Head of Marketing

Soapy Joe's Group•San Diego, CA

About The Position

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.

Requirements

Bachelor’s degree required
8+ years of progressive marketing experience, including leadership experience
Experience leading marketing in a multi-location, consumer, subscription, membership, retail, or other recurring-revenue business
Proven experience across performance marketing, CRM/lifecycle, brand, and customer acquisition
Strong understanding of customer acquisition economics, LTV/CAC, retention, and marketing ROI
Experience managing marketing budgets and allocating investment across channels
Strong analytical and data-driven decision-making skills
Experience building or scaling marketing teams and functions
Comfortable working cross-functionally with Finance, Revenue, Operations, and executive leadership
Experience in a high-growth, performance-oriented, PE-backed, or investor-accountable environment is an asset
Experience in multi-site or geographically distributed businesses is an asset
Ability to remain in a stationary seated or standing position for various increments of time
Able to move about to access a variety of tools and office equipment
Able to consistently operate a computer or other electronic device
Able to ascend or descend a ladder, crouch or crawl
Ability to lift up to 50 lbs, lift over head, twist and turn body when appropriate
Must be able to communicate clearly through both verbal and written form

Responsibilities

Develop and own the overall marketing strategy and annual marketing plan
Build a clear, integrated strategy across brand, performance, CRM, partnerships, and customer lifecycle
Establish marketing priorities based on business goals, customer insights, and financial performance
Build and manage the marketing budget, ensuring resources are allocated to the highest-impact opportunities
Establish clear KPIs, reporting, and accountability across the marketing function
Build, develop, and lead a high-performing marketing team and agency/partner ecosystem
Own the customer acquisition strategy across paid, organic, local, partnership, and other relevant channels
Develop strategies to grow membership and retail wash revenue across the network
Optimize acquisition spend based on LTV, CAC, payback period, and customer quality
Continuously test and improve offers, promotions, messaging, and channel strategy
Identify opportunities to expand customer acquisition into new markets and sites
Ensure marketing strategies are tailored to local market and site-level dynamics
Lead CRM and lifecycle marketing strategy from acquisition through retention and reactivation
Develop programs that improve onboarding, engagement, membership utilization, upgrades, and retention
Use customer data and behavioral insights to identify opportunities to reduce churn
Build segmented customer journeys based on customer behavior, membership tier, tenure, and value
Partner with Operations to identify and address customer experience opportunities
Establish a deep understanding of customer cohorts and their lifetime value
Own and evolve the brand strategy across the organization
Ensure consistent brand positioning and customer experience across locations and channels
Develop marketing messaging that differentiates the brand and resonates with target customers
Balance long-term brand building with short-term performance objectives
Partner with Operations to ensure the customer experience delivers on the brand promise
Identify and develop strategic B2B and community partnerships that drive customer acquisition and brand awareness
Build partnership programs that create measurable commercial value
Develop relationships with local businesses, organizations, and strategic partners
Measure and optimize partnership performance
Build a strong marketing analytics and reporting framework
Establish a single source of truth for marketing performance
Track acquisition, conversion, CAC, LTV, retention, churn, ROAS, and marketing ROI
Develop cohort-level reporting to understand customer behavior and value over time
Provide clear insights and recommendations to leadership
Use data to identify underperforming channels and reallocate investment accordingly
Establish a disciplined testing and experimentation framework
Partner closely with Finance, Revenue, and Operations to align marketing strategy with broader business objectives
Work with Operations to understand site-level performance and customer behavior
Partner with Finance on marketing budgets, ROI, forecasting, and investment decisions
Collaborate with Revenue leadership on pricing, promotions, offers, and membership strategy
Bring the voice of the customer into broader business decisions
Ensure marketing is viewed as a strategic growth function across the organization