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Job #:3454301
Title:Car Wash Marketing Director
Region:Southwest
Compensation:$145,000
Posted Date:10/07/2025
Description:

Compensation: $140K (DOE, base + bonus)


Role Summary


The Car Wash Marketing Director owns the end‑to‑end growth strategy for the car wash brand(s)—driving awareness, membership, traffic, conversion, and retention across two distinct formats (rollover and tunnel) while orchestrating smart cross‑promotions with our convenience retail business. This leader blends brand building with rigorous performance marketing, turning data into action at the network, market, and site level.


What You’ll Do

Strategy & Brand Stewardship

  • Set a 3‑year growth plan for the car wash portfolio, balancing member growth, same‑site sales, and margin.
  • Own brand positioning, voice, and creative standards for the car wash brand while coordinating co‑branding and cross‑sell with the convenience brand.
  • Develop market playbooks for mature, growth, and new markets.

Pricing, Packaging & Promotions

  • Design good‑better‑best wash menus, add‑ons (e.g., ceramic, tire/wheel), and unlimited membership tiers with clear value propositions.
  • Lead pricing tests and promotional calendars (grand openings, seasonal LTOs, rainy‑day/rain‑check programs), ensuring transparency and compliance.

Lifecycle & Performance Marketing

  • Build full‑funnel programs across paid search/social, local SEO/GBP, programmatic/OOH, referral, partnerships, and community outreach.
  • Own CRM, email, push, and SMS lifecycle (Acquire → Onboard → Engage → Upsell → Save/Win‑back), including churn‑reduction and ARPU growth.

Site‑Level Marketing & Experience (Format‑Specific)

  • Rollover (in‑bay/co‑located): Drive fuel‑to‑wash attach via at‑pump messaging, receipt codes, POS prompts, menu board optimization, and store team enablement.
  • Tunnel (stand‑alone/full‑service): Maximize pay‑station conversion, queue merchandising, lane signage, unlimited plan penetration, and on‑lot upsell scripts.
  • Standardize and continuously A/B test menu names, bundles, and on‑site signage to improve mix and throughput without harming guest satisfaction.

Digital Product, Loyalty & MarTech

  • Partner with Digital/IT on app/web, online sales of memberships/gift cards, account management, and license‑plate recognition (LPR) integrations.
  • Tie the car wash journey to enterprise loyalty (earn/burn, fuel + wash bundles) while honoring the car wash brand’s separate identity.
  • Manage agency/vendor relationships (media, creative, CRM), SLAs, and budgets.

Analytics & Measurement

  • Build dashboards for weather‑normalized same‑site sales, membership KPIs, CAC/Payback, channel ROAS, local SEO, review health, and NPS/CSAT.
  • Run market/site‑level experiments and translate insights into scalable playbooks.

Market Development & Launches

  • Own pre‑opening and grand‑opening marketing for new builds, rebrands, and acquisitions; set ramp curves and break‑even targets.
  • Support fleet/B2B programs (vouchers, corporate membership, fundraising).

Leadership

  • Hire, coach, and develop a high‑performing team (brand, performance, CRM, field marketing) and foster tight alignment with Operations, Digital/IT, Real Estate/Construction, and Finance.


You Have

  • 10+ years progressive experience in multi‑unit consumer services or retail; 3–5 years leading field + digital marketing for a subscription or membership business.
  • Experience with car wash, auto services, fuel/convenience, QSR, or similar high‑throughput, location‑based environments.
  • Proven success scaling unlimited membership, reducing churn, and improving site‑level conversion.
  • Mastery of local performance marketing (Google/Meta), local SEO/GBP, ratings/reviews, and CRM/lifecycle (e.g., Salesforce/Braze/Klaviyo) and analytics (GA4, Looker/Tableau; Excel required; SQL nice‑to‑have).
  • Comfort with POS/LPR ecosystems, on‑lot signage/UX, and cross‑functional testing.
  • Clear, data‑driven decision‑making, strong creative instincts, and field‑first empathy.


Education: BA/BS required; MBA or equivalent experience preferred.


Apply Now




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