Marketing Manager

Posted/Last Revised: 19th Mar, 2017


As the Marketing Manager for Waterloo Ford Lincoln, you are responsible for all lead generating marketing activities, ongoing dealership brand development and maintaining the dealerships positive reputation with its customers. To be successful as our dealerships Marketing Manager, you can develop and execute a marketing plan, balance a marketing budget and a have excellent communication and public relations skills. This position plays an important role within every dealership department (sales, service and parts) and so it is important that you can stay organized and manage your time effectively while balancing multiple projects and timelines.

While much of your daily activities will be focused on the execution of your marketing plan, you are also responsible for the ongoing reporting and communication of your marketing results to the dealerships General Manager (GM) and the Director of Marketing (DOM) for the Canada One Auto Group. From website performance to lead quality tracking and the allocation of your monthly marketing budget, you will work with your GM and DOM to fine tune your marketing plan and manage your advertising vendors for continual market share growth within your Dealer Management Area (DMA).

Roles & Responsibilities

Relationship Management

  • Own the relationship with all outside marketing agencies and 3rd party vendors
  • Manage results and performance of all outside marketing agencies and 3rd party vendors
  • Manage communication and coordinate cross departmental efforts with other departments (sales, fixed ops, etc.)
  • Ensure that disclaimers and any sale communications meet provincial regulatory compliance standards.
  • Create and manage key partnerships with local businesses/organizations to support marketing efforts and build community relations (sponsorships, local networking groups, charities).

Budget and Planning

  • Set and manage a yearly and monthly marketing budget
  • Utilize OEM co-op opportunities where available and ensure proper re-imbursement of marketing dollars
  • Develop a 12 month rolling marketing plan based on dealership forecast and past year performance for each department within the dealership

Website, Campaign and Event Management

  • Oversee and manage all website content and graphics for the dealership website and any microsites
  • Plan, send and report on targeted email marketing campaigns to dealership customers for every department
  • Coordinate and communicate all dealership events including private sales, off-site sales and weekend specials
  • Oversee merchandising department for a consistent flow of quality inventory, photos, videos, and descriptions

Reputation Management

  • Monitor and manage all dealership social media profiles
  • Plan, execute and track a social media strategy that builds social engagement across all dealership social platforms
  • Respond, track and report on dealership reviews across all review platforms
  • Ensure and report on your dealerships OEM compliance and co-op advertising


  • Communicate weekly and monthly marketing plans and lead performance at weekly Managers and Sales meetings
  • Report to GM and DOM on monthly and yearly advertising and promotional budgets and spending
  • Report to GM and DOM on website traffic and lead performance using Google Analytics, Ahrefs and VinSolutions
  • Monitor and report to GM and DOM on overall dealership social media engagement and dealership reviews

Ongoing Learning

  • Maintain up-to-date knowledge of digital marketing landscape as a certified Google Specialist
  • Follow and implement online behavior trends, emerging technology, industry trends and OEM standards
  • Work with other dealership Marketing Managers within the group to share best practices and results


Specific Job Requirements

  • Bachelor Degree or Diploma in Marketing, Business or Public Relations
  • Experience managing 3rd party advertising agencies and vendors
  • Excellent written and verbal communication skills and strong organizational skills
  • String working knowledge of Microsoft Office programs such as Excel and Word
  • Ability to work independently, take initiative, set priorities and see projects through to completion
  • Ability to employ problem-solving skills and analysis, and report problems as necessary
  • Authorized to work in the Canada and possess a valid & clean driver’s license
  • Demonstrate ability to pass pre-employment testing to include background checks and drug test.


Type: Full-time

Department & Supervisor: Marketing department; reports directly to General Manager

Function: Marketing, Communications, Public Relations, Event Planning

Experience: 3-7 years of progressive experience in Marketing or Communications