Role Overview: As the Tier 3 Cross-Tier and Dealer Group Lead, you will be responsible for developing partnerships across teams and uniting marketing strategies across tiers and with Dealer Groups. Your entrepreneurial spirit will enable cross-tier initiatives through internal and vendor partnerships, leveraging data granularity and analytics to support a cohesive approach across tiers.
Key Responsibilities:
- Cross-Tier Media Strategy:
- Collaborate on Cross-Tier Strategy and Measurement: Work with GM's internal media team to develop a tierless endemic strategy and measurement plan, including ROAS, foot traffic, and , align strategies to promote seamless execution down to the Dealer level, and communicate cross-tier strategies to enrolled Dealers and vendors through webinars and field teams.
- Data Enhancements: Utilize data from the T3 product portfolio (including Chat, Trade, Call Tracking, etc.) to enhance audience development and sharing capabilities. Identify exclusive first-party data DDS can share with participating Dealers via approved vendors (at no additional charge to Dealers).
- Elevate Retail Media Strategies for Dealers: Build and execute Tier 1-2-3 strategies that leverage audience sharing, incremental unique reach and frequency planning, creative & message synchronization, optimization, and measurement with the dealer impact at the core.
- Stakeholder Engagement: Attend stakeholder meetings and serve as the primary T3 contact for cross-tier advertising and goals and educate all stakeholders (dealers, agency partners, RDPMs / DDPMs, and Brand teams) on foundational best practices and more advanced growth strategies.
- Tactical Opportunities: Work with brand teams to identify the best tactical opportunities for T3 support, aiming to maximize retail performance and sales for key markets, channels, or models.
- Accelerate IMR Adoption and DDS Program Participation: Leverage leadership experience and background to elevate the value exchange, resulting in more dealers joining DDS' digital advertising program through a clear, value-driven narrative.
- Drive Accountability for Sales-First Media Planning and Outcome-Based Vendor Margins: Connect dealer media activity to vehicle sales using sales data and attribution models, developing vendor compensation plans integrated with measurable outcomes that matter.
- National Strategies: Bring a T3 perspective into National strategy and planning sessions to support execution at the dealer level, including activation, consent, and measurement.
- Innovation: Keep up with the technological landscape and emerging tools, applying them across tiers down to Tier 3. Build a formal Learning Agenda to test new offerings and rapidly scale adoption of what actually performs and hold providers accountable.
- Implementation SME: Be the SME for all cross-tier efforts as they relate to T3. This can include feasibility vetting, partner selectioncollaborating on measurement plans, and launch/implementation/optimization efforts.
- Scale What Works with AI: Identify and scale practical AI applications in-program and/or for participating dealers
- Dealer Groups and Council Members:
- Direct Collaboration: Establish and lead direct collaboration with defined Dealer Groups and Council members to develop shared goals, timelines, and strategic opportunities. Foster and strengthen partnerships with Dealer Group marketing teams, accounting for their unique goals, challenges, and shared opportunities.
- Senior Presence in the Field: Travel for meeting face-to-face with Dealer Council members, LMAs, and large dealer groups to share growth strategies and collect live, candid feedback.
- Dealer Group Advocate: Be a voice for Dealer Groups in cross-tier discussions, hosting roundtable discussions as needed, and providing actionable insights grounded in data-driven recommendations that leverage digital and retail data unique to each Dealer Group.
Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field
- Experience: 20+ years in Marketing, Media, Audience Targeting, or Brand roles in retail marketing.
- Business Acumen: Strong understanding of automotive retail and digital marketing, combining retail goals, data, metrics, audiences, and digital media to drive sales and dealer profitability.
- Digital Media Strategy: Experience in digital media strategy for Tier 1 and Tier 3, with knowledge of various media platforms, technology, and processes.
- Digital Trends: Understanding of digital trends, consumer behaviors, industry sources, and emerging channels to promote innovation.
- Digital Media: Strong grasp of all paid digital advertising channels and tactics (SEM/Display/Social/Video/CTV/etc.). Familiarity with CDPs, digital media analytics, and audience curation.
- T3 Specific Tools: Experience with any of the following is appreciated: Call Tracking, Vehicle Merchandising, Reputation Management, Chat Tools, Trade-In Tools, and/or Digital Retailing tools.
- Media Platforms / Vendors: Experience with major media platforms such as Amazon, TikTok, Meta, and Google in addition to a dealer-vendor ecosystem (e.g. Dealer.com, Dealer Inspire, Marchex, Gubagoo, Reputation.com, Edmunds, Impel, Shift Digital, or similar).
- Equivalent experience can be considered in lieu of a bachelor's degree
- 15 years absolute minimum, but would prefer 20
- If you're interested in pursuing a career as a Tier 3 Cross-Tier and Dealer Group Lead, this job description can serve as a starting point for understanding the skills and qualifications required for the role. However, keep in mind that job descriptions can vary depending on the organization, industry, and specific project or product.
Top 3Must Have Skills:
“Big media” (national/tier 1 media experience with big agencies/big accounts/big publishers or platforms – think google, amazon, meta, tiktok) Experienced and comfortable working directly with dealers and executives (board members, executive brand leadership, high-profile automotive audiences) Demonstrated expertise in dealer and automotive retail language and the ability to make strategic recommendations rooted in performance and profitability by combining multiple disparate data sources and finding the story (e.g. offline metrics like inventory volume or RO data with profitability or digital demand (traffic, leads, etc.) Find what's broken and propose paths to fix it
Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field
- Experience: 20+ years in Marketing, Media, Audience Targeting, or Brand roles in retail marketing.
- Business Acumen: Strong understanding of automotive retail and digital marketing, combining retail goals, data, metrics, audiences, and digital media to drive sales and dealer profitability.
- Digital Media Strategy: Experience in digital media strategy for Tier 1 and Tier 3, with knowledge of various media platforms, technology, and processes.
- Digital Trends: Understanding of digital trends, consumer behaviors, industry sources, and emerging channels to promote innovation.
- Digital Media: Strong grasp of all paid digital advertising channels and tactics (SEM/Display/Social/Video/CTV/etc.). Familiarity with CDPs, digital media analytics, and audience curation.
- T3 Specific Tools: Experience with any of the following is appreciated: Call Tracking, Vehicle Merchandising, Reputation Management, Chat Tools, Trade-In Tools, and/or Digital Retailing tools.
- Media Platforms / Vendors: Experience with major media platforms such as Amazon, TikTok, Meta, and Google in addition to a dealer-vendor ecosystem (e.g. Dealer.com, Dealer Inspire, Marchex, Gubagoo, Reputation.com, Edmunds, Impel, Shift Digital, or similar).
- Equivalent experience can be considered in lieu of a bachelor's degree
- 15 years absolute minimum, but would prefer 20
- If you're interested in pursuing a career as a Tier 3 Cross-Tier and Dealer Group Lead, this job description can serve as a starting point for understanding the skills and qualifications required for the role. However, keep in mind that job descriptions can vary depending on the organization, industry, and specific project or product.
Top 3Must Have Skills:
“Big media” (national/tier 1 media experience with big agencies/big accounts/big publishers or platforms – think google, amazon, meta, tiktok) Experienced and comfortable working directly with dealers and executives (board members, executive brand leadership, high-profile automotive audiences) Demonstrated expertise in dealer and automotive retail language and the ability to make strategic recommendations rooted in performance and profitability by combining multiple disparate data sources and finding the story (e.g. offline metrics like inventory volume or RO data with profitability or digital demand (traffic, leads, etc.) Find what's broken and propose paths to fix it