The E Business Director (eDirector) is responsible for all Program Management and administrative functions of the eBusiness Department. The eDirector should be fully versed in both traditional and Internet automotive sales processes. The eDirector should develop Internet marketing and sales programs compatible with the existing corporate culture, design, dealership marketing programs to grow the department, recruit and train Internet specialists implement sales strategies and develop tracking systems to measure department and individual performance standards. Duties should include the following: Design and develop a corporate Internet program Know the key elements of successful eCommerce web sites Understand the buying profile and behaviors of the Internet shopper Understand the personality profile of a successful Internet Sales staff Develop and implement policies and procedures to sell using the Internet Equip the dealerships with facilities and equipment needed for Internet sales Design procedures to track effectiveness of web sites and sales processes Develop procedures to measure the effectiveness of Marketing programs Measure the performance of sales staff Be familiar with contemporary Internet/eCommerce processes Design and implement marketing programs: Be familiar with industry-proven Best Practices marketing activities Know third party referral sources Understand how to link to referring web sites Understand how to develop affiliations with other web sites to generate traffic Understand low cost marketing strategies targeting customers by developing awareness of the dealership s multiple web sites Develop a plan to drive customer traffic to dealership web sites Understand how to measure the cost effectiveness of various marketing programs Develop and administer a marketing budget Track all Internet related marketing & development expenditures Prepare reports to management on the success of marketing efforts Recruit and Train Internet Sales and Management personnel Design and implement a plan for recruiting, interviewing, hiring and training processes designed to build a productive and profitable Internet department staff Know the profile of successful Internet sales and management personnel Develop a formal training program to train dealership sales personnel on eCommerce to include identifying and selling to the off-line buyer Train all Internet personnel on the latest lead management systems Train on proper electronic/email communications Train on proper telephone techniques Train product knowledge Familiarize all dealership personnel with the company and Manufacturer websites Familiarize all personnel with Internet web sites visited by customers Know how to use third party sites to help sell vehicles Develop motivational pay plans designed to reinforce high volume internet sales Implement Sales Strategies Understand the buying profile of the Internet customer Design systems to ensure response time to all customer inquires email, fax or telephone is virtually instantaneous Prepare email templates for all Internet salespersons and managers to use Prepare telephone scripts for all Internet salespersons and managers to use Analyze the local market Internet pricing environment Develop a pricing strategy to profitably compete for the Internet customer both on-line and off-line Develop a flexible sales process tailored to the needs and expectations of the Internet customer Develop a F&I marketing strategy to meet customer satisfaction needs and dealership profitability goals Design a delivery process to minimize customer time in-dealership Register all customers in manufacturer programs designed specifically to tie them to the corporate site .buyer connection Attend Internet awareness and information seminars designed to learn the latest processes and techniques for automotive eCommerce Measurement and tracking systems Develop comprehensive programs to measure marketing and selling effectiveness Perform monthly cost analyses on the effectiveness of each lead source Analyze all lead referral source billings carefully to reduce costs associated with double billing and erroneous billings for non-performing leads Analyze statistical Web trends information to improve the web sites Conduct consumer focus group activities to solicit their comments concerning the web sites and the sales processes they have experienced Ensure there are appointment boards in all showrooms Ensure there are welcome boards in the show room Develop a comprehensive program to track customers through to sale completion Design procedures to ensure all customers are tracked and follow-up is maintained using the dealership s lead management tools Implement procedures to quality control email and telephone contacts Set up and maintain highly visible tracking boards showing Internet sales effectiveness for each day of the month Associated topics: design, engineering, manufacture, product, product manager, production, program manager, quality
* The salary listed in the header is an estimate based on salary data for similar jobs in the same area. Salary or compensation data found in the job description is accurate.