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VP of Digital Marketing

Charlotte, NC, USA | Driven Brands

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The Vice President, Digital will be responsible for driving the Digital Marketing agenda for Driven Brands. The individual will report to the Chief Marketing Officer and work in close partnership with the Presidents and Marketing Peers of our key brands Take 5 Oil Change, MAAC), Meineke Car Care Centers, and CARSTAR. The Vice President owns all digital consumer touchpoints.

Primary Responsibilities

Manage and develop the DrivenDigital team, both the direct reports and the more junior members of the team

Leverage the various data sets (POS data, Digital KPIs, Market Research, Operational/KPI data) to determine growth and leverage areas on the business and where/how to direct the digital agenda.

Closely collaborate with Brand Presidents and Marketing VPs to drive high-impact programs across the digital spectrum

Website (SEO, UX)


Consumer Front-End tools (appointment applications, etc.)

Consumer Back-End (consumer reviews, complaint resolution tools, etc.)

Programmatic Digital Media Buys

Social Media Marketing

Partner with Franchisees and Operations leaders to educate, implement, and relentlessly track business-driving digital initiatives

Work alongside VP, DrivenInsights to direct digital spending and programs to enhance direct response/CRM initiatives and to ensure digital data synchs with consumer data in the data lake of Driven Brands

Manage a roster of digital agencies

Be a driver of business (P&L) results


Data-Driven – high quality decision making and insights generation through relentless study and analysis of the data and transparency with respect to results and diagnosis/progrnosis

Business Mindset – P&L-driven and thinks like an Owner

Thought Leader – will roll up their sleeves to get into the details and works alongside the various stakeholders (Franchisees, Operations Leaders) throughout the process to commercialize/bring winning ideas to market

Team Leader – drives disparate groups to success, either as leader or as team member; drives the success of the teams that they’re on

Process Manager – knows how to get things done works back from the due date, engages all stakeholders proactively in the process, knows how to parallel path work, an effective delegator and on-time/on-budget deliverer


Experience Base

Strong manager and talent developer

Demonstrated data analytics skill

Extensive and broad digital background, practiced in various Digital tools and techniques, including SEM (SEO, Paid Search), Programmatic Digital Initiatives, Social Media Programs, Website and User Experience (UX) development, Digital Front- and Back-End tools

Experienced in managing marketing budgets, agencies, and outputs across digital outlets and CRM/Direct Response arenas

Strongly preferred

Background in Franchise (or Dealer, Distributor, Sales Agent, etc.) environments

Worked in retail service environments

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