Digital Marketing Strategist at O'Brien Automotive Team in Normal, IL

Digital Marketing Specialist – Fixed Operations

About O'Brien Digital O'Brien Digital is the strategic marketing engine behind the O'Brien Auto Team—one of Central Illinois' fastest-growing automotive groups. We support multiple rooftops and brands with a performance-minded approach to marketing that blends data, speed, creativity, and real accountability.

We're building a digital team that knows how to turn strategy into measurable business results. For this role, that means helping our service and parts departments drive more appointments, more qualified traffic, and stronger fixed ops performance across our stores.

**Position Summary**
We're looking for a Digital Advertising Specialist focused on Fixed Operations. This person will own paid digital campaigns designed to grow service lane traffic, promote parts and seasonal offers, and generate measurable results for our dealerships.

This role is ideal for someone who understands paid media, local targeting, conversion tracking, and performance optimization—and who gets excited about turning ad spend into booked appointments and real store traffic.

**Key Responsibilities**

**Paid Media Strategy and Execution**

• Build, launch, and optimize paid campaigns across Google Ads, Meta, YouTube, and other relevant platforms
• Create campaigns for service, parts, tires, brakes, oil changes, seasonal maintenance, and rooftop-specific promotions
• Develop audience targeting, remarketing, geo-targeting, and offer strategies tailored to each store and market
• Manage campaign budgets with a strong focus on efficiency, lead quality, and conversion volume

**Fixed Operations Growth**

• Support service departments with campaigns that increase appointment volume and promote high-value fixed ops services
• Partner with store leadership to align promotions with service goals, capacity, and seasonal demand
• Help translate service priorities into clear offers, landing page recommendations, and ad messaging that converts
• Identify opportunities to improve performance across rooftops, brands, and service categories

**Performance Analysis and Optimization**

• Monitor campaign KPIs daily and make adjustments based on performance trends
• Track calls, form fills, scheduler conversions, cost per lead, and other key fixed ops metrics
• Run A/B tests on creative, copy, offers, audiences, and landing pages
• Build reports and dashboards that clearly show what is working, what needs attention, and where to scale

**Cross-Functional Collaboration**

• Work closely with service managers, fixed ops leaders, dealership teams, and marketing leadership
• Coordinate with creative partners to develop ad assets that are clear, timely, and performance-focused
• Collaborate with internal teams and external vendors to ensure campaigns launch smoothly and track correctly
• Maintain strong communication across multiple stores and priorities without losing momentum

**Qualifications**

**Required Experience and Skills**

• 2–4 years of hands-on digital advertising or performance marketing experience
• Strong experience with Google Ads and Meta Ads Manager
• Proven ability to manage, optimize, and report on paid campaigns with measurable business outcomes
• Familiarity with conversion tracking, UTM tagging, audience segmentation, and campaign reporting
• Strong analytical mindset and comfort working inside Google Analytics, dashboards, and platform reporting tools
• Excellent organization and project management skills in a fast-moving, multi-location environment
• Clear written and verbal communication skills
• Self-starter mentality with the ability to work independently and collaboratively

**Preferred Qualifications**

• Automotive, retail, service-based, or lead-generation marketing experience
• Experience marketing fixed ops, service departments, or appointment-driven businesses
• Google Ads certification and/or Meta certification
• Familiarity with CRM tools, service schedulers, and attribution challenges in multi-location businesses
• Experience testing landing pages, offers, and local campaign variations by market

**What Sets You Apart**

• You think like an operator, not just a marketer
• You care about results that show up in appointments, traffic, and revenue
• You move quickly, test often, and optimize without needing constant direction
• You can balance strategy with execution and stay organized across multiple rooftops
• You know how to spot waste, find opportunity, and improve performance over time

**Why O'Brien Auto Team?**

• Real ownership over campaigns that directly impact store performance
• A collaborative, low-ego team that values initiative and practical thinking
• The chance to help shape a growing in-house digital operation
• Employee vehicle purchase discounts
• Service and parts discounts for personal vehicles
• Competitive compensation based on experience
• Health and wellness benefits through BambooHR

**Apply**
If you're excited to build paid campaigns that drive real fixed ops results—and want to be part of a team that's serious about performance, accountability, and growth—we'd love to talk.