Director, Brand Standards & Field Experience

Whistle Express Car Wash

1d•$119,800 - $214,000

About The Position

The Director of Brand Standards & Field Experience is responsible for ensuring every location consistently reflects the company's brand, operating standards, and customer experience expectations. This leader serves as the bridge between Marketing and Operations, translating brand strategy into field execution. They establish brand standards, conduct field assessments, identify opportunities for improvement, and coordinate the actions required to bring locations back to standard. The ideal candidate has experience in multi-unit retail environments such as car wash, convenience retail, automotive services, quick-service restaurants, fuel retail, or specialty retail. Experience leading brand refreshes, operational turnarounds, or portfolio-wide standards programs within a private-equity-backed organization is strongly preferred.

Requirements

8+ years experience in multi-unit retail operations, facilities, brand management, field marketing, or store development.
Experience leading standards programs across large geographic portfolios.
Demonstrated success partnering with operations leaders to improve field execution.
Strong project management and organizational capabilities.
Ability to influence without direct authority.
Experience managing vendors and capital improvement initiatives.
Strong analytical and communication skills.

Nice To Haves

Experience with: Car Wash, Convenience Retail, Quick-Service Restaurants, Automotive Services, Fuel Retail or Specialty Retail.
Private-equity-backed growth company experience.
Experience supporting acquisitions and brand conversions.
Experience leading refresh, rebranding, or image enhancement programs.
Knowledge of visual merchandising, facilities management, and customer experience design.

Responsibilities

Develop and maintain enterprise-wide brand standards for all customer-facing environments.
Create field-ready guides, visual standards, audit tools, and execution playbooks.
Define non-negotiable standards for site presentation, signage, landscaping, merchandising, cleanliness, and customer experience.
Partner with Marketing to ensure field execution aligns with overall brand strategy.
Conduct routine site assessments across the portfolio.
Develop scoring methodologies and field compliance measures.
Identify sites requiring intervention and lead turnaround plans.
Create action plans with Market Directors and Site Managers to restore standards.
Track progress and hold teams accountable for execution.
Coordinate work between Operations, Marketing, Facilities, Construction, Procurement, and vendors.
Manage brand refreshes, image enhancement initiatives, and field improvement programs.
Prioritize projects based on business impact, customer experience, and brand risk.
Support integration of newly acquired locations into company standards.
Oversee all customer-facing signage standards.
Manage replacement, repair, and upgrade programs.
Ensure consistency in wayfinding, menu boards, promotional signage, pricing displays, and exterior branding.
Maintain location-level inventories and condition assessments.
Ensure every location delivers a consistent and engaging customer experience.
Partner with Marketing on campaigns and promotional rollouts.
Improve curb appeal, first impressions, traffic flow, and visual presentation.
Evaluate customer journey friction points and coordinate improvements.
Partner with Facilities and Construction teams on image improvement initiatives.
Develop annual site appearance investment priorities.
Evaluate landscaping, paint, lighting, pavement, building condition, and exterior presentation.
Support remodels, conversions, and rebranding projects.
Develop dashboards and scorecards measuring brand compliance and field execution.
Use site audit results, customer feedback, membership trends, and operational performance data to prioritize actions.
Present findings and recommendations to senior leadership.