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Manager, Dealer and Brand Activation

The Dealer and Brand Activation team is focused on providing developing and executing the commercial sales growth initiatives and go-to-market activities for Interstate Batteries product across the North American network of dealers (150,000+ dealers in N.A.). The Manager, Dealer and Brand Activation will act as an influential leader providing strategic and experiential marketing direction to the enterprise.

The Manager, Dealer and Brand Activation will lead a high-impact team of 2-3 direct reports and oversee the commercial calendar and execute programs related to unit sales growth, price incentives, and branded marketing programs. 

He/She will be responsible for developing and maintain experiential marketing assets to support dealer engagement and growth while driving collaboration across Sales, Operations, and Marketing leadership. Each fiscal year the Manager, Dealer and Brand Activation team will assess program performance and deliver business recommendations to leadership. 

This role will have direct accountability for key business areas: Commercial Calendar Planning and Communication, Program Strategy Development and Execution, and Dealer and Local Sales Engagement.

Job Components:

Commercial Calendar Planning and Communication

• Set and maintain annual objectives and timelines of programmatic and ad-hoc marketing initiatives in coordination with Operations, Finance, and Pricing initiatives
• Coordinate closely with local sales leadership to develop campaigns and deliver targeted growth initiatives using dealer segmentation and focused communications
• Guide and manage field sales teams’ (i.e., Route Sales Manager, Local Sales Manager) incentive programs to align with broader commercial and operational initiatives

Program Strategy Development and Execution

• Identify, communicate, and lead sales and marketing programs to drive dealer growth and ensure aligned incentives across network of dealers, distribution operations, and field sales
• Lead cross-functional partners (e.g., Sales, Distribution, Insights, Product, Operations, Brand) to develop the go-to-market approach, identify resource requirements and marketing assets, and regularly assess dealer growth and sales performance
• Maintain budget for all marketing campaigns and ensure program performance and ROI targets are met or exceeded
• Develop an integrated marketing approach and oversee each component from idea to execution (brief, implementation, tracking, communication and completion); marketing campaigns can include digital video, print, point-of-purchase, email, training modules, incentives, and product branding/labels.

Dealer and Local Sales Engagement

• Develop and facilitate communications and marketing assets to maximize impact in the field and ensure high adoption and dealer engagement across all programs
• Build and implements Dealer tools for an enhanced digital and in-store presence.  This can include leveraging the Asset Management Library and enabling Dealers to leverage the power of the branded collateral on their own online platforms
• Partner with in-house creative agency, brand teams, and 3rd party vendors to develop growth-oriented marketing solutions by building clear and comprehensive creative briefs which are rooted in market insights and focused on dealer impact
• Additional responsibilities can include: Automotive Aftermarket Products Expo (AAPEX) Trade Show planning, development and logistics; recommending inventory needs for sales collateral; offering marketing support on New Business development pursuits

Core Competencies

• Strong leadership skills, including strategic thinking, team management, project leadership, collaboration, and influencing skills as well as ability to manage ambiguity
• Good oral and written communication skills - the ability to communicate with senior leadership levels with ability to quickly gain credibility in field and support center settings
• Ability to become sales & marketing expert on the Interstate dealer experience
• Strong analytical skills with the ability to translate data, financials, consumer and marketplace insights into actionable customer recommendations
• Outstanding collaboration skills, with proven ability to work with multiple stakeholders across business lines to accomplish shared goals and manage expectations
• Capable of managing multiple projects and deadlines simultaneously
• Demonstrate strong marketing and business acumen, possess the ability to learn and adapt quickly
• High level of maturity, ability to thrive with a high sense of urgency and self-initiative

Qualifications

• Bachelor’s degree from an accredited US or international university required
• BBA in Business, Marketing, Economics, or Finance preferred
• MBA preferred
• Minimum of 6-7 years of relevant professional experience

Note: We do not accept resumes from headhunters, placement agencies, or other suppliers that have not signed a formal agreement with us.

Interstate Batteries provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, gender, sex, national origin, age, disability, genetic information, marital status, amnesty, or status as a covered veteran in accordance with applicable federal, state and local laws. Interstate Batteries complies with applicable state and local laws governing non-discrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including, but not limited to, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

Interstate Batteries expressly prohibits unlawful discrimination on the basis of age, race, color, religion, creed, sex, gender (including pregnancy, childbirth, breastfeeding or related medical conditions), sexual orientation, medical condition, genetic information, national origin, ancestry, disability (mental and physical), marital status, military status, veteran status, citizenship or any other characteristic protected under applicable local, state or federal law.