Position Overview

Reporting to the VP, Marketing & Communications, the National Social Media Lead owns Dilawri’s national social media strategy and governance—defining channel priorities, messaging pillars, KPIs, and success metrics across organic and paid channels. This role establishes national standards and ensures a consistent brand voice across all platforms while guiding regional and dealership-level execution.

The National Social Media Lead is responsible for the development and oversight of content across Dilawri’s national social channels, managing agency and vendor partners, and identifying opportunities to grow reach, engagement, and brand impact. The role works closely with regional marketing teams, collaborates with internal partners such as HR on employer brand and recruitment initiatives, and serves as the primary point of contact for external social media agencies and partners.

The successful candidate will strengthen Dilawri’s digital presence, increase audience engagement, and reinforce the company’s reputation as Canada’s largest automotive group and an industry leader.

Primary Duties and Responsibilities

Own and evolve Dilawri’s national social media strategy and quarterly roadmap, translating business priorities into channel plans, messaging pillars, and KPI targets. Establish and maintain national governance, standards, and best practices across all social platforms to ensure brand and OEM alignment. Manage agency and vendor partners: develop briefs, define scopes, manage budgets and timelines, and ensure quality and performance. Conduct regular performance reviews with partners and drive ongoing optimization and accountability to results. Work closely with regional marketing teams to guide and support local execution, ensuring alignment with national priorities and brand standards. Collaborate with internal teams to support recruitment, culture, and corporate initiatives through social channels. Oversee and manage content planning for national channels, ensuring messaging is consistent, strategic, and aligned with brand priorities. Monitor engagement and performance across all platforms and produce monthly reporting with insights, recommendations, and optimization plans. Monitor social activity across national platforms, responding to comments and inquiries in a timely and professional manner or escalating as required. Manage and maintain Dilawri’s business listings and presence across search and review platforms (e.g., Google, Bing, Yelp), ensuring accuracy and brand consistency. Plan and execute social coverage for key national events and campaigns. Stay current on social media trends, platform updates, and industry best practices, proactively identifying opportunities for innovation and improvement. Support internal teams and leadership with social media insights, recommendations, and campaign planning.

Qualifications Required

Education

Post-secondary degree or diploma in Marketing, Communications, Digital Marketing, or equivalent work experience.

Skills

Demonstrated ability to translate business objectives into social strategy, channel roles, and measurable KPI frameworks. Strong brand-building and storytelling capabilities. Excellent writing and communication skills with the ability to craft platform-appropriate messaging. Proven vendor and agency management experience. Strong project management and organizational skills, with the ability to manage multiple priorities in a fast-paced environment. Data-driven mindset with the ability to analyze performance and make strategic recommendations. Exceptional interpersonal skills and ability to collaborate across teams and regions. Highly self-motivated, detail-oriented, and solutions-focused. Deep understanding of social platforms, audience engagement, and digital best practices.

Experience

5+ years of progressive social media management experience, preferably within a multi-location or national organization. Experience developing and executing national or multi-brand social strategies. Experience managing agencies, vendors, and external partners. Paid social advertising experience considered an asset. Automotive or retail experience considered an asset.

About Dilawri

In addition to working with and learning from a team of leading professionals in the automotive industry, our benefits include:

Discounted employee vehicle purchase program

Job-specific coaching & training programs Comprehensive health & dental plans Employee wellness & assistance programs Employee social events Build your career with a team that is driven by excellence, integrity and innovation.

Discover Dilawri.