Big Dan's adds digital experience coordinator as chain hits 29 sites

Big Dan's Car Wash has hired Alexa Souza as its new digital experience coordinator, a role aimed at strengthening the chain's marketing team and its focus on customer engagement across both physical and online touchpoints, according to reporting from Car Wash Business Center.

The hire comes as the operator, based in Rome, Georgia, continues an aggressive expansion. Big Dan's currently runs 29 locations, with a corporate office that staffs and supports operations across all of them. The company said it is investing in marketing and digital capabilities to keep pace with its growing footprint.

What the role covers

In her new position, Souza will work to build up the brand's digital presence, back customer engagement initiatives, and develop new ideas across the company. Big Dan's said she brings experience from both the car wash and automotive industries, including prior work at a Fortune 500 company, along with familiarity with multi-location businesses.

Chief of Staff Anne Paige Wilson said the company conducted an extensive search before selecting Souza. She described the hire as bringing a mix of experience, creativity and industry passion, and emphasized that the appointment reflects a view that customer experience reaches beyond the wash bay itself. Wilson said the best growth comes from combining "great people, great ideas" and a focus on the customer.

Big Dan's was launched in December 2020 by the Shadday Family Office, its principal owner. The brand markets a single wash offering alongside an unlimited membership club, and it promotes convenient locations, technology, well-trained staff and free amenities as part of its customer proposition.

Why it matters for operators

The creation of a dedicated digital experience role signals where multi-site chains are placing their bets as they scale. Reaching 29 locations across multiple states means a single, consistent brand promise has to travel through websites, apps, membership signups, email and social channels, not just the tunnel. As wash counts grow, the friction points shift toward how customers find locations, join clubs and manage their accounts online.

For independent and regional operators, the takeaway is that marketing is increasingly treated as an operational function rather than an afterthought. A specialist focused on the digital customer journey can improve membership conversion, reduce churn and keep messaging uniform across a portfolio, all of which directly affect recurring revenue.

The move also underscores how larger chains are competing for talent from adjacent industries, including automotive and Fortune 500 backgrounds. Operators weighing their own hiring plans may want to consider whether digital engagement and membership retention warrant a dedicated position, or whether those responsibilities can remain bundled into a general marketing role. As unlimited plans become the financial backbone of many washes, the staff who manage the digital relationship with members carry growing weight.