Sales Lead, Service Marketing & Retention

The Sales Lead: Service Marketing and Retention is responsible for developing and executing national Service Marketing strategies and retention programs that drive Customer Pay Repair Order (CPRO) growth, service lane traffic, and improved customer loyalty across the Honda and Acura dealer network.

This role integrates data-driven insights with creative marketing activation, working cross-functionally with various stakeholders to deliver consistent, high-performing service marketing campaigns and retention initiatives.

In addition, the role provides critical analytics supporting Regionalized Maintenance Pricing (RMP), Pre-Paid Maintenance (PPM), and customer-pay performance, ensuring programs are aligned with business goals, customer needs, and dealer profitability.

RESPONSIBILITIES

1. National Service Marketing Leadership (Campaign Execution)
 

• Lead the planning, briefing, development, and rollout of national service marketing campaigns.
• Manage CRM groups and agency partnerships for creative development and execution.
• Oversee asset distribution to dealers and ensure compliance with brand standards.
• Monitor campaign results and develop countermeasures to improve ROI and dealer adoption.

2. Retention & CPRO Growth Programs
 

• Develop and execute customer journey strategies designed to increase service frequency and reactivation of inactive customers.
• Collaborate with dealer support teams to maximize dealer execution and adoption of retention tools.
• Track CPRO, retention rates, visit frequency, and related KPIs and identify opportunities for improvement.
• Analyze penetration, renewal, and program profitability.
• Take lead on new retention program opportunities and support communication rollout.

3. Analytics & Insights
 

• Produce monthly reporting and insights on service performance (CPRO, retention, GP).
• Provide recommendations based on data trends, dealer performance, and industry benchmarks.
• Support strategic planning and PDCA cycles through data-driven analysis.

4. Regionalized Maintenance Pricing (RMP)
 

• Conduct annual and quarterly RMP analyses by region, balancing customer experience, retention, and profitability.
• Collaborate with Business Analysts and Dealer Field Groups to refine pricing recommendations.
• Prepare communication materials to support dealer rollout.

5. Cross-Functional Collaboration & Dealer Support
 

• Work closely with CRM Groups, Dealer Care, Fixed Operations Performance Experts and Brand teams to ensure alignment of priorities and timing.

6. Budget Management
 

• Oversees rebate payment, creative production and agency fee budgets associated with service marketing programs.
• Ensure efficient tracking, reconciliation, and reporting with Financial Control.
• Manage timelines and deliverables.

QUALIFICATIONS

 

• Diploma or degree in Business, Marketing, Communications or related field beneficial.
• 5+ years in marketing, CRM, automotive or fixed operations environment.
• Automotive industry or dealer network experience considered an asset.
• Knowledge of service KPIs (CPRO, RO, retention, GP) is an advantage.
• Strong understanding of marketing execution and customer retention principles.
• Analytical ability to interpret data and communicate insights clearly.
• Proficiency with Excel and PowerPoint
• Excellent communication and project management skills.
• Ability to manage budgets, vendors, and multiple projects simultaneously.

HIRING PRACTICES 

The salary range for this position is $94,750.00 - $112,516.00 CAD annually. Individual salaries within this range are determined by a variety of job-related factors, including education, experience, knowledge, and skill set. 

This is an on-site with occasional work-from-home position that requires employees to work on-site four days per week with the opportunity to work-from-home one day per week (with a dedicated workspace at the assigned company office). 

This posting is for an existing vacancy that Honda Canada Inc. is actively seeking to fill. 

Honda Canada Inc. does not use artificial intelligence (AI) in its recruitment or candidate selection processes. 

Honda Canada Inc. is committed to providing accommodations during the recruitment process for applicants with disabilities, upon request. Accommodations will take into account the applicant's accessibility needs. If you require accommodation at any time during the recruitment process, please email Human Resources at accessibility@honda.ca or call (905) 888-4331.