Director of Digital Marketing - Flow Automotive

About Flow Automotive Companies

Flow Automotive Companies is a family-owned automotive organization operating a diverse portfolio of franchised dealerships across the Carolinas and Virginia. Flow is committed to long-term growth through operational excellence, customer experience leadership, and disciplined, data-driven marketing. Our centralized Marketing Services team supports both variable and fixed operations across all stores, delivering scalable strategies that drive demand, retention, and brand equity at the local and regional level.

Position Overview

The Director of Digital Marketing is a senior leadership role responsible for defining, executing, and continuously optimizing Flow Automotive’s enterprise digital marketing strategy. This role owns performance across paid media, SEO and local SEO, website operations, email marketing, organic social, content strategy, and digital brand presence.

The Director of Digital Marketing leads and develops a multidisciplinary internal team while serving as the strategic counterpart to agency partners, technology vendors, and internal stakeholders. This individual will operate at both strategic and executional levels—setting vision, establishing standards, and ensuring measurable results across dozens of dealership locations and multiple business lines, including New Vehicle Sales, Used Vehicle Sales, Fixed Operations, and Parts & Accessories.

This role requires a highly analytical, operationally minded digital leader who can scale systems, manage complexity, and influence cross-functional teams while maintaining a strong bias toward performance, accountability, and continuous improvement.

Key Responsibilities

Leadership & People Management

• Lead, mentor, and develop the digital marketing team, including PPC managers, SEO specialists, website operations, content creators, and social media managers.
• Establish clear roles, performance expectations, KPIs, and development plans aligned with business priorities.
• Recruit and onboard high-caliber digital talent as the organization scales.
• Demonstrate cross-functional leadership across Marketing Account Management, Design, Videography, Events, Partnerships & Rewards, and Software Development teams.

Digital Strategy & Performance

• Own the enterprise digital marketing strategy across all channels, ensuring alignment with Flow’s brand standards and business objectives.
• Direct and oversee all paid digital media investments, including internal and partner-managed PPC and paid social programs.
• Lead multi-site SEO and local SEO strategy, including technical execution, ongoing optimization, and performance reporting.
• Oversee website operations across all dealership and corporate properties, including vendor management, platform migrations, enhancements, and governance.
• Provide strategic direction for content creation to ensure relevance, effectiveness, and channel-appropriate execution.
• Maintain accountability for email marketing performance, including deliverability, inbox placement, compliance, and campaign effectiveness.

Analytics, Reporting & Executive Communication

• Own digital analytics and attribution across the enterprise, including FA4 governance, event strategy, and cross-channel performance measurement.
• Produce recurring performance assessments, strategic recommendations, and executive-level presentations covering the full digital marketing ecosystem.
• Translate complex performance data into clear insights and actionable recommendations for senior leadership and store operators.
• Continuously evaluate channel effectiveness and reallocate resources to maximize ROI and long-term growth.

Partnerships & Vendor Management

• Serve as the primary relationship lead for digital agencies, ad tech platforms, website vendors, and endemic automotive partners.
• Ensure vendor strategies, tools, and practices remain current, compliant, and aligned with Flow’s evolving needs.
• Lead vendor evaluation, consolidation, and contract strategy to ensure performance transparency, cost efficiency, and minimal platform lock-in
• Collaborate with Software Development and executive leadership on data usage, integrations, and campaign enablement.
• Deliver a high standard of internal customer service, education, and collaboration with dealership leadership and operations teams.

Qualifications & Experience

• 8+ years of progressive experience in digital marketing, with at least 3–5 years in a senior leadership role.
• Demonstrated success managing large-scale, multi-location digital marketing programs.
• Strong working knowledge of paid media platforms, SEO/local SEO, website CMS platforms, analytics, and email marketing systems.
• Proven ability to lead, develop, and scale high-performing teams.
• Highly analytical, with a strong command of performance metrics, attribution concepts, and ROI modeling.
• Exceptional communication skills, with the ability to influence senior executives and operational leaders.
• Automotive retail or multi-unit retail experience strongly preferred.

Work Environment & Requirements

• On-site role based at Flow Management Services, 500 W 5th Street, Winston-Salem, NC.
• Occasional travel to Flow dealership locations.
• Adherence to Flow Automotive Companies’ Confidentiality, Ownership, and Restrictive Covenants Agreement.

Flow Automotive Companies is committed to being on the cutting edge of the transportation industry and needs like-minded individuals to join our team. Our growth has been driven by a strategy to attract and develop high achieving people of outstanding character who are committed to operational excellence and to providing extraordinary personal service. Flow operates 54 automotive franchises representing 26 manufacturers in 10 cities and employs over 2,200 people in North Carolina and Virginia.

Flow provides competitive earning opportunities and a comprehensive benefits plan including:

• Medical, dental, and life insurance (including dependent coverage)
• Paid time off
• Paid volunteer time
• 401(k) Retirement Plan and Financial Wellness Program
• Thrive@Flow Wellness Program
• Employee pricing for automotive service and vehicle purchases
• Scholarship program for children of employees

Applicants must pass a pre-employment drug screening.

Flow Automotive Companies is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.