Director, Brand Standards & Field Experience

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.

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.

Required

Qualifications

• 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

$100,000.00 - $160,000.00