Franchise Marketing Manager

Performance Marketing Manager Vacancy - Motor Trade
Location: Northampton Area
Salary: £37,500 to £452000
Ref: OC19407
Hours: Monday - Friday 09.00am - 17.30pm (60mins lunch) Hybrid available for 2 days per week, must be local to Northampton

We are currently recruiting for a Franchise Marketing Manager for our fantastic client based in the Northampton Area.

This is a great opportunity for a Franchise Marketing Manager to work for a fantastic main dealer group in a busy and established environment

Main Purpose

You will spearhead franchise marketing activity for a number of manufacturers across new retail, CV Motability and Aftersales. You will develop marketing plans and turn them into successful marketing campaigns across all channels to drive leads which build local market share and increase profitability.

Role Summary (overall high-level summary of the role)

For your allocated franchise;

• Maintain and interpret market, customer, competitor and media insights
• Understand yearly and quarterly Perrys and Manufacturer targets and delivery of leads to achieve these targets
• Develop an annual marketing plan and a rolling quarterly go to market plan for each franchise / site
• Identify and exploit key marketing activities for your franchise
• Own, manage and support campaign delivery from concept to completion
  • Write commercial and customer focussed briefs
  • Using insight work with agency to drive best media strategy and plan
  • Ensure campaign tracking set up is complete within remit (e.g., Calltracks, Force24)
  • Brief stakeholders on campaigns (e.g., BDC, site team)
• Deliver optimal marketing investment through reporting and identifying marketing efficiencies
• Budget planning and management
• Brand lead (brand and web standards) for the franchise under your remit
• Attend and input to manufacturer meetings
• Report franchise lead performance by channel, review and take necessary action to maximise efficiencies
• Ensure Perrys maximises opportunity for manufacturer co-funded campaigns
• Third-party relationship management for new vehicles

Principle Accountabilities (key activities and decision making)

Planning and budgeting

• Principal accountability for lead generation into the top of the sales funnel for Franchise new retail cars, CV Motability and aftersales
• Annual and quarterly marketing plan to deliver leads to achieve targets
• Budget planning and reconciliation

MI and reporting

• Analyse data from but not limited to The Refinery, Google Analytics, Calltracks and the BDC to build a MROI, performance dashboards at franchise / site level
• 'Deep dive' further into our core data systems and manufacturer systems with a view to providing answers to questions that may arise from your dealer and manufacturer meetings

Campaign and creative

• Obtain details of quarterly campaigns and offers from manufacturers and brand champions
• Brief marketing agencies/digital team on messages, creative and media requirements using Monday.com

Local brand / marketing and sponsorship

• Brief Senior Marketing Executive on local brand and sponsorship brand awareness activities i.e., Football teams, Roundabouts, Golf Day, Fashion Shows, Christmas events. Product Placements sit with FMM
• Work and support the Senior Marketing Executive on the development and delivery of Perrys Group new retail car, CV, Motability and Aftersales campaigns

Internal comms and PR

• Brief sites and BDC/ACC on campaigns and events
• Brief the PR agency to deliver press releases for new sites/franchises/new car launches

CRM

• Work in collaboration with the CRM team to define target audience and selection criteria for Franchise campaigns
• Brief copy and creative from creative agency and provide assets to CRM team to build
• Final sign off on all franchise comms by FMMs before send
• Champion the focus on data capture and accuracy within sites from CRM reports provided

Social

• Champion the benefits of organic social posts and encourage sites to engage with the digital team through WhatsApp provision of local and dealer news, staff and customer stories.

The following will be the responsibility of the Digital Team

• Dealership and News content sits with Digital team via the WhatsApp group or RSS feeds
• Developing Facebook pages to include sections for, but not limited to other verticals within sites: aftersales, new cars, links to finance and valuation pages etc.
• Posting events on Facebook to be aligned to manufacturer campaigns
• Setting up and posting franchise content to meet MPA activity posts through the social platform ready for scheduling by the digital team. Collaborate with the social lead regarding scheduling

Website

• Load quarterly manufacturer offers and web banners - removing previous banners and offers
• Check franchise webpages to ensure they meet manufacturer standards, report and when necessary, raise tickets in collaboration with the Digital Team even if these are updates to models and vehicles which are managed by Autoweb to ensure no updates are overlooked.
• Build and develop landing pages using either Autoweb Panel if possible or Force24 when Autoweb capability is limited or unavailable, to ensure manufacturers marketing or model information is available and accessible. Liaise with the Digital and CRM team as they can use these pages to connect comms and paid activity and check tracking is in place. Examples include Keep me interested, coming soon and new model pages.
• Brief content team on any franchise content/blogs requirements

GMB

• Brief Digital team on events, offers, services and products and post to GMB where you feel there will be a benefit
• Providing new and relevant imagery to the Digital Team

The following will be the responsibility of the Digital Team

• Check dealer details on a regular basis and ensure any corrections or changes are made through the platform
• Provide answers to Q&A questions
• Uploading relevant imagery when you have it provided by Franchise Marketing Manager

Third Parties

• Work with the Digital Team to review third party platforms for new car/van/CV lead generation

Relationships

Directly responsible to: Marketing Director

Relationships with: Franchise Marketing Managers, Digital Marketing Team, General Manager / Brand Champion, Sales Managers, Retail Managers, Manufacturer Teams, External Suppliers

Agencies: Manufacturers, Denfield and McCann

Don't own relationships with: Autoweb, Force 24, Data Refinery, AutoTrader etc.

What Franchise Marketing Managers don't do:

Verticals

• Used Cars and Vans
• Leasing
• Parts
• Finance
• Smart Repairs

Horizontals

• Delivery of
  • Paid for social and display
  • PPC
  • Affiliates
  • Third party relationship management for used vehicles
  • Content - blogs, digital PR themes, video
  • Customer reviews, comments, Q&A, complaints

William Olivier
Octane Recruitment

INDOJ

Octane Recruitment are a leading Automotive Recruitment agency. We specialise in Motor trade vacancies across the board from car Dealerships, HGV companies, Fleet companies, manufacturers & independent sites.