Director of Digital Marketing

Company Overview

With $5 billion in revenue and 3,500+ employees in the U.S. and Mexico, TBC Corporation is a leader in the mobility industry and one of North America’s largest marketers of automotive replacement tires through wholesale and franchise operations. TBC serves wholesale customers in the United States, Canada and Mexico through TBC Brands, NTW, TBC International, and TBC de Mexico. Additionally, TBC responds to the needs of consumers in search of total car care at more than 465 franchised tire and automotive service centers under Big O Tires®. TBC is headquartered in Palm Beach Gardens, Florida.

TBC markets on a wholesale basis to regional tire chains and distributors serving independent tire dealers throughout the US, Canada, and Mexico. TBC has 20 proprietary brands of tires specializing in passenger, commercial, farm and specialty tires. In 2005, TBC Corp. was purchased by Sumitomo Corporation of America (SCOA). SCOA is the largest subsidiary of Sumitomo Corporation, one of Japan’s major integrated trading and investment business enterprises. In 2018 Michelin, the largest tire manufacturer in Europe, invested in the company which is now a 50:50, privately held joint venture between Sumitomo and Michelin.

Our values are the foundation of our work, how we interact with each other, and the strategies we employ to fulfill our purpose. These are the practices we use every day – in everything we do:

Integrity - We act honestly because nothing is more important than our reputation.
Teamwork - We are better together.
People-Focused - We put people first – our Associates, customers, franchisees, and partners – and cultivate a respectful, collaborative, and inclusive culture, top to bottom, inside and out.
Accountability - We own our actions and decisions; we do what we say we are going to do.
Leave Everything Better - We innovate to improve everything we touch, and we take actions now to protect the future.

Description

The Director of Digital Marketing will oversee the daily execution of marketing strategies to drive acquisition and retention for Big O Tires. The position reports into the VP Marketing Merchandising and will lead a team of 4-5 digital marketing specialists. The Director will be responsible for the day-to-day performance of digital marketing channels, including Paid Search, Organic and Local Search (SEO), Affiliate, Display Advertising and Social Media. In addition, the Director will work closely with the digital analytics team as well as cross-functionally with brand marketing, brand merchandising, content & creative, IT and finance.

This is an onsite position located in Palm Beach Gardens FL - Requiring a minimum of 4 days in the office each week.

Relocation assistance may be provided.

Job Responsibilities

Grow Digital Acquisition & Revenue: Direct responsibility for driving traffic, conversion and ROI for all digital acquisition channels, including paid search, organic & local search/SEO, affiliate, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social media.
Manage Performance: Supervise key channels including paid search, organic & local search/SEO, affiliates, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social. Review and run internal reports to monitor performance and seek improvement opportunities.
Oversee Budgeting, Forecasting & Reporting: Work with Marketing team on annual budgeting process, as well as monthly/weekly/daily forecasting and reporting at channel level for traffic, revenue, spend, ROI and other performance KPIs.
Maintain Constant Level of Optimization: Constantly seek optimization and growth through performance analysis, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more.
Drive Digital Innovation & Shift to Social Media, AI and Generative Search: Serve as internal digital marketing thought leader; helping to identify technology shifts such as the recent AI product enhancements being rolled out across search engines and social media platforms, seek new technologies, evolving best practices, survey competitor activity, and strategize testing opportunities that help drive the business growth.

Additional Job Responsibilities

Support Omnichannel & CRM Strategies: Support digital strategies to drive brand growth from an omnichannel strategy including geo-targeting to boost store traffic, cross-channel purchasing, email acquisition in stores and other omnichannel customer segmentation opportunities.
Manage and mentor a team of 4-5 SEM & SEO Specialists, setting clear performance goals, implementing team meetings for regular check-ins, oversee performance KPIs targets and foster a culture of continuous learning.
Collaborate cross functionally with web development teams, operations teams, data science teams and brand marketing team to ensure department projects and initiatives are being successfully released.
Other duties as assigned

Qualifications

5+ years management experience leading a team of digital specialists
10+ years of experience in a digital marketing role, preferably ecommerce, retail, agency experience, with a proven track record in driving customer acquisition and revenue growth
Strongly KPI oriented: acquisition, conversion, ROI
Advanced User of Google Ads, Microsoft Ads, Google Editor and Microsoft Editor
Demonstrated strong technical SEO capabilities with proven track record
Knowledge of Local SEO (especially Local listings management)
Exceptional understanding of all aspects of digital marketing and analytics, especially paid search, organic search, affiliate marketing, display advertising, retargeting and social media marketing
Excellent written and oral communications. Ability to develop and lead Board and CEO-quality presentations by translating complex digital concepts into digestible content
Exeprt knowledge of marketing attribution concepts and tools
Strong proficiency in digital trends and best practices, especially in emerging use of AI driven technologies/tools.
Strong business acumen; strategic and innovative thinker
Robust quantitative skills including forecasting ability and ROI analyses
Demonstrated ability to apply logical thought process to problem solving & deliver recommendations
Advanced level MS office user, especially Power Point and Excel (pivot tables, vlookups, etc)
Strong proficiency in Google Analytics and other web metric systems
Bilingual language skills in Spanish / English are a plus

Benefits

Market competitive compensation
401(k) and Roth with company match. Immediate 100% vesting
Comprehensive benefits including medical, dental and vision
Company paid short term disability and employer subsidized long term disability
Company paid life insurance
Discounted tire purchasing
Tuition reimbursement
Employee assistance program
Generous paid vacation and paid time off
Customizable voluntary benefits
and More!!!

Mission Critical Competencies

TBC seeks team members who excel in demonstrating our critical competencies to drive organizational capability. In this spirit we view the following as mission critical for this role:

Strategic Mindset: seeing ahead to future possibilities and translating them into breakthrough strategies.
Action Oriented: Taking on new opportunities and tough challenges with a sense of urgency, high energy, and enthusiasm.
Cultivates Innovation: Creating new and better ways for the organization to be successful.
Collaborates: Building partnerships and working collaboratively with others to meet shared objectives
Customer Focus: Building strong customer relationships and delivering customer-centric solutions.
Develops Talent: Developing people to meet both their career goals and the organization's goals.
Ensures Accountability: Holding self and others accountable to meet commitments.
Drives Engagement: Creating a climate where people are motivated to do their best to help the organization achieve its objectives.
Communicates Effectively: Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences.
Instills Trust: Gaining the confidence and trust of others through honesty, integrity, and authenticity.
Change Management: effective Sponsorship, Change Agent and influencing skills. Adaptive, agile, flexible, open minded. Proven ability to build cross-functional commitment, lead, simplify and scale complex dynamic organizations through transformational change.

Qualifications

5+ years management experience leading a team of digital specialists
10+ years of experience in a digital marketing role, preferably ecommerce, retail, agency experience, with a proven track record in driving customer acquisition and revenue growth
Strongly KPI oriented: acquisition, conversion, ROI
Advanced User of Google Ads, Microsoft Ads, Google Editor and Microsoft Editor
Demonstrated strong technical SEO capabilities with proven track record
Knowledge of Local SEO (especially Local listings management)
Exceptional understanding of all aspects of digital marketing and analytics, especially paid search, organic search, affiliate marketing, display advertising, retargeting and social media marketing
Excellent written and oral communications
Ability to develop and lead Board and CEO-quality presentations by translating complex digital concepts into digestible content
Exeprt knowledge of marketing attribution concepts and tools
Strong proficiency in digital trends and best practices, especially in emerging use of AI driven technologies/tools
Strong business acumen; strategic and innovative thinker
Robust quantitative skills including forecasting ability and ROI analyses
Demonstrated ability to apply logical thought process to problem solving & deliver recommendations
Advanced level MS office user, especially Power Point and Excel (pivot tables, vlookups, etc)
Strong proficiency in Google Analytics and other web metric systems
Action Oriented: Taking on new opportunities and tough challenges with a sense of urgency, high energy, and enthusiasm
Cultivates Innovation: Creating new and better ways for the organization to be successful
Instills Trust: Gaining the confidence and trust of others through honesty, integrity, and authenticity
Change Management: effective Sponsorship, Change Agent and influencing skills
Adaptive, agile, flexible, open minded
Proven ability to build cross-functional commitment, lead, simplify and scale complex dynamic organizations through transformational change

Benefits

Market competitive compensation
401(k) and Roth with company match
Immediate 100% vesting
Comprehensive benefits including medical, dental and vision
Company paid short term disability and employer subsidized long term disability
Company paid life insurance
Discounted tire purchasing
Tuition reimbursement
Employee assistance program
Generous paid vacation and paid time off
Customizable voluntary benefits

Responsibilities

The Director of Digital Marketing will oversee the daily execution of marketing strategies to drive acquisition and retention for Big O Tires
The position reports into the VP Marketing Merchandising and will lead a team of 4-5 digital marketing specialists
The Director will be responsible for the day-to-day performance of digital marketing channels, including Paid Search, Organic and Local Search (SEO), Affiliate, Display Advertising and Social Media
In addition, the Director will work closely with the digital analytics team as well as cross-functionally with brand marketing, brand merchandising, content & creative, IT and finance
This is an onsite position located in Palm Beach Gardens FL - Requiring a minimum of 4 days in the office each week
Grow Digital Acquisition & Revenue: Direct responsibility for driving traffic, conversion and ROI for all digital acquisition channels, including paid search, organic & local search/SEO, affiliate, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social media
Manage Performance: Supervise key channels including paid search, organic & local search/SEO, affiliates, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social
Review and run internal reports to monitor performance and seek improvement opportunities
Oversee Budgeting, Forecasting & Reporting: Work with Marketing team on annual budgeting process, as well as monthly/weekly/daily forecasting and reporting at channel level for traffic, revenue, spend, ROI and other performance KPIs
Maintain Constant Level of Optimization: Constantly seek optimization and growth through performance analysis, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more
Drive Digital Innovation & Shift to Social Media, AI and Generative Search: Serve as internal digital marketing thought leader; helping to identify technology shifts such as the recent AI product enhancements being rolled out across search engines and social media platforms, seek new technologies, evolving best practices, survey competitor activity, and strategize testing opportunities that help drive the business growth
Support Omnichannel & CRM Strategies: Support digital strategies to drive brand growth from an omnichannel strategy including geo-targeting to boost store traffic, cross-channel purchasing, email acquisition in stores and other omnichannel customer segmentation opportunities
Manage and mentor a team of 4-5 SEM & SEO Specialists, setting clear performance goals, implementing team meetings for regular check-ins, oversee performance KPIs targets and foster a culture of continuous learning
Collaborate cross functionally with web development teams, operations teams, data science teams and brand marketing team to ensure department projects and initiatives are being successfully released
Other duties as assigned
TBC seeks team members who excel in demonstrating our critical competencies to drive organizational capability
Strategic Mindset: seeing ahead to future possibilities and translating them into breakthrough strategies
Collaborates: Building partnerships and working collaboratively with others to meet shared objectives
Customer Focus: Building strong customer relationships and delivering customer-centric solutions
Develops Talent: Developing people to meet both their career goals and the organization's goals
Ensures Accountability: Holding self and others accountable to meet commitments
Drives Engagement: Creating a climate where people are motivated to do their best to help the organization achieve its objectives
Communicates Effectively: Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences

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Director of Digitial Marketing