Director, Digital Marketing

Compensation Data

Company Overview

For more than 70 years, TBC Corporation has been a leader in the mobility industry and one of North America’s largest marketers and distributors of automotive replacement tires through wholesale operations. Additionally, TBC responds to the needs of consumers in search of total car care at nearly 470 franchised tire and automotive service centers under the award-winning Big O Tires® brand. TBC is headquartered in Palm Beach Gardens, Florida.

With $5 billion in revenue and more than 3,000 employees in the U.S. and Mexico, TBC markets on a wholesale basis to regional tire chains and distributors serving independent tire dealers and with proprietary brands of tires specializing in passenger, commercial, farm and specialty tires. In 2005, TBC Corp. was purchased by Sumitomo Corporation of America (SCOA). SCOA is the largest subsidiary of Sumitomo Corporation, one of Japan’s major integrated trading and investment business enterprises. In 2018, Michelin, the largest tire manufacturer in Europe, invested in the company which is now a 50:50, privately held joint venture between Sumitomo and Michelin.

Our values are the foundation of our work, how we interact with each other, and the strategies we employ to fulfill our purpose. These are the practices we use every day – in everything we do:

• Integrity - We act honestly because nothing is more important than our reputation.

• Teamwork - We are better together.
• People-Focused - We put people first – our Associates, customers, franchisees, and partners – and cultivate a respectful, collaborative, and inclusive culture, top to bottom, inside and out.
• Accountability - We own our actions and decisions; we do what we say we are going to do.
• Leave Everything Better - We innovate to improve everything we touch, and we take actions now to protect the future.       

Description

The Director of Digital Marketing is responsible for the strategy, governance, execution, optimization and performance of all digital marketing programs supporting Big O Tires franchise growth, customer acquisition, retention, appointment generation, car count growth and revenue performance. The role leads the digital marketing team and owns the digital roadmap across Paid Search, SEO, Local SEO, Demand Generation, CTV, website modernization, analytics, attribution, AI search readiness, local listings, vendor management and digital transformation initiatives. The position serves as the primary liaison between Marketing, IT, Analytics, Operations, Finance, agency partners and franchisees.

Responsibilities

Grow Digital Acquisition, Revenue & Car Count

Direct responsibility for driving traffic, appointments, conversion, car count, revenue, and ROI across all digital acquisition channels, including paid search, organic and local search (SEO), Demand Generation, CTV, affiliate marketing, display advertising (remarketing, programmatic, addressable media, direct buys), comparison shopping engines, merchant center programs, social media, local listings, and emerging digital channels.

Manage Channel Performance

Lead and optimize all digital marketing channels, including paid search, SEO, local search, affiliate marketing, display advertising, social media, Demand Generation, CTV, Google Business Profiles, local listings, and digital attribution programs. Develop reporting frameworks and performance reviews to identify growth opportunities and improve marketing effectiveness.

Oversee Budgeting, Forecasting & Reporting

Partner with Marketing, Finance, and Executive Leadership to manage annual planning, budgeting, forecasting, and reporting processes. Own monthly, weekly, and daily measurement of traffic, appointments, leads, car count, revenue, spend, ROI, ROAS, SEO performance, and other critical business KPIs.

Additional Responsibilities

Maintain a Constant Level of Optimization

Drive continuous performance improvement through:

• A/B and multivariate testing
• Website optimization
• Customer segmentation
• Landing page optimization
• Conversion rate optimization
• Attribution analysis
• Creative testing
• Customer journey improvements
• Marketing automation initiatives

Lead Website Modernization & Digital Experience

Provide leadership for website modernization initiatives including CMS strategy, customer experience improvements, website merchandising, conversion optimization, technical platform enhancements, mobile experiences, content governance, and digital product roadmaps.

Lead SEO, Local Search & AI Search Readiness

Own enterprise SEO strategy, technical SEO governance, local search visibility, structured data initiatives, and AI search readiness. Partner with IT and development teams to ensure proper implementation of SEO requirements, search visibility improvements, crawl and indexation controls, and evolving search technologies.

Continued Responsibilities

Drive Digital Innovation & Emerging Technology

Serve as the digital thought leader for Big O Tires, identifying emerging technologies, customer trends, competitor activity, AI-driven opportunities, evolving search platforms, attribution capabilities, and innovative marketing solutions that drive business growth.

Lead Attribution, Analytics & Measurement Strategy

Partner with Analytics and Technology teams to develop best-in-class measurement capabilities, including:

• Marketing attribution
• Call tracking
• Offline conversion tracking
• Closed-loop reporting
• Customer acquisition measurement
• Revenue attribution
• Car count attribution
• Executive dashboards

Support Omnichannel & CRM Strategies

Support digital strategies that drive brand growth through omnichannel customer engagement, including geo-targeting, local store traffic initiatives, cross-channel purchasing behavior, customer lifecycle marketing, email acquisition, personalization, and audience segmentation strategies.

Lead Vendor & Agency Partnerships

Manage strategic relationships with agencies, technology vendors, and digital partners. Oversee performance, contracts, business reviews, roadmap planning, implementation support, and optimization efforts to maximize return on investment.

Added Responsibilities

Drive Cross-Functional Digital Governance

Serve as the primary liaison between Marketing, IT, Analytics, Operations, Finance, Franchise Development, and Executive Leadership. Lead prioritization of digital initiatives, business case development, project governance, resource planning, and roadmap execution.

Develop Team Talent & Organizational Capability

Recruit, lead, coach, and develop a high-performing digital marketing team. Establish clear performance expectations, foster innovation, support career development, and build future leadership capabilities within the organization.

Support New Store Growth Initiatives

Establish and govern digital launch processes for new store openings, including local listings, Google Business Profiles, local SEO, media activation, promotional support, review generation, and customer acquisition planning.

Other Duties as Assigned

Perform other duties and responsibilities as assigned in support of business objectives.

Qualifications

• 10+ years of progressive digital marketing experience with 5+ years of leadership responsibility.
• Expertise in SEO, Local SEO, SEM, digital analytics, attribution, media and performance marketing.
• Experience leading website modernization, CMS strategy and digital product roadmaps.
• Strong understanding of AI search, structured data and emerging search technologies.
• Excellent written and oral communication skills with executive presentation capability.
• Strong business acumen, budgeting, forecasting and ROI analysis skills.
• Experience managing agencies, vendors and technology partners.
• Strong proficiency in analytics and reporting platforms.
• Franchise, retail or multi-location marketing experience preferred.
• Bilingual in Spanish /English is a plus

Benefits

• Market competitive compensation
• 401(k) and Roth with company match. Immediate 100% vesting
• Comprehensive benefits including medical, dental and vision
• Company paid short term disability and employer subsidized long term disability
• Company paid life insurance
• Discounted tire purchasing
• Tuition reimbursement
• Employee assistance program
• Generous paid vacation and paid time off
• Customizable voluntary benefits
• and More!!!