Director, Product Marketing
Irvine, CA 
Posted 1 day ago
Job Description

Primary Location: 17872 Gillette Ave, Irvine, CA, US

Division: Cox Automotive

Job Level: Director/Senior Director

Travel: Yes, 5 % of the Time

Schedule: Full-time

Shift: Day Job

Requisition Number: 218323

Director, Product Marketing


The Director Product Marketing will drive the marketing strategy for Kelley Blue Book Instant Cash Offer (KBB ICO) and will be the market catalyst for the team, providing guidance on dealer and market challenges and trends, key competitors and unique differentiators grounded in data. The Director will be responsible for identifying opportunities, distinctive competencies, and positioning for the suite of KBB ICO solutions. He/she will lead the crafting of strategy around messaging and marketing as a compelling storyteller, biasing customers towards KBB ICO offerings. Additionally, the Director will serve as a leader of influence who gains internal support across all channels and drives demand into the sales pipeline. The Director Product Marketing will anticipate potential problems in driving complex solutions and is active in customer conversations in the field, events and online.

The Director Product Marketing will be responsible for leading the creation and deployment of the overall KBB ICO marketing plan, product/service messaging and positioning, and definition of the target personas and narratives for the demand generation campaigns that support KBB ICO products and services. This role works closely with senior leaders across product management, engineering, business development, operations, performance management, external partners (i.e., marketing and media agencies), corporate marketing teams, and the direct sales organization to orchestrate strategic go-to-market plans. As a Director, you must be self-motivated, must have demonstrated excellent leadership in challenging situations, solid collaboration skills, and proficient business acumen, and have expertise in the B2B, software and/or automotive-related industries.

The Director will be responsible for effectively managing a team of two marketers - KBB ICO senior product marketing manager and KBB ICO product marketing manager - who will execute on the day-to-day brand awareness, lead generation and sales enablement activities.

This Director of Product Marketing position reports to the Senior Director of Marketing, Inventory Management Solutions.

* Lead the KBB ICO marketing team to promote KBB ICO product awareness, positioning, and content by working closely with Product Development, Sales, Business Owner, and IMS product marketing leaders to develop messaging consistent with core value propositions of KBB ICO and overall company branding strategies.
* Work collaboratively with product leaders and teams on expanded product/service offerings to adapt product marketing messaging and promotions to changing market needs and competitive demands. Write clear, competitive messaging and value propositions for omni-channel communications to ensure consistent product messaging.
* Work with the KBB ICO Business Owner, Product Development, and Sales to develop strategic marketing plans for multiple product and service lines, ensuring maximum penetration in multiple markets and throughout the product lifecycle. This includes developing and managing the marketing budget to support the retention of existing customers and the acquisition of new customers. Provide regular stakeholder updates on marketing plan execution, ROI, and results.
* Plan and direct execution of comprehensive and timely lead generation campaigns, collaborating with the appropriate stakeholders (i.e., Lead Generation team, Sales, Sales Operations) to generate leads for sales. Establish goals and ensure results tracking and reporting by working with IMS and KBB Omni-channel digital marketing teams to schedule and refine lead programs to maximize impact and conversions.
* Lead creation of marketing and sales assets (data sheets, battlecards, one-pagers, sizzle sheets, videos, web assets, ads, "buddy" emails and more) for all phases of the marketing and sales lifecycle using Challenger messaging. Understand and support our sales channels; enable and train them on the problems we solve for our buyers and users leveraging internal tools such as Seismic and Domo.
* Analyze market research, competitive intelligence, and customer feedback to determine dealer needs and ensure marketing messaging is on target and delivering qualified sales leads and market insights to the organization. Be the expert on our buyers, who they are, how they buy, their jobs to be done, and their key buying criteria. Understand the competitive landscape and know how competitors are positioned to develop strategies and tactics to grow market share and secure our flanks.
* Track ROI on all traditional and digital marketing initiatives through data analysis to quantify the success of marketing campaigns and understand their impact and effectiveness. Provide key business stakeholders and partners with marketing KPI reporting and recommendations for improved outcomes.
* Own communication strategy (internal and external) for all aspects related to KBB ICO. Manage the product marketing and media calendar and timelines (email, social, website, print, digital). Work directly with PR team to identify and execute on strategic thought leadership opportunities in the press and industry events.
* Lead the strategy and content development for KBB ICO related marketing presentations as required by senior management or for key trade, industry and client event presentations
* Manage senior product marketing manager and product marketing manager direct reports who support the KBB ICO marketing plan execution, sales support, and digital marketing activities. The Director will establish clear marketing priorities and KPIs for the two marketing managers. He/she will be responsible for training, motivating, and directing the marketing managers to optimize productivity, promote professional growth, and meet business goals.


  • Compensation includes a base salary of $116,600 - 163,200. Salary may vary outside of the anticipated range based on factors such as the ultimate location of the position and the selected candidate's experience.
  • Position is eligible for additional compensation that may include commission (annual, monthly, etc.) and/or an incentive program.

* Solid experience in B2B marketing or product marketing
* Creative and enthusiastic self-starter able to build and coordinate marketing projects in a fast-paced environment
* Dynamic marketer and strong public speaker with excellent written and verbal communication skills
* Proven results in developing lead generation campaigns tightly aligned with buyer journeys
* Strong analytical and synthesis skills, including the ability to absorb and process large amounts of data into actionable information for marketing and sales programs
* Excellent people and management skills to interact with direct reports, peers/colleagues, cross-functional teams, third parties and customers. Must be a strong team player.
* Excellent organizational and project management skills with a strong attention to detail and the ability to drive projects successfully from start to finish
* Familiar with collaboration and CRM tools (i.e., Salesforce) as well as marketing automation tools such as Salesforce Marketing Cloud and Google Analytics.
* Previous experience using networking tools such as LinkedIn, Twitter, Facebook, and Instagram in a business/marketing setting
* Strong Microsoft Word, Excel and strong PowerPoint skills required.
* Travel - under 20%
* Bachelor's degree. MBA or equivalent experience preferred.
* 10+ years of B2B product marketing experience.
* Direct people management experience
* Subject matter expertise and/or automotive industry experience a strong plus
* Pragmatic Marketing certification desirable

Who We Are

About Cox Automotive

There's nothing ordinary about Cox Automotive. We are people of every background driven by our passion for mobility, innovation, client success and community outreach. We make buying, selling and owning (or simply using) cars easier for everyone. Touching more than 40,000 clients across five continents, we bring together the best brands and the best teams to propel the automotive industry forward. Some of those team members work for our iconic consumer brands like Autotrader and Kelley Blue Book, while others are creating the future of automotive at industry-facing brands like, Manheim and vAuto.

About Cox

We are the Cox family of businesses. We've been making our mark since 1898 by building and evolving world-class businesses, staying true to our values, and encouraging top talent to always look for growth and impact while building a career with us. Our primary divisions - Cox Communications and Cox Automotive - are driving a new wave of innovation, powering smart cities with powerhouse broadband communications and pioneering greener, more progressive transportation alternatives for individuals and fleet operators. We're also expanding into new spaces like cleantech and healthcare to rev up our momentum toward building a better future for the next generation. We're looking for the talent today who will be our leaders tomorrow. Sound intriguing? Learn more about where we are today, where we hope you'll be going with us, and the common purpose that unites us at

Benefits of working at Cox may include health care insurance (medical, dental, vision), retirement planning (401(k)), and paid days off (sick leave, parental leave, flexible vacation/wellness days, and/or PTO). For more details on what benefits you may be offered, .

Cox is an Equal Employment Opportunity employer - All qualified applicants/employees will receive consideration for employment without regard to that individual's age, race, color, religion or creed, national origin or ancestry, sex (including pregnancy), sexual orientation, gender, gender identity, physical or mental disability, veteran status, genetic information, ethnicity, citizenship, or any other characteristic protected by law. Cox provides reasonable accommodations when requested by a qualified applicant or employee with disability, unless such accommodations would cause an undue hardship.

Statement to ALL Third-Party Agencies and Similar Organizations: Cox accepts resumes only from agencies with which we formally engage their services. Please do not forward resumes to our applicant tracking system, Cox employees, Cox hiring manager, or send to any Cox facility. Cox is not responsible for any fees or charges associated with unsolicited resumes.


Job Summary
Start Date
As soon as possible
Employment Term and Type
Regular, Full Time
Required Education
Bachelor's Degree
Required Experience
10+ years
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