Director of Integrated Marketing at Tommy's Express® Car Wash in 648 S Point Ridge, Holland, MI 49423, USA

Job description

• Posted Thursday, September 24, 2026 at 4:00 AM
• Tommy's Express® is growing rapidly — and with that growth comes complexity. Promotions, site signage, digital advertising, paid media, PR, video, creative, and local franchise marketing are all moving simultaneously. We know a lot is working. What we need is someone who can see all of it at once, measure it with discipline, connect the dots across channels, and translate that into clear, confident recommendations that drive smarter decisions.
• The Director of Integrated Marketing is that person. This role sits at the intersection of strategy, analytics, and cross-channel marketing — responsible for maintaining a comprehensive view of retail marketing performance and bringing that intelligence to life through data-driven insights and expert-level presentations to leadership, franchise partners, and the broader marketing team.
• You'll work alongside a Director of Creative and a Director of Digital as peers — bringing a synthesizing perspective that ensures all channels are telling a coherent story and contributing to measurable retail outcomes. This is not a role about generating the biggest idea in the room. It's about being the person who knows, better than anyone, what's actually working, why it's working, and what to do next.

Responsibilities

• Analytics & Performance Intelligence
• Serve as the marketing department’s analytics lead — owning the measurement framework that tracks performance across all retail marketing channels, including promotions, site signage, digital advertising, paid media, and local franchise marketing initiatives
• Develop and maintain dashboards and reporting tools that give the VP of Marketing, leadership team, and franchise partners a real-time, accurate read on how marketing activity is driving retail outcomes — membership conversion, wash frequency, guest acquisition, and retention
• Monitor the performance of promotional programs in partnership with the retail promotions manager — identifying what’s working, what isn’t, and where opportunity exists to test, adjust, or scale
• Evaluate the effectiveness of site signage and physical retail touchpoints as marketing assets — assessing their contribution to guest behavior and identifying improvement opportunities
• Partner with the Director of Digital to interpret paid advertising and CDP data within the broader context of retail performance — connecting digital signals to real-world guest behavior at the site level
• Track and analyze the customer journey from awareness through loyalty — identifying friction points, conversion gaps, and moments of opportunity across the guest experience
• Lead competitive intelligence efforts, monitoring the marketplace for shifts in positioning, pricing, promotional activity, and consumer sentiment that should inform Tommy’s Express strategy
• Strategy & Integration
• Connect the dots across all marketing disciplines — ensuring that promotions, creative, digital, PR, video, communications, and local franchise site marketing are aligned around shared retail performance goals and not operating in silos
• Contribute to annual marketing calendar planning and integrated campaign strategy — bringing a data-informed point of view on timing, channel mix, and resource allocation
• Lead localized market analysis for new franchise site openings — including SWOT reporting, competitive landscape mapping, and market-specific strategic recommendations — to set partners up for a strong launch
• Lead consumer research initiatives — guest behavior studies, segmentation analysis, and sentiment tracking — to sharpen the brand’s understanding of its audience and ensure marketing strategy is grounded in real insight
• Provide oversight perspective on the retail advertising budget and franchise brand fund in partnership with the VP of Marketing, ensuring spend allocation reflects performance data and strategic priorities
• Leadership Influence & Communication
• Develop and deliver thorough, polished presentations to the VP of Marketing and senior leadership team that translate complex marketing data into clear strategic recommendations and actionable next steps
• Serve as a credible, expert-level voice in leadership conversations about retail marketing performance — bringing the data, the context, and the confidence to influence decisions
• Communicate performance insights and strategic recommendations to franchise partners — helping them understand how marketing activity at the national level connects to results at their sites
• Collaborate with the Director of Creative and Director of Digital as a peer — contributing data-driven perspective to creative and channel decisions, and ensuring performance feedback loops back to the teams executing the work
• Build a culture of measurement and accountability within the marketing team — establishing shared standards for how success is defined, tracked, and reported across all channels
• Other duties as assigned; duties and 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, though candidates from adjacent consumer-facing industries with the right analytical and strategic instincts are encouraged to apply
• Familiarity with how retail marketing works end-to-end — promotions, in-store/on-site touchpoints, digital advertising, loyalty programs, and local market dynamics — is preferred; what matters most is the ability to learn a complex marketing environment quickly and measure it intelligently
• Hands-on experience building and interpreting marketing performance dashboards, attribution models, and campaign measurement frameworks; comfortable working with CDPs, CRM data, paid media analytics, and consumer research tools
• The ability to take a large volume of data from multiple channels and marketing programs and turn it into a clear, coherent strategic story — identifying patterns, drawing conclusions, and recommending action with confidence
• skilled communicator who can build and deliver executive-level presentations that are data-rich, visually clear, and persuasive — able to earn influence in a leadership room through expertise and preparation, not authority
• Experience with or understanding of franchise marketing dynamics — brand standards, co-op advertising, local market variation, and franchise partner communication — is a strong advantage
• Works well alongside other directors and department leads — contributes through insight and expertise rather than hierarchy; earns trust through thoroughness and credibility
• Precise, organized, and disciplined — someone who takes the accuracy of their data and the quality of their work seriously
• Thrives in a fast-moving, multi-channel environment; comfortable shifting between strategic thinking and detailed analytical work as the situation demands

Skills

Required

• Analytics
• Marketing performance measurement
• Dashboard development
• Attribution modeling
• Campaign measurement
• CDP
• CRM data
• Paid media analytics
• Consumer research tools
• Data storytelling
• Executive-level presentation
• Communication

Preferred

• Franchise marketing dynamics
• Retail marketing end-to-end
• Local market dynamics

Benefits

• Base pay and eligibility for 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 / presence