Director - Marketing - Goodyear - Akron

Job description
About the Position
The Director of Marketing will oversee the company owned retail marketing and customer-marketing organizations. The Director will set future vision and strategies through the assessment of business plans and asset allocation to achieve alignment with overall North America Consumer strategy. Key areas of focus are driving increased Tire & Service traffic to Goodyear customers (company owned, Tire & Service Network, national retailers and independents); improving the shopping & in-store experience; developing the next generation of training & marketing tools for use by our stores & customers; and putting in place annual planning and measurement for continual optimization.
The Director Marketing will lead a team of 23 (21 US, 2 Canada), with 5 direct reports, and also external agencies to foster a growth and performance culture.

The Goodyear Company owned Retail footprint utilizes two store formats: Goodyear Auto Service Centers (539) and Just Tires (70). Store locations are throughout the US with over 5,000 associates.
Goodyear customers include over 2500 Goodyear Tire & Service Network dealers (US & Canada) and key accounts (e.g. Walmart, Sam’s Club, Discount Tire).

Reports To: NA Consumer - Senior Director, Marketing & Interactive
VP, Company Owned Stores (matrix)

Key Responsibilities
Business Planning
Develop short and long term strategy roadmap
Assess the fragmented, legacy range of spending (coop, spiffs, TSN dealer funds, internal marketing budget, and credit card funds) to build one cohesive plan
Ensure plans are aligned with current overall North America Consumer business strategies
Manage product categories, market penetration, SKU rationalization, retail pricing and, product positioning
Drive Traffic and Loyalty
Lead plans for more than 600 Goodyear company owned outlets and over 2500 Tire & Service network dealers to drive traffic, conversion, brand equity and loyalty through identifying and translating shopper behavior into marketing programs, national and local promotions, credit card offers, store activation and websites (e.g. POS material, Tire Wall)
Find the right balance in marketing communications between building brand equity and driving traffic
Identify ways to "shape demand" to encourage product mix up balanced against available inventory
Identify ways to leverage Goodyear assets (e.g. Airships) and sponsorships (e.g. NASCAR, NHRA)
Partner with interactive team to develop and test customer retention capabilities
Improve the In-Store & Shopping Experience
Leverage existing data to make quick win recommendations to improve the current shopping and in-store experience
Partner with market research teams and external partners to envision how consumers will want to shop for tires and make recommendations for the optimal shopping experience (includes store design, locations, merchandising, websites)
Implement tests using company owned outlets
Assess current consumer satisfaction and retention levels and implement appropriate action plans to improve service and increase consumption
Determine which products and services will go on sale and responsible for associated sales and revenue plans/goals
Next Generation Dealer Marketing Toolkit and Communications
Assess use and effectiveness of current marketing elements (B2B and B2C) and how Goodyear deploys to customers. Make data driven recommendations (e.g. promotion plan, web tools, in-store POS, launch kits, tire wall, dealer TV/radio).
Develop and implement annual promotion plan
Assess current dealer training programs (materials or deployment) and develop recommendations for improvement and on-going measurement
Assess new opportunities (e.g. media buying on behalf of dealers, creative development)
Develop unique / custom marketing programs for key retailers
Assist brand marketing team in launching new products to our retailers
Plan and execute integrated marketing programs that align to marketing strategy, and that utilize tactics including CRM, Direct Response, Online, and more
Measure and report on effectiveness of marketing programs and campaigns, with the purpose of improving resource allocation, efficiency and revenue generation

Other Key Responsibilities Include:
Become the go to expert in all aspects of the Retail Tire & Service category including market specifications, competition and customer base
Identify and implement process, data, and systems-related improvements required to effectively execute consumer demand generation
Function as both a leader and doer, providing position leadership and insights, supporting corporate strategic objectives, as well as being a ‘hands-on’ member of the team
Execute locally but think globally, sharing process and program best practices and ideas with global marketing counterparts
Oversee management of key relationships with vendors (e.g. Citibank) and agencies.
Manage a budget of $175million (direct & indirect funds)

Ideal Candidate Profile
Brand centric mind set/training
B2C marketing direct and via owned, franchised and independent retail stores
Ability to drive traffic/conversion at the national and local level, leveraging online and offline mediums
Designing and delivering in-store experience
Loyalty and credit card programs
Managing an agency roster and key vendor relationships
B2B communications, leveraging latest technologies
Ability to leverage consumer and shopper research
Ability to listen and lead via influence
Team player

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