Automotive Marketing Manager – Digital Content & Social Media

Scranton Auto Group•Vernon, CT

2d•Onsite

About The Position

Scranton Motors is seeking a creative, energetic, and automotive-minded Marketing Manager to lead digital content and social media efforts. This role focuses on creating engaging content, particularly video, that generates buzz and drives customers to the dealership. The ideal candidate will be innovative, willing to experiment with new digital marketing strategies, and understand that the ultimate goal is to attract the right customers, not just gain views and likes. The position is with a family-owned dealership established in 1952, now in its third generation of leadership, representing brands like Cadillac, GMC, and Buick.

Requirements

Professional experience in marketing, social media, digital content, video production, advertising, or a closely related field.
Strong video editing experience.
Demonstrated ability to create engaging social media content.
Strong creative instincts and visual storytelling ability.
Experience writing scripts, captions, hooks, and calls-to-action.
Understanding of major social media platforms and their different audiences.
Comfortable incorporating music, audio, graphics, transitions, and other creative elements into video.
Ability to manage multiple projects and deadlines.
Excellent written and verbal communication skills.
Ability to work collaboratively with salespeople, managers, and dealership leadership.
Portfolio or examples of previous creative/video/social work.

Nice To Haves

Automotive industry marketing experience.
Dealership marketing experience.
Experience with automotive marketplaces, digital retailing, automotive advertising, or automotive media.
Experience creating short-form video for Reels, TikTok, YouTube Shorts, or similar platforms.
Experience appearing on camera or directing/coaching others on camera.
Photography and videography experience.
Experience with Adobe Creative Suite, Premiere Pro, Final Cut Pro, CapCut, Canva, or comparable creative platforms.
Knowledge of paid social and digital advertising.
Familiarity with website analytics and campaign measurement.
Understanding of CRM-driven marketing and lead generation.
General Motors brand or dealership experience is a plus.

Responsibilities

Conceptualize, shoot, edit, and publish engaging video content showcasing dealership personality, including new/pre-owned vehicle features, product content, short-form social videos, customer stories, employee spotlights, behind-the-scenes content, promotions, service education, community involvement, and trending topics.
Transform raw footage into polished content using editing, pacing, graphics, sound effects, and music.
Develop dynamic scripts, hooks, concepts, and calls-to-action to create compelling marketing stories that drive customer engagement.
Identify interesting personalities and opportunities within the dealership to create content.
Develop and execute the dealership's social media strategy across platforms like Instagram, Facebook, YouTube, TikTok, and LinkedIn.
Build and maintain an engaging content calendar, creating platform-specific content.
Monitor social media trends, formats, algorithms, and emerging opportunities.
Develop campaigns around vehicles, promotions, and dealership initiatives.
Respond to audience engagement and identify content that resonates with different customer demographics.
Maintain brand consistency while keeping content fresh.
Grow the social media audience organically and test new ideas based on performance.
Understand target customer demographics for Cadillac, GMC, and other dealership offerings to tailor messaging and creative direction.
Identify employees comfortable on camera and develop content concepts around them.
Help salespeople and leadership tell better stories and communicate what makes Scranton Motors unique.
Continuously explore emerging social media trends, new video formats, editing techniques, trending audio, AI-assisted creative tools, content creation technology, automotive marketing trends, audience targeting, and competitor activity.
Monitor performance metrics including reach, impressions, video views, watch time, engagement, audience growth, website traffic, lead activity, campaign performance, customer inquiries, and content-driven showroom opportunities.
Refine strategy based on performance insights to create better content that reaches the right people and generates measurable interest.