Job Description

Job Description

Job Description

The Director, Digital Marketing & CRM is responsible for SEM, SEO, Social Media (Paid & Organic), Paid Digital Media, Email, Direct Mail, Website content / user experience, and customer data for the Big Brand Tire & Service (BBTS), American Tire Depot (ATD), and Tire World (TW) brands and service center locations. This role will work closely with the Director, Brand & Field Marketing, IT, Operations, and agencies to lead strategy, innovation, development, planning, execution, and reporting of digital marketing channels and CRM efforts to drive online awareness, engagement, and calls & web appointments with new and existing customers.

Essential Duties and Responsibilities: Essential duties include the following (other duties may be assigned):

Overarching

• Develop a comprehensive integrated approach to digital marketing for BBTS and its related companies. 
• Provide recommendations on annual budget based on objectives, strategies, and plans; monitor and manage investment to stay on budget.
• Track and report performance and ROAS for all campaigns and tactics (weekly, monthly, annually, and as needed) against Marketing KPIs (Calls, Appointments, Revenue, New Customer Acquisition, Tire Unit & Auto Services Sales, and channel-specific metrics) with a data-driven focus on continuous improvement.
• Oversee and effectively lead agency partners on digital marketing & CRM projects / campaigns to achieve goals & objectives.
• Collaborate, coordinate, and communicate with colleagues on Brand & Local Marketing, IT, Call Center, Operations, and Service Center teams to ensure support, collaboration, and understanding of Digital Marketing & CRM initiatives for successful development and execution.
• Lead, manage, and coach direct report(s) to develop a high-performing, highly engaged team.
• Maintain compliance with Federal, state and local laws and regulations regarding marketing, advertising, and PII.
• Monitor trends and new technological advancements to establish and maintain industry-leading digital marketing capabilities. 

Web, Search, and Social Media

• Drive efficiency and effectiveness of SEM efforts across our portfolio of products and services in every market we compete in. 
• Assess SEO opportunities and develop & execute a plan to consistently monitor and improve search results for our service centers in key SERPs (Google Map Pack, organic search, Apple Maps, Yelp, etc.)
• Develop content for SEO and partner with Brand & Local Marketing team as needed to create additional content and assets.
• Oversee, update, and improve our online business profiles for service centers across all platforms (GMB, Facebook, Instagram, LinkedIn, etc.)
• Manage & improve content, user experience, engagement, and conversion to in store appointments on websites & social media while ensuring consistency with brand identity, standards & guidelines. 
• Optimize CTA’s, user flow, and integration throughout digital ecosystem to improve customer experience and conversion.
• Ensure proper tracking is in place for all campaigns, tactics and executions.
• Lead digital paid media strategy, planning, and execution in partnership with Brand & Local Marketing team and agencies (programmatic, pre roll, etc.)
• Develop and implement strategy for Paid and Organic Social Media 
• Manage and maintain BBTS social media accounts to improve brand awareness and local presence service centers. 
• Create effective and engaging Paid Social Media ads/content across Meta and other social media platforms.
• Support local youth sports and sponsorships with Social Media to improve visibility of community involvement for service centers.

CRM

• Identify and implement a cost-effective CRM platform with marketing automation functionality that seamlessly integrates with our proprietary Edge business management / POS / customer data system, to organize and utilize customer data across all marketing efforts. 
• Lead CRM marketing strategy and planning, that expedites new customers along their decision journey and increases repeat business / loyalty with existing customers
• Oversee and accountable for CRM processes, activities and campaigns, including, but not limited to, email, direct mail, and SMS from concept though execution (trigger emails, promotional campaigns, specific product & service campaigns, etc.)
• Create, develop, execute and maintain a comprehensive strategy to collect, segment, analyze and integrate customer data and voice of the customer (reviews, trends, expectations, preferences and aversions) into marketing functions.
• Expand BBTS prospect and customer database utilizing internal and external resources (lead generation, website hand-raisers, third-party lists), and develop ongoing marketing efforts that keep BBTS top of mind and motivate customer behavior. 
• Maintain the integrity of the CRM system, including updates, refinements and overall database hygiene. 
• Incorporate state of the art knowledge base systems, AI, and/or programs that ensure BBTS identifies and capitalizes on business opportunities.

SPECIAL PROJECTS 

As assigned.

EDUCATION, CERTIFICATIONS, AND TRAINING:

• Bachelor’s degree in business, marketing, or communications. Advanced Degree preferred.
• Ten to twelve years of experience leading Digital Marketing & CRM efforts for large, multilocation, consumer services companies.
• Expertise with the following programs & platforms:
  1. Google Ads, Google Keyword Planner, Google Trends, Google Data Studio, Google Tag Manager, Google Merchant Center, Google Analytics 4, Google My Business, Meta Business Suite, PowerBI, Moz – SEO, SEMRush, Local Falcon, RingCentral, CallRail, HubSpot (or similar CRM platform), Mailchimp, Mandrill, Asana, Microsoft Office Suite (Excel, Word, PowerPoint, etc.), Google Workspace,
  2. Familiarity with proprietary content management systems, Azure, Sequel, Power BI, ChatGPT, SocialBee (or related AI content creation tools) is a plus. 

SKILLS AND BACKGROUND:

• Previous experience implementing and managing local business directories, marketing automation tools, CRM platforms, and customer databases.
• Expert understanding of the development and deployment of CRM activities, integrated marketing strategies/plans and the corresponding best practices and legal requirements.
• Automotive Parts & Service Industry experience preferred, but not required. 
• Experience managing direct reports and agencies. 
• Ability to perform forecasting, customer segmentation, predictive modeling, and data analyses is a plus.

LANGUAGE REQUIREMENTS:

Must be able to read, write and clearly communicate in English (Spanish is a plus)

EQUIPMENT OPERATION (% of time, description, nature of service):

Office equipment including computer, copier, fax, phone, printer.

PHYSICAL REQUIREMENTS:

Typical office environment. The position will require walking, standing and sitting at a computer.

ADDITIONAL INFORMATION:

Requires 10% - 20% travel.
This is a remote position

 

Big Brand Tire & Service is a one-stop tire and automotive repair service center that has been in business for over 50 years. With stores across CA, AZ, CO, NV and growing fast, we strive to maintain that family feel, because that’s how it all started. We keep our customers moving, and we keep our employees moving too! We are all about investing in our hardworking, dedicated team members and pride ourselves on promoting from within. We can help you develop your skills, and in turn, you can help us grow!

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