Dealer Marketing Specialist

About the Role

We are seeking a highly driven and results-oriented Dealer & Retail Marketing Specialist to strengthen dealer network marketing performance and retail campaign execution. This role will be responsible for developing and implementing dealer marketing strategies that align with national campaigns, supporting dealer partners in local marketing initiatives, managing dealer marketing subsidies, and ensuring marketing compliance across the network.

The ideal candidate possesses strong project management, stakeholder management, and marketing execution capabilities, with experience working across dealer or franchise networks.

Key Responsibilities

Dealer Marketing Strategy & Planning

• Develop and implement structured dealer marketing plans aligned with national marketing campaigns and business objectives.
• Create and maintain dealer marketing playbooks, guidelines, and best practices.
• Develop retail campaign calendars that synchronize dealer-level activities with national marketing initiatives.
• Identify opportunities to improve dealer marketing effectiveness and customer engagement.

Dealer Campaign Management

• Lead dealer-specific campaigns from concept development, planning, and execution through post-campaign analysis.
• Collaborate closely with dealers to support local marketing planning and campaign implementation.
• Ensure consistency of brand messaging and campaign execution across the dealer network.
• Monitor campaign timelines, budgets, and deliverables to ensure successful execution.

Budget Management & Subsidy Administration

• Coordinate dealer marketing subsidy budget allocation across the dealer network.
• Manage and facilitate dealer marketing subsidy claims processes.
• Monitor subsidy utilization and provide recommendations for optimization.
• Ensure transparency, accuracy, and compliance in subsidy administration.

Performance Reporting & Analytics

• Track and analyze dealer marketing performance and campaign effectiveness.
• Prepare regular performance reports and presentations for Inchcape leadership.
• Measure campaign ROI and recommend corrective actions or improvements based on insights.
• Utilize data and market intelligence to support decision-making and continuous improvement.

Dealer Support & Capability Building

• Conduct training sessions and workshops for dealer marketing teams.
• Provide ongoing guidance and support for local marketing execution.
• Share best practices, campaign learnings, and innovative marketing approaches across the dealer network.
• Build strong relationships with dealer stakeholders to drive collaboration and engagement.

Compliance & Governance

• Ensure dealer marketing activities comply with corporate brand standards and marketing policies.
• Conduct regular audits and reviews of dealer marketing programs.
• Address non-compliance issues and support corrective action planning.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• Minimum 3-5 years of marketing experience, preferably in automotive, retail, dealer network, franchise, or channel marketing environments.
• Demonstrated experience in campaign planning, execution, and performance measurement.
• Strong understanding of retail marketing, local area marketing, and dealer network operations.
• Experience managing budgets and marketing fund allocation programs.
• Proficiency in Microsoft Office, particularly Excel and PowerPoint.
• Experience with marketing analytics and reporting tools is an advantage.
• Excellent communication, presentation, and stakeholder management skills.
• Strong organizational and project management abilities.

Key Performance Indicators (KPIs)

• Dealer Marketing Compliance Rate
• Dealer Marketing Subsidy Utilization Rate
• Dealer Campaign ROI
• Dealer Satisfaction Score
• Campaign Execution Effectiveness
• Dealer Participation Rate in National Campaigns
• Budget Utilization and Claims Processing Accuracy
• Timeliness and Quality of Leadership Reporting

Core Competencies

• Strategic Planning
• Retail & Dealer Marketing
• Campaign Management
• Budget Management
• Data Analysis & Reporting
• Stakeholder Management
• Training & Facilitation
• Problem Solving
• Communication & Presentation Skills
• Project Management