Field Marketing Manager

Field Marketing Manager

The Field Marketing Manager is the marketing owner for an assigned portfolio of car wash locations, typically 3040 sites. This is a field-based role: the majority of the work happens at the sites and in the communities our washes serve not behind a desk. The role exists to convert brand level strategy into local execution that drives membership growth, paid traffic, and community presence.

This position partners closely with Regional Operations leadership, General Managers, and the corporate Marketing team to plan and execute grand openings, local events, community partnerships, B2B and fleet outreach, and in-market promotions. Success is measured at the site level: membership counts, paid capture rate, and retention of the members we acquire.

Core Accountability: Own Your Mile

Every wash location competes first within its DMA, and most directly within the mile that surrounds it. The Field Marketing Manager owns that mile the businesses, schools, neighborhoods, commuter patterns, competitors, and community organizations within it and is accountable for building and executing Own Your Mile strategy for each assigned site.

Specific accountabilities include:

• Build and maintain a documented Own Your Mile plan for each assigned location, refreshed at minimum quarterly, covering area demographics, traffic patterns, top competitors, and the local growth for the site. Plans are logged in Mission Control and developed in partnership with the site's General Manager.
• Personally canvass the mile and meet neighboring business owners, build a working roster of local partners, employers, schools, churches, apartment complexes, and civic organizations.
• Set and deliver site level membership acquisition targets sourced from local activity, distinct from brand and paid-media-driven volume.
• Own the local calendar: grand openings, re-opens, seasonal promotions, school and sports partnerships, charity washes, and community events across the assigned portfolio.
• Drive B2B, fleet, and multi-unit account development within the mile, including outreach, proposal delivery, and hand-off to the appropriate account and operations partners.
• Audit and maintain on-site and near-site brand presence: signage, banners, menu boards, POP materials, wayfinding, and curb appeal, escalating deficiencies to Marketing Leadership
• Maintain accuracy of local digital presence for each site, including listings, hours, imagery, and review response coordination
• Gather and report competitive intelligence pricing, promotions, new builds, and closures within each mile, and recommend responses.

Key Responsibilities

• Local Market Execution
• Execute the annual and seasonal marketing calendar in-market, ensuring every assigned site launches promotions on time.
• Lead grand opening and re-launch execution end to end: pre-opening community outreach, launch-day staffing and activation, giveaways, media and influencer coordination, and post-launch reporting.
• Manage local event logistics, including permits, vendors, equipment, branded assets, and on-site staffing.
• Partnership with Operations
• Serve as the marketing point of contact for assigned General Managers, Director of Operations and Regional Vice Presidents; attend site visits and operations meetings on a regular cadence.
• Train site teams on active promotions, membership offers, and guest-facing talk tracks so that marketing investment converts at the point of sale.
• Budget, Assets, and Reporting
• Manage the assigned local marketing budget, tracking spend against plan and delivering a documented view of return by site and activity.
• Deliver a monthly market report covering activity completed, membership results, paid traffic, competitive movement, and the forward plan by site.
• Submit expenses, mileage, and receipts accurately and on schedule in accordance with company policy.

Qualifications

Required

• Bachelor's degree in Marketing, Business, Communications, or a related field or an equivalent combination of education and directly relevant field marketing experience.
• Three or more years of field marketing, local store marketing, multi-unit retail marketing, or community/brand activation experience.
• Comfort with direct, face-to-face outreach: cold-walking businesses, working events, and representing the brand in public settings.
• Proficiency with standard business and marketing tools, including spreadsheets, presentation software, and digital listing or social platforms.

Preferred

1. Experience in car wash, quick-service restaurant, convenience retail, fitness, or another high-frequency, membership or subscription-based consumer business.
2. Experience supporting new-site openings in a growth or acquisition environment.
3. Working knowledge of local paid media, geofencing, and direct mail execution.
4. Bilingual English/Spanish.

Work Environment and Physical Requirements

This is a field-based position. Work is performed primarily at car wash sites, in outdoor area environments, at community events, and while traveling between locations within the assigned market.

1. Travel approximately 75% of the time within the assigned market, including frequent same-day driving between sites; occasional overnight travel for openings, regional meetings, and company events.
2. Frequent outdoor work in varying weather conditions, including heat, cold, and precipitation.
3. Ability to stand and walk for extended periods during site visits and events.
4. Ability to lift, carry, and set up event equipment and marketing materials weighing up to 40 pounds.
5. Evening and weekend availability as required by event, opening, and promotional schedules.