The Manager, Content Planning & Activation – Used Vehicles is responsible for executing AutoNation brand campaigns and enterprise initiatives across the Used business, including Used Vehicles, We’ll Buy Your Car (WBYC), AutoNation USA, and Value Tracker. This role translates enterprise brand direction into channel-ready, retail-relevant execution that builds trust, drives consideration, and supports conversion. The focus is on planning, tailoring, and deploying content with speed, consistency, and relevance across owned and paid channels, while maintaining brand integrity across a diverse used-vehicle ecosystem.

Operating in a fast-paced, highly matrixed environment, this manager balances rigor with agility — overseeing planning, coordination, optimization, and stakeholder management to ensure work moves efficiently from strategy to market.

Job Responsibilities:

• Own enterprise content planning and activation for the Used Vehicles business, including Used, WBYC, AutoNation USA, and Value Tracker
• Activate brand campaigns and enterprise initiatives in ways that build trust and clarity across the used-car journey
• Tailor enterprise brand direction to meet the distinct needs of each used sub-brand while maintaining master brand cohesion
• Plan content needs and cross-channel integration for key retail moments, offers, and always-on programs
• Lead merchandising strategy for used-vehicle creative execution, supporting local store needs while laddering up to the master brand
• Partner with Strategy & Planning, Media, and Brand teams to tailor content by channel and audience
• Brief internal creators and agency partners on executional requirements and timelines
• Oversee the content production lifecycle, including briefing, adaptation, proofing, approvals, and distribution
• Ensure brand consistency, compliance, and operational feasibility across all activated content
• Lead GTM planning, activation roadmaps, and enterprise content calendars for the Used business
• Track performance and recommend optimizations to improve effectiveness and efficiency over time

What Success Looks Like:

• Brand campaigns are executed consistently across all Used business lines
• Used, WBYC, AutoNation USA, and Value Tracker show up clearly and cohesively under the AutoNation brand
• Content is planned earlier, reducing reactive execution and rework
• Messaging builds trust and confidence across the used-car journey
• Stakeholders have clear visibility into what content is launching, when, and why
• Performance insights inform smarter activation and prioritization decisions
• The Used content engine runs predictably, efficiently, and on brand

Qualifications:

• Bachelor’s degree in Marketing, Communications, or a related field
• 6–8+ years of experience in marketing, content planning, campaign activation, or integrated marketing roles, ideally within retail, automotive, or multi-brand environments
• Proven experience activating enterprise or brand campaigns across multiple channels, translating strategy into execution
• Experience working with OEMs, brand guidelines, or highly regulated brand environments, with a strong understanding of compliance requirements
• Demonstrated ability to balance master brand standards with partner or product-specific needs
• Strong cross-functional leadership and stakeholder management skills in matrixed organizations
• Experience partnering with Media, Brand, Strategy & Planning, and Field Marketing teams
• Highly organized, detail-oriented operator with the ability to manage multiple workstreams simultaneously
• Strategic thinker with a practical, solutions-oriented mindset and a bias toward action
• Must meet company requirements for employment

Exciting Benefits and Perks Await You:

• Competitive compensation and 401k matching

• Enjoy a healthy work-life balance with insurance plans (health, dental, vision) and maternity benefits.

• Associate purchase and discount programs for new and pre-owned vehicles, services, parts, collision, accessories, and AutoGear

• Access amazing deals and discounts through YouDecide, a website with offers from top providers and retailers

• Join our DRVPNK mission to raise and donate millions of dollars to cancer research and treatment, partnering with cancer charities nationwide

AutoNation is one of the largest automotive retailers in the United States, offering innovative products, exceptional services, and comprehensive solutions, empowering our customers to make the best decisions for their needs. With a network of dealerships nationwide strengthened by a recognized brand, we offer a wide variety of new and used vehicles, customer financing, parts, and provide expert maintenance and repair services. Through DRV PNK, we have raised over $40 million for cancer-related causes, demonstrating our commitment to making a positive difference in the lives of our Associates, Customers, and the communities we serve.
 

AutoNation is committed to creating a diverse, equitable, and inclusive environment in our workplace and the services we provide. We welcome candidates from all backgrounds who are passionate about making a positive impact. Even if you do not meet every requirement, we encourage you to apply. Join our team and help us foster a culture of belonging while contributing to our revolutionary work in the automotive industry. We value innovation, teamwork, and a commitment to making a positive impact in the world.