Digital Marketing Executive

**Digital Marketing & CRM Operations Manager** **Planet Motors, Richmond Hill, ON** **Location**: Richmond Hill, Ontario **Type**: Full‑time **Comp**: **Reports to**: GM **Start**: ASAP **Why this role exists** Planet Motors is scaling up. We need a **hands-on growth operator** who can: - Own our **social and content pipeline** (Meta/Instagram, TikTok, YouTube, Google Business Profile). - Run **paid demand** (Google Ads/Performance Max, Meta Ads, TikTok Ads, Microsoft Ads). - Keep our **DealerSocket CRM** tight (workflows, automations, templates, lead routing, hygiene, reporting). - Drive **website performance** on **DealerFire** (content, banners, SEO, inventory, tracking, CRO) and manage change requests with a clean process. - Connect all the dots so we lower **CPL/CPQL**, raise **appointments, shows, and sales**, and scale **profitably**. **What you’ll own (scope)** **1) Social & Content (Organic + Community)** - Plan and ship a **4‑week content calendar** (IG/TikTok/YouTube Shorts/GBP posts). - Produce platform‑native posts, carousels, short‑form video (you’ll have Canva/Adobe; agency support optional). - Build creator/influencer micro‑collabs and UGC pipelines. - Maintain our voice**:transparent, modern, no fluff**. Multilingual posts (EN first; FR/Mandarin/Arabic helpful for GTA). **2) Paid Media (Acquisition & Retargeting)** - Own Google Ads (Search, **Performance Max**, YouTube), **Meta Ads**, TikTok Ads, and Microsoft Ads. - Stand up **dynamic automotive** campaigns where applicable (catalogues/feeds). - Budget pacing, bid strategies, audiences, creative testing, and **weekly performance reviews**. - Retargeting across high‑intent traffic (site visitors, VDP viewers, form starters, video viewers). **3) CRM Ops — DealerSocket** - Lead routing, **auto‑tagging**, reasons, and pipeline stage definitions. - Hygiene: dedupe, bounce/opt‑out handling (CASL‑aware), source attribution, and outcomes tracking. - Monthly **sales enablement**: sequences for fresh drops, price changes, credit‑builder offers, PlanetCare & GAP Guard upsell, EV/SOH campaigns. - Partner with our AI assistant **MotoPal** to enrich lead responses (you orchestrate, we’ll train). **4) Website & SEO — DealerFire** - Manage homepage/landing pages, promo banners, inventory SEO, VDP health, internal links, and **conversion paths**. - Write and brief content (blogs, city pages, “sell your car,” financing, EV) to rank in **Ontario/GTA**. - Own tracking**:GA4 + GTM**, event schema, UTM taxonomy, lead‑source accuracy, call‑tracking. - Run a clean **change‑request pipeline** with DealerFire (tickets, SLAs, QA, release notes). **5) Reputation & Local** - Google Business Profile: posts, Q&A, photos, products (vehicle highlights), review replies. - Apple Business Connect & Bing Places upkeep. - Review gen with ethical prompts via CRM and post‑sale flows. **What success looks like (your scorecard)** - **Speed‑to‑lead (DealerSocket)**: < **5 minutes** during business hours. - **Lead→Appointment set rate**:30-40%** (by channel). - **Appointment show rate**:60%+**. - **CPL / CPQL**: trending down MoM; hit mutually agreed CPA per **sold** (we’ll align by channel). - **Website conversion rate (sessions→lead)**: +25% in 90 days. - **Organic growth**: +20% YoY non‑brand clicks in GTA; priority pages rank for target city/vehicle terms. - **Creative velocity**: 5-7 **quality** posts/week, 2-3 short‑form videos/week, 1 landing page or blog/week. - **Data quality**: 95%+ lead attribution and CRM hygiene. **The stack you’ll drive** - **DealerSocket CRM** (workflows, templates, tags, reporting) - **DealerFire** CMS (pages, banners, feeds, SEO), ticketing w/ SLAs - **GA4, GTM, Looker Studio**, CallRail (or similar), UTM governance - **Google Ads**, **Meta Ads**, TikTok Ads, Microsoft Ads - **Google Business Profile**, Apple Business Connect, Bing Places - **Canva/Adobe**, CapCut/Premiere (basic), Notion, Slack, Asana/Jira (change requests) - **Zapier/Make** (nice to have for light integrations) - **Advertising Platforms (FBM, Kijiji Auto etc)**partner portals (if/when used) **Must‑have experience** - 3-6+ years in **performance marketing / CRM ops**, ideally **automotive** or high‑velocity lead gen. - Hands‑on with **DealerSocket** or an equivalent automotive CRM. - Comfortable shipping and optimizing **Google PMax + Meta** end‑to‑end. - Proven **content engine**: you can brief, produce, and publish on a schedule (short‑form video included). - **GA4/GTM** fluency allows spec and QA tracking without waiting on devs. - Working knowledge of **SEO** for local markets (site architecture, on‑page, internal links, basic schema). - CASL/PIPEDA aware; you respect consent and data privacy. **Bonus (nice‑to‑have)** - DealerFire experience (or WordPress/Shopify with a CMS mindset). - Light HTML/CSS for quick fixes; JSON‑LD schema familiarity. - Multilingual: French, Mandarin, Arabic, Russian, Hindi, or Tamil. - Automotive feeds/catalogues (Meta/Google vehicle i