Digital Marketing & Analytics Manager - Harley-Davidson

American Road Group•Orlando, OK

6h•Onsite

About The Position

The Digital Marketing & Analytics Manager is based at American Road Group’s Orlando Harley-Davidson corporate office and measures and improves digital marketing performance across the company’s 13 Harley-Davidson dealerships. The role works directly with the CMO, dealership leadership, marketing managers, and outside providers to improve reporting, advertising effectiveness, website performance, and lead generation. The manager monitors digital campaign and website results, evaluates spending, targeting, leads, costs, and conversions, and identifies opportunities to improve advertising efficiency. The role develops consistent dashboards and reporting, tracks key performance indicators, validates data and attribution, and turns results into recommendations for the CMO and dealership leadership. It also monitors website and local search performance, collaborates with website providers on SEO and tracking, evaluates lead sources and vendor reporting, and supports campaign evaluation and annual marketing planning. The position owns digital performance measurement and optimization; overall marketing strategy, final budget approval, and team leadership remain with the CMO.

Requirements

5–7 years of experience in digital marketing, marketing analytics, or performance marketing.
Working knowledge of GA4, Performance Max, Google My Business, Google Tag Manager, Meta Business Suite, and SEO.
Strong Excel skills.
Ability to analyze results, identify issues, and explain findings clearly.
Ability to work independently and maintain accurate reporting.

Nice To Haves

Multi-location retail, automotive, or powersports experience.
Experience with CRM systems, lead attribution, and dealership reporting.

Responsibilities

Monitor digital marketing results across all dealerships, including paid search, paid social, organic search, and website performance.
Review campaign spending, targeting, lead volume, cost per lead, and conversion performance.
Identify opportunities to improve advertising efficiency and recommend campaign and budget changes.
Compare performance by dealership, market, department, and advertising channel.
Monitor competitive activity and digital marketing opportunities.
Develop and maintain consistent performance dashboards and monthly reporting for all dealerships.
Establish and track KPIs, including leads, conversion rates, advertising costs, and ROI.
Review data for accuracy and identify tracking or attribution gaps.
Translate reporting into clear recommendations for the CMO and dealership leadership.
Monitor dealership website traffic, engagement, conversion activity, and technical performance.
Work with the website provider on SEO, local search visibility, tracking, and conversion.
Review Google Business Profile performance and local search opportunities.
Monitor search trends, including changes in AI-assisted search.
Evaluate lead sources, lead quality, follow-up data, and available sales conversion results.
Review vendor reporting against internal data.
Recommend improvements to lead generation, customer acquisition, and retention.
Work with regional marketing managers to evaluate campaign performance and opportunities.
Partner with dealership leadership to understand priorities across Motorcycle, Parts & Accessories, MotorClothes, Service, and Riding Academy departments.
Provide daily, weekly, monthly, and annual performance updates and recommendations to the CMO.
Support annual marketing planning, budget reviews, and companywide promotion initiatives.
Work independently, maintain accurate reporting, hold digital vendors accountable, and provide practical recommendations to the CMO.