Role Overview The Retail & Dealer Marketing Manager will be responsible for leading and coordinating all dealer marketing initiatives across Spain, ensuring strong alignment between national strategy and local execution within the dealer network.
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This role is critical in driving brand visibility, showroom traffic, lead generation, and retail performance, while ensuring full compliance with brand guidelines and campaign standards across all touchpoints.
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The position requires a strong understanding of the Spanish automotive market, dealer network dynamics, and retail marketing execution, as well as excellent stakeholder management and operational control capabilities.
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Key Responsibilities
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- Dealer Marketing Strategy & Network Management
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- Develop and implement retail marketing strategies tailored to the Spanish dealer network to drive traffic, leads, and sales.
- Act as the main point of contact between Geely Auto and the dealer network for all marketing-related topics.
- Ensure alignment between national campaigns and local dealer execution.
- Provide dealers with marketing toolkits, assets, and clear activation guidelines.
- Drive consistency and best practices across all dealerships.
- Retail Activation & Local Marketing
- Support and guide dealers in the execution of local marketing initiatives (events, partnerships, activations, product placements, etc.).
- Ensure local campaigns are aligned with brand positioning and national strategy.
- Identify opportunities for high-impact local activations to increase visibility and engagement.
- Coordinate in-dealership events, openings, launches, and commercial activations.
- Retail Communications & Promotions
- Develop and manage retail campaign calendars (monthly, quarterly, yearly) aligned with marketing and commercial objectives.
- Coordinate the rollout of retail offers, ensuring clarity, consistency, and compliance with brand and legal guidelines.
- Deliver clear and timely communication to dealers regarding campaigns, assets, and key messaging.
- Support the creation and distribution of dealer toolkits (POS materials, digital assets, guidelines).
- Dealer Performance Monitoring & Reporting
- Track and analyse dealer marketing performance (leads, traffic, campaign participation, conversion).
- Monitor adoption and execution of campaigns across the network.
- Identify performance gaps and propose corrective actions.
- Provide regular reporting and insights to internal stakeholders.
- Dealer Audit, Compliance & Financial Control (KEY AREA)
- Conduct regular audits of dealerships to ensure:
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o Brand compliance (visual identity, messaging, customer experience)
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o Proper execution of campaigns and activations
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- Review and validate dealer marketing plans to ensure alignment with national strategy.
- Oversee co-op budget usage and ensure correct allocation of funds.
- Review, validate, and approve dealer marketing invoices and claims.
- Ensure all marketing activities comply with internal processes, legal requirements, and brand standards.
- Campaign Execution Management (National & Regional)
- Lead end-to-end execution of marketing campaigns (product launches, tactical campaigns, seasonal pushes).
- Coordinate with creative, media, digital, PR, and social teams to ensure integrated execution.
- Manage timelines, approvals, and delivery of campaign assets.
- Ensure campaigns are delivered on time, on budget, and with high quality standards.
- Content, Branding & Customer Experience
- Ensure consistency of brand image and messaging across all retail and dealer touchpoints.
- Oversee adaptation of integral/regional assets to local market needs.
- Support the development of content across ATL, BTL, digital, social, and retail environments.
- Ensure a strong focus on customer experience across the entire retail journey.
- Stakeholder Management
- Collaborate cross-functionally with ND, Sales, Product, Aftersales, Marketing, IT, legal and Finance teams.
- Act as the key interface between central marketing and the dealer network.
- Manage external agencies and partners involved in retail marketing activities.
- Provide ongoing training, guidance, and best practice sharing to dealers.
- Performance & Continuous Improvement
- Define and track KPIs (leads, test drives, conversion, ROI, dealer engagement).
- Analyse campaign and dealer performance to identify optimisation opportunities.
- Drive a data-driven and customer-centric approach across all marketing acti