Retail & Cardlock Marketing Lead

Key Responsibilities

• Develop individual site marketing plans tailored to store demographics, traffic patterns, and competitive landscape.
• Cook up and oversee the implementation of promotions with store managers and regional operations leaders.
• Periodically visit store locations to grasp local dynamics and gauge marketing effectiveness.
• Manage production and placement of billboard campaigns, especially for rural and highway site locations.
• Coordinate window clings, pump toppers, outdoor banners, and other POP materials aligned to promotions or seasonality.

Localized Digital Marketing

• Develop, launch, and optimize hyperlocal social media campaigns to drive store traffic and promote in-store promotions.
• Build and manage location-specific audience segments using platform tools for targeting radius, demographic filters, and interests.
• Manage store presence and promotions on GasBuddy, ensuring strong visibility and performance in fuel price search.
• Create and execute promotional campaigns through Upside, including onboarding new stores and tracking performance.
• Experiment with multi-channels (SMS, geo-fencing, Waze ads, etc.) based on site-level opportunities.
• Create visibility on Google maps and other platforms.

Reporting & Optimization

• Track campaign performance across all channels and identify actionable insights.
• Measure store-level impact, including fuel volume trends, inside-store traffic, and coupon redemption.
• Iterate quick-running tests, optimizing creative where performance is strongest.

Required Skills & Experience

• 3–5+ years of marketing experience, ideally in multi-location retail, QSR, C-stores, fuel, or local field marketing.
• Familiarity with major oil c-store branded marketing programs.
• Experience managing campaigns on GasBuddy, Upside, or similar fuel/offer-driven platforms.
• Ability to develop multi-channel campaigns, including billboards, digital channels, and direct mail.
• Comfortable coordinating with local groups and community partners.
• Excellent copywriting skills and comfort with on-the-fly content creation.
• Data-driven mindset with the ability to interpret performance results and adjust strategies.

Nice-to-Have Experience

• Familiarity with convenience store, fuel retailers, or multi-site operational environments.
• Familiarity with Facebook Ads Manager, including audience building and location-based targeting.
• Understanding of local SEO, Google Business Profile optimization, and creating online map visibility.
• Experience with geo-targeting tools (e.g., geofencing platforms, Waze).
• Event planning or experiential marketing background.