Originally published February 10, 2025 // FranchiseWire

Doyle Joins C-Suite of the B2B Service Brand

James Doyle, the new chief marketing officer for PIRTEK USA, aims to improve brand visibility and customer engagement, strengthen strategic partnerships, and develop targeted marketing plans for the B2B brand. He brings 15-plus years of franchising experience to PIRTEK, an on-site and retail hydraulic and industrial hose service provider. 

The veteran marketing pro said he was initially drawn to the field because of its creative nature but has grown to respect its analytical side. “I see marketing as a lot more science than art. We are constantly striving to get the cleanest data possible so that we can make the best-educated decisions based on real-world data. One of the great things about franchising is that you can access data across many locations, identify programs that are working and pull those wins across a system.” 

Allure of PIRTEK USA

Doyle looks forward to working at PIRTEK because it is a strong, established brand poised for growth, given its recent partnership with Princeton Equity Group. “Everyone I met during the interview process had an excitement about where the company was going. I wanted to be a part of that.” Since Princeton came on board, PIRTEK has added experienced team members across multiple departments, he said. “Princeton’s focus on franchising makes for a strong collaborative relationship as they bring a lot of resources and expertise to the table to help support their brands.”  

In particular, Doyle wants to enhance support for all PIRTEK USA franchisees. “The needs for new and established franchisees are very different, and we need to make sure we provide value at all stages of the franchise journey.”

Franchise Marketing Experience

PIRTEK CEO Kim Gubera said Doyle’s “vision and leadership will be instrumental as we expand and innovate. We are thrilled to welcome him to the PIRTEK family,” Gubera said. He’s a great fit for the CMO role because of his proven track record in franchise marketing, she added.

Doyle’s first franchise marketing job was with MaidPro, a residential cleaning franchise. He eventually rose to vice president of marketing there. After MaidPro became part of Threshold Brands (owned by The Riverside Co., a private equity firm), he served as Threshold’s vice president of marketing.  

At his new B2B brand, Doyle enjoys being able to focus more on direct sales and marketing to targeted customers. “New customers often contact us when something breaks and they need a fast fix. From a marketing standpoint, we need to be as visible as possible and build brand recognition so they think of us first when a service is needed. After that first fix, we want to build a relationship with customers and become their go-to solution when the need arises.”