Brand Manager

Brand Manager

The Brand Manager is responsible for developing sustainable brand and store growth for individual OEM Brand(s) by driving a best-in-class marketing strategy focused on increasing new and used vehicle sales, service, market share, establishing a store's brand, and improving brand loyalty. The Brand Manager will build strong relationships with senior manufacturer marketing partners and work with internal cross-functional subject matter experts in the development of all brand initiatives by providing strategic insight and brand/store analysis. The Brand Manager will be the main contact for all OEM marketing partners and internal teams regarding brand marketing direction for all stores within their brand(s).

In this role, the Brand Manager will also be accountable for achieving all OEM Brand goals as well as accelerating performance to be a market leader for the brand. This role will be involved in overseeing daily marketing performance and understanding operational performance related to brand, marketing, and competitive initiatives. To accomplish this, the role will work closely with the Brand Vice President, Sonic Marketing team, General Managers, and other business units to collaborate and execute all brand-related initiatives.

The Brand Manager reports directly to the VP Brand Strategy, who oversees marketing operational consistency and aligns all Brand Manager needs based on company goals and priorities.

Brand Manager Responsibilities Include:

• Manufacturer Relationships
• Market Share Growth
• Pre-Owned Performance
• Fixed Operations Focus
• Brand Ownership & Experience

Supporting:

• Develop and implement comprehensive brand strategies that align with Sonic and OEM goals, vision, and operational needs.
• Regularly review operational data, including sales, traffic management, pricing, inventory, consumer insights, and marketing performance, to assess the store's needs as they relate to performance and brand strategy.
• Provide timely updates to all necessary supporting teams on all relevant OEM brand information, messaging, special events, new product launches, and initiatives. Become well-versed in brand compliance and aid in resolving brand compliance issues.
• Understand barriers, motivators, and attractors for all brand target segments, finding strategic opportunities to target audiences within each market and store.
• Work closely with brand General Managers to support the store's needs from a brand and marketing perspective. Own all communication between store-level and cross-functional teammates, relaying all relevant information regarding operational support, store website, social media, reputation, events, and competitive analysis.
• Manage brand level marketing budget and co-op utilization. Understand all aspects of OEM co-op programs to maximize utilization. Mange community involvement and local activation budget. Supporting the annual brand budget planning process.
• Monitor dealership websites to ensure all pages are accurate, competitive, aligned to business needs and ensure any necessary changes are executed.
• Research and analyze consumer behavior, market trends, and competitor activity. Stay up to date on current marketing, brand, and community trends and best practices.
• Assess, plan, and support the execution of local event-related marketing initiatives, including partnerships, sponsorships, corporate social responsibility programs, and alignment with local markets. Attend partnership events to increase brand and store awareness and create new, lasting relationships.

Qualifications

Brand Manager Requirements:

• Bachelor's degree in marketing, business, or related field.
• 5+ years of relevant marketing experience.
• Previous experience in developing and implementing brand strategies.
• Previous experience in budget management.
• Experience in evaluating marketing and brand performance.
• Basic understanding of automotive retail.
• Ability to find major differentiators in a highly competitive industry.
• Strong communication skills, both verbal and written.
• Highly organized and able to work with multiple teams cross-functionally.
• Ability to work as a team and be held accountable for key responsibilities.
• Strong analytical and problem-solving skills; ability to analyze and interpret data efficiently.
• Proficiency with the Microsoft Suite.

Physical Demands:

• Extended periods of sitting at a desk, which requires good posture and ergonomics to prevent strain or injury.
• Occasionally lifting paperwork or files that could weigh over 20 pounds, necessitating proper lifting techniques to avoid back injuries.
• Visual acuity must be 20/20 (corrected), as the work involves detailed proofing of computer input, which can be visually demanding.

Work Conditions:

• The noise level in the work environment can be occasionally loud, which may require the ability to focus amidst distractions.
• Potential exposure to battery acid, gasoline, chemical cleaning materials, or other toxic materials commonly found in a motor vehicle service department, highlighting the need for proper safety measures and personal protective equipment.
• Occasionally, there may be exposure to exhaust fumes or other airborne particles, necessitating good ventilation and possibly respiratory protection.

Additional Information

Experience the best the automotive industry has to offer and apply today. We look forward to sharing our success with the brightest talent out there!