Retail & Dealer Marketing Manager

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.

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.

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.

Key Responsibilities

1. Dealer Marketing Strategy & Network Management

• 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.

2. 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.

3. 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).

4. 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.

5. Dealer Audit, Compliance & Financial Control (KEY AREA)

• Conduct regular audits of dealerships to ensure:

o Brand compliance (visual identity, messaging, customer experience)

o Proper execution of campaigns and activations

• 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.

6. 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.

7. Content, Branding & Customer Experience

• Ensure consistency of brand image and messaging across all retail and dealer touchpoints.

• Oversee adaptation of global/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.

8. 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.

9. 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 activities.

• Continuously improve processes, tools, and dealer engagement models.

Profile Requirements

• Strong understanding of the Spanish market and dealer ecosystem.

• Experience in managing budgets, co-op models, and financial control processes.

• Strong analytical and reporting skills.

• Excellent stakeholder management and communication skills.

• Hands-on, proactive, and results-driven mindset.

• Fluent in English and Spanish.

• Bachelor’s degree in business/marketing/communications/advertising/media, or related field.

• +6 years' experience in marketing, with a strong preference for automotive or dealer-based marketing.

• Demonstrated success in executing multi-channel marketing campaigns (digital, retail, ATL/BTL) and working with creative and media agencies

• Strong project management and strategic thinking in business action skills.

• Excellent communication and stakeholder engagement abilities.

• Excellent data driven decision making skills and the ability to influence up.

• Automotive experience highly regarded.

• Highly organized and confident working in a fast-paced, high-growth environment with a hands-on, solutions-first attitude.

• Some travel may be required to visit dealerships and events.