Digital Marketing Manager

Job Description
Job Description
Description:
Digital Marketing Manager
Folsom Lake Nissan — Folsom, CA
Reports to:
Dealer Principal
Location:
On-site — 12610 Auto Mall Circle, Folsom, CA 95630
Type:
Full-time, exempt
Compensation:
$72,000 annually ($6,000/month), plus performance bonus

About the Role
Folsom Lake Nissan is an owner-operated, single-point store — which means our marketing isn't run out of a corporate group office three states away. It's run here, by the person we hire, in direct partnership with the Dealer Principal. We're looking for a Digital Marketing Manager to own the dealership's entire digital footprint: budget, vendors, paid media, website merchandising, first-party campaigns, and reputation. This is a seat with real authority and real accountability.

You'll set the strategy, control the spend, and be measured on what it produces — leads, appointments, and units sold and serviced. If you've been executing someone else's plan and want the decision-making authority to build your own, this is that step. What You'll Own
Budget & attribution. Own the monthly digital advertising budget. Allocate across channels, defend the allocation with data, and report cost-per-lead and cost-per-sale by source. Manage Nissan Tier 3 co-op claims and ensure we capture every dollar of available reimbursement. Paid media.

Direct paid search, paid social, display, and retargeting — either hands-on or through agency partners. Own the relationship, the creative direction, and the performance conversation. Vendor management. Hold our website provider, third-party listing sites (Autotrader, Cars.com, CarGurus), call tracking, and agency partners accountable to performance benchmarks. Run the reviews. Recommend when to renew, renegotiate, or replace. Website & merchandising. Own the site end to end — VDP quality, photo and video process, specials, landing pages, SEO, and page speed.

Vehicle merchandising is a direct lever on turn, and you'll treat it that way. First-party marketing. Build segmented email and SMS campaigns against our owned database — equity mining, lease maturity, declined service, and maintenance intervals — in coordination with sales and service. Grow the database and measure its contribution. Reputation & local presence. Manage Google Business Profile, local SEO, and review generation and response across Google, Yelp, DealerRater, and Cars.com. Social.

Set the content strategy and voice, and manage execution across Meta, Instagram, and emerging platforms. Reporting. Deliver a clear monthly scorecard to the Dealer Principal: spend, traffic, leads, close rate by source, and cost per sale. We want the honest read, not the flattering one. Compliance. Ensure all advertising meets California DMV advertising regulations, FTC guidelines, and Nissan brand standards.

What We're Looking For
3+ years in digital marketing, with demonstrated ownership of a meaningful ad budget
Working command of Google Ads, Meta Business Manager, Google Analytics 4, and Google Business Profile
Ability to build an attribution story from multiple imperfect data sources and explain it plainly to a non-marketer
Experience managing agencies or vendors — including holding them to account
Strong writing and a professional voice
Self-directed. You'll be given goals and latitude, not daily supervision.

Preferred

Automotive retail experience (dealership, dealer group, or automotive agency)
Familiarity with CRM platforms such as DriveCentric, VinSolutions, or eLead
Understanding of OEM Tier 1/2/3 structure and co-op programs
Call tracking platforms such as CarWars
Why Work Here
Direct line to the decision-maker. You report to the owner. Ideas get a yes or no the same week, not the same quarter. Genuine ownership. Budget authority, vendor authority, and a scorecard that reflects your actual contribution. Full-business visibility.

You'll see how sales, service, parts, and finance actually connect — the kind of operating exposure that's hard to get anywhere else at this stage. Compensation.
$72,000 base plus performance bonus, medical/dental/vision, paid time off, and employee vehicle and service pricing. Folsom Lake Nissan is an equal opportunity employer.

Requirements