountable for the traffic, leads and cost efficiency that feed sales and service at every rooftop. Most weeks are spent in performance data, vendor calls, OEM compliance portals and store level problem solving.

• Lead development and execution of digital strategy across paid search, display, video, paid social, vehicle listing ads, third party marketplaces and OEM tier 3 programs.
• Own budget allocation by store, channel and inventory need. Reallocate when a store is overstocked, understocked or missing its lead target.
• Build marketing plans from data, store objectives and defined budget parameters rather than rolling last month forward.
• Review account structure, targeting, bidding and creative on a set cadence. Do not accept agency reporting at face value.
• Track cost per lead, cost per sale and attributed units by channel. Escalate underperformance with a specific recommendation.

• Own website platform performance across all rooftops, including search results pages, vehicle detail pages and landing pages.
• Drive conversion improvement: user experience, form performance, page speed, indexation and the paths that produce leads.
• Advance digital retailing so the online to in store handoff is continuous rather than a restart.
• Keep specials, incentives, pricing and payment disclosures accurate and consistent with what finance and the OEM program actually support.
• Coordinate site tools including trade valuation, payment calculators, chat, credit application and digital retailing. Own decisions to add, replace or cancel them.

• Own operational audits of lead routing, call tracking, form submission and listings data integrity. Drive fixes with store teams and vendors rather than logging the issue and waiting.
• Maintain tagging and measurement infrastructure so reporting is trustworthy: tag manager, conversion actions, offline import where used.
• Reconcile lead counts across website, CRM and vendor reporting. Investigate discrepancies rather than reporting the highest number.

• Build and manage CRM and email campaigns, including audience segmentation, send calendar and performance reporting.
• Coordinate equity mining, service retention and conquest campaigns with store and BDC leadership.

• Direct local SEO across all rooftops: content calendar, model research and comparison pages, technical fixes, internal linking.
• Own Google Business Profile per store, including hours, photos, posts, Q and A and service attributes.
• Manage review generation and response across Google, Dealer Rater,  and OEM platforms.
• Track manufacturer satisfaction scores such as OSAT, NPS and CSI. Work with store leadership on both survey send volume and response rate, since score movement depends on both.

• Manage co-op claims, tier 3 enrollment and reimbursement across all represented brands.
• Document and track advertising spend by store, including co-op eligible spend, so claims are supportable.
• Submit advertising for OEM pre approval where required and clear compliance findings before deadlines.
• Track program changes, enrollment deadlines and approved vendor lists.

• Serve as day to day owner of agency and vendor relationships. Set expectations, run recurring reviews and evaluate partner performance critically.
• Maintain a current register of every…