Brand Manager

Job Description

Job Description

Brand Manager Job Summary:

The Brand Manager is responsible for developing sustainable brand and store growth for individual OEM Brand(s) by driving a best-in-class marketing strategy focused on increasing new and used vehicle sales, service, market share, establishing a store’s brand, and improving brand loyalty. The Brand Manager will build strong relationships with senior manufacturer marketing partners and work with internal cross-functional subject matter experts in the development of all brand initiatives by providing strategic insight and brand/store analysis. The role will identify specific brand needs and competitive actions, including brand positioning, market needs, target audiences, and competitive and consumer insights. The Brand Manager will be the main contact for all OEM marketing partners and internal teams regarding brand marketing direction for all stores within their brand(s).

In this role, the Brand Manager will also be accountable for achieving all OEM Brand goals as well as accelerating performance to be  a market leader for the brand. This role will be involved in overseeing daily marketing performance and understanding operational performance related to brand, marketing, and competitive initiatives. To accomplish this, the role will work closely with the Brand Vice President, Sonic Marketing team, General Managers, and other business units to collaborate and execute all brand-related initiatives. 

The Brand Manager reports directly to the VP Brand Strategy, who oversees marketing operational consistency and aligns all Brand Manager needs based on company goals and priorities.

Brand Manager Responsibilities Include:

Core 5:

1. Manufacturer Relationships
Establish, nurture, and own high-impact relationships with OEM senior marketing personnel, starting with CMO or VP of Marketing positions. Serve as the key strategist between the OEM’s approach and store-level execution, ensuring alignment across Tier 1, Tier 2, and Tier 3 marketing initiatives, leveraging the OEM’s needs, focus, and marketing spend with ours. Actively engage in Local Marketing Associations (e.g., LMA, DMA, DMG, etc.) while driving influence to be on their board and/or how they spend marketing ad dollars.  Maintaining a deep understanding of OEM objectives, scorecards, and KPIs. Lead performance assessments and manage participation in OEM co-op and special incentive programs, leveraging them to the fullest.

2. Market Share Growth
Drive market share growth across all stores by identifying local opportunities and developing targeted marketing strategies. Conduct in-depth assessments of store performance, competitive activity, community presence, OEM benchmarks, and inventory to inform strategic plans. Partner with cross-functional teams to implement initiatives that deliver measurable growth.

3. Pre-Owned Performance
Support each store’s contribution to the company-wide goal of averaging 100 pre-owned units per month. Lead the development and execution of high-converting used vehicle marketing strategies. Collaborate with used vehicle directors and traffic managers to optimize inventory exposure, maximizing merchandising, digital presence, and customer targeting.

4. Fixed Operations Focus
Grow service lane traffic by increasing the percentage of Sonic cars within our markets Units in Operation (UIO). Lead the development and execution of high-converting fixed operations marketing strategies.  Leverage Sonic and OEM customer databases and overall performance data to identify fixed ops opportunities and monitor progress. Work with service managers to enhance customer retention, drive repair order volume, and position Fixed Ops as a key profit center.

5. Brand Ownership & Experience
Own and execute the brand vision and identity, ensuring consistent messaging and visual standards across all touchpoints. Champion a cohesive brand identity that reflects both the store, the manufacturer, and Sonic brand values. Oversee store presentation, team culture, store reputation, and customer engagement to deliver a best-in-class experience and execute on the Sonic pride playbook. Providing guidance and insights related to the brand and each individual store to personalize and differentiate our dealerships from one another and our competitors. Review reputation.com and influence store experience and marketing strategy based on findings. Manage Develop “why buy’s” for each dealership and work with marketing, Brand VP, and GMs to relay differentiators through messaging and the dealership.

Supporting:

• Develop and implement comprehensive brand strategies that align with Sonic and OEM goals, vision, and operational needs. Interpret the brand's strategic direction to provide guidance and opportunities regarding brand goals/KPIs/scorecards to supporting teams.
• Regularly review operational data, including sales, traffic management, pricing, inventory, consumer insights, and marketing performance, to assess the store's needs as they relate to performance and brand strategy.
• Provide timely updates to all necessary supporting teams on all relevant OEM brand information, messaging, special events, new product launches, and initiatives. Become well-versed in brand compliance and aid in resolving brand compliance issues.
• Understand barriers, motivators, and attractors for all brand target segments, finding strategic opportunities to target audiences within each market and store.
• Work closely with brand General Managers to support the store's needs from a brand and marketing perspective. Own all communication between store-level and cross-functional teammates, relaying all relevant information regarding operational support, store website, social media, reputation, events, and competitive analysis.
• Manage brand level marketing budget and co-op utilization. Understand all aspects of OEM co-op programs to maximize utilization. Mange community involvement and local activation budget. Supporting the annual brand budget planning process.
• Monitor dealership websites to ensure all pages are accurate, competitive, aligned to business needs and ensure any necessary changes are executed.
• Research and analyze consumer behavior, market trends, and competitor activity. Stay up to date on current marketing, brand, and community trends and best practices.
• Assess, plan, and support the execution of local event-related marketing initiatives, including partnerships, sponsorships, corporate social responsibility programs, and alignment with local markets. Attend partnership events to increase brand and store awareness and create new, lasting relationships.

Qualifications

Brand Manager Requirements:

• Bachelor’s degree in marketing, business, or related field.
• 5+ years of relevant marketing experience.
• Previous experience in developing and implementing brand strategies.
• Previous experience in budget management.
• Experience in evaluating marketing and brand performance.  
• Basic understanding of automotive retail.
• Ability to find major differentiators in a highly competitive industry.
• Strong communication skills, both verbal and written.
• Highly organized and able to work with multiple teams cross-functionally.
• Ability to work as a team and be held accountable for key responsibilities.
• Strong analytical and problem-solving skills; ability to analyze and interpret data efficiently.
• Proficiency with the Microsoft Suite.

Physical Demands: 

• Extended periods of sitting at a desk, which requires good posture and ergonomics to prevent strain or injury.  
• Occasionally lifting paperwork or files that could weigh over 20 pounds, necessitating proper lifting techniques to avoid back injuries.  
• Visual acuity must be 20/20 (corrected), as the work involves detailed proofing of computer input, which can be visually demanding.  

Work Conditions: 

• The noise level in the work environment can be occasionally loud, which may require the ability to focus amidst distractions.
• Potential exposure to battery acid, gasoline, chemical cleaning materials, or other toxic materials commonly found in a motor vehicle service department, highlighting the need for proper safety measures and personal protective equipment.
• Occasionally, there may be exposure to exhaust fumes or other airborne particles, necessitating good ventilation and possibly respiratory protection. 

Additional Information

Experience the best the automotive industry has to offer and apply today.  We look forward to sharing our success with the brightest talent out there!