Dealership marketing positions
15 positions, each with what the role does, when a store needs it, what it pays and one flat fee per hire.
Dealership marketing has moved in-house as agencies get more expensive and inventory moves online. These roles run the budget, the content and the data that tell you which dollars sell cars.
How to pick the right level
- Inventory photographers and merchandising specialists fit any store that wants every car online fast.
- A marketing manager owns budget, co-op and agencies at a large store.
- Groups add a marketing director, designers, SEO, video and data roles shared across stores.
Every level, what it pays and the fee
Inventory Photographer
$500 per hirePhotographs and films inventory so every vehicle is online with full photos fast.
When a store needs it: Mid-size stores and up. Pay: $29,350 to $38,130 a year.
Community Relations Coordinator
$1,500 per hirePlans events, sponsorships and charity work that tie the stores to their towns.
When a store needs it: Dealer groups. Pay: $33,680 to $53,330 a year.
Marketing Coordinator
$1,500 per hireCoordinates ads, events, co-op claims and vendor work for the store's marketing.
When a store needs it: Mid-size stores and up. Pay: $38,890 to $52,340 a year.
Inventory Merchandising Specialist
$1,500 per hireWrites listings, checks photos and prices, and syndicates inventory to third-party sites.
When a store needs it: Large stores. Pay: $38,890 to $52,340 a year.
Digital Marketing Specialist
$2,500 per hireManages paid search, social ads and email campaigns and reports on cost per sale.
When a store needs it: Large stores. Pay: $38,890 to $70,600 a year.
Reputation Manager
$2,500 per hireMonitors and responds to online reviews and resolves complaints before they spread.
When a store needs it: Dealer groups. Pay: $42,640 to $64,890 a year.
Graphic Designer
$2,500 per hireDesigns ads, signage, social graphics and print pieces for the group's stores.
When a store needs it: Dealer groups. Pay: $43,140 to $68,360 a year.
SEO Specialist
$2,500 per hireImproves search rankings for the group's websites and inventory pages.
When a store needs it: Dealer groups. Pay: $52,340 to $70,600 a year.
Video Content Creator
$3,500 per hireShoots and edits walkarounds, social video and ads for inventory and the brand.
When a store needs it: Large stores. Pay: $52,720 to $105,310* a year.
CRM Administrator
$3,500 per hireSets up and maintains the CRM, its workflows, users and lead routing.
When a store needs it: Dealer groups. Pay: $53,270 to $101,520 a year.
Web Developer
$3,500 per hireBuilds and maintains the group's websites, landing pages and integrations.
When a store needs it: Large dealer groups. Pay: $55,880 to $91,130 a year.
Marketing Manager
$3,500 per hireRuns the store's marketing budget, agencies, co-op and campaign results.
When a store needs it: Large stores. Pay: $66,050 to $81,790 a year.
Data Analyst
$5,500 per hireTurns DMS, CRM and marketing data into reports leaders use to run the stores.
When a store needs it: Large dealer groups. Pay: $79,880 to $139,980 a year.
Marketing Director
$7,500 per hireLeads marketing for a dealer group: brand, digital spend, agencies and attribution.
When a store needs it: Dealer groups. Pay: $81,790 to $160,920 a year.
About store size and pay
Store size guidance reflects how dealerships typically staff as they grow, drawn from our 25 years inside dealerships and recruiting for them since 2012. Every store is different, so we confirm the right level on your intake call.
- Every store: Any franchised or independent dealership
- Mid-size stores: About 100 or more new and used retail units a month, or 50 or more employees
- Large stores: About 250 or more units a month, or 150 or more employees
- Dealer groups: About 3 to 10 rooftops
- Large dealer groups: 10 or more rooftops
- Stores with a body shop, stores with in-house financing and specialty dealers: roles that depend on the business, not its size
Pay bands are what people in each role earn at automobile dealers, from the U.S. Bureau of Labor Statistics (Occupational Employment and Wage Statistics, May 2025), including commissions and bonuses. Most bands run from the 25th to the 75th percentile; senior levels use the upper range of the same occupation. A band marked * uses all-industry figures because BLS does not report that role for auto dealers.
Social Media Manager
$2,500 per hireRuns the store's social channels, content calendar and community engagement.
When a store needs it: Large stores. Pay: $42,640 to $64,890 a year.