Brand Strategy VP

📌 Core Information

🔹 Job Title: Brand Strategy VP

🔹 Company: Sonic Automotive

🔹 Location: Charlotte, North Carolina, United States

🔹 Job Type: Full-time

🔹 Category: Retail Motor Vehicles

🔹 Date Posted: June 3, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading and managing a team of Brand Managers to drive sustainable growth for all OEM brands.
• Developing and implementing brand strategies that align with business objectives and foster a high-performing team.
• Collaborating cross-functionally to deliver actionable insights, prioritized initiatives, and performance-driven results.
• Building and maintaining strong relationships with senior-most marketing leaders at OEMs.
• Securing and influencing OEM marketing calendars, content, and focus.

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of the automotive industry to effectively drive brand growth and influence OEMs.

📋 Key Responsibilities

✅ Lead and manage Brand Managers, providing clear direction, setting performance expectations, and driving long-term strategic goals.

✅ Provide leadership and development, serving as the primary point of contact for Brand Managers and offering mentorship and guidance.

✅ Assist Brand Managers in identifying key insights, customer needs, and market opportunities to develop brand strategies, consumer insights, and store differentiators that support sales growth and customer engagement.

✅ Streamline processes and best practices, developing, implementing, and maintaining consistent, scalable processes for the creation and execution of brand-led marketing strategies.

✅ Manage budgets, reviewing expenses, ensuring co-op collection processes are followed, and monitoring each brand's budget to ensure marketing initiatives remain on track and within financial targets.

✅ Work closely with the CMO and other cross-functional leaders to align on marketing priorities, performance metrics, and brand positioning, ensuring all brand initiatives support broader business goals and contribute to measurable results.

✅ Regularly evaluate and adjust marketing strategies to ensure alignment with brand goals, conduct performance reviews, and identify areas for improvement.

✅ Analyze and synthesize key performance drivers for each brand, using insights to make informed recommendations that drive brand growth and resolve obstacles.

✅ Lead the annual and monthly brand planning processes, collaborating with Brand Managers to set clear priorities and deliverables, and overseeing the execution of integrated marketing campaigns that align with both Sonic and OEM goals.

✅ Support with assessing and approving event-related marketing initiatives, ensuring alignment with OEM and Sonic goals.

✅ Work with the Sonic Franchise Marketing Team to ensure the teams deliver cohesive, data-driven marketing campaigns across various channels, ensuring brand consistency and maximizing impact in mass media and one-to-one marketing efforts.

ASSUMPTION: This role requires a strong understanding of the automotive industry, OEM requirements, and retail sales processes to effectively manage brand strategies and drive growth.

🎯 Required Qualifications

Education: Bachelor's degree in marketing, business, or a related field.

Experience: 10+ years of relevant marketing experience, including developing and implementing brand strategies and evaluating marketing and brand performance. Experience leading and managing teams.

Required Skills:

• Proven ability to connect with senior OEM executives and command a room of the senior-most executives.
• Strong communication skills, both verbal and written.
• Highly organized and able to work with multiple teams cross-functionally.
• Strong analytical and problem-solving skills; ability to analyze and interpret data efficiently.
• Proficiency with Word, PowerPoint, and Excel.

Preferred Skills:

• Above average understanding of automotive retail operations, customer behavior, and the competitive landscape.
• Familiarity with the unique challenges and opportunities within the automotive industry.

ASSUMPTION: Candidates with a strong background in automotive marketing and a proven track record of driving brand growth are most likely to succeed in this role.

💰 Compensation & Benefits

Salary Range: $150,000 - $200,000 (Based on industry standards for a VP of Brand Strategy role with 10+ years of experience in the automotive industry)

Benefits:

• Medical
• Dental
• Vision
• HSA
• 401k with a 4% employer match
• PTO

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range is estimated based on industry standards for a VP of Brand Strategy role with the given experience level and location. Actual compensation may vary based on the candidate's qualifications and the company's internal compensation structure.

📌 Applicant Insights

🔍 Company Context

Industry: Retail Motor Vehicles. Sonic Automotive operates franchised dealerships coast-to-coast, representing over 20 different automotive brands, with the majority being luxury and import brands.

Company Size: 10,001+ employees. As a large organization, Sonic Automotive offers extensive resources and opportunities for career growth and development.

Founded: 1997. Sonic Automotive has a rich history in the automotive industry and has established itself as an industry-leading automotive retailer committed to providing an unmatched guest experience.

Company Description:

• Sonic Automotive operates beautiful state-of-the-art facilities.
• The company provides award-winning training and is committed to developing and promoting from within.
• Sonic Automotive is technology-based, with most jobs using iPads or iPhones provided by the company.
• The company offers competitive benefits, including medical, dental, vision, HSA, 401k with a 4% employer match, and PTO.
• Sonic Automotive encourages peer-to-peer teamwork and recognition.
• The company is proud of what they're doing and encourages applicants to join them.

Company Specialties:

• Automotive retail
• Luxury and import brands
• Brand strategy
• Marketing
• Sales
• Customer experience

Company Website: http://www.sonicautomotive.com

ASSUMPTION: Sonic Automotive's focus on providing an exceptional guest experience and commitment to employee development make it an attractive place to work for those seeking a challenging and rewarding career in the automotive industry.

📊 Role Analysis

Career Level: Executive. This role is a senior leadership position responsible for driving brand strategy and growth for all OEM brands.

Reporting Structure: The Brand Strategy VP will report directly to Sonic Automotive's CMO.

Work Arrangement: On-site. This role requires regular on-site presence to effectively lead the team, collaborate with cross-functional leaders, and maintain strong relationships with OEMs.

Growth Opportunities:

• As a senior leadership role, this position offers opportunities for career advancement within the company.
• The role's focus on driving brand growth and influencing OEMs provides opportunities for professional development and skill-building.
• Sonic Automotive's commitment to employee development and promotion from within offers additional growth opportunities.

ASSUMPTION: Candidates with a strong strategic mindset, proven leadership skills, and a deep understanding of the automotive industry are well-suited to this role and have the potential to grow and succeed within the company.

🌍 Location & Work Environment

Office Type: State-of-the-art facilities. Sonic Automotive's facilities are modern, well-equipped, and designed to provide an exceptional work environment.

Office Location(s): Charlotte, North Carolina, United States

Geographic Context:

• Charlotte is the largest city in North Carolina and the 17th-most populous city in the United States.
• The city is known for its vibrant cultural scene, diverse neighborhoods, and numerous parks and green spaces.
• Charlotte has a humid subtropical climate, with mild winters and hot, humid summers.

Work Schedule: Full-time (40 hours per week), with additional hours as needed to meet project deadlines or address urgent business needs.

ASSUMPTION: The modern, well-equipped facilities and the vibrant, diverse city of Charlotte provide an attractive work environment for candidates seeking a challenging and rewarding career in the automotive industry.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR department
• In-person or video interview with the hiring manager
• Final interview with key stakeholders
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Industry knowledge and understanding of OEM requirements
• Communication and presentation skills
• Cultural fit and alignment with Sonic Automotive's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of the automotive industry and Sonic Automotive's unique value proposition.
• Prepare examples of your past accomplishments that showcase your ability to drive brand growth and influence senior leaders.

ATS Keywords: Brand Strategy, Team Leadership, Budget Management, Analytical Skills, Communication Skills, Cross-Functional Collaboration, Market Analysis, Performance Metrics, OEM Relationships, Marketing Campaigns, Data-Driven Decision Making, Customer Engagement, Process Improvement, Training and Development, Sales Growth, Consumer Insights

ASSUMPTION: Sonic Automotive's hiring process is designed to assess candidates' strategic thinking, leadership skills, and industry knowledge, as well as their cultural fit with the company's values and mission.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, PowerPoint, Excel)
• Data analysis and visualization tools (e.g., Tableau, Power BI)
• Marketing automation and CRM platforms (e.g., Salesforce, HubSpot)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: Candidates should have proficiency with Microsoft Office Suite and be comfortable learning and utilizing additional tools and technologies as needed to perform their job effectively.

👔 Cultural Fit Considerations

Company Values:

• Delivering an exceptional guest experience
• Fulfilling dreams, enriching lives, and delivering happiness
• Pursuing expansive growth and taking progressive measures

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Innovative and forward-thinking
• Results-oriented and focused on driving growth

Self-Assessment Questions:

• Do you thrive in a fast-paced, dynamic work environment?
• Are you comfortable working with senior leaders and influencing key stakeholders?
• Do you have a proven track record of driving brand growth and exceeding expectations?
• Are you committed to delivering an exceptional guest experience and enriching lives?

ASSUMPTION: Candidates who align with Sonic Automotive's values and work style are more likely to succeed in this role and contribute to the company's mission of delivering an exceptional guest experience and fulfilling ownership dreams.

⚠️ Potential Challenges

• Managing a team of Brand Managers and driving long-term strategic goals may require significant time and effort.
• Influencing senior-most marketing leaders at OEMs and securing OEM marketing calendar/Content/Focus may present challenges due to competing priorities and limited resources.
• Ensuring alignment with brand goals and conducting performance reviews may require strong communication and interpersonal skills.
• Working in a fast-paced, dynamic environment may present challenges for candidates who prefer a more structured or predictable work environment.

ASSUMPTION: Candidates should be prepared to face these potential challenges and have a plan for addressing them effectively.

📈 Similar Roles Comparison

• Unlike other brand strategy roles, this position requires a deep understanding of the automotive industry, OEM requirements, and retail sales processes.
• This role offers the opportunity to influence senior-most marketing leaders at OEMs and drive brand growth for all OEM brands, which is unique to the automotive retail industry.
• Career progression in this role may lead to senior leadership positions within the company, offering opportunities for growth and development.

ASSUMPTION: Candidates should consider the unique aspects of this role and how they align with their career goals and aspirations when comparing it to similar roles in other industries.

📝 Sample Projects

• Developing and implementing a comprehensive brand strategy for a luxury automotive brand, including market analysis, consumer insights, and competitive positioning.
• Conducting a thorough review of OEM marketing calendars and identifying opportunities for Sonic Automotive to align with OEM goals and drive brand growth.
• Leading a cross-functional team to execute a high-impact marketing campaign that drives sales, service, profit, market share, and brand loyalty for a specific OEM brand.

ASSUMPTION: These sample projects illustrate the strategic, cross-functional, and data-driven nature of the Brand Strategy VP role and the opportunity to drive meaningful brand growth and influence OEMs.

❓ Key Questions to Ask During Interview

• Can you describe the current brand strategies for Sonic Automotive's OEM brands, and how this role will contribute to their evolution and growth?
• How does Sonic Automotive support the professional development and growth of its team members, particularly in leadership roles like this one?
• Can you provide examples of successful brand initiatives led by previous Brand Strategy VPs, and how they have contributed to the company's overall success?
• How does Sonic Automotive measure the success of its brand strategies, and what key performance indicators (KPIs) are most important for this role?
• What is the work environment like at Sonic Automotive, and how does the company support work-life balance for its employees?

ASSUMPTION: Asking these questions will help candidates better understand the role, the company culture, and the opportunities for growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your strategic thinking, leadership abilities, and industry knowledge.
• Prepare examples of your past accomplishments that demonstrate your ability to drive brand growth and influence senior leaders.
• Follow up with the hiring manager one week after submitting your application to express your interest in the role and reiterate your qualifications.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.