An Automotive Marketing Manager develops and delivers marketing activity that supports vehicle sales, brand awareness, customer retention and wider business growth. The role can sit within a dealership, dealer group, independent Automotive business or supplier organisation and may cover digital marketing, campaigns, events, CRM, social media, website performance, lead generation and reporting.
The exact remit varies considerably between employers. Some Marketing Managers focus heavily on dealership campaigns and local lead generation, while others manage broader strategy, budgets, agencies, events, brand activity and multi-site marketing.
TL;DR
An Automotive Marketing Manager turns marketing activity into measurable commercial results. Recent Automotive Marketing Manager vacancies reviewed show an average basic salary of around £45,200, with salaries ranging from approximately £35,000 to £60,000. The strongest roles combine Automotive knowledge with digital marketing, campaign management, commercial awareness and the ability to measure lead generation and return on investment.
Key Takeaways
- Automotive Marketing Managers support sales, brand awareness, customer retention and lead generation.
- Current basic salaries range from around £35,000 to £60,000.
- Average basic salary across recent Automotive examples is approximately £45,200.
- Digital marketing, CRM, social media, events and campaign reporting are common responsibilities.
- Progression can lead into Group Marketing Manager, Head of Marketing or Marketing Director roles.
What Does an Automotive Marketing Manager Do?
An Automotive Marketing Manager plans and delivers marketing activity that helps attract customers, generate enquiries and support the commercial performance of an Automotive business.
Typical responsibilities can include:
- developing marketing plans and campaign calendars
- managing digital advertising and lead-generation campaigns
- supporting new and used vehicle sales activity
- managing website content and performance
- planning social media and content activity
- managing CRM and customer database campaigns
- supporting customer retention and re-engagement activity
- planning dealership events, launches and local promotions
- working with manufacturer marketing teams and brand guidelines
- managing external agencies and suppliers
- controlling campaign budgets
- reporting on enquiries, leads, campaign performance and return on investment
- supporting recruitment, employer brand or internal communications where required.
Is Automotive Marketing Mainly Digital?
No. Digital marketing is a major part of the role, but Automotive Marketing Managers often work across several channels.
Website performance, paid media, email, CRM, social media and content can all form part of the role, alongside dealership events, local campaigns, print activity, manufacturer promotions and customer-retention programmes.
The right channel depends on the audience and commercial objective rather than following one fixed marketing formula.
How Closely Does Marketing Work With Sales?
Marketing and Sales are closely connected because Automotive marketing activity is often measured by the enquiries, leads and commercial opportunities it generates.
Marketing Managers may work with Sales Managers, Car Sales Executives and senior management to promote specific vehicles, stock, offers, events or customer campaigns.
Strong Automotive marketers understand that reach and engagement matter, but commercial teams also need to know whether marketing activity is producing useful enquiries and sales opportunities.
Skills, Experience and Career Progression
Employers usually look for candidates who combine strong marketing knowledge with commercial awareness, organisation and an understanding of the Automotive customer journey.
Do You Need Automotive Experience?
Automotive experience is valuable, but it is not essential for every Marketing Manager vacancy.
Candidates from other retail, B2C, B2B or multi-site marketing environments can bring transferable skills, particularly where they have managed campaigns, digital channels, budgets, CRM activity and commercial reporting.
Automotive experience becomes particularly valuable where the role involves manufacturer relationships, dealership marketing, vehicle launches or close collaboration with Sales and Aftersales departments.
What Skills Do Employers Look For?
The strongest Automotive Marketing Managers combine creativity with data, commercial awareness and strong project management.
- Campaign management: planning and delivering activity across several channels.
- Digital marketing: understanding websites, paid media, email, social and content.
- Commercial awareness: connecting marketing activity with enquiries, leads and revenue.
- CRM knowledge: using customer data to support retention and lead generation.
- Analysis: measuring campaign performance and identifying what should change.
- Communication: working with Sales teams, senior management, agencies and suppliers.
- Brand management: maintaining consistent messaging and presentation.
- Organisation: managing several campaigns, deadlines and stakeholders at once.
Industry Insight
Automotive marketing is operating in an increasingly competitive and fast-changing new car market.
The Society of Motor Manufacturers and Traders reported 350,536 new car registrations in September 2026, up 12.0% year on year. The SMMT said growth was being driven in large part by intense competition, increased consumer choice and attractive offers.
Electric and plug-in hybrid vehicle demand is also changing the product mix. Year-to-date battery electric vehicle registrations were up 30.2%, while plug-in hybrid registrations increased 41.8%.
For Automotive Marketing Managers, greater product choice and stronger competition increase the importance of clear campaign messaging, strong digital journeys and measurable lead generation. Read the latest SMMT market update.
What Can an Automotive Marketing Manager Progress Into?
Automotive Marketing Manager experience can lead into senior marketing, group-level and wider commercial leadership roles.
Common progression can include:
- Senior Marketing Manager
- Group Marketing Manager
- Head of Marketing
- Marketing Director
- Brand Manager
- Wider commercial or customer strategy roles
Some Automotive Marketing Managers also move into broader dealership or business leadership where they develop strong commercial and operational experience. Our Brand Manager Career Guide and Dealer Principal Career Guide cover two related senior routes.
Automotive Marketing Manager Salary and Working Hours
Automotive Marketing Manager salaries currently range from around £35,000 to £60,000, with an average basic salary of approximately £45,200 across recent vacancies reviewed.
£35,000
Current Lower Example
£45,200
Current Average Basic
£60,000
Current Higher Example
Recent Automotive Marketing Manager vacancies reviewed across Car Dealerships, Independent Dealers, Automotive Suppliers and Independent Garages have advertised basic salaries between approximately £35,000 and £60,000.
Average advertised On-Target Earnings (OTE) sit at approximately £46,200. Most roles are primarily salary-based, although some positions include additional performance-related earnings or bonus.
Market Insight
The Marketing Manager title can cover very different levels of responsibility.
A single-site dealership role may focus heavily on local campaigns, events, CRM and lead generation, while a larger Group or supplier position can include strategy, multi-site activity, larger budgets, agencies and broader commercial reporting.
Candidates comparing vacancies should look at the size of the business, number of brands or locations covered, budget ownership, team responsibility and how directly marketing performance is linked to commercial targets.
Do Automotive Marketing Managers Receive Bonus?
Some Automotive Marketing Manager positions include bonus, but fixed salary remains the main component of most packages.
Where additional earnings were offered across recent examples, bonus averaged around £3,500. Candidates should check whether bonus is linked to individual objectives, wider company performance or commercial campaign results.
What Hours Do Automotive Marketing Managers Work?
Automotive Marketing Managers commonly work full-time weekday hours, although events, launches and campaign activity can require occasional evening or weekend work.
Working patterns vary according to the employer. Dealership-based Marketing Managers may occasionally support weekend events or vehicle launches, while Group or supplier roles may involve travel between sites.
Automotive Marketing Manager Interview Questions
Automotive Marketing Manager interviews usually focus on campaign results, commercial awareness, digital marketing knowledge and how candidates measure success.
Tell Us About a Marketing Campaign That Delivered a Strong Result
Use a specific example and explain the objective, audience, channels used and measurable result. Strong answers focus on what changed commercially rather than simply describing creative activity.
How Do You Measure Marketing Performance?
Explain which measures are relevant to the campaign. These could include enquiries, qualified leads, conversion, website activity, CRM response, event attendance, cost per lead or return on investment.
How Would You Market a New Vehicle Launch?
A strong answer should consider the target audience, product proposition, customer data, digital activity, dealership event opportunities, Sales-team involvement and how campaign performance would be measured.
How Do You Work With Sales Teams?
Explain how Marketing and Sales can share information about stock, customer enquiries, campaign performance and follow-up. Strong candidates understand that marketing activity becomes more valuable when Sales teams know how to act on the leads generated.
What Should You Ask the Employer?
Ask which brands or businesses the role supports, how large the marketing budget is, whether there is an internal team or external agency support, which systems are used and how marketing performance is measured by senior management.
Automotive Marketing Manager FAQs
What Does an Automotive Marketing Manager Do?
An Automotive Marketing Manager plans and delivers marketing activity that supports brand awareness, customer engagement, lead generation, vehicle sales and wider business growth.
How Much Does an Automotive Marketing Manager Earn?
Recent Automotive Marketing Manager vacancies reviewed range from approximately £35,000 to £60,000 basic, with an average basic salary of around £45,200.
Do You Need Automotive Marketing Experience?
Not for every vacancy. Strong marketing experience from other commercial sectors can transfer well, although Automotive knowledge is particularly useful where the role involves manufacturer relationships, dealership campaigns and vehicle launches.
Is Automotive Marketing Mainly Social Media?
No. Social media can form part of the role, but Automotive Marketing Managers commonly work across digital advertising, websites, CRM, email, events, campaign planning, brand management, lead generation and reporting.
What Is the Next Step After Automotive Marketing Manager?
Progression can include Senior Marketing Manager, Group Marketing Manager, Head of Marketing, Marketing Director, Brand Manager or wider commercial leadership roles.
Find Your Next Automotive Marketing Manager Role
Perfect Placement recruits Marketing Managers and wider Automotive commercial professionals across the UK. Browse current vacancies, register your CV and speak with a specialist Automotive recruiter who can help match your experience to suitable roles, prepare you for interviews and support you throughout the recruitment process.
Perfect Placement was named Automotive Recruitment Agency of the Year at the 2026 Car Dealer Power Awards, the fourteenth consecutive year the company received the award.
About the Author
Ashley Camies
As Marketing & Automation Manager at Perfect Placement, Ashley Camies has 14 years of automotive recruitment experience. Since 2011, she has supported motor trade employers and candidates across the UK, using first-hand recruitment data and experience to produce practical guidance on automotive careers, salaries and hiring trends.