Position SummaryThe SVP Marketing and Digital Monetization is a senior leadership role responsible for driving awareness, engagement, conversions, and revenue through innovative digital channels. This executive will use innovative technology and AI to develop and implement high performing online and social media marketing campaigns while leading content and data monetization initiatives to generate new revenue streams.
A key focus is on designing and executing content-rich strategies across social and digital platforms to attract high-quality consignments, qualified bidders, and event attendees. This role will lead a dedicated business line with full P&L responsibility, including content and data monetization, while providing strategic back-office support to internal teams and operations.
While an automotive background is not mandatory, success in this role will be demonstrated by a proven track record in designing and implementing content-heavy social media and digital marketing strategies at scale, with strong results in monetization and revenue growth.
Key Responsibilities- Content & Data Monetization Leadership: Develop and execute comprehensive monetization strategies for owned content libraries, audience data, digital assets, and platforms. Create and scale new revenue streams through sponsorships, licensing deals, data partnerships, premium content offerings, targeted advertising, and other innovative monetization models.
- Content-Heavy Strategy Design & Implementation: Lead the creation, distribution, and optimization of high-volume, captivating content across various social platforms and digital channels. Develop compelling campaigns that generate excitement and directly drive measurable actions, such as consignments, bidder registrations, ticket sales, and viewership. Own the overarching content strategy and oversee the Production team's development of video, social, editorial and digital-first content, including content captured at live auctions and opportunities for streaming and other digital distribution.
- P&L Management & Business Line Leadership: Own the full profit and loss (P&L) for the digital monetization and marketing business line, including budgeting, forecasting, cost optimization, revenue growth targets, and overall financial performance. Provide strategic back-office support across marketing operations to ensure alignment with company goals.
- AI Powered Campaign Development & Execution: Utilize cutting-edge AI tools for generating content, predicting audience behavior, optimizing campaigns, personalizing experiences, and gaining real-time insights to scale and adjust initiatives effectively.
- Social Media & Digital Leadership: Direct organic and paid strategies across Instagram, TikTok, YouTube, X, Facebook, and emerging platforms. Leverage AI to optimize scheduling, boost engagement, identify trends, and grow communities while maintaining brand consistency.
- Performance Marketing & Optimization: Own SEO/SEM, PPC, paid social, display, and retargeting campaigns with a strong emphasis on content-driven conversion and monetization. Paid digital strategy should be developed within the broader advertising strategy established jointly with Brand & Event Marketing.
- Website & Digital Ecosystem Optimization: Continuously enhance Barrett-Jackson.com and user journeys using AI personalization and content recommendations to maximize conversions and revenue opportunities.
- Data, Analytics & Insights: Deploy advanced analytics to measure content performance, campaign effectiveness, monetization results, and audience insights.
- Live Event Amplification: Integrate content and monetization strategies for real-time social engagement, virtual participation, sponsorship activation, and heightened visibility during live auctions.
- Team Leadership & Innovation: Build, mentor, and lead a high-performing team focused on content excellence, monetization, and digital innovation. Identify and pilot emerging AI tools and technologies to optimize content production, monetization workflows, and marketing operations.
- Partnerships & Collaboration: Work closely with internal teams (Content, Consignment, Events, IT, Finance) and external partners to deliver cohesive, high-impact campaigns and monetization initiatives.
Qualifications & Requirements- Experience: 8+ years in digital marketing and monetization with at least 4-5 years in a senior leadership role, including direct P&L ownership and business line leadership.
- Proven Track Record: Demonstrated success in designing and implementing content-heavy social media and digital marketing strategies at scale, with measurable results in audience growth, engagement, conversion, and significant revenue generation through content and data monetization.
- AI & Technology Expertise: Hands-on experience applying AI tools for content generation, campaign automation, personalization, analytics, and monetization optimization. Ability to rapidly evaluate and integrate innovative technologies.
- Technical & Financial Skills: Deep expertise in SEO/SEM, social advertising platforms, marketing automation, CRM/analytics tools, content optimization systems, and financial/P&L management.
- Content & Monetization Excellence: Strong creative and storytelling skills combined with a sharp data-driven and commercial approach to content strategy, performance optimization, and revenue generation.
- Education: Bachelor's degree in Marketing, Business, Communications, Digital Media, or related field (MBA or relevant certifications a plus).
- Other: Entrepreneurial and innovative mindset with strong leadership abilities and financial acumen. Essential for thriving in a fast-paced, event-driven environment. Willingness to travel is required.
