Head of Marketing

SOAPY JOE’S MISSION, VISION, AND VALUES

All Soapy Joe’s employees are expected to act responsibly, guided by our mission, vision and core values at all times to represent the Soapy Joe’s brand promise to employees and customers.

MISSION: We’re driven to clean cars, protect the environment and shine in our communities.

VISION: A Soapy Joe’s air freshener in every windshield in San Diego

VALUES:

• BUILD COMMUNITY: We love our neighbors and create an atmosphere where everyone is welcome.
• LEAD WITH HEART: We create trust and respect through listening, positive words and actions.
• CREATE FANS: We impress customers with a great experience defined by positivity and helpfulness.
• DO THE RIGHT THING: We operate with honesty and integrity — even when no one’s looking.
• BE PROUD: We’re proud of our quality services and clean sites, but most of all, we’re proud of our team.
• HAVE FUN: We believe creative solutions and genuine connections happen when you’re having fun.
• KEEP LEARNING: We take learning as seriously as we take having fun, which means we do it all the time!

POSITION OBJECTIVES

Marketing is a core driver of growth, customer acquisition, retention, and revenue performance.

We are seeking a Head of Marketing to lead the marketing function for our growing multi-site car wash platform. This is a hands-on, commercially minded leadership role responsible for building and executing a marketing strategy that drives customer growth, membership acquisition, retention, brand awareness, and revenue.

The Head of Marketing will oversee Performance Marketing, CRM/Lifecycle, Brand, Partnerships, and Marketing Analytics, working closely with Revenue, Finance, and Operations to ensure marketing investments translate into measurable business outcomes. This leader will bring together brand and performance marketing under one cohesive strategy — balancing customer acquisition with long-term retention, LTV, and profitable growth.

Reports directly to Jason, with strong cross-functional partnership across Finance, Revenue, and Operations.

WHAT YOU OWN

You own marketing outcomes — not just campaigns, traffic, or impressions.

You will be accountable for:

• Customer acquisition and membership growth
• Marketing-attributed revenue
• Customer retention and lifecycle engagement
• LTV/CAC and marketing efficiency
• Marketing ROI and channel performance
• Brand awareness and customer engagement
• CRM and lifecycle marketing performance
• Marketing budget and investment strategy
• Marketing analytics, reporting, and forecasting
• Partnerships and strategic growth initiatives

You will build a marketing function that understands who our customers are, what drives them to purchase, what keeps them engaged, and how marketing can create long-term customer value.

KEY RESPONSIBILITIES

Marketing Strategy & Leadership

• Develop and own the overall marketing strategy and annual marketing plan
• Build a clear, integrated strategy across brand, performance, CRM, partnerships, and customer lifecycle
• Establish marketing priorities based on business goals, customer insights, and financial performance
• Build and manage the marketing budget, ensuring resources are allocated to the highest-impact opportunities
• Establish clear KPIs, reporting, and accountability across the marketing function
• Build, develop, and lead a high-performing marketing team and agency/partner ecosystem

Customer Acquisition & Growth

• Own the customer acquisition strategy across paid, organic, local, partnership, and other relevant channels
• Develop strategies to grow membership and retail wash revenue across the network
• Optimize acquisition spend based on LTV, CAC, payback period, and customer quality
• Continuously test and improve offers, promotions, messaging, and channel strategy
• Identify opportunities to expand customer acquisition into new markets and sites
• Ensure marketing strategies are tailored to local market and site-level dynamics

CRM, Retention & Customer Lifecycle

• Lead CRM and lifecycle marketing strategy from acquisition through retention and reactivation
• Develop programs that improve onboarding, engagement, membership utilization, upgrades, and retention
• Use customer data and behavioral insights to identify opportunities to reduce churn
• Build segmented customer journeys based on customer behavior, membership tier, tenure, and value
• Partner with Operations to identify and address customer experience opportunities
• Establish a deep understanding of customer cohorts and their lifetime value

Brand & Customer Experience

• Own and evolve the brand strategy across the organization
• Ensure consistent brand positioning and customer experience across locations and channels
• Develop marketing messaging that differentiates the brand and resonates with target customers
• Balance long-term brand building with short-term performance objectives
• Partner with Operations to ensure the customer experience delivers on the brand promise

Partnerships

• Identify and develop strategic B2B and community partnerships that drive customer acquisition and brand awareness
• Build partnership programs that create measurable commercial value
• Develop relationships with local businesses, organizations, and strategic partners
• Measure and optimize partnership performance

Marketing Analytics & Performance

• Build a strong marketing analytics and reporting framework
• Establish a single source of truth for marketing performance
• Track acquisition, conversion, CAC, LTV, retention, churn, ROAS, and marketing ROI
• Develop cohort-level reporting to understand customer behavior and value over time
• Provide clear insights and recommendations to leadership
• Use data to identify underperforming channels and reallocate investment accordingly
• Establish a disciplined testing and experimentation framework

Cross-Functional Leadership

• Partner closely with Finance, Revenue, and Operations to align marketing strategy with broader business objectives
• Work with Operations to understand site-level performance and customer behavior
• Partner with Finance on marketing budgets, ROI, forecasting, and investment decisions
• Collaborate with Revenue leadership on pricing, promotions, offers, and membership strategy
• Bring the voice of the customer into broader business decisions
• Ensure marketing is viewed as a strategic growth function across the organization

THE MINDSET WE ARE BUILDING

We are evolving from a traditional campaign-focused marketing function to a customer-centric, data-driven growth engine.

You will lead that evolution.

Customer-Centric Mindset

• Deeply curious about customer behavior and motivations
• Uses customer insights to inform marketing strategy and decision-making
• Focused on the entire customer journey, not just acquisition
• Continuously looks for ways to improve the customer experience
• Believes strong marketing starts with understanding the customer

Commercial Mindset

• Understands how marketing investments translate into revenue and customer value
• Comfortable discussing CAC, LTV, retention, ROAS, payback, and profitability
• Makes decisions based on business impact rather than vanity metrics
• Willing to challenge existing strategies and reallocate investment when results do not support continued spend

Data-Driven Mindset

• Uses data to inform strategy while understanding its limitations
• Comfortable working with customer cohorts, marketing attribution, and performance analytics
• Builds a culture of testing, learning, and continuous optimization
• Can translate complex data into clear business recommendations

Collaborative Leadership

• Strong cross-functional partner who can work effectively with Finance, Revenue, and Operations
• Brings structure, clarity, and accountability to the marketing function
• Comfortable operating in a fast-moving, growth-oriented environment
• Able to move between strategic thinking and hands-on execution

WHAT THIS IS NOT

• This is not a traditional brand-only marketing role.
• This is not a demand-generation-only role.
• This is not a campaign management role.
• This is not a role focused solely on creative or media strategy.

We are looking for a marketing leader who can connect brand, acquisition, customer lifecycle, analytics, and business performance into one cohesive growth strategy.

WHAT SUCCESS LOOKS LIKE IN 12 MONTHS

• A clear, measurable marketing strategy is in place across the organization
• Customer acquisition is growing efficiently and predictably
• Marketing investment is tied to measurable business outcomes
• CAC, LTV, retention, and channel performance are clearly understood
• CRM and lifecycle programs are driving stronger customer engagement and retention
• Brand positioning is clear and consistently executed across the network
• Marketing reporting provides leadership with clear, actionable insights
• High-performing channels and programs are scaled while underperforming investments are addressed
• Marketing is viewed as a strategic growth partner across the organization
• A strong, accountable marketing team and operating rhythm are in place