Description:

Main Purpose

You will lead franchise marketing activity for manufacturers across new retail, CV and Motability  You will develop marketing plans and turn them into successful marketing campaigns across all channels to drive leads which build local market share and increase profitability.  

Role Summary (overall high-level summary of the role)

For your allocated franchise;
•    Maintain and interpret market, customer, competitor and media insights 
•    Understand yearly and quarterly Perrys and Manufacturer targets and delivery of leads to achieve these targets
•    Develop an annual marketing plan and a rolling quarterly go-to-market plan for each franchise/site
•    Identify and exploit key marketing activities for your franchise
•    Own, manage and support campaign delivery from concept to completion

•    Deliver optimal marketing investment through reporting and identifying marketing efficiencies 
•    Budget planning and management 
•    Brand lead (brand and web standards) for the franchise under your remit
•    Attend and input to manufacturer meetings 
•    Report franchise lead performance by channel, review and take necessary action to maximise efficiencies
•    Ensure Perrys maximises the opportunity for manufacturer co-funded campaigns
•    Third-party relationship management for new vehicles

Principle Accountabilities (key activities and decision making)

Planning and budgeting 
•    Principal accountability for lead generation into the top of the sales funnel for Franchise new retail cars, CV and Motability
•    Annual and quarterly marketing plan to deliver leads to achieve targets 
•    Budget planning and reconciliation
MI and reporting
•    Analyse data from but not limited to Power BI, Google Analytics, Calltracks and the BDC/Showroom to build a MROI, performance dashboards at franchise/site level
•    ‘Deep dive’ further into our core data systems and manufacturer systems with a view to providing answers to questions that may arise from your dealer and manufacturer meetings
Campaign and creative
•    Obtain details of quarterly campaigns and offers from manufacturers and brand champions
•    Brief marketing agencies/digital team on messages, creative and media requirements using Monday.com
Local brand/marketing and sponsorship 
•    Brief Senior Marketing Executive on local brand and sponsorship brand awareness activities i.e., Football teams, Roundabouts, Golf Day, Fashion Shows, Christmas events. Product Placements sit with FMM
•    Work and support the Marketing Executive on the development and delivery of Perrys Group's campaigns
Internal comms and PR
•    Brief sites and BDC/ACC on campaigns and events
•    Brief the PR agency to deliver press releases for new sites/franchises/new car launches
CRM
•    Work in collaboration with the CRM team to define the target audience and selection criteria for Franchise campaigns
•    Brief copy and creative from the creative agency and provide assets to CRM team to build 
•    Final sign off on all franchise comms by FMMs before sending
Social 
•    Champion the benefits of organic social posts and encourage sites to engage with the digital team through WhatsApp provision of local and dealer news, staff and customer stories.
Website
•    Source quarterly manufacturer offers and web banners – removing previous banners and offers
•    Check franchise webpages to ensure they meet manufacturer standards, report and when necessary, raise tickets in collaboration with the Digital Team
•    Build and develop pages in collaboration with the Digital Team.  If relevant ensure pages connect to comms and paid activity and check tracking is in place. Examples include Keep me interested, coming soon and new model pages.
•    Brief the content team on any franchise content/blogs requirements
GMB 
•    Brief Digital team on events, offers, services and products and post to GMB where you feel there will be a benefit
•    Providing new and relevant imagery to the Digital Team 
Third Parties
•    Work with the Digital Team to review third party platforms for new car/van/CV lead generation 

Relationships

Directly responsible to:        Marketing Director 

Relationships with:     Franchise Marketing Managers, Digital Marketing Team, General Manager / Brand Champion, Sales Managers, Retail Managers, Manufacturer Teams, External Suppliers 

Agencies:    Manufacturers, Denfield and McCann

Don’t own relationships with:     Nexus, Force 24, AutoTrader etc.

What Franchise Marketing Managers don’t do:

Verticals
•    Used Cars and Vans
•    Leasing 
•    Parts
•    Finance
•    Smart Repairs
•    Aftersales 

Horizontals
•    Delivery of