Director of Marketing (Greater Seattle, WA)

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ALLAN'S COMMENTS: We are working with Griot's Garage in their search for a world-class Director of Marketing based in Tacoma, WA.

This role will be onsite 4-5 days per week.

The client started as a catalog business selling car care and garage accessories over 35 years ago. Today, the company remains a family-owned business, but that does not mean they lack sophistication. They are passionate about the category, the car community, and the second-generation CEO, just like the first one loves everything that rolls on rubber.

Over the years, the company has evolved past a catalog-only business to a robust multi-channel business. From a DTC side, the company operates GriotsGarage.com, a flagship retail store, a fully trained and on-site contact center in Tacoma, WA, as well as participation in hundreds of events across the country.

In addition to the DTC business, the company sells through national automotive retail chains, both 1P and 3P Amazon platforms, other B2B outfits, along with many detailers and professionals in this market.

The company also operates a manufacturing and distribution facility in Plainfield, Indiana. All liquid car care is developed, mixed, tested, bottled, labeled, and shipped from here. This ensures that everything that touches your treasured vehicles is of the finest quality.

Without a doubt, this business caters to people who enjoy spending time with their cars in the garage. They know time spent in the garage is therapy, an escape. They want to make sure that the products they create let you Have Fun In Your Garage!

The North American market for car cleaning products is valued at slightly more than $3 billion. It is expected to grow at a rate of 3.5%, reaching $4.25 billion by 2030. Market growth is driven by consumer spending on vehicle maintenance, the popularity of luxury and sport utility vehicles, and the demand for products that enhance vehicle aesthetics.

According to IBISWorld, car cleaning products represent a 28% share of this market, with car shampoos and detergents dominating the category. Broadly speaking, the market is shifting towards environmentally friendly and waterless cleaning solutions, driven by consumer preferences and regulatory pressures.

In general, market growth is propelled by rising disposable incomes, increased consumer awareness, high vehicle ownership rates, and demand for aftermarket products. Continued Innovation is a key driver in this space. The increase in automotive sales, coupled with the trend toward extending vehicle life, contributes to the growing demand for cleaning products as vehicles stay on the road longer.

Believe it or not, I’ve been an ecommerce recruiter for 15 years, and I’m also a certified car detailer (as a hobby). I'm even certified by 3M for PPF applications, given my commitment to my car hobby. So this is a space I know very well.

What I can tell you firsthand is that Griot's has a very strong product line, and the brand enjoys unique market positioning. Their products are truly first-rate, and there’s significant upside potential for the company and this role. Feel free to ask me anything you’d like about this market!

We’ve known this hiring manager for nearly two decades. She’s phenomenal. In fact, we’ve tried to recruit her away on several occasions, and despite our clients offering her more money, she has stayed due to the strong company culture and vision.

The position will be, by its nature, very collaborative and broad. If you're looking for a role with a lot of rigidity and structure, this job isn't for you.

We're looking for someone who can "float like a butterfly and sting like a bee" in an ever-changing environment – launching new initiatives and getting things done.

To win in this role, you'll need significant expertise in 1./ branded loyalty marketing, 2./ managing new product launches, and 3./ integrated promotional marketing. Additionally, we're looking for someone with significant experience in both 4./ events / tradeshow marketing strategy and 5./ ecommerce.

2025 will see Griot's launching new products across multiple channels and mediums, including digital, print, social, retail, and wholesale. At a minimum, you'll need to have launched products both online and in store. We'll rely on you to build an execute campaigns, spanning both physical retail, and the web.

Griot's will launch dozens of new products this year, and the team needs to get organized in how it 1./ shows and storytells around the product, 2./ highlights the features and benefits, and 3./ makes sure different channels partners have what they need to communicate each product's features, benefits, outcomes, and transformations to the market.

If a customer sees the product online and wants to buy in a store, they should be able to do that. If they see it in a store and want to buy it online, we're OK with that. If they see it in a store and want to research it online and buy it in a store, NO PROBLEM.

In terms of loyalty marketing, YOU will build, analyze, and adjust the program that builds a long-term relationship with the customers. Collaborate on permission-based campaigns that ultimately help Griot's customers feel better about their time in their garage. Consistent. Relevant. Anticipated. Personal.

Naturally, great loyalty and events marketing requires solid project management skills, and it will fall to you to take all of the pieces of a campaign, product, or project and bring them together in a seamless, reality-based, cost-effective strategy.

The team uses ClickUp for its PM needs, but experience with any of the following PM tools will suffice: Trello, Asana, ClickUp, Microsoft Project, etc.

Finally, in addition to having solid brand marketing experience, we're looking for a DTC A-player with a proven playbook for storytelling across all major organic social platforms: Facebook, Instagram, TikTok, YouTube, Reddit, Threads, etc.

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include ...

1. The "real" background requirements for this Director of Marketing position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist and why this position is open. These are the little brush fires you will be expected to put out during your first month on the job. Every job has these — and this one's no different.
3. What your average day/week will look like in this role. There's what you read in the standard job posting ... then there's reality. We've got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you'll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this Director of Marketing position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

• Lead and coordinate new product launches across multiple channels (digital, print, social, retail, wholesale), with immediate focus on the new product line launching in June 2025
• Develop and implement a standardized product launch process across all business channels, ensuring consistent communication and execution throughout the organization
• Implement a points-based loyalty program to launch in early 2025. Analyze and refine the program designing the next phase of program enhancement.
• Create and manage integrated promotional campaigns across physical retail and digital channels, following the "Start Anywhere, Finish Anywhere" (SAFA) philosophy
• Collaborate on permission-based loyalty marketing campaigns thatstrengthen customer relationships and brand engagement
• Coordinate marketing initiatives for international market expansion
• Manage cross-channel promotional planning to ensure cohesive messaging and execution across site, email, retail, and social platforms
• Develop and execute storytelling strategies across major social media platforms (Facebook, Instagram, TikTok, YouTube, Reddit, Threads)
• Build and maintain relationships with influencers.
• Oversee project management of marketing initiatives using ClickUp or similar tools
• Create and implement marketing strategies that seamlessly integrate physical retail and e-commerce experiences

• Proven experience in branded loyalty marketing and program management
• Demonstrated success in events and tradeshow marketing strategy
• Track record of successful new product launches across both digital and physical retail channels
• Extensive experience in integrated promotional marketing and ecommerce
• Strong project management skills with proficiency in PM tools (ClickUp, Trello, Asana, or similar)
• Experience in cross-channel marketing campaign development and execution
• Expertise in organic social media marketing and content strategy
• Proven ability to work in a dynamic, fast-paced environment with changing priorities
• Experience in international market expansion preferred
• Strong analytical skills for measuring and optimizing marketing initiatives
• Excellent communication and collaboration abilities for cross-functional teamwork
• Demonstrated ability to manage multiple high-priority projects simultaneously
• Understanding of omnichannel retail strategies and customer journey mapping
• Creative problem-solving skills and adaptability to new challenges

Applications for this ecommerce job are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.