What are the responsibilities and job description for the Sr. Digital Advertising Specialist position at AutoNation?
The Senior Digital Advertising Specialist will drive the implementation of the digital marketing strategy to amplify AutoNation's paid media business, collaborating closely with both internal and external partners. Regular interaction with senior leaders in the Marketing division is essential, ensuring alignment with broader business objectives. This role will share financial responsibility for the paid search marketing, paid social marketing and programmatic display marketing channels across a diverse portfolio of retail stores and products, encompassing new and used car sales, vehicle acquisition, as well as service offerings. The digital advertising team is a pivotal function, crucial to the company's strategic vision.
Job Responsibilities :
- Develop and execute a digital marketing strategy to deliver against annual financial goals and scale the search marketing channel
- Managing the technical aspects of the business - specifically, integrations with APIs and / or Campaign Management Tools, development of internal keyword-level tracking, URL Generation, and mastering how the firm’s data synchs with its internal database
- Ability to navigate complex bid auction environments and maximize campaign profitability on an ongoing basis
- Creates and analyzes reporting for all campaigns. This includes creating custom reports for internal stakeholders and leadership.
- Deliver a data-driven, quantitative approach to digital marketing; using metrics to measure success and create feedback loops to adjust bids across different ecosystems
- Demonstrated ability to optimize campaign audiences, keyword lists, creative, ad types, offers, landing pages, etc.
- Operate in a continuous test-and-learn environment to build and improve campaigns
- Partner with senior stakeholders across product, sales, finance, service, and broader marketing to deliver customer experience enhancements that benefit digital advertising channels
- Demonstrate behaviors consistent with the Company’s Vision, Mission, and Values in all interactions with customers, co-workers, and suppliers.
- Adhere to all company policies, procedures, and safety standards.
Qualifications :
