Staff Report
Welcomemat, a leader in digital marketing strategies for the car wash industry, recently announced the addition of Jonathan Kierman to its executive team.
As Vice President, Kierman will lead business growth initiatives, build strategic alliances, and support product innovation across the company’s expanding client base of small, mid-size, and enterprise car wash operators.
“Jonathan brings deep expertise in the car wash industry and a proven track record of helping brands scale,” said Brian Mattingly, President of Welcomemat.
“We’re thrilled to welcome him to the team as we continue to drive innovation and results for our car wash clients.”
Kierman joins Welcomemat following four years at Super Star Car Wash, where he served on the executive team and led sales and marketing efforts during a period of rapid expansion. During his tenure, Super Star grew from 28 locations in two markets to 105 locations across four states.
He also spearheaded a full rebrand, a website redesign that earned an AVA Gold Digital Award, and key strategic partnerships that accelerated membership growth and increased brand awareness both onsite and online.
An active voice in the industry, Kierman served on the International Car Wash Association’s Marketing and Pulse Advisory Boards and regularly spoke at ICA events on topics ranging from customer experience to sports sponsorships. He also co-hosted “Car Wash Confessions with the Wash Boys,” a podcast focused on educating and inspiring professionals across the car wash ecosystem.
Kierman’s addition comes at a pivotal moment for Welcomemat, as the company prepares to unveil a series of new innovations at this weekend’s ICA Car Wash Show in Las Vegas.
These include:
• A new AI-powered website and SEO platform purpose-built for the evolving search landscape;
• A 2-way inbox to streamline customer messaging including SMS, email, chat and more;
• An intelligent digital assistant that provides 24/7 support and dynamically upsells and downsells memberships based on user interaction;
• Enhanced digital ad platforms with weather integration for maximum results.
With Kierman’s leadership, Welcomemat is poised to further cement its position as the go-to digital growth partner for the car wash industry.
