Automotive Marketing Manager

About the role

Haley Automotive Group is seeking a Marketing Manager to lead its internal marketing team, oversee day-to-day marketing execution and help drive strategic decisions. Haley’s mission is to be the best provider of your automotive needs through the continuous development of its people, products and processes, creating satisfied, lifetime customers. Honesty, integrity, responsibility and respect are the core values that Haley Automotive Group stands behind, along with a heart for community service.

The Haley Gives Back Program gives employees the opportunity to volunteer in the community on Haley’s dime. As a group, Haley gives more than $250,000 to local charities each year and is the presenting sponsor of the American Cancer Society’s Cattle Baron’s Ball. The Cattle Baron’s Ball has helped raise over $6.3 million for cancer research since the first event in 2016. Haley Automotive Group has many thriving locations in Virginia: 9 dealerships in Richmond, 1 in Farmville, 1 in Roanoke, and 1 Car Buying Center in Richmond.

Requirements

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field.
• 5+ years of marketing experience in automotive, including experience leading or supervising a team.
• Strong understanding of both variable and fixed operations marketing.
• Proficiency in GA4, CRM and CDP platforms, paid search, SEO, Meta Ads Manager, and website platforms.
• Familiarity with OEM advertising guidelines, FTC regulations, inventory feeds, and traditional media planning and buying is a strong plus.
• Confident leadership skills to keep a team organized, accountable, and focused on results while managing multiple stores, vendors, and deadlines.
• A data-driven mindset, strong ROI analysis and reporting skills, and the ability to turn insights into clear strategic recommendations are essential.
• Excellent communication and a keen eye for detail and brand consistency.
• Maintains adherence to Haley’s policies and procedures.
• Occasional travel to Farmville or Roanoke Dealership is expected.

Responsibilities

Essential functions include but are not limited to:

• Team Leadership: Lead and manage the internal marketing team's day-to-day execution, including task prioritization, coaching, and cross-training so backup coverage is always in place. Review team deliverables for accuracy, compliance, and brand consistency before they reach leadership or stores.
• Marketing Strategy, Data & ROI: Contribute to overall marketing strategy and bring fresh ideas to the table. Analyze marketing data across variable and fixed operations to track ROI and find trends and opportunities, and deliver monthly reporting with clear recommendations that guide strategic decisions.
• Paid, Organic & Social Media: Set the direction for paid search, SEO/GEO, and social media across variable and fixed operations, working with the internal marketing team and vendors on strategy. Review performance to find optimization opportunities, hold both the team and vendors accountable to results, and regularly deliver recommendations to leadership.
• Websites, Listings & Vendors: Guide the strategy and oversee execution for dealership websites, inventory feeds, third-party listing platforms, website tools, and marketing vendors. Use performance data to improve user experience and lead generation, decide where to invest and what to optimize, and hold vendors accountable to deliverables and ROI.
• Media Planning, Budget & Co-op: Own the media and content calendar for promotions, events, and campaigns, and use the internal Media Planner tool to track budgets. Lead the management of manufacturer co-op budgets and submissions so co-op funds are fully used.
• CDP, Email & Text Campaigns: Drive the strategy and oversee execution of targeted email and SMS campaigns for sales, service, and retention using the Customer Data Platform (CDP) and CRM tools. Use performance data to refine audiences, messaging, and timing, and report results to leadership.
• Traditional Media: Support the traditional marketing strategy, including TV, radio, streaming/OTT, print, billboards, and direct mail, by coordinating execution, evaluating media plans and placements, tracking performance, and recommending adjustments.
• Compliance: Ensure all variable and fixed operations advertising, websites, pricing, offers, and disclaimers follow OEM guidelines and FTC and state advertising regulations. Lead regular compliance reviews and hold the team and vendors accountable for corrections.
• Reputation, Brand & Creative: Drive the strategy and execution of online reputation management. Guide creative for digital and print, and represent Haley Automotive Group at community events as needed.

Benefits

• Competitive salary based on experience.
• Health, dental, and vision insurance.
• 401(k) with company match.
• Paid time off and holidays.
• Opportunities for professional development and growth.