The Senior Account Manager is responsible for supporting the execution of advertising strategies for an assigned group of Hendrick Automotive Group dealerships. The objective being to enhance our dealership’s position in the consideration set for vehicle sales and service needs, deepen relationships with our existing customer base and support acquisition of new customers. This individual manages the day-to-day maintenance for all advertising tactics within their assigned group of stores. This includes: digital, traditional, direct channels, website maintenance and optimization, creative/production management, reputation management, social advertising, database marketing and 3rd lead providers/classified sites. Has responsibility for the budgets/plans for their designated dealerships. This role will work hand in hand with the larger Hendrick Automotive Group Advertising and Marketing team. This role also requires extensive collaboration with multiple Hendrick Automotive Group teammates outside of the advertising department at the management company and at the store(s).
Essential Duties and Responsibilities include the following. Other duties can be assigned.
This role is a teammate in the Hendrick Automotive Group Marketing Department and serves as the day-to-day contact for a group of selected dealership locations.
- Works closely with Hendrick Automotive Group Marketing team, executive leadership, and store leadership to understand the goals and business needs for all assigned dealerships and Hendrick Automotive Group as a whole.
- Ultimately holds responsibility for the advertising and lead performance for their group of assigned dealerships.
- Advertising mediums that are currently leveraged, which this role will be asked to engage with: traditional media (television, radio, OOH), direct (email and direct mail), digital advertising (SEM, SEO, display, remarketing, video), creative (video, static and audio), social media (paid and organic), reputation management, 3rd party lead providers/classified sites.
- Knowledge and expertise of the advertising mediums mentioned above, monitoring performance and spend efficiencies, and ensuring message consistency across each is critical to the success of this role.
- In addition to understanding website best practices, this role is responsible for overseeing website performance, merchandising, UX, and overall functionality.
- Responsible for compliance to OEM standards, state and federal legal, and Hendrick Automotive Group brand standards.
- Knowledge of OEM co-op processes and procedures to maximize available funds and ensure full reimbursement.
- Monitor performance of the advertising spend and knowledge of available tools: media performance, CRM traffic reports, call measurement reports, website analytics, Google Ad and analytics performance data, and data from 3rd party/classified sites.
- Responsible for maintaining dealership advertising budgets with accuracy and monitoring spend efficiency on a monthly basis.
- Monitor lead performance on a weekly basis, identify opportunities for improvement, and effectively communicate recommendations to influence the required changes
- Proactively look for opportunities in dealership marketing areas to grow their business
- On special occasions, there are nonrecurring/one-off projects. If asked, this role will serve as a project manager for these, including planning and coordinating multiple presentations, disseminating information, and organizing events.
- Ability to work independently and within a team. Hendrick Automotive Group prides itself on working together on all projects supporting our stores.
- Team Player – Team Atmosphere
- Willingness to collaborate with teammates to share best practices and performance data
- Be a problem solver and demonstrate a willingness to help teammates find solutions
- Foster strong relationships with key dealership and corporate personnel
- Ability to effectively communicate and adjust your communication style as needed, to influence decisions through education and data-driven results
- Quarterly Travel is required as needed to support dealership operations, build strong relationships with local teammates, and gain an understanding of the local market