Director of Integrated Marketing

Tommy's•Holland, MI

4d•Onsite

About The Position

The Director of Integrated Marketing is 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. This role sits at the intersection of strategy, analytics, and cross-channel marketing. The Director will work alongside a Director of Creative and a Director of Digital as peers, ensuring all channels tell a coherent story and contribute to measurable retail outcomes. This role focuses on understanding what marketing efforts are working, why, and what actions to take next.

Requirements

Bachelor’s degree in marketing, business, analytics, or a related field required
Minimum 7–10 years of progressive marketing experience
Familiarity with how retail marketing works end-to-end — promotions, in-store/on-site touchpoints, digital advertising, loyalty programs, and local market dynamics
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
Precise, organized, and disciplined
Thrives in a fast-moving, multi-channel environment; comfortable shifting between strategic thinking and detailed analytical work as the situation demands

Nice To Haves

MBA or advanced degree a plus
A background at a major retailer or franchise organization is a strong advantage
Candidates from adjacent consumer-facing industries with the right analytical and strategic instincts are encouraged to apply
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

Responsibilities

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
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
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

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