Senior Marketing Manager-Car Care

Primary Responsibilities:

•  Lead the annual and multi-year Car Care marketing strategy, aligning business growth goals, priority services, customer segments, market needs, location capacity, and marketing investment.

•  Serve as Marketing's primary strategic liaison to Car Care leadership and operations. Provide marketing expertise, recommendations, and clear points of view on growth priorities, customer opportunities, market conditions, and performance trends.

•  Translate Car Care business plans into an integrated marketing roadmap and campaign calendar that reflects seasonal maintenance needs, promotional priorities, customer lifecycle opportunities, local market conditions, and operational readiness.

•  Develop acquisition, retention, reactivation, and loyalty strategies for members and non-members across the vehicle ownership and service journey. Use customer, vehicle, behavioral, geographic, and service-history insights to improve relevance and response.

•  Direct full-funnel campaigns across paid search, local search, paid social, display, email, direct mail, web and landing pages, content, in-location materials, and other relevant channels. Ensure channel roles and calls to action support appointment generation and completed service.

•  Lead, write, and approve campaign and creative briefs. Translate business objectives into clear audience strategies, offers, messaging, channel requirements, success measures, and executional guidance for internal teams, agencies, and vendors.

•  Guide the development of customer-facing messaging and materials that communicate AAA's trusted automotive expertise, member value, service quality, convenience, and relevant offers while maintaining brand and legal compliance.

•  Partner with Car Care operations and field leadership to address market- and location-level needs, including new-location support, local growth opportunities, underperforming locations, service-capacity considerations, and community marketing.

•  Review marketing and business performance on an ongoing basis using appointments, leads, customer visits, sales, revenue, conversion, repeat behavior, engagement, acquisition cost, return on advertising spend, and other available indicators. Identify trends and direct optimizations to audiences, offers, creative, timing, channels, and investment.

•  Develop, manage, and balance the Car Care marketing budget. Monitor forecasts and spend, evaluate investment tradeoffs, communicate risks and opportunities, and recommend changes based on business priorities and performance.

•  Lead cross-functional planning with Car Care, Digital, Analytics, CRM, Creative, Media, Membership, Public Affairs, Legal, Finance, field teams, agencies, vendors, and AAA National to ensure aligned and timely execution.

•  Establish clear strategic direction and priorities for marketing centers of excellence, agencies, and vendors. Review deliverables, resolve issues, and ensure work meets expectations for quality, timing, budget, brand consistency, and business impact.

•  Identify and lead test-and-learn opportunities across audiences, offers, channels, customer journeys, and local-market approaches. Scale successful programs and discontinue or adjust activity that does not meet performance expectations.

•  Evaluate opportunities to strengthen the relationship between Car Care and the broader AAA membership experience, including relevant cross-business-line communications, benefits, and retention initiatives.

•  Prepare and present Car Care marketing strategies, campaign recommendations, budget updates, performance results, risks, and optimization plans to senior leaders and cross-functional stakeholders.

•  Provide strategic guidance, coaching, and day-to-day direction to assigned marketing team members or project teams, as applicable, and contribute to broader Corporate Marketing priorities.

•  Perform other duties as assigned.

Minimum Requirements:

•  Bachelor's degree in Marketing, Advertising, Business, Communications, or a related field; equivalent relevant experience may be considered in lieu of a degree.

•  Seven or more years of progressive marketing experience, including responsibility for integrated strategy, campaign planning, budget management, and performance optimization.

•  Five or more years of experience with digital marketing, direct marketing, broad-based media, CRM or lifecycle marketing, and multi-channel campaign execution.

•  Demonstrated experience partnering with senior business and operational leaders and directing work across cross-functional teams, agencies, vendors, and field organizations.

•  Experience developing creative briefs, customer segmentation strategies, promotional plans, and performance-driven recommendations.

•  Experience in automotive services, retail, multi-location, franchise, or another appointment- or service-based business is preferred.

•  Experience with local-market marketing, paid search, location-based digital marketing, and customer retention programs is preferred.

Knowledge, Skills, & Abilities:

• Comprehensive knowledge of marketing strategy, integrated campaign planning, customer acquisition and retention, segmentation, brand management, media and channel strategy, and measurement principles.

•  Strong understanding of how marketing demand, operational capacity, location performance, promotional offers, and the customer experience work together in a service-based business.

•  Ability to translate complex business needs and performance data into clear marketing priorities, briefs, recommendations, and optimization actions.

•  Strong strategic judgment and the ability to balance enterprise consistency with local-market and location-level needs.

•  Excellent written and verbal communication skills, including executive presentations, campaign briefs, strategic recommendations, and stakeholder communications.

•  Strong analytical and financial acumen, with the ability to assess performance, evaluate investment tradeoffs, manage budgets, and identify opportunities to improve business results.

•  Ability to lead through influence, build consensus, and provide clear direction to senior leaders, peers, field teams, agencies, vendors, and partners.

•  Ability to manage multiple complex initiatives and deadlines in a fast-paced environment with changing business and operational priorities.

•  Strong relationship-management, leadership, coaching, and problem-solving skills.

•  High degree of professionalism, accountability, collaboration, and integrity.

•  Proficiency in Microsoft Office, particularly PowerPoint, Excel, and Word. Experience with marketing workflow, analytics, CRM, digital marketing, local-listings, or content-management platforms is preferred.