Ivy Lane Corporation is seeking a strategic and experienced VP of Marketing to lead our marketing function. Ivy Lane is a franchisee of Valvoline Instant Oil Change, and an independent operator of AutoStar Car Wash. We currently operate 89 quick lube service centers and 3 car wash locations across the Midwestern United States, with plans to double in the next 6-7 years. This position will oversee marketing strategy, budget management, agency management, and marketing execution for both businesses. This role will report to the Chief Operating Officer and would be located at our Milwaukee office.
Application Instructions:
Along with submitting your application through Indeed, please email your resume, cover letter, and salary requirements to jbiel@ivylanecorp.com
Responsibilities:
Market Analysis and Strategic Planning Understand the external marketplace, including customer needs, market trends, and the competitive landscape. Articulate our value proposition and monitor brand reputation. Leverage these insights to build a marketing strategy that drives same-store sales growth, improved profitability and the successful launch of new locations. Collaborate with executive leadership to align on marketing strategies. Communicate regularly with field teams about strategies and tactics in our local markets. Develop an annual marketing budget at the company level and at the store level. Be accountable for spending. Analytics Monitor KPIs on all marketing programs and promotions; make adjustments as needed to improve performance. Execute test-and-learn campaigns to hone offer strategies, tactics, targeting, etc. Agency Management Make agency selection decisions. Monitor performance on a monthly basis. Hold agencies and vendors accountable to clearly defined deliverables. Advertising, Marketing and PR Ensure consistent brand messaging across all channels and service centers, leveraging the franchisor's brand assets and marketing tools. Oversee marketing initiatives in all channels, including paid search, owned channels, brand advertising, email, SMS, social media, OOH, direct mail, promotions, partnerships, fleet marketing, etc. Manage public relations activities, handle media relations as needed, and develop strategies for crisis communication. Local Store Marketing Manage store merchandising program. Respond to local community partnership requests and support local store marketing events. Plan and activate new store marketing activities to enable new stores to reach their targets. Balance LSM efforts with enterprise-wide initiatives to maximize impact.
Qualifications:
Proven experience (7+ years) in a senior marketing leadership role, preferably in an automotive or quick lube business. Experience in a multi-unit franchised retail services business is a plus. Experience in managing and measuring both upper-funnel and lower-funnel marketing tactics, with a demonstrated impact on business results. Excellent leadership ability, strong interpersonal skills and effective communication skills, including public speaking ability. Bachelor's degree in marketing, business administration, or a related field. Excellent skills in Excel, PowerPoint, Word, Outlook. Must be able to use reporting tools including PowerBI, SAC, Tableau and other reporting tools. Ability to travel overnight.
Benefits:
Competitive salary - commensurate with experience Health, dental, and vision insurance 401(k) with company match Paid time off, volunteer paid time off, and holidays Professional development opportunities Opportunity to be part of an established (and growing) professional team at one of the premier Valvoline franchisees in the country
Benefits:
401(k) 401(k) matching Dental insurance Health insurance Paid time off Professional development assistance Vision insurance
