Job Description

Retail Operations Marketing Manager (12+ month contract)

- VW 002503
Primary Location Canada-Ontario-Ajax

Drive your Career!

We love our cars, but it's the people behind them who make them what they are. To market, sell, and service great cars, we need great people. That's why at Volkswagen Group Canada, we are passionate about our cars and our brand and foster this same passion and drive in our people. We know that the right people in the right positions can do incredible things, and we love making that happen.

We are currently looking for a

Retail Operations Marketing Manager(12+ Month Contract)

at our Corporate Offices in Ajax, ON

The Retail Operations Marketing Manager will play a vital role in bridging Sales, Incentives, and Marketing communications to ensure go-to-market programs are effectively translated into consumer-facing retail marketing campaigns. You will act as a key marketing consultant to Area Managers and Dealers, ensuring that Tier 3 (dealer-level) marketing and advertising are aligned, effective, and performance-driven.



This role will be responsible for connecting the sales and incentives go to market programs to the Marketing communications activities. The core responsibilities will be about ensuring all of the incentive programs are translated into consumer facing marketing programs. It will create retail marketing briefs to ensure the right focus by nameplate and by market are identified and that is translates into all Tier 3 (Dealer) marketing and advertising. The role will act as a marketing consultant for our field team and dealers to ensure the best performing marketing activities are in place.



The successful candidate will lead the process and project management function for retail related activities between Sales and Marketing to drive retail initiatives forward. Working closely with the Manager, Incentives, this person will assist in identifying opportunities to leverage Volkswagen Canada's go to market strategies. The Retail Operations Manager will be responsible for oversight, troubleshooting, input, and grid distribution of Volkswagen Canada's 'Automated Offers Program' (AOP) on an ongoing basis. Additionally, this individual will be responsible for the uploading and verification of pricing and legal disclaimers within AOP.

This is a hybrid flex position

Responsibilities:

Sales & Marketing Support - Team Connector

Leading the process and project management, Troubleshoot AOP, Input AOP, Grid distribution Incentives to provide detailed breakdown of programs by model by region in a file format that will be ingested by AOP Retail Operations Marketing Manager to be responsible for uploading of pricing and legal disclaimers

Dealer Marketing Support - Consult and educate

Be the main contact for dealers on all Marketing, advertising and media channel mix with a heavy focus on digital Educate Area Managers on best practices in Dealer Marketing to help drive the retail business for New Vehicle Sales Creating Quarterly Dealer Marketing Webinars with key partners such as Google, Meta, TikTok, Threads, AutoTrader, Auto123 and Agency partners to present best practices and new developments

Dealer Marketing Support - Advertising and Media

Working closely with Tier 1-2 Advertising and Media for all lines of business, complement and supplement with media recommendations for dealers in Tier 3 advertising and media. Create retail marketing briefs based on regional segmentation goals and competitive targeting working closely with the incentives and product teams Support the execution of go to market integrated campaigns for Retail campaigns. Review all retail campaign communications for accuracy and clear consumer relevancy in journey. Work in collaboration with Volkswagen Canada's Marketing Agencies and Vendor partners for an integrated approach to retail go to market plans. Develop Regional & time bound marketing programs and tactics to address real-time, in-year sales support needs. Responsible for Tier 3 Search comprehensive program to ensure all objectives are met and key responsibilities are adhered to while also ensuring alignment to Tier 2 Search actions. Provide Area Managers and dealers with 3rd party data information for more relevant targeting. Recommend the best channel mix that will increase leads through historic media performance.

Dealer Marketing Support - Platforms and leads

Manages the dealer websites program with Shift Digital and supporting vendors ensuring the Volkswagen CI rules are adhered to while maintaining an easy customer journey to drive conversions Contact person for all dealer enquiries on the dealer websites Works with AOR to provide accurate website content (imagery and copy) Ensures ideal consumer journey working with tools such as build & price, New Vehicle inventory, Used Vehicle inventory, lead forms, live scheduling for service appointments (Tier 1, 2 and 3 roles properly defined and adhered to) Ensures proper lead flow from all other owned channels to dealer websites Manages vwkreativ.ca - Dealer Asset Manager and Ad Builder for functionality and assets including uploading of Tier 1 & 2 media plans, and CRM communications calendar as well as future functionality like a potential Co-Op program (online tracking) Manage relationship with Sesimi

Dealer Marketing Support - Reporting

Responsible for collecting, compiling, analyzing, and interpreting information from all available sources of dealer advertising, media investment, website metrics, tier 3 search performance and leads. Sending monthly reports with key insights and recommendations, as well as on an ad hoc basis when needed

Additional Responsibilities

Responsible for managing the Dealer Digital Program which includes 148 Dealer Websites, Tier 3 Search Comprehensive Program, and we are working on Dealer Advertising and Media Mix Recommendations and Guidelines. We have a Dealer facing platform for Dealer Asset Manager as well as Ad Builder that needs to be managed (with the vendor Sesimi). This person will also play a critical role in managing and nurturing leads from Volkswagen Canada's Leads Insight Portalto be leveraged via our dealer partners. Main point of contact for 10 Area Managers, and 148 Dealers Including 6 DMA/Tier 3 for any Marketing, Advertising and Media related questions on Tier 2 & 3. In addition, the Retail Operations Marketing Manager will oversee, with VWC's selected third party Dealer Digital partner, any related projectspertaining to Dealer Digital websites. Consult and train Area Managers and dealers for dealer advertising along with business planning. The person will also be responsible for providing comprehensive dealer reports on leads and marketing performance monthly through Volkswagen Canada's Leads Insight Portal(LIP). Provide best practices and action plans to low performing dealerships working with Network Development for Digital Marketing activities. Manage Tier 3 Advertising development with Agency Partners and best practices for Retail Marketing for dealers working with Type 1 and Touche. The individual will also be working with the Manager, Retail Marketing with the development, implementation, and execution of retail marketing campaigns.


Bachelor's Degree in Marketing, Digital Marketing, Commerce, Business Could or relevant work experience 2+ years of Digital Marketing experience, working with media, understanding different levels of media needs from Tier 1, 2 & 3. Ability to identify opportunities via Leads analysis. Strong understanding of customer lifecycle marketing, segmentation, testing, and optimization strategies Excellent communication, collaboration, and planning skills; demonstrated success in communicating ideas to various stakeholders Prioritizes workload, managing multiple and often competing tasks, and meets deadlines for various and fluctuating marketing deliverables Ability to identify the metrics to drive success, measure KPIs, socialize understanding and drive initiatives to completion Outstanding team player and positive attitude, with a strong sense of ownership and accountability

What you'll get in return:

A flexible and collaborative team dynamic Competitive employer paid benefits and overall compensation package Opportunities for development Opportunities to participate in exciting company events that give back to the community And much more

Please note that we appreciate the interest of all candidates, however only those under consideration will be contacted.

Additional information: Volkswagen Group Canada is committed to providing accommodations for people with disabilities during all phases of the hiring process including the application process. If you require an accommodation because of a disability, we will work with you to meet your needs. Applicants need to make their needs known in advance. If you are selected for an interview and require an accommodation, you are encouraged to advise the Recruiter who will consult with you to determine an appropriate accommodation. #LI-Hybrid