Senior Marketing Manager-Car Care

AAA Mid-Atlantic•Wilmington, DE

5d•$80,005 - $118,921•Hybrid

About The Position

The Senior Marketing Manager leads the development, alignment, and ongoing optimization of marketing strategy for the Car Care business line. Serving as Marketing’s primary strategic partner and subject matter expert for Car Care, this position translates business priorities, customer and vehicle insights, market conditions, service capacity, and performance results into integrated acquisition, retention, and loyalty strategies. The role directs cross-functional marketing teams, agencies, and vendors; leads campaign planning and creative briefing; and evaluates performance to improve appointments, customer visits, member engagement, sales, revenue, and marketing efficiency across Car Care locations and markets. The Senior Marketing Manager partners closely with Car Care leadership and operations, along with teams in Digital, Analytics, CRM, Creative, Media, Membership, Public Affairs, Legal, Finance, field organizations, agencies, vendors, and AAA National. The position leads strategic planning, budget management, campaign execution, performance optimization, and test-and-learn initiatives, while providing guidance to assigned team members or project teams. The role follows a hybrid schedule with three days on-site each week. The starting base compensation range is $80,005–$118,921, with final compensation based on factors including experience and geographic location.

Requirements

Bachelor’s degree in Marketing, Advertising, Business, Communications, or a related field; equivalent relevant experience may be considered in lieu of a degree.
Seven or more years of progressive marketing experience, including integrated strategy, campaign planning, budget management, and performance optimization.
Five or more years of experience with digital marketing, direct marketing, broad-based media, CRM or lifecycle marketing, and multi-channel campaign execution.
Demonstrated experience partnering with senior business and operational leaders and directing work across cross-functional teams, agencies, vendors, and field organizations.
Experience developing creative briefs, customer segmentation strategies, promotional plans, and performance-driven recommendations.
Comprehensive knowledge of marketing strategy, integrated campaign planning, customer acquisition and retention, segmentation, brand management, media and channel strategy, and measurement principles.
Strong understanding of how marketing demand, operational capacity, location performance, promotional offers, and customer experience interact in a service-based business.
Ability to translate complex business needs and performance data into clear marketing priorities, briefs, recommendations, and optimization actions.
Strong strategic judgment and ability to balance enterprise consistency with local-market and location-level needs.
Excellent written and verbal communication skills, including executive presentations, campaign briefs, strategic recommendations, and stakeholder communications.
Strong analytical and financial acumen, including assessing performance, evaluating investment tradeoffs, managing budgets, and identifying opportunities to improve business results.
Ability to lead through influence, build consensus, and provide direction to senior leaders, peers, field teams, agencies, vendors, and partners.
Ability to manage multiple complex initiatives and deadlines in a fast-paced environment with changing business and operational priorities.
Strong relationship-management, leadership, coaching, and problem-solving skills.
High degree of professionalism, accountability, collaboration, and integrity.
Proficiency in Microsoft Office, particularly PowerPoint, Excel, and Word.

Nice To Haves

Experience in automotive services, retail, multi-location, franchise, or another appointment- or service-based business.
Experience with local-market marketing, paid search, location-based digital marketing, and customer retention programs.
Experience with marketing workflow, analytics, CRM, digital marketing, local-listings, or content-management platforms.

Responsibilities

Lead annual and multi-year Car Care marketing strategy, aligning business growth goals, priority services, customer segments, market needs, location capacity, and marketing investment.
Serve as Marketing’s primary strategic liaison to Car Care leadership and operations, providing expertise and recommendations on growth priorities, customer opportunities, market conditions, and performance trends.
Translate Car Care business plans into an integrated marketing roadmap and campaign calendar that accounts for seasonal maintenance needs, promotions, customer lifecycle opportunities, local market conditions, and operational readiness.
Develop acquisition, retention, reactivation, and loyalty strategies for members and non-members using customer, vehicle, behavioral, geographic, and service-history insights.
Direct full-funnel campaigns across paid search, local search, paid social, display, email, direct mail, websites and landing pages, content, in-location materials, and other relevant channels.
Lead, write, and approve campaign and creative briefs, translating business objectives into audience strategies, offers, messaging, channel requirements, success measures, and execution guidance.
Guide customer-facing messaging and materials that communicate AAA’s automotive expertise, member value, service quality, convenience, and relevant offers while maintaining brand and legal compliance.
Partner with Car Care operations and field leadership on new-location support, local growth opportunities, underperforming locations, service-capacity considerations, and community marketing.
Review marketing and business performance, identify trends, and direct optimizations to audiences, offers, creative, timing, channels, and investment.
Develop, manage, and balance the Car Care marketing budget; monitor forecasts and spending; evaluate investment tradeoffs; communicate risks and opportunities; and recommend changes.
Lead cross-functional planning with internal teams, field organizations, agencies, vendors, and AAA National to ensure aligned and timely execution.
Set strategic direction and priorities for marketing centers of excellence, agencies, and vendors; review deliverables and ensure quality, timing, budget, brand consistency, and business impact.
Identify and lead test-and-learn opportunities across audiences, offers, channels, customer journeys, and local-market approaches; scale successful programs and adjust or discontinue underperforming activity.
Evaluate opportunities to strengthen the relationship between Car Care and the broader AAA membership experience, including cross-business-line communications, benefits, and retention initiatives.
Prepare and present strategies, campaign recommendations, budget updates, performance results, risks, and optimization plans to senior leaders and cross-functional stakeholders.
Provide strategic guidance, coaching, and day-to-day direction to assigned marketing team members or project teams, as applicable, and contribute to broader Corporate Marketing priorities.
Perform other duties as assigned.

Benefits

Competitive annual salary; starting base compensation of $80,005–$118,921.
Annual bonus eligibility.
Hybrid schedule with three days on-site weekly.
Comprehensive health benefits, including medical, dental, and vision plan options.
Accrued paid time off, including 2+ weeks within the first year.
Paid company holidays, including eight paid holidays.
401(k) plan with company match up to 7%.
Professional development opportunities and continual learning reimbursement up to $5,250 per year.
Paid parental leave of up to two weeks.
Paid time to volunteer, company-sponsored volunteer opportunities, and one volunteer day per year.
Complimentary AAA Membership.
Health and Wellness Program.
Health Concierge Service.
Life insurance and short-term and long-term disability coverage.