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Head of Retail Marketing Strategy

2 months ago

Holland, Michigan, United States Tommy Car Wash Systems Full time

Position Overview:
Tommy Car Wash Systems is seeking a Head of Retail Marketing Strategy to spearhead B2C marketing initiatives and national expansion plans for the Tommy's Express brand. This role will involve fostering relationships with franchisees and the broader franchise community to develop a performance-driven marketing strategy and enhance collaboration among these groups. The ideal candidate will possess a keen understanding of campaign performance metrics at both local and national levels and will be adept at communicating these results effectively.

What We Offer:

  • Competitive base salary with eligibility for an annual profit-sharing bonus
  • Comprehensive insurance package including Health, Dental, Vision, Life, and Disability coverage
  • 401k matching and access to financial planning services
  • Generous paid time off and holiday benefits
  • Opportunities for professional development and tuition reimbursement
  • Robust learning and development programs
  • Significant potential for internal career advancement for high-performing team members
  • A vibrant, family-oriented workplace culture focused on team member well-being
  • A rapidly expanding national brand presence
Key Responsibilities:
  • Establish KPIs (Key Performance Indicators) and objectives to assess success
  • Oversee and communicate site performance metrics and marketing analytics
  • Guide the team in creating comprehensive marketing plans at the store level, including multi-channel initiatives, and assess their effectiveness
  • Collaborate cross-functionally to develop and implement the retail brand strategy, including an annual marketing calendar and integrated campaigns aimed at enhancing retail KPIs and customer loyalty
  • Develop and maintain marketing playbooks that compile effective and repeatable strategies to enhance specific KPIs
  • Foster a culture of experimentation with innovative marketing strategies to broaden our offerings to the franchise community
  • Direct the retail strategy for campaigns and communications necessary to support deliverables across all channels
  • Regularly assess and measure the success of all retail assets and signage
  • Conduct consumer research to understand buying behaviors and decision-making processes, defining consumer segments and target audiences, and leading marketing efforts to document, measure, and enhance the customer journey and guest sentiment
  • Monitor competitor brands and their strategies to ensure alignment and effectiveness of our corporate strategy at the national level
  • Lead local market analysis, including localized SWOT assessments, to inform and educate the marketing team and franchise partners about local market conditions, pricing, and competitive features prior to site openings
  • Manage a team, including performance reviews, learning and development, hiring, and other administrative functions in collaboration with HR
  • Foster a team culture aligned with organizational goals, empowering team members to excel in their roles by creating opportunities for growth
  • Maintain regular communication with franchise partners to ensure their understanding and execution of corporate marketing strategies, including gathering input and feedback for strategy development
  • Oversee advertising budgets, including the paid-in franchise brand fund
  • Perform other duties as assigned; responsibilities may evolve over time.
Qualifications:
  • Bachelor's degree in marketing, business, or a related field; MBA preferred
  • A minimum of 5 years of leadership experience in corporate, retail, or B2C marketing
  • Experience in retail marketing within a franchise organization is advantageous
  • Proven ability to integrate creative marketing strategies with data-driven, results-oriented actions
  • Technologically proficient, particularly in Microsoft Office; experience with database systems is a plus
  • Exceptional written and verbal communication skills
  • Process-oriented with strong collaboration skills, capable of managing relationships across various organizational levels and departments
  • Strong organizational and time management abilities; adept at multitasking and prioritizing tasks
  • Highly adaptable with excellent problem-solving and critical thinking skills; capable of making sound, data-informed decisions
  • Demonstrates integrity and dependability with a strong sense of urgency and results orientation
  • Prioritizes customer care and exhibits a positive, proactive attitude
  • Shows initiative and a drive to identify and address gaps in processes.
Work Environment:
This position operates in a professional office setting with standard office hours. The role involves routine use of office equipment and primarily indoor work with minimal travel expectations.

To effectively perform the essential functions of this role, team members must be able to:
  • Work in various weather conditions
  • Communicate effectively and exchange information
  • Engage in physical activities such as walking, bending, and reaching
  • Thrive in a fast-paced environment while multitasking
  • Utilize standard office equipment
  • Remain stationary for extended periods, alternating between sitting and standing
  • Lift and move items weighing up to 30 pounds.
About Tommy Car Wash Systems:
Tommy Car Wash Systems is a leading franchise in the car wash and car care industry, known for its innovative technology and extensive experience. Our car washes offer a unique experience with features such as advanced wash systems and high-performance cleaning products. We are committed to providing our franchise partners with the tools and support they need to succeed in the car wash business.