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 growth

Marketing‑attributed revenue

Customer retention and lifecycle engagement

LTV/CAC and marketing efficiency

Marketing ROI and channel performance

Brand awareness and customer engagement

CRM and lifecycle marketing performance

Marketing budget and investment strategy

Marketing analytics, reporting, and forecasting

Partnerships 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

Marketing Strategy & Leadership

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

Customer Acquisition & Growth

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

CRM, Retention & Customer Lifecycle

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

Brand & Customer Experience

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

Partnerships

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

Marketing Analytics & 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

Cross‑Functional Leadership

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

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 motivations

Uses customer insights to inform marketing strategy and decision‑making

Focused on the entire customer journey, not just acquisition

Continuously looks for ways to improve the customer experience

Believes strong marketing starts with understanding the customer

Commercial Mindset

Understands how marketing investments translate into revenue and customer value

Comfortable discussing CAC, LTV, retention, ROAS, payback, and profitability

Makes decisions based on business impact rather than vanity metrics

Willing 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 limitations

Comfortable working with customer cohorts, marketing attribution, and performance analytics

Builds a culture of testing, learning, and continuous optimization

Can translate complex data into clear business recommendations

Collaborative Leadership

Strong cross‑functional partner who can work effectively with Finance, Revenue, and Operations

Brings structure, clarity, and accountability to the marketing function

Comfortable operating in a fast‑moving, growth‑oriented environment

Able 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 organization

Customer acquisition is growing efficiently and predictably

Marketing investment is tied to measurable business outcomes

CAC, LTV, retention, and channel performance are clearly understood

CRM and lifecycle programs are driving stronger customer engagement and retention

Brand positioning is clear and consistently executed across the network

Marketing reporting provides leadership with clear, actionable insights

High‑performing channels and programs are scaled while underperforming investments are addressed

Marketing is viewed as a strategic growth partner across the organization

A 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 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

REQUIREMENTS: PHYSICAL

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

SALARY
$175,000 — $235,000 Salary Description

175,000-235,000

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