Digital Marketing & Analytics Manager - Harley-Davidson

Description Job Title: Digital Marketing & Analytics Manager Department: Marketing Manager: CMO FLSA Status: Salary Schedule: Monday

• Friday, evenings and weekends as needed for event support Position Summary The Digital Marketing & Analytics Manager will base out of our Orlando Harley-Davidson corporate office and is responsible for measuring and improving digital marketing performance across American Road Group’s 13 Harley-Davidson dealerships. This position works directly with the CMO, dealership leadership, marketing managers, and outside providers to improve reporting, advertising effectiveness, website performance, and lead generation. Digital Marketing Performance
• Monitor digital marketing results across all dealerships, including but not limited to paid search, paid social, organic search, and website performance
• Review campaign spending, targeting, lead volume, CPL and conversion performance.
• Identify opportunities to improve advertising efficiency and recommend changes to campaigns and budgets
• Compare performance by dealership, market, department, and advertising channel
• Monitor competitive activity and digital marketing opportunities Analytics & Reporting
• Develop and maintain consistent performance dashboards and monthly reporting for all dealerships
• Establish and track KPIs, including but not limited to leads, conversion rates, advertising costs, and ROI
• Review data for accuracy and identify gaps in tracking or attribution
• Turn reporting into clear recommendations for the CMO and dealership leadership Websites, SEO & Digital Visibility
• Monitor each dealership website traffic, engagement, conversion activity, and technical performance.
• Work with website provider on SEO, local search visibility, tracking, and conversion
• Review Google Business Profile performance and local search opportunities
• Monitor search trends, including changes in AI-assisted search Lead Generation
• Evaluate lead sources, quality, follow up data, and available sales conversion results
• Review vendor reporting against internal data
• Recommend improvements to lead generation, customer acquisition and retention Dealership & HDMC Collaboration
• Work with regional marketing managers to evaluate campaign performance and opportunities
• Partner with dealership leadership to understand Motorcycle, Parts & Accessories, Motor. Clothes, Service and Riding Academy priorities
• Provide daily, weekly, monthly and annual performance updates and recommendations to the CMO
• Support annual marketing planning, budget reviews, and companywide promotion initiatives Requirements Qualifications
• 5-7 years experience in digital marketing, marketing analytics, or performance marketing.
• Working knowledge of GA4, Performance Max, Google My Business, Google Tag Manager, Meta Business Suite, SEO
• Strong Excel skills
• Ability to analyze results, identify issues, and explain findings clearly
• Multi-location retail, automotive, or powersports experience preferred
• Experience with CRM systems, lead attribution, and dealership reporting preferred Position Expectations The Digital Marketing & Analytics Manager is expected to work independently, maintain accurate reporting, hold digital vendors accountable, and bring practical recommendations to the CMO. This position owns digital performance measurement and optimization, while overall marketing strategy, final budget approval, and team leadership remain with the CMO. The position will work closely with the dealership level Marketing team members, company leadership team and store level leadership teams.