Bobby Rahal Automotive Group is seeking a strategic, data-driven Director of Marketing to lead marketing efforts for our BMW and Mercedes-Benz dealerships. This position oversees CRM performance, marketing technologyAI initiatives, customer data, email and direct-mail campaigns, digital marketing, website optimization, social media, SEO, creative development, vendor relationships, and campaign analytics.
Key Responsibilities- Manage and optimize the group's CRM system, including customer communications, data quality, automation, lead follow-up, and campaign performance.
- Identify and implement AI tools that improve personalization, productivity, reporting, lead handling, and marketing results.
- Use customer data to develop targeted sales, service, retention, lease-maturity, equity, and reactivation campaigns.
- Create and manage email campaigns through Mailchimp, including audience segmentation, content, scheduling, testing, automation, and performance measurement.
- Plan and measure direct-mail, digital advertising, and customer letter campaigns.
- Analyze campaign performance across all channels, including delivery, open and click rates, lead generation, appointments, conversions, cost per lead, cost per acquisition, and return on investment.
- Develop dashboards and reports that provide dealership and executive leadership with clear performance insights and recommendations.
- Conduct website audits and improve content accuracy, organic traffic, customer experience, lead generation, and conversion.
- Oversee SEO, social media, online reputation, paid search, display advertising, and other digital channels.
- Serve as the primary marketing liaison to vendors, including Autotrader, Cars.com, AutoAlert, iPacket, Mailchimp, website providers, advertising partners, and other technology and media vendors.
- Manage vendor performance, contracts, integrations, deliverables, budgets, reporting, and return on investment.
- Oversee the Graphic Designer/Graphic Artist and manage creative priorities, quality, deadlines, and brand consistency.
- Ensure all marketing materials meet BMW, Mercedes-Benz, and Bobby Rahal Automotive Group brand standards.
- Partner with dealership leadership to establish marketing priorities and present results and recommendations to the Vice President of Operations.
- Manage the marketing budget and evaluate spending based on measurable business outcomes.
Qualifications- Five or more years of marketing experience; automotive retail or luxury-brand experience preferred.
- Experience with CRM platforms, Mailchimp, customer databases, digital advertising, SEO, social media, website management, and campaign analytics.
- Familiarity with AI-enabled marketing tools and automation.
- Experience managing vendors, budgets, campaigns, and creative professionals.
- Strong analytical, communication, organizational, and leadership skills.
- Ability to manage multiple dealerships, brands, projects, and deadlines in a fast-paced, in-office environment.
The ideal candidate will combine marketing creativity with strong operational discipline and a commitment to measurable results, premium brand standards, and an exceptional customer experience.
