Henley Enterprises Inc. (and its associated entities) is a privately-owned franchisee of Valvoline Instant Oil Change (VIOC) currently operating over 275 VIOC locations in Massachusetts, New Hampshire, Rhode Island, Delaware, Maryland, Virginia, Florida, and California. The Company opened VIOC's first franchised location in 1989 and is now its largest franchisee. Our VIOC service centers provide professional, quick, easy, and trusted lube and other light vehicle maintenance drive-through services using a unique team-oriented and customer-focused approach. The Company's commitment to delivering innovative, outstanding service to our customers drives our continued success and growth.
POSITION SUMMARY:
This role is a full-time, exempt (salaried) position, eligible for a hybrid work (combined with a minimum of three days in a regional office and remote work) arrangement. The Marketing Manager reports to the Associate Director of Marketing and leads marketing strategy for their assigned region to drive customer acquisition, retention, oil change volume, and profitable revenue growth. The Marketing Manager partners with regional and service center leadership, cross-functional, vendor, and franchisor partners to turn business needs and market insights into actionable plans across local, digital, community, sponsorship, competitive, new store, Fleet/B2B, and growth initiatives. The role combines strategic planning with hands-on execution and requires regular field engagement to develop a deep understanding of customers, stores, competitors, and local markets.
Starting Salary set at $113,450 Annually.
ESSENTIAL JOB FUNCTIONS INCLUDE BUT ARE NOT LIMITED TO:
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job.
Serve as the strategic marketing lead for assigned regions, partnering with Operations, the franchisor, vendors, and internal teams to drive customer acquisition, retention, oil change volume, and profitable revenue growth.
Develop annual and quarterly regional marketing plans based on business priorities, store and market performance, competitive dynamics, customer insights, and identified growth opportunities.
Partner with Regional Vice Presidents, General Managers, Area Managers, and store leadership to assess performance, identify opportunities and challenges, and develop marketing strategies that support regional and store-level objectives.
Monitor regional, market and store-level performance to identify trends, opportunities and areas of concern; develop targeted marketing recommendations to support underperforming locations and capitalize on growth opportunities.
Maintain an active presence in assigned markets through regular store and market visits to develop firsthand knowledge of customer behavior, competitive conditions, operational challenges; evaluate marketing execution and identify opportunities to improve effectiveness at the store and market level.
Lead regional and local marketing initiatives that drive brand awareness, store traffic, and customer engagement through community partnerships, sponsorships, grassroots marketing, local media, store-level promotions, charitable initiatives, and other localized programs, while aligning with Valvoline brand standards and business objectives.
Monitor competitive activity and market dynamics, including new competitive intrusions, pricing and promotional activity, and changing customer behaviors; develop and recommend appropriate marketing responses.
Partner with Development and Operations to develop and execute comprehensive marketing plans for new store openings, including pre-opening, grand-opening, and post-opening strategies designed to build awareness and accelerate customer acquisition.
Develop strategies across the customer journey, identifying opportunities to acquire new customers, increase retention and visit frequency, strengthen customer loyalty, and grow long-term customer value.
Partner with the Valvoline franchisor to identify and optimize Fleet/B2B growth opportunities, build strong relationships, and ensure Henley's business priorities and market needs are represented.
Evaluate existing marketing campaigns and programs, identify performance gaps, and recommend opportunities to optimize, expand, or discontinue initiatives based on results.
Develop and maintain marketing performance reporting that clearly communicates results, ROI, trends, opportunities, and recommended actions.
Translate marketing and business performance into clear insights, recommendations, and updates for Marketing, Operations, and Senior Leadership.
Partner with internal and external digital and media resources to develop integrated marketing strategies across paid search, paid social, display, SEO, traditional media, and emerging channels.
Develop creative assets in Canva and ensure advertising, merchandising, promotional materials, and in-store marketing are accurate, consistent, and aligned with brand standards.
Support recruitment marketing initiatives in partnership with Human Resources and Operations to attract talent and strengthen Valvoline Instant Oil Change's position as an employer of choice.
Oversee assigned marketing budgets, ensuring disciplined management of resources, accurate forecasting, and a strong focus on measurable return on investment.
QUALIFICATIONS **:
Skills and Competencies**
Strong business acumen; connects marketing strategies and activities to customer growth, oil change volume, revenue, and profitability.
Demonstrated ability to develop market-level strategies using performance data, customer insights, competitive dynamics, and local conditions.
Builds relationships, influences decisions, and aligns partners across the organization.
Experience partnering closely with field or Operations teams in a multi-location business environment.
Strong understanding of integrated marketing channels, including digital, traditional media, social, CRM, local marketing, sponsorships, community engagement, paid search, SEO, display, and emerging channels.
Advanced analytical and problem-solving skills with the ability to interpret business and marketing performance data and translate findings into actionable recommendations.
Experience overseeing budgets and evaluating marketing effectiveness and return on investment.
Strong project management skills with the ability to lead multiple initiatives from strategy through execution while managing competing priorities and deadlines in a fast-paced environment.
Skilled in vendor, sponsorship and partnership management, including contract negotiation and performance management.
Exceptional communication and presentation skills with the ability to communicate recommendations and results effectively to Operations partners, Marketing leadership, senior leaders, vendors, and other stakeholders.
Detail-oriented, organized, proactive, accountable, and able to follow through.
Flexible and adaptable; able to shift priorities and operate both strategically and tactically in a fast-paced, evolving business environment.
Proficiency in Microsoft Office Suite, including Excel and PowerPoint.
Education and Experience
Bachelor's degree in Marketing, Business, Communications, or a related field preferred.
5-7 years of progressive marketing experience, preferably within a multi-unit retail, restaurant, automotive, service, franchise, or other consumer-focused business.
Experience developing and executing local or regional marketing strategies.
Experience partnering with field Operations teams and supporting multiple markets or locations preferred.
Experience with integrated marketing, including digital and traditional media, local marketing, customer acquisition, and performance measurement.
ENVIRONMENT & PHYSICAL REQUIREMENTS
25% of work performed in the field, which may include a service center environment and remote locations, as determined by the manager
75% of work in a climate-controlled internal office environment, working under normal office conditions
While performing this job, the employee is regularly required to sit, stand, walk, use hands and fingers, reach, see, talk, and hear, and may occasionally stoop, kneel, crouch, lift, or exert force up to 25 pounds.
This role routinely uses standard office equipment such as a computer, keyboard, phone, photocopier, scanner, and filing cabinets. Frequent typing and repetitive wrist, hand, and finger movements required.
Requires clear spoken and written communication, including conveying detailed instructions accurately and quickly.
Requires hearing at normal speaking levels and the ability to understand detailed oral communication.
Requires close visual acuity for computer work, data analysis, reading, and transcription.
A current valid driver's license and insurability rating is required; occasional travel by vehicle may be required
Occasional overnight travel to other regions may be required
At Henley, we invest in our team members by offering a competitive benefits package designed to support your health and well-being. Eligible team members may have access to:
Medical, dental, and vision coverage options for you and your family
Paid vacation and paid sick leave, in accordance with Company policies and applicable state and local laws
401(k) savings plan with Company matching contributions up to 5% for eligible team members
Company-paid life insurance and short-term disability benefits, plus optional supplemental coverage
Wellness resources, virtual healthcare, mental health support, and employee assistance programs
Flexible Spending Accounts (Healthcare and Dependent Care FSAs)
Optional benefits including accident, hospital indemnity, identity theft, pet insurance, and additional life insurance coverage
Educational assistance and career development opportunities
Discounts on vehicle services, entertainment, travel, wireless services, and more
Benefit eligibility and offerings may vary based on position, location, and employment status.
The above description is not intended to be an "all-inclusive" list of the duties and responsibilities of the job described, nor is it intended to be such a listing of the skills and abilities required to do the job. Rather, it is intended only to describe the general nature of the job.
Henley Enterprises, Inc. and its affiliates are proud to be an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, national origin, gender, age, religion, disability, sexual orientation, veteran status, marital status, or any other characteristics protected by law. We participate in the E-Verify program.
