Senior Marketing Manager-Car Care

AAA Club Alliance•Wilmington, DE

3d•Hybrid

About The Position

AAA Club Alliance is hiring a Senior Marketing Manager to lead the development, alignment, and ongoing optimization of marketing strategy for its Car Care business line. The role is Marketing’s primary strategic partner and subject matter expert for Car Care, translating business priorities, customer and vehicle insights, market conditions, service capacity, and performance results into integrated acquisition, retention, and loyalty strategies. The manager 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 position works closely with Car Care leadership and operations, as well as teams across Digital, Analytics, CRM, Creative, Media, Membership, Public Affairs, Legal, Finance, field operations, AAA National, agencies, and vendors. It develops and manages the Car Care marketing budget, provides strategic guidance to assigned team members or project teams, and presents recommendations and results to senior leaders and stakeholders. The role is hybrid, with three days on-site weekly.

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 the interaction between marketing demand, operational capacity, location performance, promotional offers, and customer experience 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 the ability to assess performance, evaluate investment tradeoffs, manage budgets, and identify opportunities to improve business results.
Ability to lead through influence, build consensus, and provide clear direction to 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 business plans into an integrated marketing roadmap and campaign calendar reflecting seasonal maintenance needs, promotional priorities, customer lifecycle opportunities, local market conditions, and operational readiness.
Develop acquisition, retention, reactivation, and loyalty strategies for members and non-members across the vehicle ownership and service journey.
Direct full-funnel campaigns across paid search, local search, paid social, display, email, direct mail, web 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 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, and community marketing.
Monitor marketing and business performance, identify trends, and direct optimization of audiences, offers, creative, timing, channels, and investment.
Develop, manage, and balance the Car Care marketing budget; monitor forecasts and spending, evaluate tradeoffs, communicate risks and opportunities, and recommend changes.
Lead cross-functional planning to ensure aligned and timely execution across internal teams, field teams, agencies, vendors, and AAA National.
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 Car Care’s relationship with the broader AAA membership experience, including cross-business-line communications, benefits, and retention initiatives.
Present Car Care marketing strategies, campaign recommendations, budget updates, performance results, risks, and optimization plans to senior leaders and stakeholders.
Provide strategic guidance, coaching, and day-to-day direction to assigned marketing team members or project teams, and contribute to broader Corporate Marketing priorities.
Perform other duties as assigned.

Benefits

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