Director, Brand Standards

Position Overview 

The Director of Brand Standards & Field Experience is responsible for ensuring every location consistently reflects the company’s brand, operating standards, and customer experience expectations. 

This leader serves as the bridge between Marketing and Operations, translating brand strategy into field execution. They establish brand standards, conduct field assessments, identify opportunities for improvement, and coordinate the actions required to bring locations back to standard. 

The ideal candidate has experience in multi-unit retail environments such as car wash, convenience retail, automotive services, quick-service restaurants, fuel retail, or specialty retail. Experience leading brand refreshes, operational turnarounds, or portfolio-wide standards programs within a private-equity-backed organization is strongly preferred.

What Success Looks Like 

• Every location presents a consistent, professional brand image. 
• Field standards are clearly defined, measured, and reinforced. 
• Locations with poor curb appeal, signage, cleanliness, merchandising, or visual execution are quickly identified and improved. 
• Marketing initiatives are executed consistently in the field. 
• New acquisitions and converted sites rapidly achieve company standards. 
• Customer perception scores and brand consistency improve across the portfolio. 

Key Responsibilities 

Brand Standards Ownership 

• Develop and maintain enterprise-wide brand standards for all customer-facing environments. 
• Create field-ready guides, visual standards, audit tools, and execution playbooks. 
• Define non-negotiable standards for site presentation, signage, landscaping, merchandising, cleanliness, and customer experience. 
• Partner with Marketing to ensure field execution aligns with overall brand strategy. 

Field Brand Audits & Site Turnarounds 

• Conduct routine site assessments across the portfolio. 
• Develop scoring methodologies and field compliance measures. 
• Identify sites requiring intervention and lead turnaround plans. 
• Create action plans with Market Directors and Site Managers to restore standards. 
• Track progress and hold teams accountable for execution. 

Cross-Functional Project Leadership 

• Coordinate work between Operations, Marketing, Facilities, Construction, Procurement, and vendors. 
• Manage brand refreshes, image enhancement initiatives, and field improvement programs. 
• Prioritize projects based on business impact, customer experience, and brand risk. 
• Support integration of newly acquired locations into company standards. 

Signage & Visual Environment 

• Oversee all customer-facing signage standards. 
• Manage replacement, repair, and upgrade programs. 
• Ensure consistency in wayfinding, menu boards, promotional signage, pricing displays, and exterior branding. 
• Maintain location-level inventories and condition assessments. 

Merchandising & Customer Experience 

• Ensure every location delivers a consistent and engaging customer experience. 
• Partner with Marketing on campaigns and promotional rollouts. 
• Improve curb appeal, first impressions, traffic flow, and visual presentation. 
• Evaluate customer journey friction points and coordinate improvements. 

Facilities & Capital Programs 

• Partner with Facilities and Construction teams on image improvement initiatives. 
• Develop annual site appearance investment priorities. 
• Evaluate landscaping, paint, lighting, pavement, building condition, and exterior presentation. 
• Support remodels, conversions, and rebranding projects. 

Performance Analytics 

• Develop dashboards and scorecards measuring brand compliance and field execution. 
• Use site audit results, customer feedback, membership trends, and operational performance data to prioritize actions. 
• Present findings and recommendations to senior leadership. 

Qualifications 

Required 

• 8+ years experience in multi-unit retail operations, facilities, brand management, field marketing, or store development. 
• Experience leading standards programs across large geographic portfolios. 
• Demonstrated success partnering with operations leaders to improve field execution. 
• Strong project management and organizational capabilities. 
• Ability to influence without direct authority. 
• Experience managing vendors and capital improvement initiatives. 
• Strong analytical and communication skills. 

Preferred

• Experience with: Car Wash, Convenience Retail, Quick-Service Restaurants, Automotive Services, Fuel Retail or Specialty Retail. 
• Private-equity-backed growth company experience. 
• Experience supporting acquisitions and brand conversions. 
• Experience leading refresh, rebranding, or image enhancement programs. 
• Knowledge of visual merchandising, facilities management, and customer experience design. 

Base Pay Range: $119,800.00 – $214,000.00

If you’re ready to take the wheel and drive performance across a growing territory, we want to hear from you.

Your Future Looks Shiny Here.

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