General Manager, Interactive Marketing
Founded in 1898 in Akron, Ohio, The Goodyear Tire & Rubber Company is one of the world’s leading tire companies, with operations in most regions of the world. We are the No. 1 tire maker in North America and Latin America and second leading tire manufacturer in Europe. In 2012, Goodyear posted net sales of $21 billion; employed approximately 69,000 people and manufactured its products in 52 facilities in 22 countries around the world. We have two Innovation Centers in Akron, Ohio and Colmar-Berg, Luxembourg that strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. The company is organized into four strategic business units or “SBUs” defined based on geography: North America, Latin America, Europe, Middle East & Africa and Asia-Pacific. Each of these SBU’s is further defined by product business units (e.g., consumer tire, commercial truck tire, off-highway tire) as well as by country or group of countries. Together with its subsidiaries and joint ventures, Goodyear develops markets and sells tires for most applications: Automotive, Aviation, Commercial, Consumer, Motorcycle, Earthmover and Retread. In addition, it operates over 1,400 tire and auto service center outlets where it offers products for retail sale and provides automotive repair and other services.
Goodyear is undergoing a significant transformation focusing in delivering high performance products and services to our clients. To achieve this strategy we have embarked in a journey to improve our systems, processes and the leadership capabilities of our people. We value a culture of team and continuous improvement that collaboratively seek solutions and innovative initiatives. We believe that investing in our Talent and building high performance teams is the only way to achieve sustainable Competitive Advantage.
One of the amazing things about Goodyear is our work environment - we have retained our family oriented spirit, respect for each other, high level of honesty, ethics and integrity and passion for our daily duties; we are proud of our origins and what we have accomplished thus far. As we work towards achieving extraordinary business results, we seek Talent with a new set of attitude, leadership traits and capabilities, highly focused on reaching our destiny.
This position will play a critical role in accelerating Goodyear to be best-in-class in how the company leverages the Digisphere to promote and sell their products. This role will be expected to create and manage Integrated Marketing efforts that span Consumer Websites, Interactive Advertising (Search & Display), Social Media, Promotion, and Analytics across Goodyear’s distribution footprint—including Brand and Retailers—to deliver volume & profit goals. This Digital leader must demonstrate passion for, and experience in, delivering results and building innovative tools that deliver against the entire consumer purchase funnel. They must have an ability to be data-driven in their decision making, a Marketing innovator, and a strong collaborator in building working relationships with agencies and cross-functional teams. Goodyear is committed to reinventing the way they go-to-market, by leveraging Interactive capabilities more strategically and more aggressively.
Scope of Responsibilities
Website Development – Lead all technical web development activities. Develop and execute strategies for all NAT consumer tire websites including Goodyear, Dunlop, Kelly, USA and Canada. Identify projects and priorities for internal and external development teams. As a web systems expert, drive decisions and overcome challenges inherent to integrating Goodyear and third party systems to Interactive platforms (such as POS, Inventory, CRM, Warranty Registration, Fitments).
Online Customer Experience – The communications, messaging, offers, etc., must be fully consistent and integrated across all Online and Offline Goodyear channels. The web sites today are not optimized, but the stage is set for someone to help lead the design and delivery of an exceptional customer experience on the company’s web site(s) and across all the Digital channels—one that allows prospects and customers to be educated and inspired, and one that allows for tailoring and self-service to individual customer needs, as they seek solutions from their local dealers.
Online Advertising – Lead efforts between Creative, Brand, and Technology teams to implement new Marketing/Advertising campaigns and Interactive initiatives in a timely manner. This includes the management of web front-end (Usability, Wireframes, Design) and back-end (Programming, Database, Serving) activities along with Site Usability, Testing practices, Quality Assurance activities and Deployments.
Segmentation & Targeting – This role will work with each line/Brand Marketing leader to identify the highest potential customers (both consumers and dealers) who offer the greatest Lifetime Customer Value (LCV), in order to appropriately allocate Marketing resources and meet Goodyear’s financial hurdles. This targeting process may require segmentation research to drive design and utilization of proprietary databases, optimized for each customer, brand, product, and channel.
Dealer Extensions – Lead the development of dealer extensions such as inventory, pricing, appointment scheduling, ratings and reviews and E-commerce. This is a significant growth platform for Goodyear, and will facilitate incremental transactions across the branded portfolio.
Search – Develop the long-term and short-term strategies for Search Engine Marketing (SEM) programs, including the annual Marketing budget. Handle all Measurement and reporting. Develop on-going Search Engine Optimization (SEO) campaigns and programs campaigns and oversee annual SEO Marketing budget. Measure and track all organic site traffic. Develop and manage Analytics platforms and testing strategies. Create new best practices for how Goodyear leverages search engines and to target in-market shoppers.
Social Media – Develop Goodyear's position and plans for how the company—and each Marketed brand—will participate in the Social web. Educate Goodyear legal and executive management on the benefits and pitfalls of playing in this space. Identify, hire and manage top notch partners to execute a compelling, yet appropriate, Social Media Strategy, fully integrated into the Corporate Communications and Brand Marketing efforts.
Global Best Practices – Utilize leadership and leading “design thinking” to create a culture that stimulates and sustains Web Innovation. Roll-out proven, best-in-class processes that drive feature and functionality improvements efficiently and cost-effectively to meet the fast moving needs of the Goodyear business. This includes function-wide planning, measurement, and “share the learning” approaches that will help improve the online experience and drive the overall growth agenda.
Budget and Agency Management – This person will establish and manage annual Digital operating and capital budgets, and will work closely with other functions to ensure delivery of the forecast. They will also be the principal liaison with all external Digital agencies and Interactive suppliers, which will require constantly pushing for “best-in-class” solutions and value-based vendor pricing.
Functional Training & Development – There are assets currently in-place at Goodyear, in terms of systems, technologies, tools, and staff, and as the business scales, the operation will become more aggressive about investing in the level and quality of infrastructure required to propel Goodyear into the leading Web position. This new “VP” will need to be deeply committed to building out this functional capability, with both talent and systems. He/she will build and manage the department, positioning the group for future growth. They must define and manage a significant department budget, and also manage a variety of vendors (web development agency, digital Marketing agencies, editorial content contractors, et al).
Performance & Success Measures
- Engagement and Conversion Rates
- Customer Lifetime Value (CLV)
- Driving dealer appointments and sales
- Meeting/Exceeding the design needs of internal and external customers
- Meeting/Exceeding quality, cost and other targets in annual performance plan
- Continuously improving customer online experience
- Successfully turning insights into actionable, and relevant initiatives
- 360-degree feedback from internal teammates; external customer feedback
In terms of Digital Marketing staff managed, this role will be directly and indirectly accountable for a team that will grow overtime. Key reports include:
- Project Manager
- Interactive Specialist
- Interactive Analyst
This individual will have the authority to expand the team, as they see fit, and make changes to the organization that will enable this business and its brands to win in the marketplace.
Critical Operating Relationships
- Executive leadership team
- North America and Global communications (PR)
- External Agency partners
- External Marketing partners
- Key Customers
Site Design/UI and UX/Analytics – Hands on knowledge of web front-end (Usability, Wireframes, Design) and back-end (Programming, Database, and Serving) best practices are essential. Experience overseeing all consumer-facing site management functions of user experiential design, A/B testing, organic search, site side search, checkout, Facebook commerce, social monitoring, and Web analytics and targeting platforms such as SiteCatalyst and Test and Target; SERP display platforms such as Endeca and Ad Serving technologies.
Online Marketing – Candidates should have experience contributing to Interactive Marketing plans with an understanding of the current online customer acquisition channels and agencies/suppliers. Must be familiar with a variety of tools, including E-Mail, Display Advertising, Affiliate, SEO/SEM, Social Media, and Mobile. Must have a keen sense of tactical execution in this space.
Product or Service-Based Business – Candidates should have recent experience designing, developing and implementing an E-Commerce operation and related web design experience. This might be experience with a business selling products or services, online, or a web business which presents a significant amount of content.
Functional Development – Demonstrated success building organizational capabilities through process design, organizational development, user interface and website design and technology, recruiting and training high-performing Marketing teams.
Contact: Karen Han