Mgr., Marketing Communications
UCG Marketing (300375) / VA Office
Develop and manage execution of marketing strategies and tactical plans to meet organizational objectives to advertise and promote NADA Used Car Guide brand and products. Monitor and evaluate customer feedback, product acceptance, market conditions, marketing metrics, and competitor data to implement marketing plan changes as needed. Provide direction and oversee marketing staff and agencies in development and execution of marketing, advertising, promotional, public relations, and website activities.
Essential Functions: Develop and execute an annual marketing plan and budget that is an efficient and effective media mix and resource allocation by customer segment to generate business growth opportunities (lead generation, brand consideration, website traffic). Manage expenditures and reconciliation of annual marketing budget to ensure expenses are approved, incurred, and tracked in accordance with the marketing budget and company policy. Manage the development, design, and production of all advertising and marketing materials, including promotional ad copy, press releases, testing and launch materials for new products, and targeted CRM communications. Guide the overall design, content, navigation, and promotion of the www.nada.com/b2b website. Solicit input and feedback from the sales team to gain customer insight and ensure marketing materials provide a compelling message with the features, benefits, and image that resonate with the targeted customer segment. Supervise the development and execution of all NADA Used Car Guide public relations, press releases, interviews, and marketing communications; coordinate with NADA Guides, when appropriate, for shared marketing efforts. Develop and communicate brand standards (style guide and direction) to ensure compliance among users (e.g. VARs, strategic partners, affiliates, etc)
Non-Essential Functions: Identify, track, and report relevant metrics for marketing, advertising, website, and press activities. Contribute to the development and enhancement of product content, packaging, and pricing. Conduct marketing surveys on current and new product concepts and brand perception. Represent NADA Used Car Guide at conferences, expositions and tradeshows. Ensure marketing activities are announced, in advance of release, and key stakeholders (e.g. Call Center , AEs, Senior Mgmt, and NADA Guides) are aware of any anticipated impacts.
Education and Work Experience
Undergraduate Degree in Marketing or related field required, Masters Degree preferred. Minimum of 10 years of professional experience with at least three years experience in advertising / marketing / supervision of agency or staff. Ability to implement principles of branding and develop a marketing and advertising plan using print, digital, website, and targeted media. Excellent interpersonal, communication, and planning/organization skills required. Computer proficiency in Word, Excel, and PowerPoint are necessary. Knowledge of CRM and CMS desired. Up to 20% travel required.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee will occasionally be required to stand; walk; sit; use hands to finger, handle, or feel objects, tools or controls; reach with hands and arms; climb stairs; balance; stoop, kneel, crouch or crawl; talk or hear; taste or smell. The employee may occasionally lift and/or move up to 35 pounds. Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. The employee must have the ability to travel.
The National Automobile Dealers Association, founded in 1917 and based in McLean, Virginia, represents more than 20,000 franchised new car...