Director of Integrated Marketing

The Director of Integrated Marketing at Tommy Car Wash Systems leads the measurement framework that connects retail marketing performance across channels. This onsite role in Holland, MI focuses on translating analytics into executive-level guidance for leadership and franchise partners, with an emphasis on aligning marketing efforts around shared retail outcomes.

Role Overview

The Director of Integrated Marketing owns the approach to measuring how marketing activity drives performance across retail channels. By building and maintaining reporting capabilities, the role provides data-driven insights that support strategy and integration, helping leadership understand results such as membership conversion, wash frequency, guest acquisition, and retention.

Responsibilities

• Act as the marketing department analytics lead by owning a measurement framework for performance tracking across retail marketing channels, including promotions, site signage, digital advertising, paid media, and local franchise marketing initiatives
• Develop and maintain dashboards and reporting tools that provide the VP of Marketing, leadership, and franchise partners a real-time view of marketing impact on retail outcomes
• Monitor promotional program performance with the retail promotions manager to identify what works, what does not, and where to test, adjust, or scale
• Evaluate site signage and physical retail touchpoints as marketing assets, assessing how they influence guest behavior and identifying improvement opportunities
• Partner with the Director of Digital to interpret paid advertising and CDP data in the context of overall retail performance, connecting digital signals to on-site guest behavior
• Track and analyze the customer journey from awareness through loyalty to identify friction points, conversion gaps, and moments of opportunity
• Lead competitive intelligence, monitoring positioning, pricing, promotional activity, and consumer sentiment to inform Tommy’s Express strategy
• Align marketing disciplines across promotions, creative, digital, PR, video, communications, and local franchise site marketing around shared retail performance goals
• Contribute to annual marketing calendar planning and integrated campaign strategy, providing data-informed guidance on timing, channel mix, and resource allocation
• Lead localized market analysis for new franchise openings, including SWOT reporting, competitive landscape mapping, and market-specific strategic recommendations
• Lead consumer research initiatives including guest behavior studies, segmentation analysis, and sentiment tracking to strengthen understanding of the audience
• Provide oversight perspective on the retail advertising budget and franchise brand fund in partnership with the VP of Marketing, ensuring allocation reflects performance data and priorities
• Produce and deliver executive-ready, polished presentations that translate marketing data into clear strategic recommendations and actionable next steps
• Serve as an expert voice in leadership discussions regarding retail marketing performance, bringing data and context to influence decisions
• Communicate performance insights and strategic recommendations to franchise partners, connecting national marketing activity to local results
• Collaborate as a peer with the Director of Creative and Director of Digital, ensuring performance feedback loops back to the teams executing marketing work
• Build a culture of measurement and accountability by establishing shared standards for defining, tracking, and reporting success across channels
• Other duties as assigned; responsibilities may change at any time with or without notice

Requirements

• Bachelor’s degree in marketing, business, analytics, or a related field required; MBA or advanced degree a plus
• Minimum 7–10 years of progressive marketing experience; a background at a major retailer or franchise organization is a strong advantage
• Preferred familiarity with retail marketing end-to-end, including promotions, on-site touchpoints, digital advertising, loyalty programs, and local market dynamics
• Hands-on experience building and interpreting marketing performance dashboards, attribution models, and measurement frameworks
• Comfort working with CDPs, CRM data, paid media analytics, and consumer research tools
• Ability to synthesize large volumes of multi-channel data into a clear strategic narrative with confident, actionable recommendations
• Strong communication skills for executive-level presentations that are data-rich, visually clear, and persuasive
• Experience with or understanding of franchise marketing dynamics is a strong advantage, including brand standards, co-op advertising, local market variation, and franchise partner communication
• Works effectively alongside other directors and department leads by contributing through insight and credibility
• Strong organization and precision with an emphasis on data accuracy and work quality
• Ability to thrive in a fast-moving, multi-channel environment by balancing strategic thinking with detailed analytical work

Technology

• CDPs
• CRM data
• Paid media analytics

Benefits

• Base pay and eligibility for an annual profit-sharing bonus
• Full insurance package including Health, Dental, Vision, Life, Disability, Employee Assistance
• Dependent Care FSA with on-site Daycare options
• 401k match and complimentary financial planning services
• Paid time off and paid holidays
• Opportunity for continued education and tuition assistance
• Valuable learning and development program
• Significant ability to grow internally for motivated and strong performing team members
• Fun, energetic, family-oriented work culture with an emphasis on team member morale
• Growing nationwide brand and presence

Work Environment and Physical Demands

• Professional office environment
• Office hours: Monday through Friday, 8:00am to 5:00pm
• Routine use of standard office equipment including computers, phones, photocopiers, and filing cabinets; primarily indoors
• Some travel may be expected for franchise market visits, research, and industry events
• Work and commute in all weather conditions
• Ability to communicate, listen, and exchange information effectively
• Physical ability to walk, bend, twist, turn, stoop, climb steps, reach with hands, and use fingers; able to lift and move up to 30 pounds
• Fast-paced work environment with frequent multitasking
• Ability to remain stationary for 50% or more of the time, alternating between sitting and standing
• Constant computer use and operation of office productivity machinery such as keyboard, copy machine, and printer