Digital Marketing Planner

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Job description

Description:

The Digital Marketing Planner works across the Enthusiast Auto Holdings Banners to define and manage our promotional and marketing cadence. In this role, the Digital Marketing Planner collaborates with the Product, Marketing, and Sourcing teams to plan and execute promotions and other special marketing events; ensure that those events are coordinated across our banner sites; and forecasts sales growth to allow us to purchase inventory in a timely manner to support promotional events.

The Digital Marketing Planner will work directly with Executives at our banner companies (ECS Tuning, Pelican Parts, Texas Speed, Rennline, and Z1 Motorsports) to build a collaborative marketing cadence that includes third-party cross-banner promotions; new product launches; special events, and brand mentions that helps drive incremental revenue growth for each of our banner sites.

The Digital Marketing Planner is also responsible for translating those promotional plans into defined marketing requirements (homepage banners, marketing emails, social media posts, influencer messaging, forums messaging, etc.); and working with the teams to ensure flawless execution of campaigns. This role will also interact with vendors on promotions and special events throughout the year.

Responsibilities:

• Lead a team of marketing planners (1-2 associates) by setting a clear vision and expectations, providing regular feedback, goal setting, and development opportunities. Be comfortable and confident in influencing marketing planning across matrixed organizations and driving influence across team and team members that are not reporting into this position. Coach planners to ensure they are building skills and growing their expertise.
• Define marketing calendar across all EAH banners. Marketing calendar will include major promotions (Black Friday, Cyber Monday, Spring Peak) as well as seasonal themes (Back to School; Show Season, etc.) and flash sales and other events as needed to allow us to meet/exceed budget targets. High-level plans should be established up to 6 months in advance to allow adequate time to buy inventory for those events.
• Work directly with executives at our banner companies to better understand their current marketing cadence (brands they talk about; special events, sales, other promotions, etc.) and use a structured approach to planning that can best align with cross-banner vendor promotions.
• Forecast demand from marketing activities to provide guidance to sourcing and purchasing teams on upcoming inventory buys.
• Work with Sourcing and Product teams to manage vendor outreach as needed for promotional support. Ensure that all promotional details are captured and fully communicated across banner teams.
• Leverage business intelligence and site analytics to identify opportunities to grow our businesses (emphasize what works, minimize/change what doesn't).
• Create and implement tailored marketing plans for new products and campaigns based on individual requirements.
• Review real-time analytics to determine if we need to change tactics to allow us to hit budget targets.
• Manage queue and execution on special marketing projects (car giveaways; sweepstakes; social giveaways). Partner with other teams within the organization to ensure expectations are clearly communicated and met.

What Success Looks Like:

• Marketing plans are:
  • Coordinated across all banners
  • Able to drive outcome in a matrixed organization and ability to influence outcomes across other banners
  • Established up to 6 months in advance of execution (at a high level)
  • Fine-tuned at least one month in advance.
  • Translated into forecasts that are handed off to the Sourcing and Purchasing teams so they know what to purchase in advance of promotional events
  • Clearly communicated to all stakeholders (Sales, Customer Service, Fulfillment, Sourcing, Product, Marketing, Vendor Partners)
• Demand Revenue and GM% are meeting/exceeding budget targets on all banners - daily, weekly, monthly, quarterly and annually
• Special Project and Promotions queue is well defined and understood by all stakeholders across the organization. Clearly prioritized backlog of projects - what is needed and when can stakeholders expect it to be delivered?
• Team members have a clear understanding of their role and responsibilities, and are getting timely feedback on their performance.
• Regularly growing/improving talent on the team. Team provides strong feedback to leadership on their engagement and job satisfaction.
• Strong working relationship with Sales, Customer Service, Fulfillment, Sourcing, Product, and Marketing teams.

. Requirements:

• Excellent leadership skills, including the ability to develop trust and credibility, lead by example and motivate high-performing teams.
• Bachelor's Degree in marketing, statistics, management, communications, or other related fields.
• A minimum of 3-5 years digital experience, particularly with, but not limited to, web, social, and emerging technologies.
• Strong analytical skills. Able to review metrics to determine what's happening in the business; identify root causes, and come up with and execute on a plan of action to correct any shortfalls.
• Highly organized. Able to manage and prioritize multiple projects simultaneously.
• Automotive Enthusiast. Passionate and knowledgeable in the automotive space.

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