Take 5 Oil Change has named Doug Zarkin as its first chief marketing officer (CMO).
The exec joins from wellness and fitness services company Modern Performance and Recovery Brands, where he was chief brand officer since 2023. Before that, he was CMO of Pearle Vision and held marketing leadership roles at fashion companies like Kellwood, Warnaco, and Limited Brands, as well as cosmetics brand Avon.
“I’m here to help lead a talented team into that next chapter—unlocking new relevance and growth, deepening emotional connection, and elevating the role this brand plays in people’s everyday lives,” Zarkin wrote in a LinkedIn post. “We’re not just marketing oil changes. We’re creating a moment of ease in an otherwise chaotic day.”
“Excited to ‘get under the hood,’” he concluded.
As CMO, Zarkin will lead all aspects of the brand’s marketing strategy and execution, with a focus on strengthening its story, deepening customer insights, and advancing its data-driven marketing approach. He will report to executive vice president and group president Mo Khalid.
“We’re thrilled to welcome Doug Zarkin to the Take 5 Oil Change leadership team. Doug’s proven ability to build emotionally resonant brands will be instrumental as we continue to grow and deepen our connection with customers nationwide,” Khalid shared in a statement.
Take 5 Oil Change is a part of Driven Brands’ portfolio of automotive brands, which also includes Maaco, Meineke, and Carstar.
In February, the stay-in-your-car oil change chain launched “Take 5 Clive,” a campaign introducing its enthusiastic new brand character. Created by creative agency Dagger, Clive debuted in a 30-second spot in which he is taken aback by Take 5 Oil Change’s quick services.
“With Take 5 Clive, we’re bringing our differentiated customer experience to life in a way that’s fun, relatable, and showcases the great value of our offering,” Mike DeTrana, vice president of marketing, said in a statement. “Clive is a representation of how we want customers to feel when they discover how simple and convenient their oil change experience can be. Through humor and real-life moments, this campaign highlights what makes our brand and service stand out—speed, friendliness, and simplicity.”
The spot ran nationwide across Take 5 Oil Change’s digital, social, TV, audio, and in-store channels.
The brand also weaved Clive into its recent partnership with F1 The Movie for a pit stop-themed spot. It joined forces with the film for a campaign with exclusive sweepstakes, in-store promotions and discounts, and digital content for both racing enthusiasts and moviegoers.