Senior Marketing Manager-Car Care

Responsibilities

• Lead the annual and multi-year Car Care marketing strategy, aligning business growth goals, priority services, customer segments, market needs, location capacity, and marketing investment.
• Serve as Marketing's primary strategic liaison to Car Care leadership and operations. Provide marketing expertise, recommendations, and clear points of view on growth priorities, customer opportunities, market conditions, and performance trends.
• Translate Car Care business plans into an integrated marketing roadmap and campaign calendar that reflects seasonal maintenance needs, promotional priorities, customer lifecycle opportunities, local market conditions, and operational readiness.
• Develop acquisition, retention, reactivation, and loyalty strategies for members and non-members across the vehicle ownership and service journey. Use customer, vehicle, behavioral, geographic, and service-history insights to improve relevance and response.
• Direct full-funnel campaigns across paid search, local search, paid social, display, email, direct mail, web and landing pages, content, in-location materials, and other relevant channels. Ensure channel roles and calls to action support appointment generation and completed service.
• Lead, write, and approve campaign and creative briefs. Translate business objectives into clear audience strategies, offers, messaging, channel requirements, success measures, and executional guidance for internal teams, agencies, and vendors.
• Guide the development of customer-facing messaging and materials that communicate AAA's trusted automotive expertise, member value, service quality, convenience, and relevant offers while maintaining brand and legal compliance.
• Partner with Car Care operations and field leadership to address market- and location-level needs, including new-location support, local growth opportunities, underperforming locations, service-capacity considerations, and community marketing.
• Review marketing and business performance on an ongoing basis using appointments, leads, customer visits, sales, revenue, conversion, repeat behavior, engagement, acquisition cost, return on advertising spend, and other available indicators. Identify trends and direct optimizations to audiences, offers, creative, timing, channels, and investment.
• Develop, manage, and balance the Car Care marketing budget. Monitor forecasts and spend, evaluate investment tradeoffs, communicate risks and opportunities, and recommend changes based on business priorities and performance.

Requirements

• Bachelor's degree in Marketing, Advertising, Business, Communications, or a related field; equivalent relevant experience may be considered in lieu of a degree.
• Seven or more years of progressive marketing experience, including responsibility for integrated strategy, campaign planning, budget management, and performance optimization.
• Five or more years of experience with digital marketing, direct marketing, broad-based media, CRM or lifecycle marketing, and multi-channel campaign execution.
• Demonstrated experience partnering with senior business and operational leaders and directing work across cross-functional teams, agencies, vendors, and field organizations.
• Experience developing creative briefs, customer segmentation strategies, promotional plans, and performance-driven recommendations.
• Experience in automotive services, retail, multi-location, franchise, or another appointment- or service-based business is preferred.
• Experience with local-market marketing, paid search, location-based digital marketing, and customer retention programs is preferred.
• Knowledge, Skills, & Abilities:
• Comprehensive knowledge of marketing strategy, integrated campaign planning, customer acquisition and retention, segmentation, brand management, media and channel strategy, and measurement principles.
• Strong understanding of how marketing demand, operational capacity, location performance, promotional offers, and the customer experience work together in a service-based business.

Preferred

• Experience in automotive services, retail, multi-location, franchise, or another appointment- or service-based business is preferred.
• Experience with local-market marketing, paid search, location-based digital marketing, and customer retention programs is preferred.

Benefits

• As part of our team, you’ll enjoy a total rewards package designed to support your well-being, growth, and work-life balance. Our package includes:
• - Competitive annual salary; the starting base compensation for this position is: $80,005-$118,921*
• - Annual Bonus Eligibility
• - Hybrid schedule (3 days on-site weekly)
• - Comprehensive health benefits package
• - Generous accrued paid time off + 8 paid holidays
• - 401(K) plan with company match up to 7%
• - Professional development opportunities and tuition reimbursement
• - Paid time off to volunteer & company-sponsored volunteer events throughout the year
• - Other benefits include a complimentary AAA Membership, Health & Wellness Program, Health Concierge Service, Life Insurance and Short Term/Long Term Disability