Senior Director of Marketing

The Senior Director of Marketing serves as the strategic leader of the full marketing function for Sud Stop Car Wash across all locations and digital platforms. This executive-level role is responsible for setting the vision, building the team, and overseeing the systems that drive brand growth, demand generation, and membership acquisition and retention.

The Senior Director defines the overarching marketing strategy and provides directional oversight across brand management, digital channels, customer experience, and revenue-generating initiatives. This role leads and develops a marketing team — delegating execution while maintaining accountability for performance, quality, and results.

This position reports directly to senior executive leadership and is accountable for the marketing function’s overall contribution to profitability, scalability, and long-term brand equity across all customer segments.

 

Key Responsibilities

Marketing Vision & Strategic Leadership

• Set the annual and long-range marketing strategy aligned with company growth objectives across locations, membership, and emerging revenue streams
• Provide executive oversight of all marketing initiatives, ensuring alignment with business priorities and measurable ROI
• Define and govern marketing KPIs; lead performance reporting to executive leadership and the board as needed
• Identify transformational opportunities in brand positioning, market expansion, and customer acquisition
• Build and lead a high-performing marketing team, establishing clear roles, accountability structures, and professional development plans
• Closely manage one or more departmental reports.

 

Brand Governance & Customer Experience

• Own the Sud Stop Car Wash brand at the highest level — setting standards, protecting brand equity, and driving consistent execution across all touchpoints
• Oversee the evolution of the end-to-end customer journey, directing teams responsible for digital, onsite, and community experience
• Establish governance frameworks for brand compliance across locations, vendors, and third-party partners

 

Digital, Social & Content Strategy

• Set strategic direction for digital marketing including paid media, SEO, social, CRM, and content channels
• Oversee team execution of campaigns, publishing cadence, and engagement across all platforms
• Direct CRM strategy including segmentation, lifecycle marketing, win-back, and retention programs
• Ensure digital business listings, brand pages, and third-party presence meet brand and performance standards

 

Reputation Management & Customer Service Oversight

• Define and oversee the reputation management strategy across review platforms and customer feedback channels
• Provide leadership oversight of the Customer Service department; direct the team responsible for day-to-day customer care operations
• Partner with senior Operations leadership to address systemic customer experience issues and drive retention improvements

 

Digital Ecosystem & Technology

• Provide strategic oversight of SudStopCarWash.com, the customer app, customer portal, and loyalty ecosystem
• Direct the roadmap for digital properties, ensuring alignment with customer acquisition and retention objectives
• Evaluate and recommend new marketing technology investments to support scalability and efficiency

 

Menu, Pricing & Promotional Strategy

• Direct menu strategy including pricing architecture, packaging, and product positioning across markets
• Oversee the design and governance of the annual promotional calendar and offer testing framework
• Approve market-specific promotional strategies and seasonal sales programs

 

Budget Stewardship & Vendor Oversight

• Own the enterprise-wide marketing budget; allocate resources across channels, locations, and initiatives
• Establish vendor management standards and oversee relationships with key agency and technology partners
• Ensure spending efficiency and hold vendors accountable to defined performance benchmarks

 

Cross-Functional & Executive Collaboration

• Serve as the marketing voice in executive and cross-functional leadership forums
• Partner with Operations leadership to ensure marketing strategy is executable at the site level
• Align marketing initiatives with new site growth timelines, operational capabilities, and fleet/offsite expansion plans

 

Growth & New Location Strategy

• Lead the strategic marketing approach for new location launches, including grand opening playbooks and market entry strategies
• Oversee fleet, offsite, and partnership growth marketing in coordination with business development leadership

 

 

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA or advanced degree preferred
• 8+ years of progressive marketing leadership experience, including at least 3 years in a senior director or equivalent executive-level role
• Demonstrated success building, leading, and scaling marketing teams
• Proven track record of developing and executing enterprise-wide marketing strategy with measurable business impact
• Deep experience overseeing digital marketing, CRM platforms, loyalty programs, and paid media strategies
• Strong financial acumen with experience managing multi-location or multi-unit marketing budgets
• Excellent executive communication, stakeholder management, and cross-functional leadership skills
• Experience in multi-unit retail, hospitality, or service brands strongly preferred

 

Success Metrics

• Membership acquisition, retention, and lifetime value growth
• Revenue attribution and ROI from marketing-led initiatives
• Brand consistency and reputation scores across locations
• Digital channel performance and conversion benchmarks
• Customer satisfaction and loyalty program adoption
• Marketing team performance, development, and retention

 

Core Competencies

• Executive strategic thinking and organizational leadership
• Team building, coaching, and performance management
• Brand ownership and enterprise governance
• Data-driven decision making and analytical rigor
• Customer journey optimization at scale
• Vendor, agency, and budget stewardship
• Cross-functional influence and executive presence
• Ownership mentality and accountability for results