GoCar Marketing Manager

The GoCar Marketing Manager is a specialist role dedicated to driving the growth and engagement of Europcar Mobility Group's car-sharing product, GoCar, exclusively in the Irish market. This multifaceted position encompasses both digital marketing expertise and site management, focusing on user acquisition, retention, and overall revenue generation for the GoCar brand. You'll be instrumental in developing and executing a comprehensive marketing strategy that champions GoCar's unique offering and drives its commercial success. Benefits: Competitive salary Bonus scheme 22 days annual leave Medical refund scheme Enhanced statutory sick pay 1.5% employer matched Pension scheme Enhanced Maternity and Paternity benefits Access to Hubex benefits and discounts platform Life Assurance x2 basic salary Employee Assistance Programme Opportunities for career advancement and professional development Voluntary flu vaccination voucher Bike to Work Scheme Key Responsibilities: Marketing Strategy & Performance: Commercial Target Delivery: Manage the GoCar acquisition journey and actively contribute to delivering new user targets and overall GoCar revenue in line with company objectives. Marketing Plan Ownership: Develop, own, and execute the end-to-end marketing plan for the GoCar brand in Ireland across all channels, including PR, events, paid media, social media, ambassador programs, lifecycle marketing, acquisition, and retention. Brand Voice & Stand-Out: Cultivate and deliver a strong, distinctive GoCar brand voice to ensure market differentiation and resonance within the competitive Irish landscape. Campaign Management: Manage external agencies responsible for acquisition campaigns, providing strong creative direction to maximise results and achieve campaign objectives. Promotional Planning: Develop and lead the local promotional plan to maximise revenue, creating time-based offers and promotions to drive urgency and usage. Market Insight: Conduct regular competitor and customer research to identify threats to market position and opportunities for proposition development Data Analysis & Insights: Track, report, and analyse campaign results, continuously refining the marketing strategy to drive revenue targets. Deliver key insights to the business based on customer behaviour and internal data, identifying opportunities and addressing challenges. Develop detailed customer profiles using internal and external data to inform targeted marketing plans. eCommerce & Site Management: Content Management System (CMS) Expertise: Act as the subject matter expert for the GoCar Content Management System, managing site content, configurations, and maximising opportunities from these tools. Website Content & Configuration: Create and manage new pages and sections to meet brand requirements and specific campaign needs. Technical Issue Management: Serve as the central point of contact for all site activity, responsible for raising, following up on, and ensuring the resolution of incidents with the Matrix agency. Email Marketing & Database Growth: Manage the emailing promotional calendar in coordination with the CRM Group/central team and actively work to grow and nurture the email subscriber base. Website Testing & Compliance: Conduct thorough testing of web developments before go-live, and ensure GDPR compliance across the GoCar website and app. Lifecycle Marketing & Loyalty: Manage and execute an optimal lifecycle strategy to drive loyalty and increase trips, leveraging push notifications, in-app messaging, and email marketing. Manage communications around the GoCar loyalty program to drive engagement, focusing on increasing trips and fostering loyal customers. Develop value-add initiatives for customers, ensuring the customer remains at the heart of the loyalty program. Implement "surprise and delight" initiatives for loyal customers through rewards, offers, and exclusive opportunities. Skills & Experience: Demonstrable marketing experience, with a strong focus on digital channels. Education: Master's or Bachelor's Degree in Business, Marketing, or a related field. Language: Fluent in English (working language). Analytical Proficiency: Proven ability in using analytical tools and dashboards (e.g., Google Analytics, internal dashboards) to define priorities, support decision-making, and report on performance. Technical Acumen: Comfortable with technology and online solutions, with hands-on experience managing website content and digital platforms. Creative & Execution Skills: Strong creative thinking combined with excellent execution skills across diverse marketing initiatives. Project Management: Proven ability to manage multiple projects concurrently, effectively prioritising and executing on critical initiatives. Commercial Savvy: Strong commercial acumen with an understanding of business drivers and revenue optimisation. Communication Skills: Excellent communication skills, both written and verbal, to effectively convey results, plans, and progress to peers, partners, and management. Proactive & Self-Motivated: Enthusiastic, hard-working, self-motivated, and capable of proactively driving projects forward. Team Player: A collaborative team player who can work effectively with local GoCar and marketing teams, as well as global eCommerce functional teams (Digital Marketing, Production, Merchandising, Intelligence, International eCommerce). Experience in the automotive, car rental, or car-sharing industry (desirable). EMG1 Skills: teamwork Strategy Performance Ecommerce Brand Benefits: Bonus Healthcare & Pension.