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Director of Marketing

1 month ago

American Fork, Utah, United States AutoWeb Inc Full time

The Director of Marketing will lead Autoweb's paid media strategy, audience expansion initiatives, and first-party data activation to drive revenue, profitability, and overall market positioning. This role will oversee search engine marketing (SEM) while integrating and expanding social, programmatic, and audience-driven marketing into a holistic digital strategy.

Beyond SEM, this leader will play a pivotal role in solidifying UsedCars.com as a go-to platform for consumers ensuring that automotive retailers and industry partners recognize it as the one-stop shop for used car shoppers. This position requires a strategic and data-driven mindset, with deep expertise in lead generation and performance marketing. Additional experience in programmatic media, social media advertising, and first-party data utilization.

The ideal candidate is both a hands-on executor and a high-level strategist who can align customer acquisition, lead demand, and business goals across multiple digital channels.

This is a fully in-office role in American Fork, UT.

Key Responsibilities:

1. Lead SEM Strategy & Optimize Paid Search Performance

  • Own and execute PPC campaigns across Google, Bing, and emerging search platforms.
  • Drive keyword expansion, bid optimization, negative keyword management, ad copy testing, and landing page conversion optimization.
  • Oversee daily, weekly, and monthly ROI analysis, making data-driven decisions to maximize efficiency and profitability.
  • Analyze search intent data to align ad copy, bidding strategies, and landing pages with customer behavior.
  • Test and scale different campaign types, including Performance Max, Local Search Ads, and YouTube Discovery Ads.

2. Expand Audience-Driven Marketing (Social, Programmatic, and Beyond)

  • Develop a cross-channel paid media strategy that extends beyond SEM into paid social (Meta, TikTok, LinkedIn), display, and programmatic advertising.
  • Manage remarketing and lookalike audience strategies to recapture high-intent shoppers.
  • Leverage dynamic inventory ads and personalized messaging to engage users based on their browsing behavior and preferences.
  • Implement real-time bidding (RTB) and programmatic buying to maximize ad efficiency.
  • Stay ahead of trends in performance-based advertising, ensuring Autoweb remains competitive in the digital marketplace.

3. Leverage First-Party Data to Enhance Customer Experience & Advertising Performance

  • Build and implement a first-party data strategy that enhances targeting, segmentation, and customer journey personalization.
  • Continue to develop CRM retargeting strategies that leverage user engagement data. (email, SMS, website behavior, previous searches).

4. Develop & Execute the Marketing Strategy to Establish UsedCars.com

  • Position UsedCars.com as a household name through aggressive audience acquisition, paid media expansion, and strategic branding initiatives while managing to business goals. 
  • Develop retail-focused messaging that highlights the platform's value to retail dealerships and automotive advertisers while activating B2B lead generation strategy. 

Your Experience & Skills:

  • 7+ years of experience in performance marketing, SEM, paid social, or programmatic advertising
  • Proven success in PPC campaign management (Google Ads, Bing Ads), social media advertising, and programmatic media buying while adhering to strict and aggressive business goals.
  •  Deep knowledge of automotive lead generation, automotive advertising, 3rd party marketplaces,
  • Experience with first-party data activation, CRM targeting, and audience segmentation strategies.
  • Ability to lead, mentor, and collaborate across marketing, product, and ad operations teams.
  • Comfortable with analytics tools (Google Analytics, Looker, Adobe Analytics), bid management platforms. 
Compensation includes base salary + commission. The commission is uncapped.
Compensation will be determined by factors including knowledge and skills, role-specific qualifications, and experience.
 

Life at AutoWeb:

  • Community Impact: Participate in our Service Days program, earning paid time off while making a significant impact in your community.
  • Global Community: Join a diverse team of professionals from around the globe and collaborate on projects that reshape industries.
  • Health and Well-being: Enjoy comprehensive health benefits designed to promote physical and mental well-being.
  • Professional Growth: We are dedicated to your career development, offering continuous learning opportunities to help you grow within One Planet.
  • Vibrant Culture: Delight in complimentary lunches and partake in exciting, team-oriented events that enrich your work-life experience.
Who we are:
AutoWeb pioneered digital marketing in the automotive industry and was just recently acquired by the original founder of the organization   As a One Planet Group company, we believe that businesses can thrive while making a positive impact on the world. Our values—integrity, innovation, and purpose—are at the core of everything we do. We're dedicated to fostering an environment where team members feel supported, empowered, and inspired to achieve their goals.

The types of Personal Information we may collect (directly from you or from Third Party-sources) and our privacy practices depend on the nature of the relationship you have with Autoweb and the requirements of applicable law. We endeavor to collect information only relevant for the purposes of processing. By continuing, you agree to Buyerlink's privacy policy, which can be accessed here. By continuing, you agree to Autoweb's privacy policy, which can be accessed here