Director of Brand & Retention Marketing

Description

About Enthusiast Auto Holdings (EAH):

Enthusiast Auto Holdings (EAH) is a highly successful e-commerce company in the automotive aftermarket parts industry. EAH goes to market via ten enthusiast focused websites (banners) - ECS Tuning, Turner Motorsport, Pelican Parts, Rennline, Texas Speed & Performance, Z1 Motorsports, Z1 Off-Road, RCI Off-Road, EVANNEX and TEQSPORT. EAH serves automotive enthusiast customers who are passionate about how their vehicle looks and performs, by providing the parts, content, knowledge and support to make their vehicle come to life. We also serve a global network of specialty installer shops that solve for customers looking for a "Do it For Me" option. EAH’s leadership team has delivered strong organic growth with market-leading profitability. EAH has also completed multiple acquisitions and plans continued expansion of its served markets via acquisition.

EAH is owned and supported by Cortec Group, a premier private equity firm. Cortec has invested millions of dollars to expand EAH’s operations, facilities, technology, and leadership. Among other investments, EAH has recently completed a significant facility expansion at its primary distribution center and is in the process of implementing enterprise-level ERP / WMS / OMS systems.

EAH is seeking a Director of Brand & Retention Marketing to define and execute on brand-building marketing initiatives across our nine banners and 20+ in-house-brands. This role will report directly to the Chief Marketing Officer and will be responsible for overseeing all aspects of brand marketing, customer insights, and creative/content development. This position will be based out of the Company’s Wadsworth, OH headquarters, with travel requirements to other banners.

The Director of Brand & Retention Marketing will be responsible for defining and executing on brand-building marketing initiatives. This role requires collaboration with EAH Marketing Center of Excellence leaders; as well as marketing staff at our banner companies to plan and execute promotions and other special marketing events. 

Key Responsibilities:

Brand Marketing:

• Own the brand vision and brand promise for each of EAH’s 10 banner websites. Bring fresh, relevant points of view to the work at hand and build what’s next to ignite and reinvigorate the brand.   
• Generate customer insights via regular surveys to gain knowledge on how our customers view our brands, what they value and how we could serve them better.
• Be an advocate of the brand, customer experience and budget for brand marketing investments that create sustainable, marketing impact and business growth. Champion brand purpose, ensuring it is coordinated into the definition of our brands and into how our brands show up at every touch point.
• Oversee creative strategy and execution, develop and deliver on social media strategy, and oversee content teams (total of 10+ associates) across multiple banners.
• Own the strategic vision for our efforts to engage with the car community, including on-site events and car shows; and third party event attendance.    
• Determine what events make sense to attend (provide the biggest brand exposure for our investment) and optimize brand ROI.

Retention Marketing:

• Manage CRM activities through our ESP’s at multiple companies, with multiple ESP’s. Set monthly, quarterly and annual financial plans for this channel and deliver on these goals. 
• Day-to-day management of retention marketing efforts - including but not limited to social media, email and SMS marketing, and content generation.
• Work collaboratively with stakeholders from different departments and banners to understand the nuances of our product mix, then develop marketing strategies that optimize results. 
• Leverage business intelligence like Sisense and GA4 analytics to identify opportunities to grow our businesses (emphasize what works, minimize/change what doesn’t).

Requirements

• Automotive Enthusiast. Passionate and knowledgeable in the automotive space. 
• A minimum of 8-10 years digital experience, particularly with, but not limited to, web, social, and retention marketing.
• Proven experience building brands and results-oriented marketing plans. Familiarity with brand fundamentals (architecture, identity, and competitive positioning).
• Applied use of consumer insights, market research, marketing analytics and measurement models.
• Understanding of full-funnel marketing; diverse marketing channels, associated goals, and metrics.
• Strong familiarity with email and retention marketing while increasing subscriber acquisition.
• Be able to update and maintain audience pools inside CRM tools, as well as customer retention modeling in BI tool like Sisense.
• Be a confident storyteller. Exhibit executive presence combined with communication and social skills that authentically engage all levels of the organization.
• Strong analytical skills. Able to review metrics to determine what’s happening in the business; identify root causes, and come up with and execute on a plan of action to correct any shortfalls.
• Highly organized. Able to manage and prioritize multiple projects simultaneously.
• Excellent interpersonal and communication skills and uber-collaborative.  
• Strong team leadership skills. Able to coach and grow associates and get the best out of our associates.
• Bachelor’s Degree in marketing, merchandising, statistics, management, communications, or other related fields.  
• MBA preferred.

What Success Looks Like:

• Brand vision and positioning is established for each of our banners:
  • Formally defined with the support of the team at each banner.
  • Vision is distributed to all team members and being actioned consistently. 
  • Brand voice, color scheme, assets are all formally defined.
• Customer Lifetime Value (LTV) is improving at all banners and achieving budget targets. 
• Brand and Retention marketing channels (email, social media, content, video) are all achieving view/visit/revenue targets.
• Strong working relationship with Sales, Customer Service, Fulfillment, Sourcing, Product, and Marketing teams at each banner.