Automotive Marketing Manager – Digital Content & Social Media at Scranton Auto Group in Vernon, CT

Job description

• We Don't Need Someone to Simply Post Content. We Need Someone Who Can Create a Buzz.
• Scranton Motors is looking for a creative, energetic, automotive-minded Marketing Manager who knows how to turn a great idea into content people actually want to watch—and ultimately turn that attention into customers walking through our doors.
• If you can look at a new Cadillac or GMC, an employee personality, a customer story, a dealership event, or even an ordinary Tuesday on the showroom floor and immediately think, "I know how we could turn this into a great video," we want to meet you.
• This isn't a role where you'll spend your days approving generic graphics and scheduling the same vehicle photos everyone else posts.
• We want personality.
• We want creativity.
• We want someone willing to experiment with what's NEXT in digital marketing—not simply repeat what worked five years ago.
• And most importantly, we want a marketer who understands that views and likes are great—but getting the right customers interested in Scranton Motors is the real goal.
• Your résumé matters.
• Your portfolio, creativity and ideas may matter even more.
• We're looking for someone who watches an advertisement and thinks about why it worked.
• Someone who notices a social trend before everyone else starts copying it.
• Someone who understands that a 30-second video can be entertaining AND strategically designed to generate business.
• Someone willing to grab a camera, walk onto the showroom floor and create something.
• "I have an idea."
• And then make it happen.

Responsibilities

• What You'll Own
• Video will be a major part of this position.
• You'll conceptualize, shoot, edit and publish engaging content designed to capture attention and showcase the personality of Scranton Motors.
• New and pre-owned vehicle features
• Cadillac and GMC product content
• Short-form social videos and Reels
• Vehicle walkarounds
• Customer delivery moments
• Employee and salesperson spotlights
• Behind-the-scenes dealership content
• Promotions and dealership events
• Service and ownership education
• Community involvement
• Seasonal campaigns
• Trending and personality-driven content
• Creative concepts we haven't thought of yet
• You'll know how to take raw footage and transform it through editing, pacing, transitions, graphics, captions, sound effects and music into polished content people want to watch.
• "Here's a vehicle. Here's the price. Come buy it."
• You'll help us tell better stories.
• We want someone capable of developing dynamic scripts, hooks, concepts and calls-to-action that make people stop scrolling.
• You'll work with our salespeople and leadership team to identify interesting personalities and opportunities throughout the dealership and turn them into compelling content.
• You don't necessarily need a Hollywood production budget.
• You need great instincts.
• You should understand how the first few seconds of a video can determine whether someone keeps watching, how music changes the energy of a piece, and how authentic personalities can sometimes outperform highly polished advertising.
• You'll help develop and execute the dealership's social media strategy across platforms including:
• Instagram
• Facebook
• YouTube
• TikTok
• LinkedIn
• Emerging platforms and channels relevant to our customers
• Build and maintain an engaging content calendar
• Create platform-specific content rather than simply reposting the same material everywhere
• Monitor trends, formats, audio, algorithms and emerging opportunities
• Develop campaigns around vehicles, promotions and dealership initiatives
• Respond to audience behavior and engagement
• Identify which content resonates with different customer demographics
• Maintain brand consistency while keeping content fresh
• Help grow our audience organically
• Test new ideas and continuously improve based on performance
• Going viral isn't the objective if the audience will never buy from us.
• You'll work with dealership leadership to understand the customers most aligned with our brands and develop content designed to reach them.
• That means understanding how the messaging, creative direction and platform may change depending on whether we're speaking to:
• Cadillac buyers. GMC truck and SUV customers. Families. Professionals. Existing owners. Service customers. First-time buyers. Enthusiasts. Or the next generation of Scranton Motors customers.
• The best candidate will combine creativity with commercial thinking.
• Some of our greatest marketing assets already walk through our doors every morning.
• Our people.
• You'll help identify employees who are comfortable—or could become comfortable—on camera and develop recurring personalities and content concepts around them.
• You'll help salespeople tell better stories.
• You'll help leadership communicate what makes Scranton different.
• And you'll capture the personality of a dealership that's been part of Connecticut's automotive community for generations.
• We want people to feel like they know Scranton Motors before they ever visit us.
• Digital marketing moves quickly.
• We want someone who genuinely enjoys keeping up.
• Emerging social media trends
• New video formats
• Editing techniques
• Trending audio and music
• AI-assisted creative tools
• Content creation technology
• Automotive marketing trends
• Audience targeting strategies
• Competitor activity
• Local market opportunities
• See something another dealership or brand is doing brilliantly?
• Tell us.
• Have an idea nobody in automotive seems to be doing yet?
• Even better.
• We want someone who brings ideas to the table—not someone waiting to be handed a list of posts to create.
• Creativity matters.
• Results matter too.
• Reach and impressions
• Video views and watch time
• Engagement
• Audience growth
• Website traffic
• Lead activity
• Campaign performance
• Customer inquiries
• Content-driven showroom opportunities
• You'll use those insights to continuously refine the strategy.
• The goal isn't simply more content.
• It's better content reaching the right people and creating measurable interest in Scranton Motors.

Requirements

• What We're Looking For
• Professional experience in marketing, social media, digital content, video production, advertising, or a closely related field
• Strong video editing experience
• Demonstrated ability to create engaging social media content
• Strong creative instincts and visual storytelling ability
• Experience writing scripts, captions, hooks and calls-to-action
• Understanding of major social media platforms and their different audiences
• Comfortable incorporating music, audio, graphics, transitions and other creative elements into video
• Ability to manage multiple projects and deadlines
• Excellent written and verbal communication skills
• Ability to work collaboratively with salespeople, managers and dealership leadership
• Portfolio or examples of previous creative/video/social work
• Automotive industry marketing experience
• Dealership marketing experience
• Experience with automotive marketplaces, digital retailing, automotive advertising, or automotive media
• Experience creating short-form video for Reels, TikTok, YouTube Shorts or similar platforms
• Experience appearing on camera or directing/coaching others on camera
• Photography and videography experience
• Experience with Adobe Creative Suite, Premiere Pro, Final Cut Pro, CapCut, Canva or comparable creative platforms
• Knowledge of paid social and digital advertising
• Familiarity with website analytics and campaign measurement
• Understanding of CRM-driven marketing and lead generation
• General Motors brand or dealership experience is a plus

Skills

Required

• Strong video editing experience

Preferred

• Automotive industry marketing experience
• Dealership marketing experience
• Photography and videography experience

Benefits

• Competitive compensation
• Medical insurance
• Dental insurance
• Vision insurance
• 401(k)
• Paid time off
• Employee discounts
• Established dealership technology and resources
• Direct collaboration with dealership leadership
• Creative ownership and the ability to bring new ideas to life
• Professional development opportunities
• Career advancement potential
• Long-term stability with a family-owned organization established in 1952