Head of Marketing

Job Type Full-time Description 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 growthMarketing-attributed revenueCustomer retention and lifecycle engagementLTV/CAC and marketing efficiencyMarketing ROI and channel performanceBrand awareness and customer engagementCRM and lifecycle marketing performanceMarketing budget and investment strategyMarketing analytics, reporting, and forecastingPartnerships 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 planBuild a clear, integrated strategy across brand, performance, CRM, partnerships, and customer lifecycleEstablish marketing priorities based on business goals, customer insights, and financial performanceBuild and manage the marketing budget, ensuring resources are allocated to the highest-impact opportunitiesEstablish clear KPIs, reporting, and accountability across the marketing functionBuild, 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 channelsDevelop strategies to grow membership and retail wash revenue across the networkOptimize acquisition spend based on LTV, CAC, payback period, and customer qualityContinuously test and improve offers, promotions, messaging, and channel strategyIdentify opportunities to expand customer acquisition into new markets and sitesEnsure 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 reactivationDevelop programs that improve onboarding, engagement, membership utilization, upgrades, and retentionUse customer data and behavioral insights to identify opportunities to reduce churnBuild segmented customer journeys based on customer behavior, membership tier, tenure, and valuePartner with Operations to identify and address customer experience opportunitiesEstablish a deep understanding of customer cohorts and their lifetime value Brand & Customer Experience Own and evolve the brand strategy across the organizationEnsure consistent brand positioning and customer experience across locations and channelsDevelop marketing messaging that differentiates the brand and resonates with target customersBalance long-term brand building with short-term performance objectivesPartner 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 awarenessBuild partnership programs that create measurable commercial valueDevelop relationships with local businesses, organizations, and strategic partnersMeasure and optimize partnership performance Marketing Analytics & Performance Build a strong marketing analytics and reporting frameworkEstablish a single source of truth for marketing performanceTrack acquisition, conversion, CAC, LTV, retention, churn, ROAS, and marketing ROIDevelop cohort-level reporting to understand customer behavior and value over timeProvide clear insights and recommendations to leadershipUse data to identify underperforming channels and reallocate investment accordinglyEstablish a disciplined testing and experimentation framework Cross-Functional Leadership Partner closely with Finance, Revenue, and Operations to align marketing strategy with broader business objectivesWork with Operations to understand site-level performance and customer behaviorPartner with Finance on marketing budgets, ROI, forecasting, and investment decisionsCollaborate with Revenue leadership on pricing, promotions, offers, and membership strategyBring the voice of the customer into broader business decisionsEnsure 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 motivationsUses customer insights to inform marketing strategy and decision-makingFocused on the entire customer journey, not just acquisitionContinuously looks for ways to improve the customer experienceBelieves strong marketing starts with understanding the customer Commercial Mindset Understands how marketing investments translate into revenue and customer valueComfortable discussing CAC, LTV, retention, ROAS, payback, and profitabilityMakes decisions based on business impact rather than vanity metricsWilling 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 limitationsComfortable working with customer cohorts, marketing attribution, and performance analyticsBuilds a culture of testing, learning, and continuous optimizationCan translate complex data into clear business recommendations Collaborative Leadership Strong cross-functional partner who can work effectively with Finance, Revenue, and OperationsBrings structure, clarity, and accountability to the marketing functionComfortable operating in a fast-moving, growth-oriented environmentAble 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 organizationCustomer acquisition is growing efficiently and predictablyMarketing investment is tied to measurable business outcomesCAC, LTV, retention, and channel performance are clearly understoodCRM and lifecycle programs are driving stronger customer engagement and retentionBrand positioning is clear and consistently executed across the networkMarketing reporting provides leadership with clear, actionable insightsHigh-performing channels and programs are scaled while underperforming investments are addressedMarketing is viewed as a strategic growth partner across the organizationA strong, accountable marketing team and operating rhythm are in place Requirements REQUIREMENTS: DEGREE Bachelor’s degree required REQUIREMENTS: EXPERIENCE 8+ years of progressive marketing experience, including leadership experienceExperience leading marketing in a multi-location, consumer, subscription, membership, retail, or other recurring-revenue businessProven experience across performance marketing, CRM/lifecycle, brand, and customer acquisitionStrong understanding of customer acquisition economics, LTV/CAC, retention, and marketing ROIExperience managing marketing budgets and allocating investment across channelsStrong analytical and data-driven decision-making skillsExperience building or scaling marketing teams and functionsComfortable working cross-functionally with Finance, Revenue, Operations, and executive leadershipExperience in a high-growth, performance-oriented, PE-backed, or investor-accountable environment is an assetExperience in multi-site or geographically distributed businesses is an asset REQUIREMENTS: PHYSICAL Ability to remain in a stationary seated or standing position for various increments of timeAble to move about to access a variety of tools and office equipmentAble to consistently operate a computer or other electronic deviceAble to ascend or descend a ladder, crouch or crawl Ability to lift up to 50 lbs, lift over head, twist and turn body when appropriateMust be able to communicate clearly through both verbal and written form SALARY $175,000 – $235,000 Salary Description 175,000-235,000